One of the most common mistakes in any international or local internet marketing campaign is that the campaign does not make sense to most potential customers. Within a few seconds of glancing at your PPC ad or landing page, customers should know exactly who you are, what you do, and what you do not do. Below are a few tips for how to make your Google PPC campaign thrive, from picking the right Google Ad Words to creating the best landing page.
How to pick the right Google Ad Words
First and foremost, make sure that your Google Ad Words are relevant to your business or product. Often, being more specific is better. For example, instead of choosing the word “coffee” for your business that ships green coffee beans that individuals can roast at home, choose the keyword phrase “green coffee beans.” Chances are, few people looking to find other things associated with coffee—coffee shops, coffee flavored ice cream, coffee pots, coffee gift baskets—are interested in purchasing green coffee beans to roast at home. Reach out to the right customer for your business.
Have a landing page that is easy to understand
After having an ad that clearly states what you offer, make sure that your landing page is easy to understand. Within a few seconds, potential customers should be able to know who you are and what you offer. One problem with many landing pages is that site visitors cannot readily figure out what site they are visiting. You need to ensure that your landing page shows the following, regardless of whether your focus is local internet marketing or international sales:
- In a few sentences, say who you are and what you do
- Like all other businesses, online businesses need to have a mission statement and statement of purpose
- This information should be easy to see on your landing page and easy to understand
Creative web design is great. Similarly, having a landing page that looks expensive is important. However, your landing page will only hurt you if you cannot clearly articulate who you are and what you do on it. Remember that potential customers do not owe you anything. It is your responsibility to make sure your message gets across, not their civic duty to try to decode your landing page. Come up with a solid identity and clearly state it in a few simple sentences. If you still question your company’s identity, it’s time to go back to your business plan and figure it out.
Optimizing any Google Ad Words campaign
Always focus on being clear and concise throughout the entire campaign. You don’t want to attract all customers; you want to attract the right kind of customer by clearly articulating what you have to offer. In addition, working with local marketing experts can help guide you through the system to make your internet marketing campaign count. By connecting with the right customers through popular online advertising techniques, you can build a brand for your business to thrive.
Chris Marentis is the founder and CEO of Surefire Social. He has a marked history of branding expertise in the e-commerce and internet marketing industires. For more information, visit http://www.surefiresocial.com/.