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Make Your Google PPC Campaign Count: From The Right Ad Words To Perfect Landing Pages

Google-AdWordsOne 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/.

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A Customer Service Story

by Mike McCartney  Sooteyeout Publishing

How many hours a day do you put in running your business? 14, 15?

There is a little coffee roasting shop in San Jose I go to on weekend mornings. The old guy who runs it hires only young girls and has them dress like Hooters. Today there was only one person behind the counter. She was running back and forth doing everything from making drinks to making coffee urns to taking orders and running the cash register. There was a long line across the whole shop.

The old man who owns the place was standing watching her. He ran out to tell another merchant from the shopping center who walked in that he would get her coffee when it slowed down, and ignored the rest of the line, she was special I guess.

He went behind the counter and hovered over the poor girl for a minute and then came down by the corner of the shop by me and hid, so he could watch from there. I asked him: “Why don’t you help her?”

He answered, “I am.”

I left and got coffee somewhere else, and thought afterwards: “He does not even know how to make the coffee drinks he sells or how to run his own cash register.”

There are just time that you pray for the likes of Gordon Ramsey to walk in and start swearing at people like that.

– Fresh Flakes – Frank Zappa

They don’t do no good
They never be workin’
When they oughta should
They waste your time
They’re wastin’ mine
California’s got the most of them
Boy, they got a host of them
Swear t’God they got the most
At every business on the coast…

“I’m a moron ‘n’ this is my wife
She’s frosting a cake
With a paper knife
All what we got here’s
American made
It’s a little bit cheesey,
But it’s nicely displayed
Well we don’t get excited when it
Crumbles ‘n’ breaks
We just get on the phone
And call up some Flakes
They rush on over
‘N’ wreck it some more
‘N’ we are so dumb
They’re linin’ up at our door…”

“Well, the toilet went crazy
Yesterday afternoon
The plumber he says
“Never flush a tampoon!”
This great information
Cost me half a week’s pay
And the toilet blew up
Later on the next day ay-eee-ay
Blew up the next day WOO-OOO..”

* Flake Response—

“We are millions ‘n’ millions
We’re coming to get you
We’re protected by unions
So don’t let it upset you
Can’t escape the conclusion
It’s probably God’s Will
That civilization
Will grind to a standstill
And we are the people
Who will make it all happen
While yer children is sleepin’,
Yer puppy is crappin’
You might call us Flakes
Or something else you might coin us
But we know you’re so greedy
That you’ll probably join us…..”

 

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