Tag Archives: Landing page

Analytics 101: Turning Data into Insights

Whether you’re running a company website or a personal blog, it’s important to find out how the content you create is performing, and how you can improve upon it. Tools such as Google Analytics and 1&1 SiteAnalytics are easy to “set and forget,” and can be incredibly useful for turning large amounts of data into actionable insights.

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Category: Products | Tips
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Website navigation: guidance for your website’s visitors

Aside from high quality content, the visual appearance of your website also contributes to its success. Design, colors and fonts are important, but a well-structured navigation also leaves a positive impression on visitors. This logical division helps potential customers orientate themselves effortlessly and find the information they need.

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Category: Tips
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Create Effective Landing Pages for Your Products

Every business that markets itself online has to consider the landing pages for their products. A landing page is one area of your website that you can directly link from your marketing efforts. For example, if your company purchases a Facebook advertisement for ProductX, the link in that advertisement should take the user to a page specifically about ProductX, as opposed to the homepage of the website. This is important because it will immediately show your visitors the information they came to find. This eliminated step allows marketers to increase their conversion rate, which is why it is important for all businesses to create the best landing page for their products.

Use a call-to-action statement

A call-to-action (CTA) statement is the language you use to drive a user to completing a specific step in your sales process. This could range anywhere from “Visit our website to learn more” to “Buy a ProductX today!” It is important that no matter what CTA you use in your marketing, that the same language is consistent on the landing page. This ensures visitors the webpage that the advertisement has taken them to is where they should be.

Multiple landing pages for each product

One product does not need to be limited to a single landing page. If your business targets different demographics for the same product, for example, you should create individual landing pages based on those audiences. Marketing materials targeted towards one specific group will perform better if the landing page is designed for only that group. In other words, design your landing pages based on the audience, and not entirely on the product line.

Make sure the right information is displayed

If you have succeeded in getting visitors to your landing page, you want to be certain that they will receive the best information. As mentioned before, write the language on the page to match the CTAs in your marketing materials, and clearly state any offers that your potential customers are looking to claim. If appropriate, you should also include any images that can illustrate your business or a specific offer. You should also consider creating a contact form that visitors can fill out, as this will give you leads for the future.

Photo Credit: ©iStockphoto.com/marekuliasz

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Category: Tips
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Tips for Sustaining Your SEM Campaign

Yesterday we posted a two-part article that details the basics of how to start a Google AdWords campaign, as well as some of the benefits for having one. If you’ve taken our advice and made the first steps to setting your company’s search engine marketing (SEM) plan in motion, we’d like to provide one more brief article on some helpful tips for once you have started.

Sit back and watch for a bit.
You should use the first month to try to generate as much traffic to your website as possible. Try not to focus too much on the details of how each ad and each keyword are performing. Let the data accumulate, and after the first month, evaluate the statistics to see which ads are working and which ones are not. If you obsess over something not working in the first week, you haven’t given it enough time to develop.

Hold off even longer for changes.
Even though you should evaluate the success of your SEM strategy every month, you should try to only make changes every three months. Too many changes too frequently could cause the opposite effect for your business. The longer that you can analyze the analytics for your SEM performance, the more accurate the measurements will be.

Take advantage of features.
For example, one option is the Phone Number Ad Extension. This allows users to see your phone number displayed along with your ad, to call you immediately. This is especially useful for mobile searchers.

Research the competition.
Take a look at what similar businesses in your industry or region are doing with their SEM plan, and evaluate how you should approach your campaign.

Think of the landing page.
When a user actually clicks your advertisement to visit your site, where is it taking them? If the advertisement is referencing a specific product, for example, the landing page should be for that product. The transition from search to site should be as seamless as possible for the user.

Consider the demographics.
Keep your audience in mind. Consider who, where, and why will be searching for your set of keywords, and determine the type of language they would use.

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Category: Tips
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Successful Pay-Per-Click Campaigns

In addition to search engine optimization, which we write about a lot in the Online Success Center, online marketing campaigns can be a great way to generate additional traffic to your business website. These campaigns include initiatives such as banner and search engine advertisements, and are typically paid for on a pay-per-click (PPC) basis.

PPC campaigns work just the way they sound. As a business, you create an advertisement to be included on a website, and you pay the website owner a pre-determined amount of money for every time a visitor clicks through to your business’s website. This is a popular marketing strategy for many small businesses, since it is a good way to determine which advertisements are more successful on what websites. Additionally, in many cases you can establish a limit for how much you are willing to pay, so there is never any unexpected cost involved.

However, without a proper strategy in place for your business’s PPC campaigns, you could be losing money by not using your ads and landing pages correctly. You are only paying for every click, but you want to make sure the users clicking your ads are the users you want. Consider the following areas when designing your marketing strategy, to get the best return on your investment:

Copywriting on the Advertisement – This is obviously the most important element, since it can be the deciding factor for a prospect clicking on the ad. Use appropriate keywords and calls-to-action that can motivate the visitors to click through to your website. Tempt them with a special offer or some way that your business can solve their problems.

Visuals on the Advertisement – In addition to what your PPC ad is saying, make sure it is visually pleasing and stands out against whatever website you are hosting it on. For example, black text on a white background would cause the ad to blend into the background of most websites, so you would want to choose a design scheme to catch the user’s eye.

Landing page design – One of the biggest mistakes that online advertisers tend to do is not plan out where a visitor is going once they click an advertisement. A landing page is a page on the site designed specifically to welcome visitors after they “land” on your site. The copywriting on the landing page should be consistent with what the user read in the initial advertisement. If they are simply rerouted to the company’s homepage, they won’t know or might not remember what they were looking for originally. A good landing page guides them through the rest of the sale.

Successful PPC campaigns are a great way to generate more traffic to your website for relatively low cost. If the increased traffic leads to increased sales, your PPC campaign could provide a nice return on investment.

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Category: Tips
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Use PPC to Attract More Website Visitors

When you use Google as your search engine, you have probably already noticed: the small text ads above the regular search results, and to the right of the page, match the search terms you just entered. Have you considered using these Adwords for your business?

This so-called keyword advertising on Google Adwords is the ideal way to attract targeted visitors with related queries on your website – and better yet, you will only be charged when users actually click on your advertisement. Additionally, you can establish the size of your budget on your own. Google will match your targeted keywords with exactly the right people to drive traffic to your website. Google Adwords is a proven and effective way to direct more of the right visitors to your products and attract customers.

Reach potential customers without detours

To place an ad using this method, you first need to create a Google account and log-in to Google Adwords. From there, you simply follow the instructions that are laid out for placing an advertisement using your company’s targeted keywords. Then, when users perform a Google search using one of your keywords, your own advertisement will appear alongside or above the results, so you can capture any potential customers that are interested in your products directly from the results.

When a user clicks on your ad, they will be directed to your website to learn more about your business. Google even lets you check exactly what you’re getting for your money. Various tools and evaluation modules will display exactly what works well and what advertising campaigns still have potential for optimization. In the help section you can find information and explanations about keyword advertising and tips for best results.

Various adjustments are possible

You can customize every aspect of your Google Adwords campaign online: budget, your ad text, keywords, geo-targeting, day and time for the ads, and many other settings can be adjusted as needed. A company only incurs a cost from the service when a user clicks on your ad, and you have the additional option to only show ads to people searching in a particular region, city, or even in a particular country.

Another advantage is that there is no minimum spend and no minimum time period. For example, you could start with a daily budget of $25 and a maximum cost of 25 cents per click on your ad and find out whether a campaign with your keywords is at all effective, and adjust your budget further if needed.

To provide your eventual website visitors with the right information, you should direct them to a landing page on your site for that particular product, as opposed to the general homepage. The more precise the content and presentation on the landing page, the greater your chances of success with keyword advertising.

Photo Credit: ©iStockphoto.com/cogal

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Category: Tips
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Where Do Users Go When Clicking Your Ad?

Online marketing is an area of business that continues to see exponential growth. With more and more users accessing the internet in different ways, the ROI for online advertisements has enormous potential. If you have an online marketing plan for your business, you are already on the right track. While in the thick of strategizing, however, don’t underestimate the importance of your company’s landing page. In other words, you could do everything right with your advertising messages, but what happens when the customers click through to your site?

An exceptional online advertisement that leads to a dull or uninformative landing page is like inviting friends over to your house for a party and then not being home when they get there. You don’t want your potential customers to leave as soon as they get to your website. A proper landing page is perhaps the most important, and final, aspect of your online marketing plan.

To ensure that you won’t be turning away any visitors, keep the design and messaging on your website the same as the advertisement that the user clicked. If they get to the site and it looks like something completely different, they will bounce off the page. The same logo, the same product/service being offered, and the same call-to-action will keep your message consistent as they click through.

Another important question to ask about your landing page is: Does it work for every visitor? Many people may not realize that different Internet browsers respond differently to certain website code. A design that works great in Firefox may not look good in Internet Explorer, for example. The best way to be certain your visitors are viewing your landing page in the way it is meant to be viewed is to test the page yourself. Web browsers are free to download. You should load your Web page in each of the most popular browsers (Mozilla Firefox, Google Chrome, Internet Explorer, Safari), and fix any bugs that may appear. To check if the page is being visited with any other Internet browsers, you could check the analytics for your site.

Just like with any other aspect of your website, creating a welcoming and informative environment for your potential customers will keep them coming back, and ideally generating more business for you.

Photo Credit: ©iStockphoto.com/marekuliasz

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Category: Tips
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