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How to Waste Money and Annoy Potential Customers
Why do some companies bid on keywords for products they don't even sell? Or fail to provide the basic information people need to make the decision to buy? Here's a cautionary tale-- with a happy ending. HAS THIS EVER HAPPENED TO YOU? I'm looking online for lamp shades. I go to Google and click on the top Sponsored Link in the right column: Expo.com. I'm taken to their "Lighting and Fans" page. There are 29 links in the left navigation, but no lamp shades. So I do a keyword search. Products Found = 0. All I can do is wonder why they wasted my time and their money, and move on to the next ad. CLOSE, BUT NO CIGAR. Clicking on the second ad takes me to a home page with a "Shades" tab. I click on that and arrive on a page with information about sizes and a link to the lamp shade collection. I start browsing and find one I'm interested in. The text instructs me to "Click on lamp image for detail." I guess they mean lamp shade image. I click, and to my surprise, I see the exact same thumbnail I was looking at, but now I have four color choices and an "ad to cart" button. OK, I'm a designer. I can appreciate subtlety. But what's the difference between White, Off-White, Beige and Coffee? All this site shows me is a little grey photo-- but "Dirty" isn't one of the color choices. I see the toll-free phone number at the top of the page. I call (during their normal business hours) and get voicemail. They say my call is very important to them, but I'm not so sure... THIRD TIME'S THE CHARM? Back to Google, click on another ad which takes me to a page with lamp shades (YAY!). I can sort by nine different criteria, but even so, I don't see exactly what I want. There's a link to talk to a lighting consultant. I'm skeptical, but I call. Someone answers the phone! I explain what I want and I'm told I need a custom shade. This company doesn't make them, but the consultant refers me to two other sites where I can order custom-made shades. Even though I didn't find what I was searching for I really appreciate this experience. I'd be happy to return to this site and do business with this company in the future. THE MORAL OF THIS STORY Have some respect for your customers. Think about their needs and do everything you can to meet them. If you're advertising a product for sale it should be available on your site. If you expect people to make a choice, provide the information and pictures they need to feel comfortable making a decision. And even if you can't make the sale today, you can and should offer a good customer experience because there's always tomorrow. TIPS TO TAKE AWAY If you place an ad for a product your site should sell that product. Don't waste your money bidding on keywords for products you don't sell. If someone clicks on your ad they should be taken to a relevant landing page. Don't make people hunt around or do a Search on your site. Show them what they're looking for right away. Give them the information they need to make a good decision. Don't expect them to guess what your product is "really" like. -------------------------------------------------------- Barry Harrison is the author of "REDiTIPS" eMarketing Newsletter and a partner in Resolve Digital, Web Strategies for the Real World. Visit his site at http://www.resolvedigital.com
MORE RESOURCES:
PPC-Advertising - Google News |
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Who Else Wants To Maximize Their Google Adwords Success? Who Else Wants To Maximize Their Google Adwords Success? Discover Three Simple But Incredibly Powerful Strategies That You Can Implement Right Now About The One Thing You Must Do To Ensure An Awesome Adwords ROI! By Mark Meyers If you are not familiar with Using Google Adwords, please check out my getting started article here:http://www.Internet-Income-Advisor. Google AdWords: Like Playing The Lottery A "dollar and a dream," is all you need said the television commercial. The lure of the Lottery is a seductive one: plunk down a dollar and you might become a millionaire for life. Pay Per Click or Pay Per Human Browser? Pay Per Click advertising has been around a few years now. Pay per click is a multi million dollar industry which, as yet, is still in its infancy. Why Paid Inclusion is Better than PPC Advertising When search engines pay website owners a percentage of the bid cost, you're just looking for trouble. This is the problem with Pay Per Click (PPC) advertising, especially with smaller named search engines. Successful Pay Per Click Ad Copy Writing outstanding ad copy for pay-per-click advertising campaigns is critical if a webmaster wants to be successful. Why waste money on clicks from people who aren't going to buy what a webmaster has to sell? To be as targeted as possible descriptive titles and effective ad copy are needed. The Click Fraud Problem Click fraud has become a major problem for online marketers. If you participate on Google adwords campaigns or Overture, you must already pay a lot for your campaigns. 10 Inside Secrets to Google Adwords - Part 1 Let's face it.. $1 Million in Google AdSense Earnings They are calling him the million dollar man. Jason Calacanis recently revealed in his blog that he is on track to earn a million dollars from AdSense over the year ahead. Google AdSense - A Quick Overview For Beginners In Google AdWords, the advertisers' links show up when someone types a certain keyword to Google search engine's box and enters it. The links will show up on the right hand side of the results page. The Truth About Why People Search! Why do people search on search engines? Let's confess this seems like a basic question, right? People search because they are looking for something. Complicating that question are these questions. The Cost Of Click Fraud One of the biggest threats to the continued growth of Search Advertising is the increasing plague of click fraud. Although there are varying forms of click fraud, most people define it as any click generated, and paid for, where the intent is to drain the advertiser's budget. Adsense Tricks to Explode Your Profits Lots of people say to make your ads blend in. However, some people are having a lot of success by making their links stand out. How to Skyrocket Your Paid Search Profits Faced with a mediocre or worse performing paid search campaign and the pressure to allocate resources elsewhere, many businesses choose to drop their paid search or scale back their budgets - leaving ripe buyers waiting to be harvested by their competitors.If you face paid search challenges, before you decide to drop or scale it back, try these proven strategies to skyrocket your profits. Google Adsense, The Smart Way To Earn Do you want to get paid for posting ads on your web site ? I believe whenever you visit some popular sites, you see some square boxes with text links following by "Ads by Goooooogle". They are the google ads. Easy Clickbank Management with the Right Tools Clickbank has been around for years and has earnedan excellent reputation online. They make it easyfor anyone to be able to take credit card paymentsfrom their websites without the hassle of obtaininga merchant account. Pay Per Click Search Engines - A Fundamental Overview Forbes magazine reported that pay per click ads accounted for $1.4 billion in 2002 and are expected to increase to $8 billion by 2008. Adsense Secrets Pst! Wanna know some Adsense secrets? The only secret is that there are no secrets per se!Do a search for Adsense secrets and you will be bombarded by a myriad of ads by trying to sell you the answers to making lots of money with Adsense.Before you buy anything, my advise to you would be to do some research on a search engine and a bit of common sense. AdWords Campaign Set Up Tips It's easy to overlook the basics of a strong AdWords campaign. Without them though, your AdWords campaign can be doomed from the very start. How To Increase Adsense Income If you are already running Adsense on your site, you are probably thinking of ways to increase your Adsense income.If your Adsense is performing poorly, I have two tips for you:1. Three Google Adwords Secrets for Massive Online Profits If you know anything at all about Internet marketing, then I'm sure you're aware of how powerful a tool Google Adwords can be. At the same time, if you're like most marketers, you're still looking for a way to really cash in on this fantastic marketplace innovation.
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