Tag: Tire Kickers
Why some people should lower their Google Adwords click through rates
by admin on Dec.28, 2009, under General
Once you’ve started your Google AdWords campaign and chosen a great set of keywords, your ads may still need some work. No matter how relevant your keywords are, your campaign needs to woo your potential customers, not just freebie seekers.
This seems to be an area that most PPC marketers fall down on. With all this talk about click thru rate, people miss the bigger issue: the clicks are next to worthless if they don’t convert to sales. In fact, they aren’t even worthless – they lose you money. Return on investment is what matters, and everything else is subordinate to that, including (perhaps especially) how many people click on your ads.
So, how do we target buying customers and get rid of the click-hungry tire kickers? Well, there are several strategies I use, and taken together they ensure I get healthy returns on my clicks.
Firstly, pay very close attention to your keywords. By on large, the broader the keyword, the greater the chance of random non-buyers clicking on your ad and costing you money. For example, someone searching for “Adwords” might want to log into their Adwords account, they might be searching for free content, or they could just be killing time.
Contrast this with a very targeted keyword such as “buy Adwords e-book”. Well, there is no comparison, the second will tend to convert at ten times the rate of the first, more general keyword – but people tend to pay the same for each keyword. I don’t know if it’s because no-one tracks their conversions properly anymore, but in any event don’t fall into the trap of believing that all keywords are created equal.
If you are a merchant and have conversion tracking setup on Adwords, pay close attention to where your sales are coming from. The truth might surprise you.
Secondly, add “free” as a negative keyword to your campaign – this will cut out the blatant tyre kickers before they even get a chance to click on our ads.
A third possible strategy is to put your price in the ad, possibly in the headline, eg “super new gizmo only $50”. However, I don’t like this method too much – the reason being that the freebie hunters will click anyway, and many potential buyers will be dissuaded from clicking (many copywriters make their price as invisible as possible on the sales letter, why advertise it before they have even read the benefits?)
What I tend to do instead is make a subtle reference to the fact that the information does come with a price tag, using a word such as “cheap”, “low cost”, “inexpensive”, “limited offer”, “discounted price” etc. This tends to not only dissuade the hardcore freebie hunters, but will actually make borderline potential buyers curious and more willing to read the sales copy. And that can only be a good thing.
Remember, click through rate is important but only if the people who click are buying. If not, you would be better off pausing your campaigns and trying a more forgiving advertising method.
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How to Build a Squeeze Page That Works
by admin on Jul.07, 2009, under General
One of the key skills in internet marketing is knowing how to build a squeeze page that works. In case you do not know, a squeeze page is a webpage where there is only one option for the visitor, usually to fill out an opt-in email form. They either do that, or hit the back button and leave. In other words, you give your visitor no option. You squeeze them into either fishing or cutting bait.
Some marketers feel like squeeze pages are too harsh. They do not want to offend their potential buyers by saying either take it or leave it. Yes, if you do not know how to make a squeeze page that works, you can offend some of your web traffic. But there are two things to say about this.
One: Those people you may have offended were not real customers, anyway. They were just tire kickers. Look at it like this… if someone will not fill out an opt-in email form, they are not going to pull out their credit card later on and then just pay you for one of your products.
Two: This is actually the flip side of One. People who are really after the information you are offering will give their email addresses to you. For whatever reason they like you and have some degree of trust associated with you. If you have the skills on how to build a squeeze page that works really well, then you can capitalize on this trust and then get them to give you their own information.
There is a big part of how to build a working squeeze page and that is what you are offering for your customer’s email address. No one is going to just fill out your opt-in form and give you their email address just because you asked them. You have to have something they want.
For those internet marketers and into newbie marketing, this usually takes the form of a report or a short e-book that has all the information your customer needs. Of course, in the body of the squeeze page copy you need to explain this. You need to make it as clear as possible as to what you are offering them, completely for FREE, a report which will tell them stuff they want to know.
Looked at like this, a squeeze page is basically a short sales letter. The sale is your getting the email address. The items that you are selling is your giveaway. It is going to cost your visitor their email address to get the report.
There is no real trick to knowing how to build a squeeze page that works. Just like top seo services, it is not magic. You just need to explain (usually through bullet points) what your prospect can get by giving up their email address. If ever you give them more than they feel like they are giving up, then you got a sale. And another email address to sell stuff to over and over again.
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