Writing Pay Per Click Ads using the Medicine Bottle Technique
January 21, 2009
Writing pay per click ads using the Medicine Bottle approach requires that you distill down your core benefits with precision and include a call to action. Just as a medicine bottle reads succinctly ” Take one tablet by mouth at bedtime”.. its short and to the point.. So as you read your medicine bottle, envision how you can distill your benefits and call to action precisely and with conviction.
Pay Per Click Marketing Strategy
December 26, 2008
To better communicate your unique offering, start by reviewing the core benefits of Google Adwords..
“Reach people actively looking for information about your products and services online”
and make it real for your business offering. For example:
If I were a photographer with an online photo portfolio who wants to attract a bride/mother-in-law looking for a wedding photographer for her wedding day, I would write..
Reach brides who are actively looking for a wedding photographer in Orlando Fl market.
By specifically writing the type of visitor and what their goal is when they visit your site, you can write much more targeted adverts and direct them to specific landing pages on your site..one page could target brides and the other could target mother-in-laws.
Google Quality Score Unpacked
September 13, 2008
Great short presentation outlining the core metrics of quality score.
Keywords, Ad Copy, Click through Rates and Landing Page.
PPC Ad Focus
August 30, 2008
Call to Action is the focus for each advert. Otherwise the ads become a type of branding campaign. A sample of ads and their corresponding call to action or not is presented. Tell the visitor what you want them to do. Learn, Review, Compare, Watch, Sit, Run…
Pay Per Click Calls to Action Example
Who are your Internet competitors?
August 9, 2008
Most companies I work with only mention the direct competitors. That is only a slice of the competitive landscape. There are many types. Imagine you walk to the bazaar on a hot and sunny day and yell ice cream. People would obviously look up and wonder..Is he offering free ice cream, ice cream on a cone, ice cream in a bowl, diet ice cream, cheap ice cream, gourmet ice cream…only to find out, he has ice cream cups…so keywords without qualifiers will allow each person to determine their own interpretation? I ran a search for the phrase “crm software” and here is screen shot of the various website offerings responding to the request “CRM SOFTWARE”. The point is there are more types of competitors than you would think. Writing specific ads including qualifiers is crucial for online success.
CRM Software Listings across Google, Yahoo and MSN