In my earlier blog post,?One Simple Change That Will Improve Your Google Advertising Results,?we asked the question:? ?If there was just one thing you could do today to improve the performance of your Google pay-per-click campaign, what would it be?? Well, the tip today is so important that to neglect it will often undo the great results you could get from the earlier tip.
Which do you prefer when you are trying to solve a problem?a quick solution?? or a lengthy multi-step one??? At the risk of insulting your intelligence by even asking such an obvious question, stick with me for a minute as I offer a real life example of this situation.
Imagine you need a new tire pump for your bike, and you go to Walmart.? No, don?t get me started about going into Walmart.? This example could easily apply to Home Depot (equally as frustrating).? When you walk in, you look in each direction as you try to figure out where exactly to go in this huge store to find the bicycle tire pumps.
Does it really help to read all the signs pointing to all the different departments?? Unless there is a sign that says, ?bike tire pumps,? probably not.
It is just too much work to figure out where to go to find what you need.
But, what if you walked into the store, and someone who works there greets you and asks, ?what are you looking for??? They then press a button and you are immediately transported to the exact row, facing your bicycle tire pump choices.
Would that be cool, or what?
Many businesses advertising on Google forget that people want answers fast and easy.? Instead, they try to make the searcher work for it.? Many won?t and just hit the back button.
How do they make it difficult for the searcher?? By using specific keywords and ads, but then sending the searcher to a very general landing page.? It is like seeing an ad in a Walmart flyer for a bike tire pump, only to show up at the store and see no obvious indication of where to find the pump.
Watch here for a very clear demonstration in Google AdWords about the difference in these two approaches:
Remember:? the result of using topic specific landing pages with specific keywords and related ads will not only provide you a higher response rate, but also lower costs per click from Google.? Google rewards the relevance of your landing pages, keywords and ads.
It IS worth the trouble to do things this way.? Do you agree with this approach? but not have time to do it?? Consider using professional AdWords management.? You will find the results to more than compensate for the additional cost.
For more great (free!) information and ideas on marketing your business, visit 2ndMileMarketing.com
Want more Google AdWords performance tips??? Download our free report, 14 Vital Tips For Improving Your Google Adwords Campaign.? It is full of great ideas that will increase your traffic and response levels, while lowering your cost per click.? Download it today!?
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