|
Converting Prospects
Once you've qualified your leads by putting your message in front of prospects, you'll want to close the deal. Getting your prospects to click on your ad is not the last step. To convert click-throughs, you'll need an effective landing page as well as a plan for monitoring and managing your campaign. Relevant content that relates to your prospect's search is critical to conversion success.Landing Pages
One way to get the most from your search marketing campaign is to make your landing pages as relevant as possible. Your prospect was looking for something when he or she went to the search engine site. When prospects click your advertisement, they'll want to wind up on a landing page that reflects their original intent.Some of the most effective search marketing campaigns include the creation of a micro-site. A micro-site should provide enough interesting and persuasive content and clear direction to compel the visitor to take the action you wish.
Search ads that simply click-through to an existing sign-up form or home page—especially one with diverse content—can be very unsatisfying. You will have much more success with a landing page that has been designed specifically for your campaign and is crystal clear about what it wants the visitor to do. If you are promoting a magazine, for example, your landing page should emphasize the benefits of your magazine with the clear message that you want the visitor to subscribe. Simply sending prospects to the magazine's home page risks distracting, confusing and frustrating them.
Monitoring and Managing Campaigns
Another important consideration when launching a search campaign is the creation of groups of words and advertisements that relate to the campaign. To gauge the appropriateness of these words, you should monitor them carefully to make sure you are satisfied with how they are performing. To evaluate performance, you start by looking at the number of click-throughs. You can also measure the effectiveness of alternate advertisements by comparing their response rates.Monitoring other factors can help you even more when it comes to managing your campaign. Because you can track behaviour after your prospect clicks through and arrives at your landing page, you can measure campaigns based on a wide range of response metrics.
This ongoing analysis lets you boost sales by giving you the option of modifying keyword choices, bid amounts, advertisements and landing page design. With search engine marketing and the detailed reports provided by a full-service company like Cornerstone, you're not guessing about effectiveness.
View our Search Engine Marketing Services
|
A Member of the Canadian Marketing Association
All Rights Reserved.
|