Landing Page Optimization Google Adwords

Posted on October 28, 2009
Filed Under Affiliate Marketing Tips, Google AdWords, Google Quality Score, Landing Page Optimization, Pay Per Click, Toronto SEM Consulting | Leave a Comment

Understanding Landing Page Optimization for Google AdWords

Your quality score in the AdWords system is the way Google indicates how effectively the keywords and content work together in your ads and landing pages. A wise choice of keywords connecting your ad to the relevant content of a quick-loading landing page will be rewarded with a lower cost per click and better ad position, not to forget more click-throughs. Google wants to help you increase your quality score since doing so results in increased overall trust searchers will have in Google AdWords.

Google is in the business of uniting its search clients with the exact item, service or information they are looking for with as little effort as possible. If your landing page is doing its job, not only will searchers see that you are a good match; they will also find it effortless and compelling to commit to a purchase and refer others to your site.

It is no easy task to create the perfect landing page that will draw in droves of traffic and flood your servers with orders. Testing various versions of your landing page and noting the response of your visitors is critical to developing a successful campaign. The number of issues a landing page needs to resolve; loads in seconds, is absolutely relevant to the searcher, establishes immediate trust, and presents a clear and compelling call to action, will clearly take more than one try. Multiple version of your landing page, varying a single feature, such as the call to action, will lead you to a version that visitors will prefer.

In order to take advantage of the many different ways people search the web, e-commerce sites should diversify their marketing efforts. An effective e-commerce marketing strategy would include individual product landing pages for long-tail, and review and comparison pages allowing dispersal across a wider spectrum of search criteria to address the bulk of search queries.

Learning the strategies to effective ad and landing page optimization yields a double reward. You have chosen the most relevant keyword phrases to attract the right traffic. You have done the testing to come up with a landing page that is relevant to your AdWords ad. On the one hand, fine-tuning your landing pages will net you higher numbers of quality visitors buying your products. To add to that, Google will reward you with a lower cost per click for your AdWords campaign, since the success of the Google AdWords system is dependent on your success.

SpyFu - Become the Master

Developing an Effective Marketing Plan for the Law Vertical

Posted on October 27, 2009
Filed Under Google AdWords, Pay Per Click, Ranking reports, Social Media Marketing, Toronto Marketing Consultant, Toronto SEM Consulting, Toronto SEO Consulting | Leave a Comment

SEO – SEM Advice For Law Firms

Search engine optimization and search engine marketing within the vertical of law and lawyers is one of the most competitive areas within Google, Yahoo and Bing today.

Understanding what proper approach needs to be undertaken when utilizing online marketing is crucial to gaining the most exposure in a defined amount of time. Search engine optimization (SEO) for rankings to achieve free traffic does take time for organic growth and should be targeted at a 6-12 month plan. Search engine marketing through Adwords, Yahoo Search Marketing or Bing Ad Center can start the flow of traffic happening at a quick pace but you will pay a premium price to get the top positioning that is needed.

SEO Advice – Organic Traffic for Law Firms

Undertaking an SEO campaign for the law firm vertical is by no means a short-term play. It involves a constant on page and off page factor that needs to be built out over a 6-12 month engagement. This time frame allows the search engine crawlers to see growth develop for the law firms web site and is the correct path for deeming any web site an authority within the targeted law firm vertical. Proper steps to research a search engine optimization plan involves the following:

1. Determine a minimum of ten long tail terms the firm wants to target. Each page within the web site should only have a one long tail term focus. This list will quickly broaden as content is developed

2. Determine your competition based upon the original ten long tail terms. Quickly doing search queries through Google will indicate which competition is scoring well. Target your findings to listing on the second and third page search results, since these sites are the most “in play”.

3. Determine your top three competitors the run those web sites through Yahoo to see what back link count they have achieve. Simply go to Yahoo and type in : site: http://sitename.com. Once the page returns, click “inlinks” to see the full count.

4. Start targeting all law firm directories, for a start some can be found here: Law Directories

5. Develop and manage a social platform that is publishing new content daily

6. Managed your expectations. Understand nowadays that the law firm promotion and new client acquisitions through organic SEO is not a easy task and typically calls for time and good budget. A five hundred-dollar solution offered by off shore SEO firms will not work, it has been proven

SEM Advice  – Paid Traffic for Law Firms and Lawyers

Since Google owns the most market share of all the search engines, the Ad Words approach has been the choice of most law firms and lawyers to execute a  large pay per click exposure campaign. However, Bing and Yahoo should not be overlooked, once you see certain areas of Google’s pricing (remember your paying full retail pricing), for example:

los angeles dwi lawyer $47.00 a click

dui lawyer in los angeles $37.00 a click

defense lawyer los angeles $30.00 a click

mesothelioma lawyer $ 27.00 a click

personal injury lawyer attorney $ 25.00 a click

As you can see, without applying a serious budget for those target terms no law firm can get market share on Ad Words. Thus, Yahoo and Bing might allow for lower prices with average demographics. Proper steps to research a search engine marketing plan with Ad Words involves the following:

1. Campaign set-up – Determine the first campaign base on the overall term focus

2. Create Ad Groups based on individual themes ( you can create more then fifty ad groups at any given time)

3. Create a minimum of four  ads per ad group – Test various ad copy

4. Create specific landing pages for ad groups. One landing page will not be enough in testing so remember to generate a few landing pages for split testing

5. Test, revise and test again. With Ad Words you can’t “set it and forget it”, you will end up with more cost then expected. Reducing cost works hand in hand with quality score.

6. Plan to manage your account daily. Daily revisions and competition tracking will only lead to successful pay per click campaign.

The bottom line for marketing a law firm or a lawyer online, is understanding that this vertical is in the top five most competitive verticals online today and simply dabbling in SEO and SEM will not work.

Sign Up with Ask Sponsored Listings

Setting up Google AdWords Campaigns for Beginners Using AdWords

Posted on October 22, 2009
Filed Under Google AdWords, Google Updates, Pay Per Click, Toronto Marketing Consultant, Toronto SEM Consulting | Leave a Comment

Google AdWords can be a difficult process for individuals or companies to harness the true power of PPC marketing through Google. Understanding how Google Adwords works and the basic concept behind their pay per click program can be defined as such:

Campaign  – Ad Group – Keyword Selection – AD Copy – Landing Page

Campaign:

A Google AdWords campaign is the top level of the pay per click module within AdWords. Here is where the campaigns can be named. All pertinent information such as billing, account information, reporting and settings are set in this top level. You can run multiple campaigns within your account. This is done to specifically break down themed, relevant campaign projects. Multiple campaigns, with related focuses should be set up and built out if you are planning on running larger projects

Ad Groups

Within each campaign are ad groups. Multiple ad groups can be set up within a campaign to deliver a focused theme and to ensure separation of keyword selections. An example of this would be

Campaign – Law

Ad Groups ; Personal injury, Criminal, Immigration , Motor Vehicle Accidents, Wrongful Death, etc….

Setting up only one ad group to cover the above themes will lower your Quality Score and also increase your cost per click, Google is looking for separation of relevance to each ad group. This will also allow you to set up specific key phrases in each group with themed ads and landing pages, all connected to increase the most relevant path for the end user. It also aids in the management of your campaign. Each ad group can now support specific key phrase terms related to those ad groups and let you define AD copy related to the theme of the ad group. Specific landing pages can now be developed for just that ad group. Create as many ad groups that you have specific verticals to cover, it will aid in a more flexible campaign

Keyword Selection

Keyword selections should be made that pertain only to one themed ad group. If you have created many ad groups, place only the related terms into one specific ad group. For example: you would not place immigration key phrases within the criminal ad group. Google will lower your Quality Score and increase your cost. Since the cross over population of unrelated terms within an ad group, also reflects on the AD Copy and landing page assigned to that ad group. If the correct term focus is not within the correct ad group, Google will penalise you through poor Quality Score and high cost per click charges.

Ad Copy

Ad copy is what will be displayed on Google when someone searches for the terms within your ad group. Ad copy will be your “call to action” that engages a web surfer to click on. This ad copy should be clear and concise, the copy that is displayed must convey an exact themed, relevant offering. It is recommend that you set up 3-4 ads per ad group. Ads that are served equally over a period of time will allow you to see exactly which ads convert to clicks better.

Landing Pages

Aside from ad copy that creates click conversions, the final step in the equation is the landing page. You should create multiple landing pages for testing purposes to see which are most effective in overall conversions. Each landing page should be specific to each individual ad group, thus in turn is related to the key phrases within your ad group. Each landing page must have a call to action on it. There could be forms for harvesting customer information or direct sales call to action through order forms

Conclusion:

From the initial setup you can now see that each area of AdWords campaign development is entwined. The goal of a successful AdWords campaign is to increase sales and lower conversion costs to ensure the highest return on investment. In later posts we will break down the optimization of each section above.

Keywordspy

« go back

Recently


Categories


Archives