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Last week, Google (as well as announcing SSL encryption for search) introduced perhaps the most significant changes to its PPC algorithm for some time.
Google has changed the proportion of quality score weighting to make landing page relevancy more important, a moving away slightly from of click through rate (CTR) as the primary metric for an ad's success.
I've been asking some PPC experts about how the changes will affect brands and advertisers...
In a multichannel environment, brands and marketers need to think carefully about how customers will respond to offline advertising.
If people see a product or service they like, will they open up their laptops and type the URL used on the ad into a search engine? Will they search for the brand online instead? Or will they use the smartphone in their pocket?
In terms of follower and fan numbers, Topshop's social media strategy appears to be working well. It has the most followers on Twitter and Facebook fans of any UK retailer.
According to a new Social Media Benchmark study by eDigital Research (registration/survey required), retailers are continuing to grow their presence on social networks, though less than half are currently offering consumers the option of shopping from these accounts.
A great Facebook landing page should turn visitors into subscribers, engage people, and encourage them to explore your products and services further.
So what makes a successful Facebook landing page? Here are a few tips taken from our How to Create Amazing Facebook Pages guide...
Landing pages are one of the most important elements of your website. It doesn’t matter how great your SEO efforts, how marvellous your product and how enthusiastic your staff; if your landing page doesn’t cut it, your customers will leave without purchasing.
A bad page will see your visitor bounce straight back to the search engine they came from.However, a good page will attract and hold their attention, while persuasively encouraging them to do whatever it is the page exists for. So how do you achieve this?
Seasons and events in the UK and the world over have developed an increasing importance for brands and marketers in appealing to consumers. One only has to look at the impact of occasions such as Valentine’s Day to see how lucrative an event can be for a brand.
Search offers brands a potentially engaging way to capitalise upon this, which may not be as hard as you think. The initial groundwork of a seasonal paid search campaign must be rooted firmly in the website in question.
Depending on the brand, there are two potential options to pursue...
If you want to do online marketing well, you need to get the basics right, and few things are more important than writing effective landing pages.
Adobe's recent $1.8bn purchase of analytics provider Omniture had many people scratching their heads. While Adobe's CEO called the acquisition a "no-brainer" and it just might turn out to be a very wise strategic move, it's certainly possible that some Omniture customers will ask questions about the future of the company now that it's an Adobe company.
So I was interested to come across a Coremetrics ad addressing the Omniture acquisition. It leads to a landing page designed specifically for current Omniture customers and wastes no time in making a sales pitch.
A good landing page is one that reinforces ‘conversion intent’ by providing enough information to persuade customers to convert, but most importantly it has to be relevant to the paid ad that the user has just clicked on.
When shoppers enter a very specific phrase, such as a make and model number of a product, it suggests a clear intention to purchase, and so the landing page has to send the searcher straight to the product page and make it easy to complete the purchase.
Online copywriting can make all the difference between a website that engages and converts, and one that stagnates.
Words communicate to your visitors and influence actions (both positively and negatively). Furthermore, good copy is, as far as the search engines are concerned, the food of the Gods. Words are to Google what oxygen is to you and me.
So I thought I’d try to nail an A-to-Z of online copywriting. As ever, these recommendations are guidelines, rather than firm rules. They're broadly applicable to web copywriters and bloggers, as well as journalists who have their work published online. I hope it makes for a handy bookmark-friendly checklist...
A quality landing page is one that reinforces ‘conversion intent’. To achieve this, you need to consider the mindset of your visitor and provide enough information to persuade them to convert, as well as taking care to avoid any unnecessary distractions.
I recently found this list by Online copywriter Nick Usborne, who we interviewed a few weeks ago, with seven tips for improving landing page headlines to increase conversion rates.
Here are a few of Nick's tips...