Transcript Running Shoes - WordPress.com

Topics in
Technology and Marketing
Push Marketing: PPC and SEM
Internet Advertising
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Pay Per Click (PPC) / Pay Per Impression (PPI)
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Pay regardless of ultimate sale
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Open to “click fraud”
2 flavors
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Banner ads
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Search engine marketing (SEM)
Banner Ads
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Analogous to traditional mass media advertising
Media viewership determines audience
demographics
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Audience demographics determines cost
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Very imprecise
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Little or no ability to control:
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Ad timing
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Ad placement (which page?)
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Ad viewer
Banner Blindness
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Website visitors focus only on the parts of the
page where they would assume the relevant
information could be
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i.e. small text and hyperlinks
Large, colorful, or animated banners/graphics
are ignored
http://journals.tdl.org/jodi/article/view/36/38
Search Engine Marketing
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Analogous to Yellow Pages+SEO+Direct Response
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Yellow Pages
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SEO
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“Right time” - High likelihood of need
“Right person” - Keyword driven
Direct Response
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Motivate immediate response
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Search terms determine audience
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Search term popularity determines cost
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Unit cost established through auction
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Reach determined by budget
Search Engine Landscape
Paid Search
Local
Search
(Organic)
Organic Search
Local Search (Organic)
Organic Search
Paid
Search
Search Engine Marketing
Local Business Optimization
http://www.youtube.com/watch?v=VstLr1mkYL0
Getting Started With Google Adwords
http://www.youtube.com/watch?v=g6FbiWkhCLg&feature=relmfu
The Google Channel
http://www.youtube.com/user/GoogleBusiness#p/u
Landing pages
The forgotten half of SEM/PPC
CTAs must link to a dedicated LP
 Not to a Home Page
LP must:
 Relate to the offer
 Offer additional in-depth sales content
 Videos, demos, calculators, testimonials
 Provide even more CTAs
Keyword Phrase Strategy:
Running Shoes
“shoes”
“athletic shoes”
Product Page
# Ad Searches
“running shoes”
“running shoes
for women”
“Nike running
shoes for women”
Ignore
Ignore
“Nike Air Pegasus+ 28”
Home
Page
Womens'
Shoes
Likelihood of Purchase
Nike
Womens'
Shoes
7 Pillars of Good Landing Pages
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Clear CTAs
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Benefit-focused content
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Message consistent with ad
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Trust elements
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e.g. privacy policy, testimonials, etc.
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Simple and straight-forward
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No distractions
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e.g. extraneous navigation options
Continual testing
http://www.mpdailyfix.com/7-ways-to-improve-your-landingpages/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+MarketingProfsDailyFix+%28Marketing+Profs+Daily+Fix%29
http://www.formstack.com/the-anatomy-of-a-perfect-landing-page
Anatomy of a perfect landing page
Different Colors for
Different Sites
Questions?