Running Shoes - WordPress.com
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Transcript Running Shoes - WordPress.com
Topics in
Technology and Marketing
Push Marketing: PPC and SEM
Internet Advertising
Pay Per Click (PPC) / Pay Per Impression (PPI)
Pay regardless of ultimate sale
Open to “click fraud”
2 flavors
Banner ads
Search engine marketing (SEM)
Banner Ads
Analogous to traditional mass media advertising
Media viewership determines audience
demographics
Audience demographics determines cost
Very imprecise
Little or no ability to control:
Ad timing
Ad placement (which page?)
Ad viewer
Banner Blindness
Website visitors focus only on the parts of the
page where they would assume the relevant
information could be
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
Analogous to Yellow Pages+SEO+Direct Response
Yellow Pages
SEO
“Right time” - High likelihood of need
“Right person” - Keyword driven
Direct Response
Motivate immediate response
Search terms determine audience
Search term popularity determines cost
Unit cost established through auction
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
Clear CTAs
Benefit-focused content
Message consistent with ad
Trust elements
e.g. privacy policy, testimonials, etc.
Simple and straight-forward
No distractions
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?