Improve Landing Page’s Credibility by Favicon

I found one article like this today. I never used a Favicon and don’t know how effective it will be. Read and post your opinion about this.

Landing page optimization is one of the most important aspects of PPC advertising. But there is something else you can do to improve your conversions on your landing page and it has nothing to do with optimization per Search Engine. It’s called a Favicon. A Favicon is a way to brand your landing page and give it more trust and credibility. In fact, your entire website should have a Favicon. But you can use a separate Favicon for your landing page, or you can use the same one site wide. If your landing page is a separate website altogether then it should have its own Favicon. A Favicon screams credibility. When web users see the Favicon they immediately think the site is there to stay and not just here-today-gone-tomorrow illusion. That’s important for increasing conversions. Add a Favicon to your landing page and improve your trust factor right away.

Can I Run a PPC Campaign To Promote a Blog?

As you know blogging is very popular today. These days it is used as a business medium – marketing tool for products, a sales tool, a traffic originator for AdSense, a link generation tool and so on. If you can do all these, what about running a PPC campaign for your blog? Many have a doubt that whether it is possible to use PPC to create traffic to their blog and make money out of that. Yes it is possible. But it is difficult to get a real ROI by maintaining a blog and using PPC to bring traffic to it.

The best ways to make money on a blog using a PPC campaign to drive traffic –

* Use your blog to sell a product
* Use your blog as an affiliate promotion strategy
* Use your blog to attract people to connect to your community
* Force people to subscribe to your opt-in list

Make sure that your call to action is strong and enough relevant content should be there in the index and inside pages. Writing a PPC ad for blog is the same as that of writing ad for a website. No need to worry what your landing page is. Success depends on constant testing and monitoring.

Should I Have More Than One Landing Page?

I highly recommend multiple landing pages and I have reasons for that. Different pages will do well in different search engines. It is because each search engine has its own ranking criteria. For Google, we can create a more text content oriented page with all the product descriptions, service offerings and provided benefits of using this service. For yahoo, we can create a landing page with images, testimonials and content in a brief form. Use bullets to show features and benefits. Think which are the keywords you are optimizing your landing page for. We can create two separate landing pages with similar keywords and each could rank well for their respective keywords in the same search engine. To do this, you have to write a separate ad for each landing page. Sounds bit odd right? But I’ve heard many companies who use this tactic quite successfully. Normally, I use more than one landing page. You have to decide which campaign needs a second landing page and set goals according to that.

Integrative PPC Campaigns

What will you do when you start a new PPC campaign? I mean whether you keep your new campaign as a stand alone one or integrate it with your existing campaigns? You might try being more integrative with your practice and see whether you get better results or not. If you integrate your new PPC campaigns into your current marketing scheme, what you already do should be successful enough to benefit from an add-on. If it is not successful and beneficial enough then there is no point in doing that. PPC integration is one of the crucial aspects of your total marketing plan. The true meaning of PPC integration is taking the most successful parts of your other marketing campaigns and making them work together with a PPC advertising. Even if you are using off-line marketing, article marketing, blogging or display advertising, you want your pay per click advertising to compliment your success. If you are using the same keywords and landing pages for your campaigns then you can measure the difference in results using an analytics application like google analytics. It is better to Take your pay per click campaigns and integrate them.

Elements of a Landing Page Design

Many times we have discussed about the importance of landing page in PPC. The following elements on your landing page should be considered for every landing page design you undertake:

* Call to Action – Your call to action is one of the most important elements of any landing page. This is the content that will ask for the sale. Without a strong call to action you will not see as many conversions as you expect.

* Page Content – Your content must be clear, enough descriptive and keep them reading.

* Headline – Your landing page headline must grab your readers’ attentions. They’ll never read your outstanding content if you don’t get their attention first.

* Overall Design – The design of your landing page is very important. It should be attractive to stick the visitors in your website.

* Landing Page Layout – Page layout is one of the most important component of building a quality landing page. Place your photos and graphics optimally. You should not have exit links that encourage page visitors to leave before making a purchase. You should make good use of bullet points, headlines, sub-headlines, and other page elements.

These points will help you building better landing pages. You have to determine which of elements will give a rise and down to your conversion.

Are Meta Tags Important For PPC?

You are sure that there are some value for meta-tags in SEO and then what about PPC? Your ads are not going to use them. But landing pages? I’ve seen landing pages without meta tags. But I think landing pages with carefully associated meta tags can do much better. The 3 meta tags you need to consider for your landing page content are –

* Title
* Description
* Keywords

Don’t spoil your landing page content with meta tags that aren’t helpful like robots tag, author tag, copyright tag, etc. These tags don’t help the search engines at all. Ensure that your title tag has your keyword in it somewhere near the beginning. The title of your page will appear at the top of your reader’s browser and should be well-written. That will be seen in the SERP for your organic listings so make sure you have a well-written and optimized title. Your description tag will be the description that comes in your search engine listing. This is important, particularly if your pay per click ad appears on the same page. If you have a well-written description then you increase your chances of getting the click-through. Don’t add a huge list of keywords to your keyword tag. If the keyword doesn’t appear in your content then don’t include it in this tag. Not only will that affect your organic listings, but it will also affect your quality score. Meta tags are just one way of influencing your quality score. Give them the value they deserve.

Should I Bid On My Competitors’ Brand?

As you know pay per click advertising is keyword-based advertising. Your ad text is based on a cautiously selected campaign is created based on the best keywords for your business. Whether those keywords involve your competitors’ brand names? There are currently no laws that say you can’t bid on brand names as keywords (at least in the U.S.). Some people say it is a controversial practice to bid on competitor’s brand in pay per click advertising. I too agree that they worked so hard to get that place in market and advertising. But a lot of companies are now trying to guard their copyrights and trademarks by following the search engines and advertisers whenever their brand names are used for advertising. If you compete with a huge company with big pockets then you could lose. That’s a risk that you’ll have to take (if you want to). In TV advertising, you can’t use a competitors’ brand name. In ppc advertising, you can -with a few limitations. But it is dangerous and you should consider the risks carefully before you do it.

What Are the Most Important Criteria for a Good PPC Campaign

Recently I have come across a nice article. It says there are mainly 7 criteria for a good pay per click ad campaign. Here are the 7 criteria:

* Use conversion tracking
* Don’t use Google’s default settings
* Keep a fixed schedule when optimizing keywords and ads
* Study the competition before you begin
* Treat your keywords, ads, and landing page as one unit
* Be selective in capitalization
* Keep it simple with a strong call to action

My doubt is whether one of the criteria is more important than the others? For example, is being selective in capitalization more important than avoiding Google’s defaults? In my view all these are important. But I will give more preference to these aspects –

* Use conversion tracking
* Consider your keywords, ads, and landing page as one entity
* Keep it simple with a strong call to action

These are basic to any successful campaign. You cannot run a successful campaign without calculating conversions and you should understand how they relate to ROI. Optimization means your keyword usage in your ad with the keyword usage in your landing page and making the two work together. A strong call to action associated with a well-written, highly optimized ad is the best treat for an average performing campaign.

Conversion Tracking – The Best Tool to Measure Your ROI

One tool that you have to be included in your pay per click advertising is conversion tracking. This tool will help you test how healthy your campaigns are performing. By seeing the conversion tracking, you can easily find whether your ROI is positive or negative. If you aren’t making money from your advertising then it is not worth. There are times when you can achieve a greater benefit by losing money in order to gain branding and top-of-mind marketing results. For most advertisers, ROI is very much important. ROI is measured by subtracting your pay per click spend from the revenue earned from your advertising hard work. Suppose you spent $50 on advertising and as a result of that advertising you made $60 back from sales. Then your ROI is $20. Conversion tracking is a tool that tracks the buyer on your site to find out when they make a purchase. As soon as a customer clicks on the ad to go to your site, they have a cookie dropped on their computer and when they make a purchase, a conversion is logged. By using this tool, you’ll know in an instant whether your advertising is truly being effective. You can take conversion tracking code from PPC service providers. MSN adcenter’s and Adwords’ conversion code you have to place in between Body tag of the html of your tracking page. But yahoo search marketing conversion code you have to place in between head tag of the html of your tracking page.

Preserve Keyword integrity in Your Ad Groups

It seems that people are keeping same keywords in different adgroups of the same campaign. Never do that. What is the point in doing like that? You want them competing against each other? You’ll get much better performance from all of your keywords if you don’t use the same keywords in multiple ad groups. Suppose you are running a wristband campaign. Keep the keyword “silicone wristband” in only one adgroup not more than that. If you want to do some experiment, then pause the ad group with that keyword and experiment your keyword in the new ad group. If you want to move it, move it completely. Don’t copy it. If the issue is critical, then stop the adgroup. But don’t do that too often. The keywords that you feel right to be together should stay together. You should keep the integrity of your keyword groups as much as possible.