LEVELTWO is a marketing agency in Dallas, Texas. We specialize in Advertising, Interactive Marketing, Brand Development, Collateral, Direct Marketing, Graphic Design, Marketing Strategy, Media Planning and Buying, Media Promotion, Website Development, and Website Optimization.
Landing Page – An active webpage where customers will ‘land’ when they click your ad. The web address for this page is often called a ‘destination URL’ or ‘clickthrough URL.’
Below is a list of 7 deadly sins for landing page designs. The list was taken from a webinar from Tim Ash, a consultant from Google.
Have you committed one of the “7 deadly sins of landing page design?”
Unclear Call to Action
Ensure that traffic is sent to a page where the desired action is clearly defined. If you wish for them to book a room night, have a large visible button that allows the customer to book a room night.
Too Many Visual Distractions
A page filled with too many visual distractions, whether its photos of products or flashing banners or AdSense ads, will likely not convert as well. Keep the page simple, clean, and to the point.
Too Much Text
A landing page should not be text heavy. Keep sentences short and simple, and convey your message using bullet points.
Not Keeping Promises
Your AdCopy says: Buy 2 get 1 free, but if this same offer cannot be found on the landing page, you are not keeping that promise. If you have an attractive offer in your AdCopy, make sure that it is easily found on the landing page.
Long Forms
Keep forms as short and concise as possible. Only include fields where it’s absolutely essential for the existing transaction.
Invisible Risk Reducers
If your business is accredited by the BBB, or if your website is hacker safe and tested on a daily basis, be sure to include these logos above the fold.
Trust Indicators
If your business is highly rated or raved about by another company of trust, place that logo above the fold as well. For example, if Conde Nast named your hotel as one of the “Top 500 Hotels in the World”, adding this trust indicator will surely help increase trust, and hopefully conversion.
Understanding the value of keywords in online marketing and taking the relevant actions is the key to making significant profits in the industry. Understanding the power of keywords means picking the right keywords, leveraging them effectively and continuously reviewing their conversion rates.
Google is not an automatic money making machine on its own. The power of Google is in the keywords, not on Google itself. The reason that keywords are so important is simple. Keywords represent a custom built service for the Internet searcher. They ask the search engine for information on specific words and the information is returned to them. Hence the reason why the premium is attached to keywords.
The success of the online marketer is therefore linked to how well she leverages her keywords. She needs to plan them very carefully and do a lot of research. Picking effective keywords takes skill and patience. Acquiring the skill helps the online marketer remain calm under pressure.
To pick the right keywords, the online marketer must constantly watch for traffic and searches for the relevant words. If she is pursuing a cost per click advertising strategy, she must also ensure she is not paying over the odds to the point where the keywords are not delivering sufficient value to her business. To gain an indication of the value of the keywords, seek competitor information on what they are spending on the keywords.
It is also very important to note that loyalty to keywords based on an online marketer’s hunch is suicidal to her business. Over 90% of keywords lose money in cost per click advertising; therefore it is very important that the online marketer has management information on conversion rates for her keywords. She should quickly identify the ones that her making her money and ditch the rest as quickly as possible. This should be an ongoing review process as keywords do run their course. The online marketer should aim to spend the bulk of her advertising budget on around the best 5% of her keywords. This is how she can consistently make money.
Keywords and not Google is the key to making money in an online marketing business. Understanding the power of keyword leverage, being consistent and unsentimental in the use of keywords and picking the right ones are the keys to success in the industry.
As a search marketing professional, misspelled search terms are not surprising to us, but our readers may find it comical that a large percentage of searches performed are misspelled. For example take a look at Yahoo’s list of some of the more common misspelled searches.
Recent Misspelled Yahoo Searches
Swan Flu (for Swine Flu)
Susan Boil (for “Britain’s Got Talent” contender Susan Boyle)
While it is entertaining to think that people are searching for “paperview boxing”, targeting commonly misspelled keywords in your search campaign is key to successful search engine marketing. The majority of your clicks will be from the correct spelling, but for the few people that misspell a keyword you, as an advertiser, will be able to show them a relevant ad while the other competitors’ ads will not show because they are only advertising on the correct spelling.
Contact
Subscribe RSS
Jul 15, 2009 
No Comments 
Understanding the value of keywords in online marketing and taking the relevant actions is the key to making significant profits in the industry. Understanding the power of keywords means picking the right keywords, leveraging them effectively and continuously reviewing their conversion rates.
DandyID
Twitter
YouTube
Delicious
Digg
MySpace
Facebook
Flickr
Technorati
Friendfeed
LinkedIn Company
