Follow these great tips on for effective copy writing and landing page optimization tips so you can get the most out of your Adwords Program. Remember having an effective website / landing is the other 50% to making AdWords really work for you- We will keep your campaign optimized and focused and bringing you traffic, use these tips and implement them to make sure your website can covert more of our traffic.

Add Main Headline

The headline should appeal to the benefits of your product(s) and service(s) not the features. Try to put yourself in the customers’ shoes so you are seeing the product/service from their viewpoint view (not yours)

“New Teeth Whitening Gel Becomes Household Necessity for Kids”

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Add Sub-Headline

Write a sub-headline that supports the main headline.

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Add Main Body

This should support your headline and outline the clear purpose of this page and include your keywords. Often a personal story helps to personalize the product or service helps.

“Bob’s teeth whitening gel makes you want to smile continuously because you immediately stand out from the crowd with your fresh, clean, white smile. You can take this teeth whitening kit with you anywhere you go, whether it’s to the office, beach, or restaurant…”

Written within the main body paragraph you need to include your top keyword phrases:

“teeth whitening
teeth whitening gel
teeth whitening kit”

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Add Benefits

Add at least 5 benefits of your product/service (what’s in it for me) and give a clear purpose of direct benefits your customers will experience. Keep them short and concise and use bullet points if possible.

(i.e.)
• Benefit # 1
• Benefit # 2
• Benefit # 3
• Benefit # 4
• Benefit # 5

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Add Testimonials

Obtain testimonies from satisfied customers and include them throughout your sales copy. These are powerful motivators because it is someone else (not you) testifying to the use of your product/services.

(i.e.) “I am so relieved that I don’t have to chase my kids into the bathroom anymore to brush their teeth. My kids now run to the bathroom to use the teeth whitening gel and are smiling much more than before. They now have a more positive attitude and have made many more friends.” - Sandra Smith

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Ask for Sale or Opt-in

Include several ways for your visitor to take action to order your product or opt-in for more info via your lead form. Include order buttons throughout the sales copy (sometimes visitors have read enough and want to order immediately without wanting to read through the whole page). Use several payment methods (credit card or PayPal) to capture the largest number of paying customers.

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Add Bonuses

Most people love to receive something extra on top of what they are getting already. This increases the perceived value of your product/service. Add a few bonuses to the end of your sales copy. This may consist of e-books, offering extra help after the sale, or having access to special information only available to those that purchase your product/service.

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Add Guarantee

Guarantees help reduce the anxiety the customer may have ordering or signing up with you. (i.e.) “30 Day Money Back Guarantee”. The longer your guarantee, the fewer returns you will receive. You will receive fewer returns for a one-year guarantee than you will for a 30-day guarantee. This is because they won’t feel rushed to return to review your product in order to return it.

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Add Contact Info

This allows visitors to ask questions which you may not have clearly addressed in your sales copy. You may also want to include a personal photo of yourself or an “about us” page. This shows customers you are not trying to hide yourself behind your site but want to win their trust and help them solve their problems.

If new scientific research is any indication, it appears that online coupons have a much bigger effect on consumers than print coupons do. A fascinating study from NeuroFocus examined consumer responses to coupons both online and printed by analyzing brainwave activity, and combining those findings with others from eye tracking and galvanic skin response measurements. Have you experimented with online coupons?

“Our research gives companies the first clear understanding of how consumers respond to coupons where it really counts: deep inside their subconscious minds,” said Dr. A. K. Pradeep, CEO of NeuroFocus. “Neuroscience has proven that that is the level where product interest, purchase intent, and brand loyalty are really formed.”

“The fundamental difference between this research and others is that measuring brainwave responses results in factual findings, not interpretations of what consumers say they think or feel about coupons,” Dr. Pradeep said. “As our Chief Science Advisor Dr. Robert Knight, one of the world’s preeminent neuroscientists, explains, ‘the brain makes behavior.’ With these results, companies now know the critical differences in subconscious responses across the categories that determine behavior, so they can make the most fully-informed strategic marketing decisions when it comes to couponing.”

The research looked at metrics like attention, emotional engagement, memory retention, purchase intent, novelty, and awareness. Online coupon success far-exceeded print in each category except for memory retention. In this category, online still came out ahead, but it was closer.

Online coupon sites have seen record traffic in the days of the global financial crisis. We have frequently encouraged the use of coupons as a way for businesses to save their customers’ money and ultimately get their business. Doug has discussed tips for creating good coupons. A comment on a recent SmallBusinessNewz article from Anthony Wayne said:

The best success we have had in couponing is mobile coupons. The great thing about sending a coupon to the mobile phone is that you often reach a person when he/she is out in the town. So, the incentive to go to the store is even greater than usual.

Moreover, the person always has the coupon with them. How many times did you wish you had the coupon, but it was left at home or you failed to cut it out of the newspaper.

Also, you can reach the person exactly when you want to reach them. If you own a Subway store, for example you can send mobile coupons right before lunch time.

I find this to be an interesting idea. The added convenience of not having to print out the coupon is a great way to avoid a situation in which the customer is just to lazy to do so.

Here are a few other things that can make a better landing page:

Code Side:

1. Web landing page structure should be pure HTML

2. Text should be text. Do not make text on your page(s) as images.

3. Have keywords in page title

4. Have keywords in page description

5. Have all your “main keywords” in the “Keywords” section w/ no more than 35 keywords

6. Have your main keywords in your in meta tags

7. Have your main keyword as the name for your images on this page

8. No pop-up pages- however, hover ads & pages that open in separate windows are okay

9. Have your keyword in your domain name (i.e.) www.yourdomain.com/keyword

10. Must have at least 4 links on this page + “privacy policy” page (Tip) Keep these links in the footer if possible so not to detract the reader from your message.

11. Web page cannot be all “Flash”. Flash in banner ok, minimal use of Flash is best

Content Side:

1. Have your 2 “main keywords” in your headline in

tags.

2. Have at least 200-300 words in paragraph format with the main keywords listed and bolded in this paragraph text at least twice.

3. Have 5 bullet points of your product/service benefits.

4. Have at Least 3-5 testimonials of happy customer to build trust.

5. Tell the reader how you can solve their problem with your solution.

6. Have a call to action: Give the user something of value like a free report, eBook, consultation, free sample, free shipping, coupon, etc to get them to take action now.

7. Build credibility Add the BBB logo or any membership logos to your page to build trust and confidence.

SIMPLE TECHNIQUES FOR MAKING YOUR BUSINESS MEMORABLE

What comes to your mind when thinking of some of the businesses you use the most? Before you even realize it, that corporate logo runs through your head, and you think about everything that it stands for. This is because we are extremely visual beings. If we can see it, we’ll remember it, and we’ll remember what it means and stands for. For this reason, corporate logo’s are extremely important for your business. With a logo comes memorability, which is one of the key goals for business, right? So here are some things to keep in mind when brainstorming ideas for your logo.

A Fitting Company Image

Simply put, your logo is your business. Obviously, a law firm is not going to want the same design as a sporting goods store. The law office will want a more conservative design. Make sure that the logo design you choose is relevant to your business. A good logo design will make future customers take your business more seriously.

Make Your Logo Unique

Differentiate your business from the others. You definitely don’t want anyone to confuse your logo with another company’s, especially your competition. The more unique your image is, the more memorable your company will be. Not to mention, original logo artwork is also important for trademark reasons, too.

Once You’ve Got It, Use It

Be consistent with the use of your logo. Letters, memo’s, brochures, envelopes, etc. are all appropriate documents to use your logo on. Using your logo on everything your business creates and distributes will make you look more professional and greatly improve memorability.

Use Appropriate Colors

One of the hardest choices you will have to make in creating a logo is choosing colors that you feel represent your company. There are colors that represent certain feelings, emotions and ideas. You should do research and choose appropriate colors that would well represent your business and what it stands for. Also, be sure that your logo looks good in black and white for photocopying purposes.

Creating a great looking, meaningful, and memorable logo is very important to your business. You want your customers to see your logo, and think only about your company. Make your business memorable with an effective corporate logo!

Email marketing is an excellent source for finding, reaching out to and keeping in touch with clients and visitors. All great designs stem from an idea, which is then implemented into careful planning. Discussed in this article is exactly that, how to create a communication plan for your email marketing.

Determine Your Objective

What does your business want to accomplish from your email marketing? Think in general but measurable terms. You want to be able to refer back to your objective and evaluate your positive or negative results. This will aid in change, if needed in your objectives. Lets look at an example:

Maxwell’s Brew will contact 50 clients through email marketing in our first week of program use.

This objective is simple but it can be measured. Did they get 50 peoples email addresses? Did they reach them? Did any respond, bring in coupons or attend a special day event?

Objectives can always be changed as the project increases and becomes more tangible.

For example:

Maxwell’s Brew will contact 100 clients and will chart the coupon return for a month following the email market send out. This objectives is still general and measurable, but at a more direct scale.

Objective Must Be Directed Towards Your Audience

As in all business plans you will not go far unless you know exactly who your target audience is. This is important to identify because you want to tailor your email plan directly to your target audience. For example Maxwell’s Brew is located right outside a college campus, but within miles from two high schools. Maxwell’s audience would be young adults from 15-23. Additionally researching the demographics surrounding your audience will aid in targeting that right audience. Some examples of demographics include: age, race, income, education, and location.

Your Audience Wants To See Benefits

How will each target audience benefit from your email marketing? They want to know what you can do for them. If your email marketing is weekly or monthly switch it up a bit, give them something new each time. Feature new or old items; offer a percent off, or something extra with a purchase.

Along with developing benefits is creating a meaningful message. What do you want your audience to know? What do you want to tell them? Keep in mind you need to be persuasive in your writing and distinguish yourself from the competitors. Tell them what makes your business unique.

Designing A Look For Your Audience

An email marketing campaign is similar to designing a web site. Does it stay true to your organizations values and brand? Don’t overwhelm your viewer with to many graphics or text. Keep it simple and don’t forget to put your contact information.

Take Time For A Timeline

It’s important to have a written agenda for this project. This will keep you on track and aware of deadlines. Get together with your team and decided how much time each person will need to finish his or her work. If one person can do everything a timeline is still needed. This way they can go from creating the mailing list, to finding graphics, developing text and putting it all together in a well regimented time-span.

Email marketing must be carefully thought out and planned. Start by setting your objectives, determining your audience, describing benefits, communicating a meaningful message, designing a look and make a timeline.

By Jeffrey Smith (c) 2009

The underlying premise of SEO suggests that you understand the task at hand when it comes to outranking the other 999 entrants for any given keyword.

Google stops indexing a particular keyword after 1,000 results when assessing the aggregate relevance score to determine which results are spawned. By truly understanding this, you can discover a great deal from using a few basic Google search operators to determine what type of foothold a competitor has for a given keyword or niche.

Basic Competitive Analysis Metrics

1. Start with the keyword you are interested in researching. Place the keyword “in quotes” in a Google search box.

For example “SEO” returns 262,000,000 competing pages with the chronological order of the strongest sites first.

Then look to the right and determine the number of competing pages you are up against “for that keyword”. It will say results 1 of 10 of (the number of competing pages).

This allows you to assess the competitive landscape with one brief metric. The extent of what you consider a competitive keyword depends on the website. For example, most websites can acquire a keyword under 50,000 competing pages with ease and competitive keywords start above 100,000 results and ascend into the millions (pages in index / divided by the top 1,000 results).

The next few metrics will allow you to understand where your SEO ceiling is (what threshold your website has for keyword benchmarks). Our blog for example can devour a keyword with up to 1,000,000 competing pages just from one post of mentioning those keywords (without backlinks).

So, all the talk about building website authority does have a place when you understand the implications to rank with less effort. Authority sites have the ability to zero in on a keyword and skip over hundreds of other websites and reach the top 10 results by the merit of trust and internal link weight and dynamism they possess. In keeping with the topic at hand, let’s move to the next metric.

2. Evaluate your competitors domain

Determine the amount of pages they have by using this search command in Google. You can use the #1 site and the #10 site to gauge an average of pages required to capture the keyword or, if you want you can use the #1st, 2nd and 3rd site that rank for the selected keyword to see which formulas they are entrenched in.

site:competitorsite.com (this shows you how many pages they have indexed in Google)

3. Next, determine how saturated their website is with the keyword in question.

site:competitorsite.com keyword

This shows you how many pages are indexed that include the keyword within their website. If the site in the top 10 is an authority domain, it can rank from one keyword alone in the title tag, description tag or having the keyword in the body text (or any combination of these three metrics).

While most websites do not have that luxury, often dozens or hundreds of pages are required to cross the tipping point of co-occurrence for that keyword within the website and acquire a top ranking. However each keyword has a threshold which is going to vary depending on the unique metrics of each website (which is why you need to look at more than one site for evaluation).

4. Now that you know that your competitor’s site contains
Y amount of pages and X amount of those pages are dedicated to a specific keyword, you can go the the most relevant listing returned from their site and look at the off page factors (which means finding out how many backlinks are linking to that page). To do so, use Yahoo Site Explorer and type the specific URL in and look at the inlinks tab to see how many pages are linking to that page.

For example, if the homepage is returned as the top ranking result for the keyword using the competitorsite.com keyword search command, ignore it and look for an actual page that has a title, or relevant shingle with the keyword (in the title, URL or description).

If they targeted a keyword using a broad match method (which means it was not necessarily the objective, but their site acquired the ranking based on ambient factors, then you will only see a sparse mention of the keyword). The point being, the homepage is a catch all and will not provide you with the same amount of depth when attempting to data mine deep links from your competitors.

The idea is, you want to know (a) how many pages they have indexed (b) how many pages contain the keyword (c) how many deep links (how many links just to that page) the top ranking page has (from outside the site) as well as (d) how well the site in internally linked (for that keyword).

We can determine criteria a-c with simple search commands, and you can also determine if the site is treated as an authority based on the keywords that appear in bold when using the site: command, websites start transforming into authority sites through topical relevance after 200-300 pages are developed around a topic (if they are linked and optimized properly).

5. Crunch the numbers and assess the competitive landscape of the keyword in question.

For example, if you know that the top 3 sites all have an average of 1000 pages and out of those 1000 pages 50% or more of them contain the keyword in question and your site has 20 pages, then you are not being realistic with your ranking objectives.

I am not suggesting to go add 1000 pages overnight (as that would not be natural) but rather, start chipping away at the keyword using a variety of SEO tactics.

6. Check the allintitle, allintext and allinanchor thresholds for the selected competitors’ sites.

This means finding where they rank in Google (in the top 1,000 results before the results get obscured / redundant) using the following search operators.

allintitle:keyword (who has the highest occurrence of keyword in title)

allintext:keyword (who has the highest occurrence of keyword in their body text)

allinanchor:keyword (who has the highest occurrence of anchor text / links with this keyword)

Using Google again, you can look at the competitor’s on page and off page metrics, instead of breaking them out individually, you can just use NicheWatch instead, or our Ultimate SEO Toolkit, to perform this function.

The Conclusion

SEO is only limited by your imagination when it comes to determining the extent of how you use tactics for discovery and analysis. We covered a few simple metrics using Google search operators above that allow you to isolate co-occurrence and determine the global keyword density for a site.

This does provide a preliminary analysis to at least let you know what your up against (qualifying a competitor or your domain to a keyword). If you reverse engineer the averages, you can find the tipping point for essentially any keyword and craft a plan of action to acquire it.

For example 1,000 pages indexed, 900 have the keyword in exact match and the main landing page has 50 inbound links from Page Rank 4 pages. Now you have a threshold to exceed. Although this is a preliminary method, sometimes looking at basic metrics such as these can provide an immense amount of insight and determine the next competitive threshold you target for analysis.

While there are is no universal way to make a landing page more relevant to your keywords, there are a few changes that can be made to make it more relevant.

1. Play by the rules, Google is all about the user and wants the user to have the best experience possible. If you create the landing page according to the user the better QS you will receive. Do not create a page just for indexing or bots.
2. As said before make sure to send the user to the product page that they are looking for. If they are searching for the ER 150 cash register, send them to the ER 150 page.
3. You can also test the landing page with Google’s website optimizer to see where you can make changes.

Here are a few other things that can make a better landing page:

1. One call to action ex Buy Our Cash Register Because
2. Keyword in page name. ex. domain.com/keyword
3. Keyword in title/ meta tag
4. Keyword in headline
5. Keyword in an image
6. Keyword somewhere in the body of the webpage Also make sure that it is bold
7. Keyword in a call to action, “Order the ER 150 today to receive free shipping!”

When creating ad remember these basic guidelines:

1. Make sure to use the ad groups main keyword in the headline, and in the body.
2. Make sure that the display URL is a real link. DO NOT make up a link so that it is more relevant. (Google will ban this ad)
3. The ad should be written to the for the user, use a call to action such as “Need Baseball Cards?”
4. In the last line of the add place something that makes the business stand out from the rest. Ex. Free Shipping, 20% off, Limited Time. You can also put the price in if it is competitive
5. Limited punctuation, use only exclamation points, &, and question marks.
6. Capitalize the first letter of each word
7. Make sure that the destination URL is the page that the product is located. Don’t have the user have to click more than necessary to get to the product that they are looking for.

Make sure that you split test the ads. In other words create only two different ads so that you can compare results. Make revisions to the least performing ad as necessary. (Every week or two).

Example ad:

Samsung ER - 150
Sam4s ER-150 For Only 129.95
Save Over 13% And Receive Free Ship
www.RetailersService.com

The best way to look for keywords is to use the keyword generator from Google. First use the website generator to see what keywords Google finds relevant to the site, this will come in to play later with quality score. Select the best of the keywords that Google finds relevant and then use those for the base of your keywords.

There are four different keyword matching options, each specifying a different way for a keyword to interact with search queries. With some options, you’ll enjoy more ad impressions; with others, you’ll get fewer impressions (but potentially more targeted clicks). By applying the appropriate matching options to your keywords, you can best meet your ROI goals.

Your options are:

Broad Match - This is the default option. If your ad group contained the keyword tennis shoes, your ad would be eligible to appear when a user’s search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers. Run a Search Query Performance Report to see what keyword variations trigger your ad.

Phrase Match - If you enter your keyword in quotation marks, as in “tennis shoes,” your ad would be eligible to appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms before or after the phrase. For example, your ad could appear for the query red tennis shoes but not for shoes for tennis, tennis shoe, or tennis sneakers. Phrase match is more targeted than broad match, but more flexible than exact match.

Exact Match - If you surround your keywords in brackets - such as [tennis shoes] - your ad would be eligible to appear when a user searches for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad wouldn’t show for the query red tennis shoes or tennis shoe. Exact match is the most targeted option. Although you won’t receive as many impressions with exact match, you’ll likely enjoy the most targeted clicks - users searching for your exact keyword typically want precisely what your business has to offer.

Negative Keyword - If your keyword is tennis shoes and you add the negative keyword -red, your ad will not appear when a user searches on red tennis shoes. Negative keywords are especially useful if your account contains lots of broad-matched keywords. It’s a good idea to add any irrelevant keyword variations you see in a Search Query Performance Report or the Keyword Tool as a negative keyword. Learn more.

When starting campaigns it is generally best to start broad and then go to phrase or exact match as needed. Using the search query performance report will allow you to see how users are searching for your keyword, if need add negative keywords or use phrase/ exact match.

The Quality Score is the ultimate factor that we wish to target. A good QS will result in lower cost per clicks along with better ad positions. If you target the QS first, everything else will then fall into place. Quality Score is a dynamic variable assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user’s search query.

About Quality Score
Quality Score influences your ads’ position on Google and the Google Network. It also partly determines your keywords’ minimum bids. In general, the higher your Quality Score, the better your ad position and the lower your minimum bids.
Quality Score helps ensure that only the most relevant ads appear to users on Google and the Google Network. The AdWords system works best for everybody—advertisers, users, publishers, and Google too—when the ads we display match our users’ needs as closely as possible. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.

Quality Score Formulas
The formula behind Quality Score varies depending on whether it’s calculating minimum bids or assigning ad position. It also varies based on whether it’s affecting a keyword-targeted ad on the search network, a keyword-targeted ad on the content network, or a placement-targeted ad.
Basically, the QS is determined by past historical performance data on your keyword and account, keyword relevance, ad relevance, click through rate, and landing page relevance. While there are more determinate of the QS these are the main ones to focus on.