PPC Advertising – The Hidden Cost

I not long ago held an web marketing seminar at a WW2 spy faculty. The ideal environment, as the topic was world wide web promoting by stealth. A limited whilst later, I commenced to think Google had sent an undercover agent to spy on us.

Possibly not, but it undoubtedly seemed like it. simply because a week or so just after my seminar, Google experienced their well known clashdown on AdWord advertisers, who do not present right articles on their landing web pages.

So out went squeeze web pages, bald affiliate web pages (with no additional price, just an affiliate hyperlink), mini internet sites consisting of a single product sales web site and so named arbitrage web pages, wherever the visitor arrives only to be confronted with a web-site stuffed with Google AdWords !

I apologise to my Australian cousins, but we&#39ve all read the joke about the Australian chat up line, which consist of three words: “Brace yourself, Shelia!”. On the working day of the seminar, absolutely everyone rocked with laughter when I stated that – but that&#39s accurately what you&#39re undertaking, if you use AdWords just to bring prospective clients straight to your revenue web site.

Worse than that, it&#39s basically costing you massive bucks! Here&#39s why: courting. If you&#39re of a sure age, you might fully grasp that word and you may well even try to remember the film “7 Brides for 7 Brothers” and the glee they showed when they had been “Likely courting!”. If you&#39re younger, you may know it as relationship.

Advertising and marketing is precisely like courting and relationship. It should be related slowly and purposefully, to permit your prospective consumer to get to know you. If done effectively, you will gain significantly far more shoppers about the for a longer time time period and they will stay loyal to you.

So how is AdWords costing you massive bucks?

It&#39s all down to how you deal with your readers, when they arrive at your web page. If you give them some information – in spite of an short article – that dovetails exactly with the assure manufactured in your Google ad, they will be extra inclined to remain on your website. If the information you give them is very good, they will be far more inclined to believe in you. They may well even indicator up for your e-newsletter or mini class. They may even adhere all around very long more than enough to go through the link from this very first web site to your product sales web page. They may even acquire from you – none of which they would have completed if you experienced catapulted them straight from the AdWords ad into your gross sales web page, with no this essential pre-promoting.

Do this and two things will occur:

  • Not only will your subscription costs for your e-newsletter signal-up price rise significantly from the typical 20% conversion you&#39re probably to get with an AdWords / squeeze site mix to somewhere nearer 50 – 60%.
  • You&#39ll also uncover you are having to pay much less per click, mainly because Google will recognize you have improved your visitor working experience and reward you appropriately.


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