Archive for the 'Key Word Advertising' Category

CRO and Keyword Advertising

Keyword advertising costs money.

Now that we’ve stated the obvious, let’s look at another simple statement of truth. Keyword advertising offers one of the most cost effective and flexible mediums to advertise your business.

The second ‘truth’ depends greatly on your commitment to finding how best to convert ad clickers, into customers. The smartest businesses focus on conversion rates. It’s smart business, because it gleans the greatest return on your advertising investment.

Keywords and the Diverse Internet Audience

Because the internet involves such a diverse group of users, one size will not fit all. Good keyword advertisers internalize this concept when writing ad copy. The words you use, affect the types of users you attract.

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Many internet users search before buying. This group searches using more general keywords—they seek information to make a final decision.  Other users want to commit to a purchase. These users tend to search using specific product names or brands. Professional internet marketers know that each group requires its own ad text.

Include Keywords in Multivariate Testing

When implementing CRO, remember your groups, and their varying motivations. Landing pages consume a great deal of the conversion conversation. Multivariate testing often relies on testing variations of landing pages, but not variations in keyword text.

Your ad text may compel one market segment at the initial click, while your landing page compels clicks from a different segment. You then begin the ‘black box’ task of reworking your landing page. Changes in your ad text, may be the key to unleashing an already effective landing page. Using this approach saves work, and has the potential to reveal valuable market segments.

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