Targeting qualified traffic isn't the best you can do. Drive qualified visitors to actually buy.
Online marketing must be about the customer's choices. In this "virtually" frictionless environment, a customer is a self-service volunteer with lots of choices and access to any of your competitors with a single click. Nowhere is this more true than in search engine marketing (SEM).
To meet your business objectives online you must first meet your customers' objectives. Every click must provide relevance. They look for relevance when they come to your site. They have a need or problem or are in search of a solution. They are looking for someone who will provide enough information and comfort so they can make a buying decision the in the way they're most comfortable making one.
A site's persuasive architecture leads each person, along with her individual approach to making buying decisions, comfortably along the sales process. It's mapped to a decision tree users find relevant and persuasive at every click.
Here are seven tips we share with clients to optimize their pay-per-click (PPC) campaigns:
Whether you're a brand marketer, an online retailer, or responsible for generating more business leads, PPC is a medium you can't ignore. Are you content to merely target qualified traffic, or will you do what it takes to meet traffic where the wallet is?
Don't forget to vote for your favorite marketing technology solutions!
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT