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?
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Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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