Wonder how much you should bid on that new keyword? Over at the Yahoo search marketing blog they’ll tell you which numbers actually matter when determining your keyword bid. They go into cost-per-lead, return on advertising spend and profit.
Brad Geddes talks about the new Google trademark policy and find Google is actually following their own rules. Brad goes over the new rules for trademarks and shows a test he did to see if by following their policy would really work by having Google in his ad text.
A new beta feature was introduced in AdWords yesterday – the Opportunities tab. Right now, it offers customized budget and keyword ideas for campaigns, and is only available to a small number of US advertisers, but its features and availability should expand in the coming months. It’s a broader take on the Campaign Optimizer tool, and seems like it could be pretty useful. Something to watch, anyway.
This week Copyblogger has started a series about achieving freelance copywriting success- all the posts in the series are very interesting, but their advice about marrying creativity & profit-based motivation in your ads is excellent for anyone working in online advertising and marketing, not just freelance writers.
An interesting overview from MediaPost about some eye tracking studies going on involving ads on social media sites, not just traditional search engines.
Let’s talk about the 7 deadly sins! No, I don’t mean “those sins.” Inside AdWords posted an interesting article recently on the 7 Deadly Sins of Landing Page Design. And actually, it’s not necessarily an article – but rather a webinar that was presented by Tim Ash. Nice!
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You spend the time to develop the right keyword list and write very targeted ads to help increase your traffic, click through rate and ultimately quality score. But that is only one piece of the equation – where are you sending those visitors once they click? Your landing page is the first visual introduction to your brand and it should bring a positive experience to the user. To help make sure you are getting the most out of your landing pages, I have put together a list of best practices.
Before optimizing your page, it is important to understand how users see your page. People read a landing page similar to how they would a book or magazine – they scan from left to right, then diagonally across and down the page and then finally back up to the top. That means you need to put your message across the top and the next most important piece on the right. Keeping this basic pattern in mind will help while you take a look at your copy, images and conversion form to help improve your landing page performance.