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Don't Make People Think - Make People Buy, Pt. 2

In part 1, I introduced a problem that often occurs in paid search "communication". Whereby, advertisers “listen” with the intent to reply – not understand. And, many don't even realize it's happening. 

 

In my experience, this marketing habit can result in $1,000’s of dollars in missed revenue.

 

With paid search as our medium, we’re lucky! Consumers tell us exactly what they want, and it’s just our job to deliver at that point. Sure, some searches are ambiguous. But, others, tell us so much about the consumer “mind set” and where they’re positioned in the buying funnel. Modifiers like buy, sale, review, and luxury ‘hint’ at ways that we need to tailor our copy to show that we understand the consumer.

 

Yeserday, I shared why account structure is so critical in properly speaking to your audience. To recap:

 

  1. If you can write better copy or send to a better landing page (and its garnered enough traffic), create a new grouping.
  2. Consider layering on mindset or stage in the funnel to speak more specifically to your target audience. Don’t limit your groupings to product or service root terms. 

Today, we’ll be diving into the remaining user experience – and specifically how we “deliver” on our messaging and provide tailored experiences for each device.

 

Let’s get started...

 

DELIVERING THE GOODS

 

A wise friend once told me, “Don’t make people think, make people buy” (bonus points for the titular reference)

 

I don’t know about you – but there’s been a myriad times when I can’t find what I’m looking for quickly online, and it’s compelled me to want to huck my computer out the window (office space style). It can be downright infuriating…because, in our day and age, we’re accustomed to instant gratification.

 

Now, more than ever, we have to be on top of our game as marketers. And, if we aren’t? The competitors will earn your business, and your quality score with Google will likely be penalized for the poor user experience (cue the world’s smallest violin).

 

So, how do we ensure we’re providing the best user experience possible to our audience? Consider these tips:

 

  • Check for alignment between ad’s call-to-action and landing page result.
    • Are you making good on your promise from the ad? Does your landing page immediately present the solution the consumer should expect?
  • Consider the frequency of steps (read: clicks) that you’re requiring a consumer to take.
    • A helpful exercise on this point, is to take each ad-group prior to launch, and write down the number of clicks required to complete your desired action. If the number is 0, you’re in business. Any more than 1, don’t even bother.
  • Under sell and over deliver.
    • With only 70 characters to work with, it’s easy to cut corners. But, don’t do so at the expense of misleading a customer. Is your sale only applicable to a few select items? Do you really have the largest selection of goods? Consider these types of questions prior to launch. 

For more info, here's a helpful video on the topic: How To Choose The Right Landing Page

 

 

DEVICE CONTEXT

 

I can’t remember the last time I had a real conversation with someone on my bus-ride to work.

 

It’s sad to think about it. But, let’s face it – you’re probably guilty too. Same goes for cab rides, elevator rides…essentially, any moment for potential loneliness. It’s insane. But, this is the always “connected” world we now live in.

 

Needless to say, all devices aren’t created equal. The user experience for mobile, desktop and tablet are all unique. And, we need to treat our marketing material the same. If you use a one-size-fits-all approach, you will lose customers, and your brand equity will suffer for it.

 

Here are the key best practices to help you succeed:

 

  1. You need mobile-optimized ads.
    1. Think small screen, finger ready to flick. Keep your messaging short, and to the point.
    2. If not for messaging sake, then at least for analysis and testing purposes.
  2. Utilize mobile-specific ad extensions
    1. Recent data indicates that click-through-rates can be enhanced as much as 30% by showing sitelinks.
    2. By enabling call or location extensions, not only will you take up more real-estate on the page, but also, prompt actions more in line with mobile activity (call or find directions).  
  3. You need a mobile website.
    1. If you need any further convincing, visit Google’s Multi-Screen Resources site. The case studies are outstanding, with some advertisers increasing conversions 3x and beyond by going mobile! And, you know what, we’ve definitely seen similar successes with our clients. 

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_____________________________________________________________________________________

 

Be sure to join Dana Rouleau, Google Business Development Manager, and myself on Thursday, April 17 at 11am PDT to learn more about:

 

  1. Why account structure is critical in developing successful ad copy
  2. What constitutes a good user experience
  3. What best practices exist for creative advertising on mobile

Sign Up To Watch Now.

 

This is a pre-recorded hangout but there will be a live Q&A after the video presentation in the Google Partners North America community. Use the hashtag #AskAnAgency to get your questions answered live.

Comments
Mike Blackmore Top Contributor
April 2014

Interesting, thanks for sharing Colin.

Devon G
April 2014

Very well done!

Mollie S
April 2014

Very insightful.  Great post!

Nisal L Rising Star
April 2014

Really nice article. Thanks Smiley Very Happy 

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