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Would you like to share in his secret? Of course, most people would!
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Google AdSense and AdWords - Like Yin and Yang
Many websites include a section or two with the "Ads by Google" above it or below it. These are ads displayed via Google's AdSense. When you do a search on Google and see ads in the search results pages, they are generally AdSense ads.
AdSense - The Yin:
Google's AdSense is programming that "senses" the content of a page or search. It finds keywords on a web page or in a search phrase to determine the subject of the content. It does this by either "reading" the page, or taking a look at the search term that was typed into Google Search. It can "Sense" which ads in the system are relevant to the content or search and display them - thus: "AdSense."
Before ads on a page are displayed, AdSense searches its database of advertisers and finds ads that are associated with keywords on the page or in the search. Now AdSense needs to decide which of the thousands of ads vying for position are actually displayed. To make this decision, AsSense looks at the advertiser's bids for the relevant keywords. The advertisers that have a combination of the highest bid, keyword relevance and best click through get displayed first.
Google tracks clicks on ads and advertisers pay Google the bid price for each click. When the AdSense ad is on someone's web page, Google pays the website owner a portion of the payment for each click. The term "monetizing" your site refers to taking your existing site and placing ads like AdSense on it to make money (or finding other way to make money with websites). If you get 10,000 visitors and 10% of them click an ad that pays you, theoretically, $0.75 per click, you just made $750! Not bad for just copying some AdSense code (which Google provides) into your popular website's HTML (if your site is not popular, learn about SEO - Search Engine Optimization - from sites like AcmeWebResources).
AdWords - The Yang:
The other side to AdSense is AdWords. AdSense ads have lists of relevant keywords associated with them. Each keyword is bid on by the advertisers for placement in the results pages and on web sites around the world. The words that will prompt a display of an advertiser's ad are bid on by the advertiser. When an ad matches the words on a page, the ads are displayed; thus: AdWords. AdWords is the system in Google that is used to place ads that display in AdSense.
You can enroll in AdWords to pay for AdSense ads to drive traffic to your site. The first step is to sign up with Google. The next step is to associate keywords to associate with your site.
The idea is to drive traffic to your site through the use of relevant ads. The more relevant the ad to your content, the more targeted your traffic will be. Compose your articles around your list of keywords. Next, write an ad based on the keywords and assign keywords to the ad. You will bid on the keywords at the time you associate keywords with the ad. If one of your keywords is searched for or relevant to a site, and you have a good bid and relevant ad, your AdWord ad will be displayed. Only when someone clicks your ad are you charged by Google.
The more popular keywords are wanted by many competitors, so the prices per click can get pretty high. It is not uncommon for a click to cost $5 or even $10. If you have 10,000 ad clicks, after you account for your conversion rate (the rate that you convert visitors into buyers) you better be sure you are making more than the ad click costs! But it should never break your bank because you can set the bid limits and the monthly budget.
What if you can't afford $5.00 per click? Since the more popular keywords are so expensive, it is best to bid on less popular keywords because the cost per click is lower. Google presently has a minimum bid of $0.05 per click. If you can get those, you can reduce your advertising budget.
A popular site can make a lot of money, however, a lot of money and time can be wasted. To avoid waste, you have to learn as much as possible and get the right tools to do the research.
Better B2B Landing Pages
If your goal is to make Google richer with no gain for your yourself, then stop reading. You don't need to worry about landing pages or conversions. But if your goal is to grow your own business using search, then you must pay as much—or more—attention to converting traffic into leads as you do to getting traffic in the first place.
Have a call to action
If you ever need proof that pay-per-click is going mainstream for B2B companies, do a search for "ceramic ball bearings." The SERP is full of paid ads for this basic B2B product. A couple of the ads are pretty good, with offers like "buy affordable ball bearings, online wholesale prices, same day Shipping" or "lightest, smoothest & fastest ever. World Champions, free airmail."
Don't send clicks to the home page
The single biggest mistake B2B companies make in pay-per-click is sending clicks to their home page. Companies make this mistake for two reasons. First, it's obvious and easy. Second, they assume that since they don't know the prospect's intentions or buying stage, the home page allows the prospect seek out the information she is looking for herself. Three out of four B2B companies make this same mistake, directing paid search clicks to their home page or at best a product information page on their site.
Unfortunately, this leaves it as an "exercise to the reader" to figure out how to become a lead. Because each click is an opportunity to drop out of the conversion process, the result is much lower conversions. In fact, a 2004 report from Atlas OnePoint found the average conversion rate for lead generation sites that used the home page as a PPC destination was just 6.3%. In other words, almost 19 out of 20 of the clicks you pay for result in revenue for Google but nothing for you.
Create targeted landing pages
There is great ROI in having focused, keyword specific landing pages in terms of conversions, but they also help with your PPC ranking and CPC as well. This is because Google takes landing page relevance into account when establishing your "quality score". Also, using targeted landing pages tends to force you to have more focused ad groups, which leads to more relevant ads and even higher quality scores. Because quality score is as important as your bid when Google determines rank, the better your quality score, the more clicks you get and/or the lower your cost-per-click.
Tips for better landing pages
Of course, the 9.3% conversion rate for landing pages that match the theme of the keyword is just an average—you can always do even better. To illustrate this point, I put together a sample landing page that demonstrates some landing page best practices. This could be improved with further testing, but as a starting point it should get much, much better conversion rates than a company’s home page.
Here are some of the strategies I used to make a better B2B landing page:
Keep it simple. This goes for the form as well as the page. Enough said.
Remove the navigation. Every link you put on the page is an invitation to the customer to do something besides taking the action you want them to take. You've paid to get them to this page, so remove the distractions and make the conversion action obvious. Tip: test using a graphic element such as a big arrow to tell the prospect where to start.
Include reassuring elements. Every element on the page should serve only two purposes: 1) give the prospect reasons to convert and 2) resolve any concerns the prospect may have about converting. Clip art and visually appealing but generic photos of happy people don't play a role here. Some of the elements that work on my sample page include the logo and tagline (World leader in the manufacture of thin section bearings), the cover shot of the white paper (with title blown up to be readable), and the sample excerpt from the paper (in this case, the table of contents).
Give prospects a reason to share correct information. Your prospects will to lie to you to get your offer without risking their privacy. Don't believe me? The #1 name submitted on lead generation forms is Mickey Mouse. I have two tips to counteract this. First, ensure your privacy information is posted. Second, if your offer is a white paper or login code or anything else you can send, rather than fulfilling the offer on the thank you page, email them the fulfillment instead since it creates the incentive to share a valid address.
Why don't more companies do this?
Given the dramatic ROI of having multiple targeted landing pages, why don't more B2B companies use them? MarketingSherpa did a study and found that the single greatest obstacle to creating optimized landing pages is a lack of resources, and that the time of in-house web developers was the most difficult resource to get.
However, creating keyword-specific landing pages doesn't need to take much time given the right templates and tools. I made the sample landing page for this case study using our landing page editor in about five minutes. The key is not to get hung up on making the perfect landing page. Instead, create one OK landing page, clone it and customize it for each of your keyword groups, and then start to test and measure results. Only by getting started will you get begin to get the benefits of better conversions.
Jon Miller is VP of Marketing for Marketo, a provider of affordable, easy-to use-marketing automation software that helps B2B marketing professionals drive revenue and improve accountability. Jon's blog, Modern B2B Marketing, explores best practices in business marketing, ranging from pay-per-click management to lead nurturing to marketing accountability. The Strictly Business column appears Wednesdays at Search Engine Land.