DeanKennedy.com

Target Your Click Throughs Carefully

Dean Kennedy — Sat, 16 Aug 2008 00:44:31 +0000

With ad services like Google Adwords, having control of the page a viewer sees once they click on your ad means you have the advantage of presenting a targeted message.

One of the worst mistakes you can do is to create a compelling headline and brief description, and then just send someone to an all-encompassing home page — that momentum is lost and a visitor is often confused by their choices.

The message on the home page — unless you have a very lead-generation specific website with only one presented message — is not often an extension of the ad message that had the visitor interested enough to click in the first place. That confusion is a “road block” to converting that visitor to your objective.

So it makes sense that the page they see accurately reflects the advertising message … you should use a page that specifically meets this purpose.

However, be careful to TEST that it works!

I clicked on an ad on a web page yesterday (from within Google Mail) … for a bookkeeping company. They had created a specific page for that ad. However, the page I saw had this message:

You are not authorized to view this resource.
You need to login.

Oh no … lost sale. Road block. Crash. Wasted money spent on that click!

Most likely, the person creating the ad landing page was logged in, and didn’t even realise the potential for this type of error. How much money will they waste until they realise this problem?

Admittedly, some visitors may then use the navigation to click on the home page and track down what they were after. But you’re at the mercy of their resourcefulness, and that’s a dangerous place to be, especially when your home page is not prepared to carry that same targeted message.

So … don’t just use your home page as an ad landing page, unless it is very consumer targeted. And make sure that if you do have a specific page, you logout of your web content management system and test the page just as a visitor would see it!

Twitter Tweets On 2008-07-26

Dean Kennedy — Sat, 26 Jul 2008 13:59:59 +0000

Watching the Pies get thumped by the Bombers on the Foxtel replay. #

Twitter Tweets On 2008-07-23

Dean Kennedy — Wed, 23 Jul 2008 13:59:59 +0000

Just wrapped up a one hour copywriting phone interview with Aaron Parsons for his members (http://www.thebusinesscommandos.com/) #

Twitter Tweets On 2008-07-19

Dean Kennedy — Sat, 19 Jul 2008 13:59:59 +0000

The Great White Shark is joint leader again … go Greg!!! #

Yellow Pages

Dean Kennedy — Fri, 18 Jul 2008 23:00:21 +0000

Mal Emery has published an outstanding article about the right way to use Yellow Pages, in his latest Rebellious Rant.

I’m not just saying that because Mal has recommended his clients and subscribers contact me for a “done for you” Yellow Pages service!

It’s because Mal is sharing great advice about maximising the impact of your Yellow Pages ad and making it up to 750% more profitable.

Like Mal says, 60% of those who consult a category in the Yellow Pages, have NO company in mind — and of the other 40%, around one third (13%) are will to be swayed … that’s a chance at persuading more than 7 in 10 readers with an effective ad.

The regular Rebellious Rants are a great free resource for any entrepreneur or business owner, well worth a free subscription!

Twitter Tweets On 2008-07-17

Dean Kennedy — Thu, 17 Jul 2008 13:59:59 +0000

Channel 9 again demonstrate their absolute rudeness and arrogance… 15 minutes behind their TV schedule yet again for no good reason! #

Twitter Tweets On 2008-07-16

Dean Kennedy — Wed, 16 Jul 2008 13:59:59 +0000

Back from a nice morning walk and getting into a few hours of writing! #

President Kennedy

Dean Kennedy — Tue, 15 Jul 2008 04:08:09 +0000

Okay, you won’t believe this … I’m not even a US resident and I got the Americans to let me run for President … it’s all over the news!

Thankfully having the name “Kennedy” swayed them — they don’t seem to mind the idea of another Kennedy in the Whitehouse.

Thanks to Paul Gram on the Copywriters Board for the heads up on this one! Nice viral marketing at work!

Twitter Tweets On 2008-07-13

Dean Kennedy — Sun, 13 Jul 2008 13:59:59 +0000

Just ordered 20 new marketing, copywriting, advertising and persuasion books from Amazon! #
What a great definition of a cash back offer — point 4 on this page: http://www.mtechlaptops.com/dellvsmtech.htm — ha! #

Bargains in misspellings

Dean Kennedy — Sun, 13 Jul 2008 06:28:15 +0000

I just watched an auction end online for a brand new pair of men’s workboots … a brand with an excellent reputation … being offered for $15 — $100 below retail!

Number of bids?

Zero. No sale!

Here’s a pretty good reason why … the boots were advertised as “Bloodstone Workboots” — but the actual brand is Blundstone, not Bloodstone.

Now there’s always been a market on sites like eBay to find a bargain via misspellings — whether a typo or simply the seller not knowing the correct spelling!

I know for sure that typo’s slip through my fingers more than I’d like, and I don’t profess to be a leading authority on spelling and grammar (an aside: why isn’t grammar spelled “grammer”, like hammer or stammer?).

If I was a smart seller, I’d at least do my research to confirm the right brand name. I’d also include the common misspellings in my listing, so it’s more easily found by people who don’t know the correct spelling when doing their search (especially on eBay when they search title and description).

Of course, if I was a smart buyer, I’d be searching on misspellings to find bargains like a pair of brand new top brand workboots for sale at $100 less than retail with 0 bids!