The buzz continues around paid search and social media advertising. In a post last week I directly compared the two but there’s a lot more to talk about here.
Search marketing is based on advertising to people who are already interested in what you have to sell. It is ridiculous when you think about how easy it should be. People go to Google looking specifically for a product/service. They type that request into an empty box and Google’s search algorithm pops out the options. Google further refines the process with assumptions- if the person selects this option, then maybe they’ll like these further five options.
AdWords allows you to sell directly to someone who has the intention of buying now or in the future. It’s why WordWatch believes so strongly in paid search ads. They are a no-brainer. Generally speaking success is based on placement of ads, and the compelling nature of the copy. In short, giving people what they are looking for.
Social media advertising is more complicated beast. As Mark Cameron discussed last week, the major companies have all developed a presence on social media. Most of them have yet to reap the rewards of advertising there. GM ceased its $10 million Facebook campaign. Social media has proven to be a great place for companies to engage with customers and potential customers. What is lacking are the conversions to sales. In most cases the brands have no unified marketing voice or message. It is evident in that customer service and retention, corporate branding, communications, and new client acquisition are happening in vacuum tubes. They are often poorly if at all integrated. There seems to be little thought given to establishing clear conversion goals once a customer likes a page.
So how do you go about getting conversions? There are certain things to consider in search ads and in social media:
Planning your strategy, measuring successes, and making adjustments where necessary are all keys to making those conversions happen.
http://www.wordwatch.com/
Search marketing is based on advertising to people who are already interested in what you have to sell. It is ridiculous when you think about how easy it should be. People go to Google looking specifically for a product/service. They type that request into an empty box and Google’s search algorithm pops out the options. Google further refines the process with assumptions- if the person selects this option, then maybe they’ll like these further five options.
AdWords allows you to sell directly to someone who has the intention of buying now or in the future. It’s why WordWatch believes so strongly in paid search ads. They are a no-brainer. Generally speaking success is based on placement of ads, and the compelling nature of the copy. In short, giving people what they are looking for.
Social media advertising is more complicated beast. As Mark Cameron discussed last week, the major companies have all developed a presence on social media. Most of them have yet to reap the rewards of advertising there. GM ceased its $10 million Facebook campaign. Social media has proven to be a great place for companies to engage with customers and potential customers. What is lacking are the conversions to sales. In most cases the brands have no unified marketing voice or message. It is evident in that customer service and retention, corporate branding, communications, and new client acquisition are happening in vacuum tubes. They are often poorly if at all integrated. There seems to be little thought given to establishing clear conversion goals once a customer likes a page.
So how do you go about getting conversions? There are certain things to consider in search ads and in social media:
- Establish clear goals and develop your ad strategy around them. Integrate your organizational objectives.
- Have a clear and compelling call to action in your ads. Write clean copy.
- Know what your customers are looking for and anticipate their needs.
- Provide the information seamlessly to them. Direct them to the correct landing pages that load quickly and are easy to navigate. Give your customers what they expect and then give them what they didn’t even know they wanted when they came.
Planning your strategy, measuring successes, and making adjustments where necessary are all keys to making those conversions happen.
http://www.wordwatch.com/
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