4Life Research? I know my opinion, but what about my customers?

4Life Research? I know my opinion, but what about my customers?

Have you ever thought about the public's perception of what you do?

4Life Research

In a world where stress, pollution, poor diet and new strains of superbugs are constantly undermining people s immune systems, 4Life recognizes the importance of innovation in nutrition.

Do you believe that consumers already think this about 4Life Research?

That's perhaps the first challenge in any search engine marketing campaign; you must decide upfront (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'think' about you and the nutritional supplements you offer. You might consider playing it safe and assume they've never heard of you. That's always the safe bet.

If you're selling iPODs or something very well known, you can approach things much differently. Less time explain 'what' you've got and more time explain 'why' they should buy from you.

If your selling something that could be clasified as a common commodity (vitamins, shoes, cosmetics, telephone services, etc), then you must differentiate your product from the other seemingly similar products or services that customers will associate you with.

Much of these consumer 'mindset' concerns should be addressed the moment they hit your first web page after clicking your ad; so before you start any traffic campaign, think like a customer and look at your landing page.

PPC Tips list continued from previous weeks:

Without any further delay, I'll continue with my tips this week.

• Sometimes people type in web addresses in those search boxes! So bid on those if the search engine allows it: 'www.website.com', 'website.com', 'http://website.com' and every combination full or partial you think a searcher might actually type.
• Match up keywords with words in your ad copy. Even though a 'spa', a 'hot tub', and a 'whirlpool' might mean the same thing in your mind, if a searcher types in 'hot tub' and your listing says: "Relax and save in your new Spa", you will miss out on many interested customers.
• Think negative... yes, people search for herbs that can kill, plastic surgery pitfalls, mlm scams and sundry other peculiar things. Invite them to explore your related listing. Do you offer cosmetics or skin car as an alternative to plastic surgery? Is you mlm a beacon of light in a sea of seemingly dubious scams?
• Get creative with interest spikes in the news. 'Mad Cow' might be a great keyword for your all vegetarian product line. The 'SARS' outbreak might have generated millions of searches that your 'immunity booster' could have benefited from (just don't make any false claims). And where were all the bra ads when a gazillion people typed in 'Janet Jackson' after the 2004 Super Bowl surprise?

Looking for more search marketing tips? Check my posts from previous weeks for more ideas and strategies.


Check back next week for the next in this series of PPC tips... Until next week, happy PPC campaigning...


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