Aerus Electrolux Vacuums? What lurks in those consumers' heads?

Aerus Electrolux Vacuums? What lurks in those consumers' heads?

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

Aerus Electrolux Vacuums

After being inside millions of homes and talking with millions of people, Aerus learned quite a bit about how cleaner air stimulates a healthy living environment. Aerus is a company that isn't just about making homes cleaner, it's about making lives better. We help people take better care of their families. We are creating home environments that are safer, healthier and more inviting. Aerus believes in living life well.

Do you guess that people visiting your web page have already heard this about Aerus Electrolux Vacuums?

That's a 'guess-work' element in any search engine marketing campaign; you might best think through this issue at the outset (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'think' about you and the vacuum cleaners, floor care & air filtration systems you offer. Not sure? Then If at best you're guessing, then 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 appears to be a common commodity (vitamins, shoes, cosmetics, telephone services, etc), then you must differentiate your product from the other seemingly similar things the public possibly will associate you with.

Much of these consumer 'mindset' conflicts should be handled on your landing page, that is, the page where they land after clicking your ad; so before you start any PPC campaign, reflect for a bit on how visitors will feel (and what they will think) when they hit your landing page.

PPC Tips list continued from previous weeks:

Below are this weeks tips for better search engine marketing (using pay-per-click):

• On the subject of ad copy (the words which will comprise your numerous different listing titles and descriptions) we can sum it up briefly: RELATE your listing to the keyword the searcher has typed, SPARK curiosity in their minds to encourage a visit, be TRUTHFUL, be BRIEF, be CLEAR, don't HYPE, and FILTER out bad clicks.
• FILTER OUT BAD CLICKS? Yes, if your product is NOT for certain searchers, be clear upfront before they click. Example: If you bid on the keyword 'herbal shampoo' because your product is an herbal dog shampoo, make sure your ad copy reads: for dogs, pets, or animals. If you only fulfill orders in Canada, state this upfront in your listing ad copy. There is no need to pay for a visitor click if you cannot service a particular customer's needs. Use words to filter out bad clicks.
• There are many good resources to help you with ad copy, writing, and knowing what to say about your product. We recommend the eBook by Kim Klaver, "If My Product's So Great, How Come I Can't Sell It". Click here for a complimentary 'Mini-edition' of this eBook.

Check back over my last several blog posts for many more sets in this series of PPC search engine tips.


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