Binney Smith At Home? What's that all about?

Binney Smith At Home? What's that all about?

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

Binney Smith At Home

Binney & Smith is a color company. Yes, color - along with creativity, learning and most of all, fun - it is the hallmark of our company. A wholly-owned subsidiary of Hallmark Cards, Binney & Smith plays the lead role in Hallmark's personal development strategies.

Do you believe that visitors already know this about Binney Smith At Home?

That's perhaps the first challenge 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 'know' about you and the educational materials you offer. In most cases you are best to 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 might be considered 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' conflicts should be handled on your landing page, that is, the page where they land after clicking your ad; so before you start any strategies for getting targeted visitors, reflect for a bit on how visitors will feel (and what they will think) when they hit your landing page.

Pay per click tips for this week:

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


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