Longaberger? Have you considered what consumers think of you?

Longaberger? Have you considered what consumers think of you?

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

Longaberger

Longaberger takes great pride in their history of making high quality, handcrafted products. Admired for their craftsmanship, Longaberger products are created for everyday use and truly made to last. Longaberger offers everything you need to make a house a home. Today, the Longaberger Company is America s premier maker of handcrafted baskets and offers other home and lifestyle products, including pottery, wrought iron, fabric accessories and specialty foods.

Do you truly believe that people already have a mindset like this about Longaberger?

That's the challenge in any search engine marketing campaign; you should factor in from the start (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'have learned' about you and the baskets, kitchenwares, home accessories & decor you offer. If you're not sure, 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 people consider 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' challenges must be worked out by setting up 'mindset adjusters' (fancy phrase for good educational content snippets) on the page they hit immediately after clicking your ad; so before you start any PPC campaign, stop and think for a moment about what your potential customer might perceive as they arrive at your landing page.

More Pay Per Click Marketing Tips Below:

Ready or not, here they come. This weeks PPC tips to make you rich and famous (well perhaps that's stretching it a bit):

• 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?

Last week I posted the another round of search engine marketing tips and yet more in the weeks before that. Check previous weeks for more ideas.


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


Technorati:
Longaberger | PPC | pay per click | Google | Network Marketing | mlm | Dan Hollings | internet marketing | Contextual Ads | AdWords