Pola Cosmetics? What lurks in those consumers' heads?

Pola Cosmetics? What lurks in those consumers' heads?

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

Pola Cosmetics

POLA, is the leader in cosmetic science proving their technological superiority with over 800 patents. Pola has more than 300 researchers engaged in fundamental research of the skin, such as: study of the skin's function study of the melanin study of the metabolism of the horny layer study of the influence of light study of oil, hydrating agents, surfactants, powders and natural and synthetic substances Pola's laboratories maintain a "Class 100,000 level" environment to prevent contamination by germs and dust during production process. This is exactly the same level of environment required in the manufacturing of medical and pharmaceutical products.

Do you truly believe that people already know this about Pola Cosmetics?

That's the 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 'have learned' about you and the cosmetics & skincare 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 might be considered 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 strategies for getting targeted visitors, stop and think for a moment about what your potential customer might perceive as they arrive at your landing page.

Pay per click tips for this week:

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?

In earlier blog posts you'll find several installments of my PPC tips.


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