Southern Living At Home? What lurks in those consumers' heads?

Southern Living At Home? What lurks in those consumers' heads?

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

Southern Living At Home

Southern Living At Home makes the pages of their magazine, Southern Living, come to life with high quality, fashion forward decorative products. The company's 'Spirit of Generosity' is a key element of their founder Dianne Mooney's vision to empower and enrich the lives of American women. Her vision, the Southern Living brand and professional approach combined with a commitment to excellence are the ingredients that made Southern Living At HOME a very successful party plan company.

Do you assume people reading your ads already perceive this about Southern Living At Home?

That's the challenge in any search engine marketing campaign; you should consider upfront (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'have heard' about you and the garden accessories, home accessories-decor & books 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 has become 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' 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 contextual ad program, stop and think for a moment about what your potential customer might perceive as they arrive at your landing page.

More tips for your PPC campaign:

So as promised, below you'll find this weeks installment of search engine tips...

• 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.

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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Southern Living At Home | PPC | pay per click | Google | Network Marketing | mlm | Dan Hollings | internet marketing | Contextual Ads | AdWords