The Traveling Vineyard? Does anybody really know what I offer?

The Traveling Vineyard? Does anybody really know what I offer?

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

The Traveling Vineyard

The Traveling Vineyard is the division of Geerlings & Wade, Inc., that choreographs in-home wine tasting events. The Traveling Vineyard demystifies the wine buying experience by sharing their enthusiasm for fine wine and by bringing people together in a fun and festive party atmosphere. The Traveling Vineyard is committed to making the selection of wine easy, understandable and fun. When wine is paired with delicious foods, flavors and enhanced allowing for a more enjoyable meal.

Do you know if people reading your ads have already learned this about The Traveling Vineyard?

That's an important factor 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 'have perceived' about you and the food-beverage, party supplies & tableware 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 seems like 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 addressed on the page your visitor arrives at after clicking your ad; so before you start any traffic campaign, put on your visitors shoes and take a fast walk to your landing page.

Search engine marketing tips:

Without any further delay, I'll continue with my tips this week.

• Forget stupid characters. We are talking search engine listings (not eBay) so cool the clever punctuation it L@@KS stupid!!!!!!!! Don't make SOME words CAPITALIZED; it looks like you're shouting desperately for business. Respect the people who read your search engine listings.
• People are by nature often interested in things like 'saving money', 'making money', 'curing something', 'striking a deal', and getting anything of value that is 'free'... but be careful. The addition of such self-interest phrases in your ad copy may skew your clicks upwards while leaving your sales flat. If you're tempted to try such phrases... test, test, test... while keeping an eye on your bottom-line.
• Bluntness works: 'Refinance 4.5%', 'Viagra $39', 'No Interest VISA', etc
• These are the type words that appeal to searchers: more information, complimentary, love, youthful, safe, new, benefit, gain, money, happy, glad, proven, guarantee, resource, fast, results, discover, how you, how to, your, yours, you'll, healthy, natural, magic, secret, comfortable, save, proud, secure, solution.

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


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