Malahide Promotions » pay per click

Online Marketing Tip 2: If Content is King…

admin — Thu, 28 May 2009 17:53:29 +0000

…then Design is Queen

Following on from your content, the design of your web site is also critically important as easily navigable web sites are much more successful. As a general rule of thumb, your customer should be able to find what they want in three clicks or less. Crucial information, such as opening hours, locations, services offered should be easily found on the web site.

Another point to keep in mind is that the design your web site should be consistent with the design your company logo/ reception area. Clean lines with cool colours such as blues, greens and whites help convey a feeling of professionalism. Rich colours such as reds, oranges and purples can give a sumptuous feel to a site.

Font choice is also important. In general, san serif fonts, such as Arial, Verdana or Helvetica (to mention but a few) are easier to read online.

Online Marketing Tip 3: Pay Per Click 1

admin — Thu, 28 May 2009 17:52:13 +0000

An Introduction to The Show Pony of Online Marketing

The three top players in the Pay Per Click field are Google, Yahoo! MSN. For the purposes of these tips, I will focus on Google AdWords. The key to Google’s success is Pay Per Click Advertising. The key to your success using Pay Per Click Advertising is choosing the right ‘Keywords’.

Keywords are any words or phrases that are typed into Google search. Advertisers then pay money to appear beside keywords that are related to their business. The key to selecting keywords is to get a balance between generic terms, which cost a lot and may not provide much return on investment, and specific ‘long tail’ terms, which are cheaper but have fewer people searching for them. For example, businesses that offer airfreight services in Ireland would want to bid on keywords such as “airfreight, air cargo, airports” etc. These are highly generic terms. “Airfreight in Ireland, or “Irish airfreight company” are better phrases as they are more specific to the location. “Ireland to Dubai airfreight” is better again in targeting terms, as it represents customers that are looking for that specific service. However, only a few people may actually be looking for this service, so unless this is the only service that company is ever going to offer, a good middle ground is necessary.

Online Marketing Tip 4: Pay Per Click – The Sequel

admin — Thu, 28 May 2009 17:51:31 +0000

… Beyond the Basics

Writing compelling ad copy is also crucial to Pay Per Click advertising. Google, Yahoo and MSN all have their own specific editorial guidelines for creating good ad copy. Here are some general Do’s and Don’t’s

Do make sure your keyword (i.e. airfreight in Ireland) is in your ad copy. This should be preferably in the Title of your ad copy. This word gets highlighted when the results are shown on the search engine results page and helps your ad stand out.
Don’t use all capital letters in your ad copy unless it is necessary, i.e. FIATA. The use of all capital letters looks amateurish and unprofessional.
Don’t put your telephone number in the ad copy either for the same reason.
Do try to include a ‘Call To Action’ in the copy, such as “Buy Now” or “Contact Us Today”. It’s corny, but it works – try it today!

Online Marketing Tip 5: Pay Per Click 3…

admin — Thu, 28 May 2009 17:50:03 +0000

…The Final Frontier….For Now

The final part of pay per click advertising relies on “Landing pages”. Landing Pages are the pages that open when a web user clicks on a sponsored ad. You want to make sure that what you have said you are selling in your ad copy, is what the customer sees when they click on your link. Consider this, Joe Blogs is looking for a company that offers airfreight services in Ireland. He types “airfreight in Ireland” into the Google search box, presses return and sees

“Airfreight in Ireland
We Connect Ireland to the World.
Call us for a Quote Today”
www.InsertFreightCompanyNameHere.com

He clicks on it, only to be brought to a page which shows seafreight services. What would you do in this situation? The majority of people press the back button, or click off the site to another site. Either way, they aren’t getting what they need out of your landing page. While this means your Ad may get more clicks, the likelihood of those clicks bringing you any money is slim to none.

This example shows us how the design of your site can really impact your bottom line.
It also shows how important it is for your Ad Copy (highlighted in blue) to match what you are selling. Google, Yahoo! and MSN will let you write pretty much whatever you want, but the bottom line is, you don’t want wasting money on people who click on your ad but don’t want what you’re selling.

11 Tips on Online Marketing

admin — Thu, 28 May 2009 17:29:47 +0000

Some of my musings on the use of online marketing for the freight industry.

If you’d like to recieve these as emails, please click here.

Enjoy!
Lara