Online Marketing For High Dollar Value9 Oct, 2009 By: Ben Ronnenberg imageSource
Online Marketing For High Dollar Value
Did you know that every month there are millions of online
searches related to the office equipment industry? By following a few simple
steps, smart dealers can be selling to these online searchers in no time, before
their competitors do.
If you’re not sure that search engine marketing is worth your time and money,
consider that last month in the
“Googled” the phrase ‘document management software’ more than 550,000 times! The
people searching on this phrase were trying to do one of two things:
1.Find out more information on ‘document management software’
2.Purchase something related to ‘document management software’
For each instance of a search on ‘document management software’, Google
generated “sponsored links” (advertisements) along the top and right sides of
the page (see figure 1). If you think high dollar value products don’t sell
with online advertising, then notice the ads at the bottom right. Also, notice
that smaller companies are able to compete for clicks with major industry
players like Adobe.
It is in the “sponsored links” section of search engines like Google, Yahoo, and
MSN where traditional marketing has been forever changed.
You and your company are no longer trying to find new prospects to sell to.
Instead, motivated, qualified prospects are already trying to find you and your
products, and all you have to do is present them with what they’re searching
The key to running successful SEM campaigns is determining exactly who you want
as a prospect and then designing your ads and Web pages with a consistent
message and call-to-action so that when they find you, doing business is a
Search engine marketing done right, is highly targeted.
Basics of Search Engine Marketing 101
Setting up an Account - To get started with SEM, you’ll need about 10
minutes to open an advertiser account with a search engine like Google, Yahoo,
or MSN. Your account can contain multiple campaigns which should be
organized like this:
Once you open an account, you’ll create campaigns and enable settings like
geographic targeting and daily budget. You will probably want to make separate
campaigns for different product lines such as B/W printers vs. color
printers, copiers, etc.
Within each campaign you’ll make ad groups. If you have a “printers”
campaign, you might give it separate ad groups for each volume band
printer that you sell (i.e. make an ad group for office, one for entry
production color, and one for production). Write your ad for each set of
keywords in an ad group.
Keywords are also housed within each ad group and need to be variations of their
ad group name (include the ad group name as a keyword too). Keep group keywords
tightly themed. When someone searches on your keywords in the search engine,
your ads are then displayed. Refine them regularly!
Research Keywords - Let’s say you provide electronic document management
programs. To research keywords, locate the Google AdWords keyword tool at:
adwords.google.com/select/keywordtoolexternal. Type in
“Electronic document management” or enter your Web address; the tool will
provide a list of related keywords, including monthly search volumes for each
one. “EDM” and its variations were searched over 82,000 times in July on
Google! Did your site get any hits from this Web traffic?
Once you determine all of your keywords, you need to write highly targeted ads
to appeal to your desired customers only.
Write Highly Targeted Ads - SEM ads should be written with the main
objective of getting only your prospects to click. You do NOT want to appeal to
the masses. Target only the keywords your potential prospects are searching on.
For example, maybe you sell software tied to a specialty scanner called
ScanX3000 that is ideal for converting hospital charts to digital files. You’ll
want to note this specialty use in your ad.
Design Web Pages To Boost ROI-Your SEM landing pages
should get visitors to take action. When someone clicks on your ad you must
give them exactly what was promised. Do this by matching the content of your ad
with the landing page. Implement the following tips to make SEM dollars
Align your keywords, ad text, landing page. In the headlines use a strong
call-to-action that tells potential customers exactly what they should do on
your site. Design a key action that your visitors will take to become customers
or qualified leads. Knowing whether your landing page is for generating leads,
selling product online, or just creating brand awareness will help you determine
the key action your visitors should take.
Establishing a strong search engine marketing presence can seem daunting, but
you can’t afford to let that scare you. Just take one step at a time and make
your products and services clearly available to the enormous number of potential
clients searching for them.
Tips to writing search engine ads
1. Make ads stand out. Use the keyword in your ad, preferably the headline.
Google makes the searched keyword bold when it appears in the ad. It’s helpful
to organize your campaigns, ad groups and keywords.
2. Be explicit about your offer so that people know exactly what they’ll
see after clicking on your ad.
3. Tell people the benefits before the features, and make clear your
unique selling proposition (what differentiates you from competitors).
4. Don’t forget to use a call-to-action such as “start today” or “free
trial” or “download whitepaper.”
Ben Ronnenberg is a Search Engine Marketing Analyst at
ROI Revolution, a Google AdWords Qualified Co. For a free ad guide visit