The all new Google Keyword Planner has replaced the Adwords Keyword Tool, with its unique features and user-friendly interface. The good news is that, this tool is not only beneficial for SEO purposes, but also for your PPC marketing tasks. So, let’s talk about its features a little and discuss how it can be a benefit for your online marketing tasks.
Google Keyword Planner Features?
While the old Keyword tool offered only one interface to accept and return data, Google Keyword Planner integrates three beneficial options for marketers, which are as follows:
1. Search for Keywords and Ad Group Ideas
This is the only option which resembles the old keyword tool in functionality. Plus, it is the only option that allows you to discover new keywords; which is why SEO professionals will tend to use this option more than the other two options.
Similar to the keyword tool, this option returns relevant keywords data, if you enter a word, phrase, landing page URL and/or a product category.
It shows the search volume for each keyword along with its competition and the approximate Cost-Per-Click.
The resulting page displays ad group ideas and keyword ideas along with relevant details such as the search volume along with search trend graph, the competitions and the average CPC.
It shows both ‘Ad group Idea’ and individual ‘Keyword Ideas’, and you can add these to your ‘Plan’. This will help you temporarily store relevant and useful keyword ideas for later. Finally, when you are done selecting and adding relevant keywords to your plan, click on the ‘Review Estimates’ button to set up an ideal daily bid and budget for your selected keywords.
In the next page, after you enter the daily bid and budget; you can see the daily estimates (clicks, impressions, average position and cost) of the selected keywords in a group.
2. Enter or Upload Keywords to get Estimates
Imagine if you have a list of keywords that are relevant to your business, and you need to know the search volume, CPC, etc. of those. This option can make your task easier and faster.
Though this option shows valuable data related the keywords you upload, it does not show additional keyword ideas.
Make sure you click the “Get Search Volume” button to get the relevant keyword data.
“Get Estimates” button will take you to Adwords interface, to build ad groups and campaigns.
3. Multiply Keyword Lists to get Estimates
This option makes your task more easy. Now you can use this option to combine two lists of possible keywords and use them in your ad campaigns.
This option also shows relevant data for the resulting keywords like average CPC, monthly search volumes and competition.
In list 1, all the names of the products (Flower types) available are listed. In list 2, types of services offered are mentioned. The resulting keyword ideas combine the words in both the lists, thereby making it easier for you to generate and get estimates of keywords that are relevant the products and services.
Benefits of Google Keyword Planner over the old keyword tool?
There are many such beneficial features which makes Google Keyword Planner more efficient. They are as follows:
You can target not only specific countries, but also individual cities and regions using this tool.
It has additional keyword filtering options.
You can now combine two sets of keywords to generate more relevant keywords for your PPC campaigns.
Conducting a keyword research for both PPC campaigns and SEO purposes.
Upload your own list of keywords to check for it average CPC, search volumes and more.
It enables you to save your keyword ideas or groups (for 10 days); thereby improving your workflow.
New and yet to be explored, the Google Keyword Planner is definitely better in terms of efficiency. Its features make it more user-friendly and beneficial for SEO professionals, PPC marketer and advertisers.
“Either write something worth reading or do something worth writing.”
– Benjamin Franklin, Author & Scientist
Your landing page copy can either break or seal your deal…it decides whether a visitor converts into a customer or bounces off your site. Since you have just a few seconds to grab their attention, your landing page copy should not only be enticing, it should urge visitors to take the next step. It should build affinity and establish trust within their mind which will aid them to complete a desired action. Here are 13 Tactics for Compelling Landing Page Copy:
I) Align with the Primary goal of your campaign
Subscribing to your blog, requesting a price quote, selling something, free signup…what is your marketing objective? What is it that you want to accomplish through your landing page? Once you know what it is, any other line which does not fit the bill should be removed. Here is an example:
The above shown image is a landing page for a pest control website. The landing page copy is clear and to the point. The most common questions that pop into anyone’s mind are Whatwill I get? Howdo I get it? Whereall is it applicable (in instances of products and services). This landing page copy gives a clear picture to viewers.
Marketing objective – helping people control pests
What do I get in return – 10% off if I sign up right away (mentioned clearly above the lead capture/sign up form)
How to – Fill in your details, leave the rest to them
Where – Residential & commercial (which has been mentioned clearly in the landing page copy)
II) Get straight to the point
Cliched, yes…nonetheless valuable! Its better to be clear in what you are trying to say rather than missing the point in an attempt to be creative. In short, try and stay away from fluff. However, I am not saying that creativity should not be used and does not pay. It does, provided you have the expertise to be witty yet deliver your thought without being offensive.
Keep your sentences short and the words simple. Complicated jargons and creative word play in landing pages can be annoying for some. Landing page copy should be simple, as easy as even a child can understand what you may be trying to convey because if you miss clarity in the landing page copy, persuading users to convert can be an uphill task.
Remember: Your final goal is conversions and not impressing them with your outstanding vocabulary.
III) Have an emotional connect with the user
Create an emotional connect with the user through your landing page copy. Use your words in such a way that they stir some emotion within the user and they visualize themselves with your product/offer.
See this landing page copy example? It plays with the emotions of happiness and feeling nice through the word ‘beauty’. There can be 2 views that a user can have on this landing page copy:
Yes, I am beautiful, I will want to use this product that will take care of me.
Yes, I am beautiful, but I don’t need anything more.
No matter which instance the user is faced with, it does ring an emotion of joy within him/her. Here is another example:
In the above-mentioned example, the landing page copy deals with the emotion of being depressed and sad through the word ‘stress’. Since this is a global predicament that most people face, they may be willing to submit their details with ease and get a solution.
IV) Sell benefits, NOT features
It’s quite easy to comprehend this isn’t it? Features TELL, but its the benefits which SELL!When a marketer sells a benefit, it educates the customer on how to combat a problem that they may be facing.
A feature is what defines your product or service. It is a characteristic that can be measured.
Example: Digital camera that has 10 megapixels.
A benefit offers value and usefulness. A benefit solves the ‘pain’ point of a customer.
Example: The feature of the above mentioned camera is 10 megapixels and the benefit is that the customer will get better photos that will capture important memories.
But again, I am not saying that mentioning features is not going to earn you bucks. There are times when you HAVE to mention the features in landing page copy. If your target audience is highly technical, appealing to their emotional side will not work well for you. They will be interested in the ‘cool’ features of the product. Lists of features also help potential customers to compare 2 products and buy the better one.
An example of this would be E-Commerce websites which sell products. A techie who wants to buy a camera will not be interested in clicking photos just to look good or ways to look better in photos with the camera…he will be interested in its features which will be Megapixels, LCD monitor, image sensor, optical zoom etc. He will also see a few more cameras, compare the features and buy the better one. I have discussed about this in another post as well.
V) Use Action Oriented language
The language that you use should be action oriented. The best way to hook your readers to what you want to say is by giving them a strong introduction…remember, you have just a couple of seconds to capture their attention.
In the above mentioned examples, action words like ‘Learn to Make’, ‘You will learn’ and ‘Best practices’ inform the reader what they will get once they fill in their details in the lead capture form.
VI) Get the right keywords
Do not stuff your landing page copy with keywords in the name of good SEO. Mention the targeted keywords only in places where they make real sense naturally.
Remember: Your landing page may land in the first page of a Google search, but that’s not exactly what you want, right? The landing page copy should be able to compel readers to act on what you are offering.
VII) Write in Second person
When you write in the second person, i.e. YOU, and not it the first person, ‘I’, you are addressing the reader directly. Here is an example: When you write to the user, you make a stronger connection with them and demonstrate your offer better. Writing in second person, helps readers visualize how the offer will be helpful to them and how they can use it.
VIII) Use bullet points, headers and line breaks
Its human nature…we like to scan through stuff rather than read large chunks of information, don’t we? Hence, landing page copy gets overlooked if it is formatted poorly and is over cluttered. This is why bullet points, headers, numbers and line breaks make things simpler.
In the image above, you can see how bullet points and highlighted sub heads help a reader read the benefits easily.
They also help them to consume the information without any difficulty.
Bullet points also add to the overall presentation of the landing page.
Write the most important points at the beginning of the text or highlight them.
See how easy it is?
IX) Format your Landing Page Copy Correctly
No matter how beautiful your landing page looks, if it is too cluttered or looks haywire, it will lose its value if the reader is unable to consume the information that is being offered. Here’s how you can format your landing page properly:
Check this example. Clear headlines, highlighted sub heads and bullet points make it easy for a reader to read through. Minimal details on the lead capture form makes it easy for users to provide their details.
X) Add Images
Images are an important element of the landing page copy. Product images communicate your offer a lot better than a few words.
Like you see in the image above, the landing is of providing readers a free EBook. The image of the EBook with the offer written on it gives a clear picture of the offer – 4 Steps to Get More Leads from Your Website.
So, a person who is running really short of time need not even read through the bullet points. One glance at the image and he knows what he will get.
A website browser WILL BE hesitant to provide you with his/her details. Why should they? A testimonial on the Landing page acts as the ice breaker here. It gives the reader a sense of trust in you and your company/product/service. A good testimonial adds credibility to your product and makes an outsider realize that you have touched lives or business in some way or another through your product or service. See this example below.
XII) Ask them for bare minimum in lead capture forms
Asking too much information from visitors can annoy them and they may never get back. Plus no one will be willing to provide too much information to a stranger. Try and keep your form to a bare minimum – name, email id and in certain cases (where you need to get in touch with them personally), their phone numbers. Getting their age and address may seem like useful demographic information for marketers, but users may find it too much. Here are a few example of landing page copy where the lead capture form is asking for minimal details from users. If you can get away without a form, do it! In such cases, for example, if you are providing an EBook for free, don’t take the contact details of the user. Instead, make sure that your details are there in each page of your EBook. It is likely that people will share your information and you will get more visitors/downloads.
XIII) A/B testing
Test which landing page copy is doing better by making one variation at a time. Like, when you want to test which lead capture form is doing better, make changes in the lead capture form only and not any other element of the landing page copy. Repeat this exercise for every element on the copy to gauge which landing page is doing best.
Now that I have discussed the tactics to get a compelling landing page copy, let me know how helpful they were by dropping me a comment.
“Never pressure people to PUSH them into purchasing. Instead, use pressure to PREVENT them from procrastinating.”
– Michel Fortin, Marketing Blogger
How often do we come across, “Don’t call now!” or “No more seats left”…let me think…NEVER! Calls to action or headlines always read, “Hurry”, “Last 10 seats lefts” or “Call now to get XYZ% off” and so no. Why? Its human psychology. People don’t like missing good deals. So, when marketing gurus launch a product and declare that it is ‘exclusive’ or is available for just a few more hours, it creates a sense of urgency that make people think, “If I don’t buy this now, I will loose the deal forever!” The strategy is to get someone to convert from “this may be a nice product” to “I have to buy it right now!”. After discussing about Headlines, Call to Action, Benefits, Images and Trust for landing pages, I come to the final point in our HABITS framework, Speed or Urgency, i.e., 5 Ways to Increase Landing Page Conversions with ‘Speed’.
I) Make it sound URGENT!
Words like these work on people’s sense of FEAR. Induce FEAR in the mind of your prospective customers. Wait, I am not saying you beat up customers and force them to buy…but induce the FEAR of LOSS in them. This acts as a motivator in all of us.
A mother who wants her son to clean up his room induces fear in him by saying that she will throw away anything she sees on the floor! Fear is a negative emotion that induces the positive activity of motivating the child to clean the room.
Again this is human psychology; tell them they are losing something important and they will have a stronger urge to buy it ASAP. Why does this work so well? That’s because, no one likes missing out on great or more so ‘exclusive’ opportunities.
II) Add a Countdown timer
Have a timer displayed on your landing page, counting down to the time when your offer will expire. This will motivate the reader to act right then. This tactic is particularly effective when marketing messages advertise short-term promotions, registration for events like webinars and presentations etc. The countdown offer can also be clubbed together with a “order before” marketing campaign. Almost like a time bomb, these trigger a pressure point in prospects to encourage an immediate purchase.
Then again, I may be interrupted here by a few graphic designers who may say that timers are a distraction and take the readers attention off the lead capture page. Yes, they may be right to an extent. But, adding a small timer just above or below the lead capture form also allows visitors to see the timer and without any haste fill the form lest they miss the deal.
III) Add a sense of Scarcity
For a limited period only
While supplies last
Available for 500 early birds
We are all attracted to these kind of messaging aren’t we? It is human nature to see whatever is exclusive or for limited period only as high value. Use this to your readers’ advantage. Here is an example:
The example above shows the headline which reads ‘50% discount for 500 early birds’. This triggers an urge in visitors to be among the first 500 people to fill in the form and avail the discount.
IV) Mention urgency in Calls to Action
Sign Up Now
I have already mentioned this in the article on landing page call to action buttons and will do so once again. Adding urgency to your landing page may not suffice. What if the visitor sees the headline, browses through the benefits but does not click on the call to action button and bounces off your site? All your energy goes waste. Here’s what you do. Add a sense of urgency to your call to action button as well. Give it that extra edge with actionable words like ‘Now’, ‘Click HERE’ etc. This will not just stimulate them to click on your call to action, but also act on the spur of the moment.
Such call to action buttons which have the urgency factor in them work really well for E-Commerce sites, game/concert ticket sales etc. Now, do you see why most offers are time bound or ‘exclusive’ and ask people to act right at the spur of the moment?
V) A/B Test
Last but not the least, try which landing page is faring better by changing one aspect or element at a time.
However, you need not add all the above mentioned elements for urgency in one landing page. Just add them wherever you deem they are necessary. Now, that I have covered our HABITS framework in detail, do share your thoughts with me by dropping me a comment.
The webinar on ‘B2B Email Marketing Best Practices for Lead Generation’ threw light on email marketing for lead generation and its best practices. A number of interesting questions were asked by the attendees. If you missed it, you can watch the webinar here.
https://www.leadsquared.com/wp-content/uploads/2021/11/Email-Marketing-Strategy-for-B2B-Companies-1.png285489Shibani Royhttps://www.leadsquared.com/wp-content/uploads/2022/04/340-x-156-300x138.pngShibani Roy2013-08-23 11:48:002021-08-20 16:02:24Webinar Recording: B2B Email Marketing Best Practices for Lead Generation
For an E-commerce sites, do you think redirecting the visitors to the product page would be a better idea than redirecting them to a signup page for promotion?
Visitors who search for online products on E-commerce sites, prefer viewing the product and its details soon after they click on your ad. So, it would be better if your redirect the visitors to the Product category or specific products page (depending on the search query). This will enable you to engage the visitors’ interest and give him/her the taste of your product quality, etc.
You may also prefer to provide a signup option on the products category page itself, like all other E-commerce sites usually do. Popup forms are also used by E-commerece sites, but it is generally not recommended.
How do we know we are Remarketing to the relevant target group? What if they left the page because the ad wasn’t relevant to them?
Your ads are generated only if the user’s search query is similar to the keywords you have used in your ad groups. It means that if the visitor has clicked on your ad, it was somehow relevant to his search. So, if you have well targeted keywords with the preferred match types (Phrase and Exact), traffic to your campaigns will be relevant to your business. Good keyword structure helps prevent junk leads to click on your ads.
It might so happen that the visitor clicks on your ad by mistake and so he leaves the page. Now there is no harm in brand building, right? Remarketing will follow that visitor and help you to appear on the display network (wherever the visitor goes). So, you can make your company name be showcased on those sites. It will help you remind your visitors about your brand and service.
What factors are considered by Google in rating the landing page in order to increase the quality score?
Initially, when you run an ad for the first time, Google gives you a higher quality score and rank as benefit of doubt. Gradually, the click-through-rate, ad relevance and the landing page experience decides the quality score. Here factors like keyword relevance, image and text SEO, website and page setup is taken into account.
How do Remarketing ads work?
A Remarketing Tag, which is a small snippet code available on Google Adwords, has to be added to all the site pages (even on the landing pages). The visitors to these pages will get cookies installed in their browser. This will enable your ads to reappear to your prospects on all other sites (throughout the GDN), even after they leave your site. – See more at: https://www.leadsquared.com/google-adwords-remarketing-overview-advantages/#sthash.Z9pGyB9W.dpuf
A Remarketing Tag, which is a small snippet code available on Google Adwords, has to be added to all the site pages (even on the landing pages). The visitors to these pages will get cookies installed in their browser. This will enable your ads to reappear to your prospects on all other sites (throughout the Google Display Network), even after they leave your site. You can read more about Google Remarketing and know what are its advantages.
How can we increase the CTR?
You can increase the CTR of your ads by:
Using relevant keywords in your ad groups.
Creating a good ad copy/text that is relevant to the user queries. Ads that are generated according to the users’ search terms are likely to get more clicks.
Aim to get a higher quality score for each.
Improve your ad copy by inserting relevant offers.
Highlight the unique features of the offer (basically make your ads stand out). This will attract relevant visitors and increase the CTR.
Choose an appropriate bid for your keywords and ad groups, so that it gets enough impressions.
How many times can we change keywords? Or can we change them infinite times?
You can change the keywords regularly to keep your campaigns updated with the search trends. But it is a good practice that you atleast test each keyword for a few days. This will help Google to assign a specific quality score to your keywords and of course, a history of good keywords will add on to your new keywords (though not directly, but if you have been able to maintain good quality score, the new keywords also gets influenced).
How to increase the position of ads without increasing the bid rates?
Position of an ad increase if the Quality score is high and if the bids are increased. Now, if you don’t want to increase the bids, focus on increasing your keywords quality score and CTR. It is very likely that the position of your ads will improve.
If a keyword is added to the display URL, does it have any positive impact on the ads performance?
Display URL is a part of the add copy and as a best practice you should insert the most relevant keyword in the ad copy. This will help you to:
Highlight the keyword in the ads.
Insert the focus keyword to increase the ad relevance and the CTR.
Gives prominence to your ads over others.
Look at the image below. The search term “Lead Management Software”, generates LeadSquared ad on the front page. You may notice that the main keyword ‘lead management’ appears in the ad headline and next to the display URL.
What is the difference between BMM and Exact Match? Which one is the most preferred?
Exact Match Types, for example: [Red Rose Flower Bouquet] generate ads only if the exact term is typed by the user on Google. Any alteration or modifications will not generate your ads to appear. It is used only for very specific and relevant keywords, because it make your ads very targeted. Whereas BMM match types show ads even on altered and modified keywords.
Which is more relevant – display ads or text ads for highest CTR?
Both display ads and text ads are relevant. On search networks text ads appear more and a good ad copy will surely help you gain better CTR. On display networks, you may prefer to use display ads because these are more likely to give you higher CTR. These are bright colored banners and posters that attract visitors. Plus display ads are more useful on display networks because it helps your ads to stand out of the content on those websites. You can also use image ads also on search networks and display networks.
Is branding an objective for running ad campaign?
Branding is of course one of the major objectives of running ad campaigns. Ads on Search Networks and Display Networks help you showcase your business to users throughout the world, out of which a few of can be your potential customers. It also helps your business to make a place among the top ranking businesses. Advertising on search engines like Google where every minute 90 billion searches are conducted, is a great way build the brand name of your business.
Testimonials and product reviews provide potential customers a sense of assurance that you are a legitimate company.When buying something, most often we ask friends for reviews. What our friends tell us in return is nothing but a testimonial. Similarly, for high converting landing pages, word of mouth or a testimonial from a client is a powerful marketing tool. BUT…make sure your testimonials are genuine and not too generic like, “Great Work”, “Wow” or “Thanks”. They may really be true, but they sound hollow.
Like you see in the image above, give your testimonials a face lift by mentioning who said it, which company the person works in and what designation he holds in that company. Where you can, post a pic of the testimonial provider for high converting landing pages. (Tip: You can always get the image from LinkedIn, with their permission of course).
If you have a flourishing testimonial from a client, wear it up on your sleeve. Remember, the more described the testimonial is, i.e the benefits of your product, the more ‘human’ it sounds and hence more believable. Potential customers use testimonials as a token of getting convinced before doing business with you.
Add Social media testimonials:Pull quotes from social media, a tweet or a nice Facebook comment, where people have spoken about your product. This provides third party credibility to your product.
II) Add Customer logos
If you have 10 ‘heavy-duty’ customers, why not flaunt them for high converting landing pages? Like you can see in the above image, adding customer logos on landing pages stir a thought in prospective clients, “Quite a catch!.” If the prospective customers are able to see a few known names there, nothing like it. Company logos of clients add a sense of authenticity to your company.
But wait; if you have a hundred clients, don’t show off…too many logos will only clutter your landing page!
III) Add Press Coverage
If you have been covered by the press, put it on your landing page. Why? So that people see that you are popular, else why will the press be really interested in you? Adding press coverage is also a great way to earn confidence from visitorsfor high converting landing pages.
IV) Provide Social proof
Wikipedia defines social proof as a “psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior”. In short, people do what they see others doing!
Social proof or what is known as social influence, helps reinforce your value proposition. Providing testimonials, reviews and social media existence are also types of social proof. What we will talk about here is user statistics. Blog subscriptions, product installations, number of happy customers, downloads etc can be termed as user statistics…in short how many people have used or tried your product. Social proof is testament to the effectiveness of your product/service.
In this image below, ‘Over 4500 Happy Customers’ is the social proof to the fact that this product is being liked by people.
Social proof can also be getting expert advice and putting celebrity endorsements and quotes. (However, the latter one can be either paid or unpaid). Content marketing like blog posts, e-books, webinars and tutorials also help establish you as an authority.
V) Show Certification from Big Names
Getting certification from big names is the classic technique to garner trust. If you have an association with a ‘big’ company, flaunt it proudly. But…use certification from relevant and well known brands. If you have a landing page for travel and you put a certification from a baby product company…obviously, it won’t help conversion, right?
VI) Write Terms and Conditions in layman language
If at all you have to have to have terms and conditions on your landing page, keep it simple. Using too many technical terms can annoy the visitor. Use terms that everyone understands.
VII) Stick to Professional design
Its human nature! We pay more attention to stuff which has been packaged well and looks classy and expensive than something that looks shabby. Similarly, with landing pages, a good looking page with professional templates and designs gives it a sense of expertise. It makes them think, “They have exerted effort and have spent money on their landing page.” See how this sentence automatically incites trust? With expertise comes trust because design is an important factor in making sales.
Tip: Its all about packaging it well. Make it look expensive. However, do not exaggerate!
VIII) Promise them Privacy
IX) Provide a Phone Number and Social Media Icons
Yes, most of your potential clients will not use the number on your landing page to get in touch with you, but that’s not its major purpose either! What it provides them is a sense of relief that you are a real company and there is someone real at the end of the phone line. Adding an address and a phone number provides authenticity. Similarly adding social media icons to the landing page also gives a more comprehensive picture of the company.
Still here? Awesome! Have I missed out on anything? Do help me and other readers by leaving your comments.
https://www.leadsquared.com/wp-content/uploads/2021/11/t-1.jpg403700Deepuhttps://www.leadsquared.com/wp-content/uploads/2022/04/340-x-156-300x138.pngDeepu2013-08-22 07:01:212021-07-07 10:40:45Earn your Visitors Trust – 9 Tactics for High Converting Landing Pages