24 May Do I Do Waht You Say? Or Do I Do Waht You Wnat me to Cilck?

Interactive marketing SEM campaigns have multiple objectives and “subjectives”.

At its most basic form, PPC campaigns  market to a particular segment, market a product, service, or event, and ask for that almighty & strategically-priced click through.  These can be measured, objectively.

• A/B testing can lead to statistically-relevant decisions for measurement of your ad’s copy persuasion value.
• Key performance indicators such as number of clicks vs. the number of impressions lead to click through rates and percentages
• Oh, and maybe once on the landing page, how well the landing page copy matches that of the ad copy ?  Yep, measurable through good A/B and MVT Testing.
• And yes, that mighty metric of an action conversion…. what ever that may be, can also be measured.

On the other end, subjectively, one of the biggest factors is “brand awareness”.

So how much value is brand awareness in PPC?  Meaning that the searcher does not click….No conversion…  and Maybe… just maybe glances over and sees your “brand” copy and your offer…

Well, some say its very important.

So we use a friendly example today.  Forgive us Karen Handel…  But when you are spending thousands and tens of thousands on PPC campaigns, you want to make sure that your “Brand” is talking even when you are not getting that famous click.

Quick Lesson and then I am OUT!

1.  Make sure that your Destination URL text displays a real URL.  We make those URL displays as meaningful as possible for those who may type in later.  As you can see below, what should be a call to action to SIGN UP, is giving a memorable impression to SING Up.

2.  When I type in http://www.karenhandel.com/singup, it takes me to a site for Blackbaud Internet resources (http://internet.blackbaud.com/site/c.owL8JoO7KzE/b.1485573/k.77D0/Blackbaud_Internet_Solutions__Online_Events_and_Marketing_Solutions.htm)

Now, for some of you who may think I am being a little raunchy in using this example, I normally kindly email the contact addresses on a particular web site and let them know about their issue.

However, this is a good learning experience for us all.  I know I have posted my fair share of spelling blunders.

9 times out of 10, if the destination URL is fine, then the ad will click though and hopefully win for the advertiser.  But in those few circumstances where someone notices, it is important to have the spelling right, just in case that typed-in traffic becomes an end result of your campaign.

I am on to emailing her crew now so that they can correct if they like 🙂

Happy SEM!