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Archive for the ‘Advertising Industry’ Category

Power words elicit emotions and create visual pictures in a reader’s mind. Here are twenty of the most important words that have proven to attract attention, motivate prospects to buy, and increase sales. Use them in your web site’s headlines and copy.

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Use these power words when writing headlines and content for your web site. They will attract attention to your web site, keep visitors at your web site longer, and convert more prospects into buyers.

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As advertisers, you know it’s basic to find your real target market.

For example, it’s not just young men between 18 and 34 who like sports- it may more specifically those who are online, have spent money online and make more than 50,000 a year.

Well for an adwords consultant like me, prospects include anyone who isn’t doing adwords optimally. And I’ve discovered that’s just about everybody who’s doing adwords.

Let’s forget about the advanced things we can do with reports, excel, optimizing ROAS, negative keywords, etc.

I’ve found that amongst clients some of the BASICS are still neglected.

What I’m thinking of, the most offensive thing right now, is the lack of conversion tracking.

If you haven’t installed conversion tracking code from adwords into your thank you page, you just don’t get it.

Google has a conflict of interests, you see- the more you pay for ads and the more clicks you generate, the more money they make. But still they want you to be happy, so they have plenty of help pages on increasing click through rate (CTR), tracking conversions, etc. And they certify AdWords Qualified Individuals (professionals) like me once we have a certain amount of experience and pass a rigorous third-party exam.

But you know what they don’t do? They don’t show the conversion rate of ads next to the CTR. You have to run a report to get that.

So you may end up deleting your more profitable ads. I’ve seen clients miss out on millions of dollars of revenue doing that.

But of course, if you haven’t installed conversion tracking, you won’t be able to make any decisions about profitability with adwords- whether it concerns ads or keywords.

Install conversion tracking?

Just do it.

Brian B. Carter, MS is a San Diego e-business consultant who helps helps businesses create new adwords campaigns and optimize existing ones, make more money, get better ROI and find more customers.

As an interactive marketing professional and also a forum webmaster, I
have come to the conclusion that many smaller online marketers – the
type that sponsor many forums – are prone to making a few key mistakes
that wind up costing them sales. Quite often, this leads to a lost sponsor
for the forum or other small web site as well.

If you’re currently running a banner on a web site, or are considering the
prospect, here are a few things to keep in mind:

Update your banner often.

If you’ve purchased a text ad, update that often as well. I can look at my
site’s banner click-through stats and tell you exactly which banners are
brand new and which have been running for more than a couple of
months. In the marketing world, we call it “wear-out” or “poster effect.”
Either way, it’s caused by the simple fact that after your audience has
seen your banner enough times, it blends into the scenery of the page
and they no longer even notice it.

The good news is, it’s easily corrected. Change your image. Change
your color palette. Change the text. Change the animation. Any
combination of the above are almost guaranteed to breathe new life –
and click-throughs – to your sponsorship.

Participate!

As part of the sponsorship package, my forum offers the right to post
specials, updates, coupon codes, sales, and group buys in the
appropriate sponsor forums. I’m amazed at how few of our sponsors
actually take advantage of them. A banner is great for getting your name
out there, and for the “window-shopping” click-through. But it’s the good
deal that will send buyers your way, wallet in hand. If you simply email
the banner and paypal the money every month and forget about it,
chances are the forum’s users are forgetting about you too.

Clicks aren’t everything.

Here’s another common and frustrating pitfall. In this pay-per-click world,
it’s all too easy to get caught up in the click-through stats when it may not
be your best statistic to look at. You need to look at the impressions of
your banner. Because, if done right, a banner does an excellent job at
getting your name out there. It hammers it home to the people who see it
hundreds, maybe even thousands, of times. Then, when they’re ready to
shop, you’re top-of-mind and there’s a good chance they’re gonna type
in your URL.

Notice what I just said: They’ll TYPE IN your URL. That’s right, people
who are actively shopping don’t click banners, they visit the sites they
can think of. Imagine you wanted to buy a book from Amazon, that you
saw featured on a web site. Would you go back to that site and refresh
the page until that banner came up, then click on it? Nope, you’d type
www.amazon.com and be done with it. The click won’t register for the
site you’re sponsoring, but the register still rings. So remember, clicks
aren’t everything.

Become a part of the Community

Of all our sponsors, the ones who are there day-in and day-out to give
advice and answer technical questions are the most successful. People
still want to buy from someone they like, even in this crazy Internet world
where they’ve never actually met anyone.

In conclusion, if you want quality results, be a quality sponsor. The time
you invest will pay off, and the banner you run WILL do its job.

Travis is Associate Creative Director at a worldwide interactive
marketing agency. He’s currently responsible for creative development
of interactive marketing initiatives and sites for two fortune 500
companies and a branch of the U.S. armed forces. He is webmaster of

Reef Sanctuary a community of over 2,000 reef aquarium
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Reef Aquarium Index, a saltwater fish and coral reference guide.