The Internet Marketing Driver: Glenn Gabe's goal is to help marketers build powerful and measurable web marketing strategies.

Monday, November 30, 2009

Paid Search and Meeting Visitor Expectations, How The Right Ad, Right Offer, and Right Landing Page Can Lead to Increased Conversion in SEM


East Coast Photo meeting customer expectations in Paid Search (SEM).Leading up to the holidays, it’s only natural that paid search campaigns heat up. Companies start pumping more dollars into their campaigns knowing that people are more apt to buy. Being neck deep in paid search, I always keep and eye out for great examples of SEM. And by "great", I don’t mean ultra-elaborate (and I’ll explain more about that soon). In SEM, I think a lot of people end up paying an exorbitant amount of time on keywords and ads and not enough attention on landing pages and meeting visitor expectations. This always seems odd to me, since the goal of SEM is to not only drive targeted visitors to your site, but to convert them. Also, when companies actually do focus on landing pages, I think the tendency is to focus on the design and slickness of the page versus the functionality. Although I think that’s a natural tendency to have, it’s amazing what a well though out landing page can accomplish… And I’m not referring to slick design, beautiful imagery, or an award-winning UI. I’m simply talking about meeting visitor expectations based on what they searched for. I know, that’s a novel idea, right? :)

The Search Marketer Becomes The Consumer
This brings me to my latest SEM experience (as a consumer and not an online marketer). Since I’m the person that’s typically launching paid search campaigns, it’s always a bit strange when I become the prospective customer (AKA the searcher). This past Saturday, I found myself in buying mode. I needed a new rechargeable battery for one of my digital cameras and started searching the web for the right product, at the right price, and with the right offer. I launched Firefox and started entering searches in Google. It only took a minute or two to find a great example of how paid search should work. So I did what every Search Marketer does in this situation, I launched Photoshop and started taking screenshots! :)

Right Ad, Right Offer, Right Landing Page, and Right Price
Armed with the manufacturer and camera model, I began searching for a new battery. I saw an ad from East Coast Photo ranking third in paid search. The ad title was a perfect match for what I was searching for and the description included their offer for free shipping. That offer for free shipping was extremely important to me, since the price of the battery probably wouldn’t be more than $20. It always bothers me when shipping is almost as much as the product you are buying!

Paid Search Advertisement for the Battery I Was Looking For:
Paid Search Ad Text Using Descriptive Title and Special Offer

So I clicked through and was taken to a landing page that took me from visitor to customer in less than 30 seconds. It wasn’t beautifully designed, I wasn’t in awe of the functionality on the page, and it probably won’t win any awards (unless there’s a category for conversion at the next Webby Awards). The landing page simply made it easy for me to convert. When other sites drove me to pages that made me dig to find the right battery, East Coast Photo made it simple. I think everyone with an electronic gadget has been in a frustrating situation when trying to buy parts. There are so many models and you don’t want to choose the wrong one. If you’re off by even one character in the model name, you could end up with a battery that won’t work, and more importantly, you’ve wasted valuable time.

The East Cost Photo Landing Page
What made the landing page so good? East Coast Photo sent me to a pre-populated version of their battery finder (with the correct manufacturer and model already selected). Underneath the battery finder, there was a photo of my camera and a product listing for the battery I was looking for. It was so simple, yet so powerful. Since I was able to see the selection of my camera in the battery finder, I knew this was the right part for my needs. And even if it wasn’t, I could easily use the battery finder to locate the right part. Brilliant. The price was right and they were offering free shipping (like I was looking for). So, I immediately added two batteries to my cart and started the checkout process.

Was it sexy? No. Was it efficient? You bet. Did I find what I needed in less than 30 seconds? Yes. And are other people going through the same process right now as you read this blog post? Absolutely.

Paid Search Landing Page With Pre-Populated Battery Finder:
Tailored and Effective Paid Search Landing Page by East Coast Photo

What About the Competition?
Upon clicking other paid search advertisements, I was sent to product pages without knowing if the products being displayed were the right ones for my camera. I was also dropped on holiday sales pages without any battery listings, and I was dropped on generic “camera battery” pages. Dropping me on product pages would be ok if I knew those pages contained the exact product I was looking for. Unfortunately, there was no sign that it was the right product… Dropping me on a holiday sales page is a waste of money for advertisers, given my specific search. And, the generic “camera battery” page was a complete waste of money for the advertiser and even looked a little suspicious… Remember, I entered a specific manufacturer and model along with the keyword battery. If someone enters that query, then they aren’t looking for a holiday sales page or a generic camera battery page… They want that product and fast.

Key SEM Learnings From This Example:

1. Keep it Simple and Meet Visitor Expectations
If someone is looking for a specific part or product, make sure you take them to a page holding that product or part (with confirmation that’s it the right product for their needs). I know that sounds overly simple, but it doesn’t happen often enough in paid search. Think about the difference in conversion by sending someone to a page that holds the product they are looking for (and with additional signals that it’s the right product). East Coast Photo provided a photo of my camera and a pre-populated version of their battery finder, based on my query. It took me less than 30 seconds to see that this was the right battery for me. I also ended up adding two batteries, which is something I probably wouldn’t have done unless I knew I was getting exactly what I needed.

2. Be Specific in Your Ad Text and Include Special Offers
You don’t need to be an award-winning copywriter to craft an advertisement that converts well. But you should be as specific as possible. If you take the time to set up paid search for specific products, then make sure you add the product names in your ad text. I searched for a particular manufacturer and camera model and the ad I clicked on had that manufacturer and model in the ad’s title. In addition, I was specifically looking for free shipping, and the ad provided that in the description. If you are providing special offers, then make sure it’s in the ad text. I’m not sure I would have clicked through so fast if East Coast Photo didn’t have their offer listed in the advertisement.

3. Take Prospective Customers As Far As You Can Into the Process of Finding What They Need
In my opinion, there are too many companies dropping paid search visitors off on their homepages, category pages, and deal pages when they are searching for specific products. If someone searches for a specific product, take them to that product, and make sure they know it’s the right one (as mentioned above). The web provides a unique opportunity for e-commerce merchants. They can leverage intelligence and functionality to provide a user experience that’s unrivaled in the offline world. Use that power to take prospective customers as far into the process of finding what they need as possible. For example, East Coast Photo leveraged their battery finder to pre-populate the tool with the manufacturer and model that I searched for on Google. I can tell you that their extra effort led to me converting quickly on their site. Think about the functionality you already have on your site and how it can be used in conjunction with your marketing campaigns. And don't just think about search engine marketing…think about email, display advertising, social media marketing, etc.

“Wrapping Up” this post – hey, it is the holiday season! :)
If you are running paid search for your business, then think about the entire process that prospective customers go through when clicking your ads and visiting your site. Are your search advertisements strong enough? Do they clearly explain the products and offers you have? And does your landing page meet their expectations? Creating tailored and effective landing pages doesn’t require award-winning designers and developers. You just simply need to think about what people are looking for and provide that information in an easy to use format. If you do that, then you have a much greater chance at converting browsers into buyers. You never know, it could be as easy as providing a battery finder.

GG

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2 Comments:

  • At 12:42 PM, Anonymous Seth Goldstein said…

    Glenn once again a great post. It always amazes me how people don't get PPC and how you should first deliver a good experience to the customer then they might look around. Get them in the door for what they want and then maybe on the thank you page show other deals. Once again great piece.

    Happy Holidays

     
  • At 1:02 PM, Blogger Glenn Gabe said…

    Thanks Seth. I think many companies get caught up on how SEM landing pages -should look- versus what the pages -should do-. Simply meeting visitor expectations goes a long way with regard to increasing conversion.

    This was a great example of that!

    GG

     

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