Adwords Marketing Principles You Need To Know - Part 4 Of 5 - Dealing With Your Visitors Questions
Welcome to part 4 of 5 essential AdWords marketing principles. In this installment I want to address the task of dealing with your visitors questions.
So, you now have a decent amount of traffic to your site and your visitors are actually staying a while and inspecting the content of your site. It’s important that you understand when a visitor clicks on your ad and arrives at your site, she has some questions in her head. These questions and your ability to answer them quickly and effectively will greatly impact the success of your site.
To deal with this effectively for the sake of your site you first need to know what these questions are. Of course these questions will vary depending on the market you’re trying to reach ( and the AdWords or keywords you use), but some of the more common questions are:
- Do I like this site? - each one of your visitors will have a different opinion of what they find on your site. However, there are a large number of things that will turn them off and cause them to quickly exit your site.: slow loading pages, layouts that are just too “busy” and causes your visitor to hunt for what’s relevant, fonts that are too small, large blocks of unbroken text, long sentences,spelling mistakes and grammatical errors.
- Is this website (owner) credible? - It is critical that your site matches your visitors expectations. If the market you’re going after expects a neat and professional site, then a cheap looking site with “comic sans sarif” text just wont do. Similarly, your color schemes have to fit with your profession. For example, blue is a better color to use for financial services company than bright pink.
- Is this page relevant to my search? - In most cases your visitor will decide within a few seconds if your page seems to be “on topic”. If she decides that it isn’t, she’s gone. A great tool for monitoring this is the Analytics tool found with Googles AdWords program. It’s free to use and gives you all the answers regarding your visitors (where they came from, how to found you, which pages they visited, how long they stayed and so on). Therefore, make sure your page quickly connects with your visitors keywords of they headline of your ad.
- Do I know what they’re selling? - Your site needs to quickly explain what it is your selling in sufficient detail so your visitor has a chance to want it. That means it should effectively cover all the key benefits the prospect might be looking for. Be sure to list the features that could be part of the buying process. In some cases this mean providing a lot of text. If that’s the case, then so be it. Successful marketers know “the more you tell, the more you sell” and that long copy usually beats short copy.
- Why should I buy from you, rather than your competitors? - You’ll be well on your way to success if you can give a strong specific answer to this question. Now let me ask YOU two questions:
- If you - who should know your business inside and out - can’t figure out why a potential customer should buy from you then what chance does your visitor have of figuring it out?
- If you don’t give your visitor an advantage, and for some reason they choose you, you truly are the only one that benefits. Now, what are the chances they will make a buying decision?
Internet surfers and lazy and impatient. Don’t expect them to spend much time trying to figure out the advantage you provide.
Make it clear to them and back up your claims with proof or testimonials.
Now, Go forth and prosper!
Luis A. Castillo is an accomplished webmaster and affiliate marketer who has been effectively marketing online for over 3 years. He specializes in the development of inexperienced online marketers through his blog and newsletters.
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If you’re interested in creating a website to take your idea or offline business to the internet or possibly trying your hand at affiliate marketing to achieve your financial goal then you’ll find his site helpful.
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Tags: ad groups, advertising, adwords, google, Internet, keywords, marketing, online search, PPC, questions