You’ll laugh, you’ll cry, you might even kiss your money good bye. Google AdWords is one of the most remarkable advertising vehicles in the history of marketing. No matter how simple 95 characters seems to be, there is no denying the complexity of executing well. Of course, the fact that not all the rules or all the data are presented well doesn’t make it any easier. What amazes me is how most people don’t take full control over what they…
A few weeks ago MarketMotive, the rest of the faculty and I announced a contest to award a scholarship for a MarketMotive certification training. We received several fantastic submissions and it was very difficult to choose a winner. However, Evan Hinkle, “a 20-year-old, high-functioning individual diagnosed on the spectrum of autism” stood out for his wonderful submission that you can read below. Congratulations Evan, and thank you to all those who submitted an entry. I wish I had awards for…
If you knew the true intent of a search inquiry (query) and you could respond to that intent perfectly then you’d convert most of the time. For more than a decade Bryan, John and I have been working with clients to determine all the different buying modalities (read “Waiting For Your Cat To Bark?“) and provide relevant pathways for them. That’s complex. It’s hard work. I won’t deal with all that here. I will share just one powerful concept that…
Last time, I shared with you the 10 landing page elements, such as the call to action, that make up the anatomy of a landing page. Once you have identified your elements, there are five dimensions to evaluate if the elements will work at converting your visitors. The five dimensions are: Relevance Quality Location Proximity Prominence Relevance Everything else about your page can suck (the technical term we use in Brooklyn), as long as you manage to understand your visitor’s intent…
I couldn’t be prouder of my MarketMotive conversion certification students. For example, I had one of my students do a fabulous job critiquing websites at SES New York during a conversion clinic session and many of my students have been doing amazing work increasing conversion rates on their own sites and on several of the sites that volunteered to have our students work with them. In fact, one of those volunteer sites, a mobile application provider, increased their conversion rate…
Landing pages have become an important part of the marketer’s toolbox. To create effective landing pages, you should understand the anatomy of a landing page and it should be part of your landing page and optimization framework. After optimizing thousands of landing pages over the years, I want to offer this framework for understanding the 10 key elements of a landing page. Not all of the following elements always need to be on a page to create an effective landing page.…
MarketMotive, which offers internet marketing courses online is allowing each of the faculty to give away one scholarship to it’s certification courses valued at $3500 for the upcoming April 15th semester. Certification courses include SEO, PPC, Conversion Optimization, Social Media, Online PR, Internet Marketing Fundamentals, and Web Analytics. Our faculty believe in giving back to the community, so in order to give something away as valuable as a certification, we believe someone else should benefit too. And that is the…
In the space of a few weeks I’ve had my material “ripped off” twice. One instance was OK by me, but one instance was not. The differences open up important questions at the forefront of the new rules involving content, sharing, social media, and copyrights. Today, ideas spread quickly. Volumes of great information are shared through Webinars, e-books, and social media tools like Twitter, Facebook, and SlideShare. Tracing an idea, insight, or fact back to its original source can be…