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3 Tips for Landing Page Copy

Khalid Saleh, from Search Engine Land, just recently posted an outstanding article called "3 Signs Your Landing Page Copy Is Leaving Your Visitors High and Dry". Though we recommend reading the article in its entirety, we have offered a synopsis below for quick reference's sake. Also listed below is the link to the source article.

3 (Extremely Helpful) Tips for Landing Page Copy:

Focus on benefits, not features

Though features are certainly important, emotional decision makers will be much better persuaded by reading about benefits, or what the product or service can do for them.

"Rather than telling your customer what they can have, tell them why they need it and how it can help make their world better."

Be As Clear And Succinct As Possible

Oftentimes, landing page copy is too superfluous, or too excessive. This bad copy can include filler words that may sound impressive but do not add to the decision-making process of the end user.

"If you want your copy to be effective, be prepared to edit for brevity. Be as clear as possible. Tell readers exactly what your product does and how it can change their lives.

Make the Math as Simple As Possible

Many end users will not be able to quickly ascertain the value of "saving 33% off medical weight loss program" or "getting 25% more video security coverage". When possible, it is good and helpful to spell out the actual value or savings a discount provides so the end user can make the informed decision to purchase your product or service.

"To many, “0.11 miles away” sounds arbitrary, but “4 minutes away” is something consumers can easily process."

Read the entire article by visiting this link: http://searchengineland.com/3-signs-landing-page-copy-leaving-visitors-high-dry-253536

Moz Introduces New Keyword Tool

In one of the most anticipated announcements in the world of digital marketing, Rand Fishkin of Moz.com recently made the public aware of his company's new keyword tool Keyword Explorer. The industry has long searched for an aggregate tool that can better assist in keyword research and keyword discovery by providing more dependable numbers of search volume and trends.

Though the product is still in its infant stages, positive reviews are already coming in. 

We have performed several searches and have developed new lists with this new product. Our conclusion... https://moz.com/explorer lives up to its hype. So far, it seems like an excellent resource. Thanks Moz!

Google Introduces Detailed Knowledge Graph for Medical Content

Google had previously made the claim that over 5% of all of their searches are for information regarding health, health care, diagnosis, remedy, etc. With so many users searching for health-related information, it is unfortunate that the search results pages have included information that was less than reliable. Though much of the information could be credible, the percentage of bad information presents a concern.

Therefore, Google is efforting to change the way health-related results are displayed by introducing a rich knowledge graph that includes structured and curated health and wellness information. This new information will especially be prominently displayed in mobile search.

To populate the content in the knowledge graph, Google employed the help of several doctors and medical illustrators. They obtained enough information to offer in-depth information for over four hundred medical conditions and illnesses.

Read more about the rollout of the new knowledge graphs at Search Engine Land: http://searchengineland.com/google-introduces-rich-medical-content-knowledge-graph-214559?utm_campaign=socialflow&utm_source=twitter&utm_medium=social

PPC Advertising 101

Pay Per Click advertising is one of the best methods to use when you want to combine research while you narrow down your marketing costs to target only the audience where your product or service applies. It involves using Google Adwords and keywords that you choose, to display your ads in relevant areas. It combines the elements of SEO with elements of SEM to offer an actionable option for readers to choose from.

How Does it Work

You choose the audience. You choose the keywords. When the audience performs a search involving those keywords, your ads appear on the right hand side or top of the search page. In this way, your ads are only seen by those who are most likely to respond to them. You don't even pay for the ad unless someone clicks on it.

Money Saving Marketing

You get to decide on your budget, so you get to see the results as you pay for them. This means you won't be paying top dollar to display your ads to people who are outside of your target audience. You also get to set your own limits to avoid blowing your budget.

Test Options

Buy into your campaign for a small amount. People who click the ad are more likely to buy your product or service, so you may earn the cost of the campaign before it even runs out. Google Adwords also offers tools so you can measure effectiveness and adjust your PPC campaign to make it more effective.

Combination Approach

The Pay Per Click approach works best when combined with other methods. For example, you can see how far a viewer went into the buying process and consider ways to get them back. This allows you to do things like offer discounted shipping rates to those who left just when they got to the shipping costs, or use retargeting to display your advertisements on other websites where your target market frequents. These retargeting methods don't just bring the audience back to complete the transaction, but also demonstrate your willingness to work with buyers.

When you're ready to launch your campaign with facts that really work, visit the Practice Marketing Guru to learn about some of the elements that make these campaigns so successful.

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