"Network Solutions - Small business conversations and working together for small business success" - 2 new articles
5 Easy Steps to Writing Effective Search Engine Marketing Ads
Advertising on the search engines seems simple at first. Sign up, write your ads, pick your keywords, set your bids and done. But do your ads really work? Here are five easy steps to writing effective search engine marketing ads. You can either enter the keywords in your ads manually or use the automatic keyword insertion code to save time. This is especially helpful when you make updates to multiple ads. An example of a keyword insertion code in Google is {KeyWord:Default Text} — you can use this code in your title, description and URL. Let’s say you have a company called Yummy Yummy Cakes in Boston, where you sell custom cupcakes for special occasions. One of your keywords is “Boston cupcakes,” so make sure to have “Boston cupcakes” in your ad for that keyword. If you use {KeyWord:Yummy Boston Cupcakes} in your ad title, searchers will see “Cupcakes In Boston Ma” as your ad title. If they search for keywords that are longer than 25 characters (Google limits title text to 25 characters), the default text will be shown instead. So if they search for “delicious Boston Massachusetts cupcakes,” they’ll get “Yummy Boston Cupcakes” as your ad title. 2. Make your words count 3. Have the keyword in the title, description AND display URL of your ads Keyword: Boston cupcakes 4. Differentiate your offer Keyword: Boston cupcakes 5. Add a clear and urgent call-to-action at the end of your ad Keyword: Boston cupcakes These 5 steps are pretty easy, right? Just start updating one ad and before you know it, you’ll play around with more ads and improve your pay-per-click ad effectiveness. If you’re interested in getting some recommendations on your search engine marketing ads, leave a comment below! The Impact of Technology, Economy and Socio-Politics - Part 7 of the 2009 Marketing Plan SeriesAs we continue our Marketing Plan Series and keep working our way through the Situational Analysis we make a pit stop to talk about the macro-level environments that impact your marketing and your competition. This part of the Situational Analysis is usually called “Environmental Problems and Opportunities” and is about 1-2 pages in length. This could easily turn into a diatribe about politics and economics so what you need to focus on in this sub-section is how technology, the economy and the socio-political environment affects the marketing of your products/services. The Technological EnvironmentWhen you discuss the technological environment think about how you create/leverage/affect creating new ways of satisfying needs (i.e. using technology to enhance the demand for existing products). Innovation can create or wipe out industries and businesses in less than a year. One example is the popularity and convenience of DVD players all but eliminated the sale of VCRs and seriously depressed the manufacture and sale of video tapes. This is especially important for you if your product is technology based. The Economic EnvironmentAs I write this, the global economy is in a deep recession and this could either hurt or improve your chances at success. You need to describe how your company will survive and grow in this most challenging of economies. Look at the bright side, if you can find the opportunities and sell successfully in this market you could position yourself as almost recession-proof in the long run. The Socio-Political EnvironmentThese are governmental policies and regulations that affect the market. It is also the economic environment around your company; which is the business cycle, inflation rate, interest rates, and other macroeconomic issues. For example, here in America there is a sweeping trend to dress more casually, with function and comfort driving new clothing and shoe trends. People are cooking less and are more concerned about nutrition and fat in their diets. And today, American business people are less willing to sacrifice family life for business careers. These types of factors can impact the marketability of your product or service. NEXT TIME: We move to the next section of the Marketing Plan and deal directly with Problems and Opportunities. More Recent Articles |
Guest post by Mia Vallo, Online Advertising Manager for Network Solutions. Mia is passionate about helping companies become successful with their online marketing and advertising strategies. She can be reached at
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