The winner of this year’s pay per click SEMMY Award was Greg Meyers of SEM Geek for his blog post titled, “Optimizing Paid Search & Landing Pages for TV, Radio and Print Advertising.”
I’ve talked about that before. Coordinating your off line advertising with your pay per click advertising is not only wise, but it’s becoming more and more important for branding and competitive purposes. Greg Meyers offers some great tips on how to do that seamlessly and it’s no wonder why his article is an award winner. Here are just a few of the tips he suggests:
- Give your landing page a unique URL
- Use three column landing pages
- Put important elements above the fold
- Give customer more than one conversion option
- Include 800# on your landing page
- Provide online chat
- Mention off line ads on your landing page
When planning your pay per click campaign to coincide with your offline advertising, write your pay per click ad around the keywords that will be mentioned in your offline ads. If people do not remember your URL they will search for your product by keyword. You want them find your landing page and your keyword-optimized pay per click ad at the same time (you want them to appear side by side on the SERP).
Also, start your pay per clickcampaign a couple of days before your print, radio, or TV campaigns. That way, when people do see your offline ads, your pay per clickads will already be running and you can work out any tweaks in the online campaign prior to the offline ads hitting. You should see your pay per clickads and your offline ads as a co-branding effort as much as anything else. By creating a “top of mind awareness” of your product, you stand a much better chance of increasing your conversions, whether you customers buy from you online or offline.
