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COMMENT Advertising - How to get more customers by Den Lennie I t’s a popular myth that if you design your website with the correct keywords and optimise your page for search engine optimisation, you will get onto the first page of Google. The trouble is, Google are continually changing the algorithms that dictate what aspects of a page is most relevant and therefore the websites that then get displayed. Google is an advertiser and its number one priority is to attract advertisers to pay for the service. This is why in recent years, the emphasis on SEO has been diminishing in favour of paid advertising. I know many businesses which have had great success with Google’s ’pay per click’ advertising. Pay per click (PPC) works very simply. You create an advert using keywords or phrases that someone may type in when searching on Google, and when Google thinks your advert is relevant to that search phrase, they will then display your advert to that person. The really clever part about PPC is that you only pay if someone clicks on your advert. Many businesses use pay per click to advertise their business, but 80% of them make a fundamental mistake with this strategy. This mistake is caused when the prospect has to browse the site or hunt for the answer for which they clicked the advert to solve (or ultimately clicks away because the answer isn’t obvious). This can become a very expensive way of advertising because if you are paying for each click and losing the customer as soon as they get to your website, then you’re throwing money down the drain. 36 | KITPLUS - THE TV-BAY MAGAZINE: ISSUE 103 JULY 2015 A far more intelligent method is to advertise and drive people to your landing page, where the only option available to them is to fill out their details and download your free report. (Starting your auto responder sequence and beginning the relationship.) Using this method of paid advertising - leading your prospect to a landing page and then engaging the follow up process - allows you to track the effectiveness of your advertising spend. By measuring and testing different aspects of your campaign, you can optimise it so that it works at its most efficient. Once you have over 100 visitors signing up for your report, you can use analytics software (get it free from Google - www.google.com/analytics/) to track how effective your advertising is. It’s not uncommon for less than one person out of every hundred to take any action, but by using the landing page approach with a free report, you can easily increase that to between five and 20 people out of every hundred who visit your website. The real value of pay per click advertising with Google is the quality of leads you acquire through this method. If someone is actively searching for corporate video production then they are very motivated. If they then click on your advert and download your report, the chances are they are a very hot prospect. Compare that to someone who has just stumbled across your website (perhaps they’ve clicked a link on another person’s site that’s taken them to yours). It’s much less likely they are as motivated as someone who is actively searching to solve a problem.