By Peter Rao-McCann, an Atlanta-based interactive marketing guy who helps businesses grow online
In this article, you will learn:
1. That the key rule for companies working with Google is to focus on the user experience; and
2. How using four key techniques can improve your customer prospect's user experience.
If you find yourself saying “Google is not working for me," you're not alone. Here's some news for you. Google is not supposed to work for you (the marketer). It is supposed to work for the search engine user.
Google has Ten Rules. You can read them here. The first rule is the most important one though, so here it is for your benefit:
Focus on the user and all else will follow.
Google’s focus on the user is evident both in the simplicity of the Google search interface, and in the relevance of Search Engine Return Pages. As a consumer, 90% of my searches provide a really useful result on page 1. The other 10% of the time, I usually admit that my search string was too loose to get a great result. So, with a little bit of thought and search term refinement I get what I want on round 2. Happy user.
All else has followed for Google including a frightening share of search eyeballs, and freakishly large profits. So why not steal a bit of Google logic, and see how that works for you. Yes, focus on the user, and forget your competition and Google (just for a moment), while examining your paid search campaign. Good outcomes will follow. Here is a quick “user-experience” set of lenses to put on your own campaign.
Keyword. People like to be flattered. So flatter them by "keyword inserting" search phrases into your ad. Learn how keyword insert here. Oh, and while you are at it, be sure to employ exact matching heavily in your campaigns. You might be able to capture all the volume using fewer words on broad match, but your ads will appear more relevant to the user if the whole search string is “boldified” in your paid listing. If the searcher believes you to be relevant, they will pay attention to your listing.
Creative. Now that you have their attention, what are you telling them? Are you the world's leading widget builder? Do you have a 30-year tradition of excellence? Who cares? Please make sure that creative features a benefit for the customer. You have 70 characters to make an offer. Don’t waste them patting yourself on the back and promoting your brand. Creative that benefits the user gets the click.
Content. Hooray, you got the click. Now where did you land it? Page titles, headers and copy on your campaign landing pages should reflect the search terms that drive the most traffic into your site. This is not the time to confuse the visitor with complex navigation or language that is not in alignment with the search term or the creative that prompted the click. Content Management Systems that do not require heavy lifting to create relevant pages are available at price points for all businesses. Don’t let your IT staff stand between you, your message and your market.
Conversion. The user is pressed for time, and anxious to be served well. So give them an opportunity to say yes, easily. Land them close to the shopping cart. Put the calls to action above the fold. If you are looking for a lead rather than a transaction, make your form-fill requirements simple as possible. Thank them nicely with a confirmation page that allows them to opt-in for more opportunities to learn about you, and benefit from your service. Email them in a hurry. And if you get a phone number, drop everything else and call them – today. There is a new conversion to be had. And it’s a nice display of respect for your new customer or prospect.
These are activities that all add up to a better user experience. And that’s what Google is out for.
So, don’t forget to focus on the user.
If you do, in time, your ad quality scores should improve. You should get better share of voice at more favorable ranks. CTR’s go up and CPC’s diminish. You should have an easier time pruning negative ROI keywords from your campaign. And other good things too numerous to mention here.
And that’s when Google is working for you.
Peter Rao-McCann is an Atlanta based interactive marketing guy who helps businesses grow online. Peter brings an odd mix of experience, including software product management, client-side marketing management, and agency-side account and project management success to his everyday encounters with opportunity. A Citizen of Canada, and a resident of the US for 14 years, Peter will never live in a winter climate again. When not working, Peter actively avoids work by golfing, or not getting any better on the piano. For more information, visit here.
Google Does Not Hate You.
