How to Waste Money and Annoy Potential Customers

Why do some companies bid on keywords for products they don't even sell? Or fail to provide the basic information people need to make the decision to buy? Here's a cautionary tale-- with a happy ending.

HAS THIS EVER HAPPENED TO YOU?

I'm looking online for lamp shades. I go to Google and click on the top Sponsored Link in the right column: Expo.com. I'm taken to their "Lighting and Fans" page. There are 29 links in the left navigation, but no lamp shades. So I do a keyword search. Products Found = 0. All I can do is wonder why they wasted my time and their money, and move on to the next ad.

CLOSE, BUT NO CIGAR.

Clicking on the second ad takes me to a home page with a "Shades" tab. I click on that and arrive on a page with information about sizes and a link to the lamp shade collection.

I start browsing and find one I'm interested in. The text instructs me to "Click on lamp image for detail." I guess they mean lamp shade image. I click, and to my surprise, I see the exact same thumbnail I was looking at, but now I have four color choices and an "ad to cart" button.

OK, I'm a designer. I can appreciate subtlety. But what's the difference between White, Off-White, Beige and Coffee? All this site shows me is a little grey photo-- but "Dirty" isn't one of the color choices.

I see the toll-free phone number at the top of the page. I call (during their normal business hours) and get voicemail. They say my call is very important to them, but I'm not so sure...

THIRD TIME'S THE CHARM?

Back to Google, click on another ad which takes me to a page with lamp shades (YAY!). I can sort by nine different criteria, but even so, I don't see exactly what I want.

There's a link to talk to a lighting consultant. I'm skeptical, but I call. Someone answers the phone! I explain what I want and I'm told I need a custom shade. This company doesn't make them, but the consultant refers me to two other sites where I can order custom-made shades.

Even though I didn't find what I was searching for I really appreciate this experience. I'd be happy to return to this site and do business with this company in the future.

THE MORAL OF THIS STORY

Have some respect for your customers. Think about their needs and do everything you can to meet them. If you're advertising a product for sale it should be available on your site. If you expect people to make a choice, provide the information and pictures they need to feel comfortable making a decision. And even if you can't make the sale today, you can and should offer a good customer experience because there's always tomorrow.

TIPS TO TAKE AWAY

If you place an ad for a product your site should sell that product. Don't waste your money bidding on keywords for products you don't sell.

If someone clicks on your ad they should be taken to a relevant landing page. Don't make people hunt around or do a Search on your site. Show them what they're looking for right away.

Give them the information they need to make a good decision. Don't expect them to guess what your product is "really" like.

--------------------------------------------------------

Barry Harrison is the author of "REDiTIPS" eMarketing Newsletter and a partner in Resolve Digital, Web Strategies for the Real World.

Visit his site at http://www.resolvedigital.com

In The News:

2021 key marketing trends  Carwash Online
What Is Ethical PPC?  Search Engine Journal
9 PPC Mistakes That Impact Success  Search Engine Journal
How Not to Work with PPC Managers  Search Engine Journal
What's the Best PPC Bidding Strategy?  Search Engine Journal
10 Awesome PPC Text Ads  JumpFly PPC Advertising News
A Complete Guide to PPC Ad Formats  Search Engine Journal
5 Innovative PPC Tactics to Try Today  Search Engine Journal

Targeted Traffic with Pay Per Click?s

In order for your online business to succeed you must... Read More

Expand Your Horizons - Sell Your Professional Services Through ClickBank

ClickBank allows its merchants to sell many different types of... Read More

How To Screen Your Visitors When Using Pay Per Click Advertising

If you are using pay per click advertising, I don't... Read More

Pay-Per-Click Marketing: How to Waste Your Advertising Budget

A well-oiled pay-per-click search engine campaign can land hundreds of... Read More

Determining Keywords

Determining keywords is a critical step in web design. If... Read More

Articles and Adsense

Google Adsense is a hot topic in the Internet Marketing... Read More

Ten Tips for Affiliate Marketers Using Google AdWords

One of the hottest ways to sell affiliate products is... Read More

Picking The Right Keywords For A PPC Campaign

Running a pay-per-click advertising campaign can be very expensive if... Read More

Maximise Your AdSense Earnings

As a blog or site owner, you can make some... Read More

Google Adsense - A Website Income

Many of us have websites and as a matter of... Read More

PPC ClickFraud: Its a Bigger Problem then You Think

Pay per click search engine advertising is one of the... Read More

4 Ways To Get Relevant Adsense Ads On Your Site

If you're an active Adsense publisher, I'm sure you have... Read More

Discover the Art of the Pay-per-Click Start (Round 1 of 2)

Setting up a pay-per-click campaign is simple, right? Practically all... Read More

Internet Advertising Options

Your online business will likely require more advertising than a... Read More

Success with Adwords

Google's Adwords service has brought success to many businesses by... Read More

Adwords & Adsense: A Beginners Guide

The Mechanism First a brief glossary of terms: Adwords: The... Read More

How to Use Pay Per Click Marketing, the Emoneyreport Way!

The cycle of affiliate programs and money making ventures goes... Read More

Creating Revenue Without Much Effort, Set It And Forget It Online

Earning more revenue from your website is the goal of... Read More

Run a Profitable Google Adwords Pay Per Click Campaign

Google and Yahoo-Overture control over 90% of the... Read More

Click Fraud and How to Deter It

Pay per click (PPC) advertising continues to gain popularity in... Read More

3 Strategies to Profit When Click Prices Increase (Part 2 of 3 Series)

What are Website Conversion Strategies?Website conversion strategies are marketing and... Read More

Googles Wonderland: Trouble In Paradise?

The fairy tale existance of Google is starting to experience... Read More

Discover the Art of the Pay per Click Start (Round 2 of 2)

Starting an ultimately effective pay-per-click campaign is difficult. Although the... Read More

How to Maximize Paid Search Results

Because of increasing competition that has led to higher advertising... Read More

Pay Per Click Web Advertising Power Word Secrets Revealed

First impressions affect your relationship with someone for life. In... Read More