Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
How to Waste Money and Annoy Potential Customers > NetSparsh - Viral Content you Love & Share

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:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Forbes

Six Tips For Effective PPC Advertising
Forbes
Every client is different. While some request incredibly granular search ads, others leave it up to their agency's discretion. Typically, though, most clients who come to my agency, LSEO, have experienced the same problem in their pay-per-click (PPC ...

and more »

Automated Bidding Added To ManageByStats' PPC Advertising Tool
Digital Journal
ManageByStats has announced a new feature for their PPC Advertising tool, designed to help manage Amazon Sponsored Ads. The new feature provides Automated Bidding for keywords, when selected, and is now available. ManageByStats is a suite of ...


BBN Times

9 Step Guideline Describing Pay Per Click Marketing
BBN Times
Belonging to today's era, we're sure you've heard of PPC or Pay Per Click advertising. But do you know how pay per click really works? If you're looking to figure out how it works, you've landed on the right article! So, what is the definition of pay ...


Search Engine People (blog)

Mining PPC Search Query Data: 3 Filters Every Account Can Use
Search Engine People (blog)
Every PPC advertiser on AdWords or Bing Ads is sitting on a gold mine of data; the search query report (SQR) or search terms report. Appropriately mining this data can increase revenue, improve conversion rates & help you better understand what ...
PPC SpecialistBizcommunity.com

all 2 news articles »

Business 2 Community

How to Stop Wasting Money on PPC (Pay Per Click)
Business 2 Community
Advertising can be one of the most expensive aspects of running a business, especially online. Therefore, knowing how to manage your PPC ad campaign will help you reach your target audience while preventing wasteful spending.


PPC Land

US podcasts captured $314 million in ad revenue last year
PPC Land
U.S. podcast advertising captured $314 million in revenue in 2017, a rise of 86 percent over $169 million in 2016, according to the latest IAB/PwC Podcast Advertising Revenue Study for full-year 2017 released this month by the Interactive Advertising ...


Forbes

Cloud Balancing: Is Marketing The New IT?
Forbes
Take pay-per-click (PPC) advertising, for example. Just as marketing controls PPC costs, IT has to control cloud consumption costs. With PPC, marketing continuously monitors impressions, clicks and conversions. With cloud, IT has to monitor CPU ...


Forbes

Amazon Prime Day Will Be July 16 -- Here's How Brands Should Prepare
Forbes
During the Prime event, PPC (pay per click) Amazon advertising campaigns can quickly blow up with the burst of traffic on the site. Look for opportunities to add negative keywords that could bring unqualified traffic to your listings and drive up spend ...

and more »

Domain Name Journal

MERGE! Announces a Half-Dozen Additions to the Speaker's Roster for Their 2018 Conference in Orlando
Domain Name Journal
The latest addition to the MERGE! lineup also includes David Szetela of FMB Media who will share a sure to be popular session on AI-powered PPC Advertising and Search. David is well-known throughout the the Search and SEO sectors. Registration for ...


CMO

Rumour: AT&T to acquire AppNexus
CMO
There are unconfirmed rumours AT&T is in talks to acquire private digital advertising platform, AppNexus. According to Cheddar, CNBC, and The Wall Street Journal, the deal is in final talks, although the price cannot be confirmed. However, Forbes also ...

and more »
Google News

Want Higher Adsense Earnings? Then Optimize Site Navigation

Webmasters know that Adsense generates a sizeable source of additional... Read More

When AdSense Goes AWOL

No matter how hard you work to optimize your page,... Read More

Local Business Advertising & Google Adwords

"I don't need the Internet to advertise - I'm a... Read More

Optimize Your Pay Per Click Ads - 3 Quick Tips

Running a pay per click campaign can be a valuable,... Read More

Googles AdWords Select(tm) Groundbreaking Program

One of the absolute best online marketing processes available to... Read More

Seven Strategies to Bolster Your AdWords Campaign

So, you've tried all the marketing techniques you have read... Read More

10 Steps For Fighting Click Fraud

Pay-Per click fraud dates back even from the time when... Read More

Are Small PPC Search Engines Really Worth The Effort?

Are Small PPC Search Engines Really Worth The Effort? The... Read More

AdWords Campaign Set Up Tips

It's easy to overlook the basics of a strong AdWords... Read More

10 Great Things NOT to Do with Google AdSense

There is no question that you can make some good... Read More

The Evolution of Google AdSense

The web has evolved into a complex "organism" which, to... Read More

How Does Pay Per Click Marketing Work?

So how do people find my website? This is by... Read More

5 Ways To Make Your Adwords Ads Outshine Your Competitors

Google Adwords is a very good place to promote your... Read More

The Effect Of Smart Pricing In Adsense

We constantly receive phone calls from clients, prospective clients and... Read More

Team Up With Your Competitors

Pay per click search engines are a great way to... Read More

Three Google Adwords Secrets for Massive Online Profits

If you know anything at all about Internet marketing, then... Read More

Web Advertising: Its All About the Click Thrus!

Working in research and development for a large infomercial company,... Read More

Tips for Maximizing AdSense Revenue

Google's AdSense program is probably the best affiliate program on... Read More

How To Write Little Tiny AdWords Ads That Bring Giant-Sized Profits

It seems to be a phenomenon. You try Google AdWords... Read More

How To Use PopUps With Google Adwords

One of the common issues that marketers face when using... Read More

Pay-Per-Click Search Engines: A Really Bad Investment

What was once such a good thing is now a... Read More

How to Make Every AdSense Ad on the Google Network Pay You!

Wouldn't it be great if every keyword in Google's entire... 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

PPC ClickFraud: Its a Bigger Problem then You Think

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

Understanding Google AdSense

Google AdSense allows webmasters to dynamically serve... Read More