Important Change to Google AdWords’ URL Policy Enforcement

Google Warning

If you’re currently managing a Google AdWords campaign, you may have already seen this pleasant little message greeting you as you logged in to your account. What’s it all mean?

Beginning April 1st, 2008 Google will no longer allow you to post a display URL in your Google ad that is not your own website’s real domain name.

That’s right. No more automatic redirects. No more bait-n-switch. Which (ehem!), of course, you weren’t doing anyway, right?

Now your display URL in your ad must match its destination URL (landing page URL), or risk the sting of another Google smackdown; like the rap on the nose of a naughty puppy with a rolled up newspaper.

So?

Well, smart marketers use redirects to test different domain names. They may run two or more concurrent ads that differ only in the display URL. This is done in order to determine which domain name may draw in more clicks. You see, you have to TEST everything: Headlines, descriptions, display URLs and of course, landing pages.
There is, however, something to be done. Now, I’m not talking about getting around Google’s TOS. This is a legitimate work-around that can be employed; especially, if you are A/B split-testing your PPC campaign ads.

You are A/B split-testing your ads, right?

Good.

OK, so here’s a quick-n-easy solution provided by Brian Todd of Perry Marshall Associates so that you can still have multiple domains without redirects.

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How Ad Agencies Can Boost Billable Hours

Imagine the following scenario. It may even seem familiar to you.

Check BoxYou’ve completed the work of designing and developing terrific Web sites for your clients. Now the more important work needs to continue. You need to promote sites so that they may be found by prospective buyers. By not continuing to market your client’s sites, you’re virtually throwing away thousands of dollars in potential residual revenue.

Not enough reason?

OK, here’s another: If, on the other hand, you’re not interested in additional revenue, then perhaps the prospect of losing clients is a better reason to bolster your marketing services. You see, all your talented creative team’s hard work will be for naught if your client’s customers can’t find what they’re looking for online and buy it. Designing and creating an award winning site won’t help your client if you don’t market it once you’ve created it. In fact, it will hurt your client. You need to promote the site if it is to become at all successful. Your client demands it and is expecting to see a return on their investment. Not providing these crucial services is like telling your client to shop for an agency that does. Can you afford that? Continue reading

What Makes Your Site Irresistible? Find Out Now

I used to think that content was King. I followed common wisdom (ehem!) and professed that if you wanted search engines, and more importantly, people, to pay attention to your site you had to have content– and, lots of it. The idea is that as long as you have a lot of content, visitors will flock to your site. Continue reading

Critical Steps in Marketing Your Business Online

Outlined below are some critical steps that need to be taken if you hope to achieve any amount of success with your online business. You wouldn’t set up a store front in a busy downtown area without first taking these steps and expect to survive. Don’t do it online. Continue reading

If Content is King, Analytics is Queen

Often we’ve heard the cliché : “Content is king.” However, if that’s the case, then content must share the throne with its queen– analytics. By analytics, I am referring to the tracking of visits and visitor behavior to a landing page or site. More specifically, analytics tries to provide answers to questions, such as: what are visitors doing on the site? What pages are being viewed and for how long? From where (referring sites) are visitors coming to your site?

Finding answers to these questions (and dozens more) is a key component to understanding how your content needs to direct visitors through your site in the buying process. If you can answer these questions, you can begin to laser-target your audience and create landing pages that speak directly to them and convert otherwise passive traffic into desired behavior. Continue reading

SEO is as Easy as Raising Children

I know. Right now, you may be scratching your head and wondering how in the world SEO and raising children can be compared, and furthermore, how can either of them be considered, easy.

You’d be right in questioning the latter and I’ll get into that a little further into this post. As for the former, well, let me explain. Continue reading

SEO is a Big Fat Waste of Time

SEO is a Big Fat Waste of Time

I’ll say it again. SEO is a BIG FAT waste of time. It will do you absolutely no good. You won’t get hordes of traffic to your site. You won’t get a bunch of conversions. By conversions, I mean of course, the desired action for which you want visitors to your site. If you want to sell something, then the action of purchasing an item on your site is the conversion. If you want people to sign up for your monthly newsletter, then the act of submitting their name and email address would be considered a conversion. Continue reading