Sunday, 14 September 2008

Organic and PPC: selling tool

Four steps to sale

Qualification stage: Keyword
Selling phase 1: Adword ad / Organic ad
Selling phase 2: Landing page

Very simply organic and paid search ads are just another way of selling a product. They are small text, sometimes image ads which are clicked on by a qualified visitor. By qualified the potential customer has gained their qualification as they typed in a key-phrase in the search engine which relates to your product or service group. The adwords or organic text ad, is part of selling phrase 1 – on click / arrival to you site, it is time to get their interest by providing the customer with all the information they need.

If I was buying a shirt offline, checked out the spec; it fits, I would want to know if it was available in other colours too, same as if I was online. Other things online are of interest to me ie: I may need to find out about delivery details, as I need the shirt tomorrow, I could consider the sale as being a great deal and look for a ‘recommend a friend to this site’ offer. I then make the purchase and on leaving the checkout I was made aware what else was available after I left the checkout. I have re-qualified, next time I enter could be via the site name; thus I will be taken to special offers appearing on home page straight away. This is why the home page should appear on search for company name.

When picking up potential customers at the qualification stage, prominence should be given to the longer key-phrases, rather than single keyword, as these potentials are more likely to convert. Bear this point in mind when setting up PPC campaigns and Organic strategies.

What potential customers look out for in Selling phase 2.

Selling point 1 should be confirmed
Can they clearly find product or service looking for?
What other info could they need – can they find it?
If ready to buy are you providing them with a clear call to action?
Also consider who they are new v existing customersReview the image what is this portraying to above audience – does it match ad in selling phase 1.

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