Jeffrey Eisenberg on SEM intent and landing page conversion

Mon 31 May 2010 19:38, J-P De Clerck

Jeffrey Eisenberg on SEM intent and landing page conversion

Recently, I posted an article on another blog about a nice comparison Jeffrey Eisenberg made of online conversion from SEM as a contract with the online (prospective) customer.

I wrote a post about it from a more general conversion perspective but in his post, called “SEM Intent & Landing Page Conversions”, Jeffrey clearly talked about SEM. So I wrote a longer and different, SEM-focused, post for Search Cowboys.

Jeffrey wrote how we all dream of being able to know or read the true intent of a search query so that we can respond to it accordingly. If this would be possible, there is no doubt that we could convert successfully most of the time. And maximum conversion rate is the prime objective of all marketing efforts.

A maximum conversion rate, Jeffrey says, is only possible by making your offerings relevant to the queries of your prospective clients. In order to convert your prospective client into an actual account, offer him/her exactly what he/she is looking for. It is the essence of conversion as you probably know.

A PPC ad as a contract

Jeffrey advices to think of every hyperlink, whether it’s in the form of PPC ads, SERPS, navigation on websites, banners, etc. as a sales contract between you and your prospective customers. 

Whenever a visitor clicks on a hyperlink, he/she is indeed asking a question related to your products and services and expects you to provide a relevant answer with all details.

What does this imply? You need to make efforts to plan relevant hyperlinks and create content that perfectly corresponds to that hyperlink so that online visitors do not feel that they have been let down. Relevance is the key to persuade a buyer into the buying mode.

All your search engine marketing and other online marketing efforts will go in vain if a prospective client finds you and it takes too many clicks with most questions unanswered on the landing page. You can never convert him.

What’s the use of paying for keywords in search engine advertising that are not proving beneficial when it comes to conversion?

Key takeaways:

  • First, Jeffrey says, try to understand the link between keywords and your prospective buyer’s intent.
  • Next, see what kind of an experience are you providing to your prospective clients. In this context, it is important, he says, to realize that failed conversion does not lie on Keywords, rather it’s the fault of the marketer who fails to offer the right landing page experience.
  • Try to do extensive keyword research to find all the terms associated with your product or service.
  • Also, test the SEM ad for click-through rates.
  • And finally, spend some time and efforts on the optimization of the landing page. Both the ad and your landing page need to be in sync with the intent of each search query. 


Read Jeffrey's full post here
.

Originally posted here.


  • Comments (2)
  • SEA
  • Tell-a-cowboy

Comments (2)

 

  • All you need is a computer and a good Internet connection!

    Wo 12 nov 2014, 03:05


  • 催淫カプセル:http://www.okkanpo.com/Product/245.html
    ok漢方: http://www.okkanpo.com/
    アフリカ超人:http://www.okkanpo.com/Prod uct/571.html
    街頭覇王睾丸素カプセル:http://www.okkanpo.com/ Product/652.html
    徳国公牛:http://www.okkanpo.com/Product/657.html
    壮根精華素:http://www.okkanpo.com/Product/336.html
    壮根精華 6錠入り:http://www.okkanpo.com/Product/158.html
    超強 黒倍王:http://www.okkanpo.com/Product/187.html
    リドスプレー :http://www.okkanpo.com/Product/155.html
    精力剤:http://www.okkanpo. com/catalog/energy.html
    漢方薬:http://www.okkanpo.com/catalog/kanpo u.html
    中絶-避妊薬:http://www.okkanpo.com/catalog/hininn.html
    紅 蜘蛛:http://www.okkanpo.com/product/167.html

    威哥王:http://www.o kkanpo.com/product/8.html
    三體牛鞭:http://www.okkanpo.com/product/ 437.html
    V26:http://www.okkanpo.com/product/324.html
    勃起促進:http ://www.okkanpo.com/catalog/penis-erectile.html
    五便宝:http://www.ok kanpo.com/product/222.html
    天天素:http://www.okkanpo.com/product/36 0.html
    淫インモラル:http://www.okkanpo.com/Product/495.html
    ンモラル:http://www.okkanpo.com/Product/477.html
    蔵八宝:ht tp://www.okkanpo.com/Product/445.html
    新一粒神:http://www.okkanpo. com/product/444.html
    SEX DROPS:http://www.okkanpo.com/product/88.html
    女性用媚薬:http://ww w.okkanpo.com/catalog/Aphrodisiac.html
    女用媚薬:http://www.okkanpo .com/catalog/Aphrodisiac.html
    RU486:http://www.okkanpo.com/Product/398 .html
    三体牛鞭:http://www.okkanpo.com/product/437.html
    妖姫:http ://www.okkanpo.com/Product/479.html


    D5原液:http://www.okkanpo.com/ product/63.html
    三體牛鞭:http://www.okkanpo.com/product/437.html
    便宝:http://www.okkanpo.com/Product/395.html
    セックスドロッ プ:http://www.okkanpo.com/product/277.html
    曲美:http://www.okkanpo. com/product/371.html
    精力剤:http://www.okkanpo.com/catalog/energy.h tml
    中絶薬:http://www.okkanpo.com/catalog/Interruption.html
    滋養 壮:http://www.okkanpo.com/catalog/Nutrition.html
    ペニス増大:ht tp://www.okkanpo.com/catalog/Penis-increase.html
    プロコミルスプ レー:http://www.okkanpo.com/product/191.html
    蟻力神:http://www.ok kanpo.com/product/159.html
    巨人倍増:http://www.okkanpo.com/product /133.html
    絶對高潮:http://www.okkanpo.com/product/245.html
    リド プレー:http://www.okkanpo.com/product/155.html
    紅蜘蛛:http://www.okkanpo.com/product/167.html
    狼1号:http://ww w.okkanpo.com/Product/99.html
    三鞭粒:http://www.okkanpo.com/product /436.html
    狼1号:http://www.okkanpo.com/Product/99.html
    男宝:ht tp://www.okkanpo.com/Product/237.html
    夜夜堅:http://www.okkanpo.c om/Product/35.html
    壮天根:http://www.okkanpo.com/Product/194.html

    Wo 14 okt 2015, 09:55

Comment

  • HTML is not allowed. URLs are automatically clickable.
    * Email address is not shown



  • Social media measurement
  • Google Insight in 39 languages

Last Comments


Events

Last event

Bloggers

  • J-P De Clerck
    J-P De Clerck

    Profession: Customer-centric digi...

    Company: Conversionation

  • Sam Murray
    Sam Murray

    Profession: Senior Search Consultant

    Company: Verve Search

  • Susie Hood
    Susie Hood

    Profession: Head of Copywriting

    Company: Click Consult / SEO C...

  • Tom Bogaert
    Tom Bogaert

    Profession: Managing Partner

    Company: QueroMedia


Latest Videos

Border_top
Border_bottom

Columns

  • Lizette van der Laan
    Social Media Image

    Is it the real you, the witty you, the person who reads the most interesting articles, makes t...




Newsletter

Subscribe to SC Newsletter:


RSS Feed

Are you a bloggerFacebook


Search



© 2016 Searchcowboys.com - All Rights Reserved - All views and opinions expressed are those of the authors of Searchcowboys.

All trademarks, slogans, text or logo representation used or referred to in this website are the property of their respective owners. Sitemap