Adwords. When & How.

Social Media not generating enough calls.  The old school idea of advertising -- applied in new media might be a good idea.  But you'll need "custom" landing pages -- so that your search terms for advertising can be narrow and targeted.
Social Media not generating enough calls? The old school idea of advertising — applied in new media might be a good idea. But you’ll need “custom” landing pages — so that your search terms for advertising can be narrow and targeted.

I always appreciate when my clients or others — take time to build pages in their websites that describe services, offers and products. For the rare (sometimes exceedingly rare) diligent site visitor,  the effort conveys quite a bit of information about you and your business.

So we appreciate the effort it took to generate all of the information, and the process you went through to develop each idea. And so there the value exists — that you’re organized and are telling a well-developed story.

Somehow you’ll have to remember to keep them “fresh”, but that’s another subject.

If the content had been produced as Posts, rather than static pages — and published over time, you’d have had incurred some benefit in Social Media. Followers, almost certainly. But also cross-links and the Search interplay among those channels. You can still do this — Post about these subjects and you should! — and link your posts back to each of the pages, etc. This is an excellent beginning … this method works well.

As static pages — the material has essentially no value on the internet.  Perhaps, though – as reference material for interested parties who you invite directly (like by giving a business card or directing to a url in a phone call) – they might find them compelling.

Eventually static pages will be crawled by search ‘bots, indexed and featured in results — but you’ll discover that they are so down-ranked as to never likely receive organic traffic.

Here’s the deal — After coming to the site via one landing page or another — people seldom visit more than 2 or three static pages in any given web. Among those: About, Contact & Services receive 75% of those clicks. With the emerging prevalence of mobile appliances this is exacerbated and time on-site further diminished.

Strong calls to action on each page are critical. Putting a phone number right up front isn’t a bad idea. I recently conceded this issue, myself. And this has mostly to do with an increasing volume of mobile visitors who’s attention is even more reduced.

What do you want the visitor to do? “Call” of course — but some of the other words (like I use on this site) — Learn, Get, Explore, Demystify (came from a friend, I recall) are helpful.

You’re to be commended in one very important area — that each of these pages is a natural “landing page” for narrowly defined pay per click advertising.

So: You’re well positioned to benefit from a certain level of sophistication in a Google Adwords marketing campaign. Google always has offers are available — often you can begin for free, to see what happens. Once recently Adwords gave away $300 for new accounts. That sum might generate 150 quality clicks — perhaps 5 of which might net you a phone call. A hurdle many face is that your space is full of big spenders. There are means of getting around this, that’s why I said “Sophisticated.”

An investment in advertising might be a vehicle you should consider.

Don’t attempt this on your own, unless you have budget to spend that you need to waste.

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