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Old 08-18-2004   #1
Chris Sherman
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Join Date: Jun 2004
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The Art and Science of Search Ads & Landing Pages

Search engine advertising presents many challenges. First, advertisers need to purchase the most relevant keyword phrases. Second, ads must be written to compel consumers to click on the ads. Assuming search engine ads do reach the right audience, the landing pages you display are an essential component to help you convert browsers into buyers.

In today's SearchDay article
Creating Compelling Search Engine Ads and Landing Pages, guest writer Shari Thurow reports on a Search Engine Strategies panel that covered the art and science of creating compelling search engine ads and landing pages.

Comments welcome...

Chris
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Old 08-18-2004   #2
telNform
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Conversions

I wish to say the article hits the mark!

Conversions are based on the relevance of the content is to the search performed (and a few other important criteria as well) ... and testing is key. Always break it down into the smallest parts and change one control at a time.

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Old 09-01-2004   #3
JamesR
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>Comments welcome...

OK!

The first subhead reads: Creating compelling search engine ads yet she doesn't say how to do that. Merely including the keywords doesn't quite make the ad compelling IMO.

Effective landing pages - advice given = include product photo and price and popular brand names - Now that isn't very earth-shattering stuff is it?

A couple of helpful points would have included how long to A/B test your landing pages (too short and you don't have enough data for a positive conclusion) and negatively qualifying your prospects in the PPC ads themselves to save on click costs.

Overall seemed to be a rehash of fairly well known stuff.
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