Comments on: They’re Searching For Answers

By: Paid Search Is About Answering Questions : 21 Secret Truths of High-Resolution PPC | The ClickEquations Blog

Wed, 10 Feb 2010 18:56:50 +0000

[...] by Craig Danuloff on February 10, 2010 The first truth from our new ‘21 Secret Truths of High-Resolution PPC’ was leaked, on this very blog, in our New Years Day post. [...]

By: jenniferdlugozima

jenniferdlugozima — Fri, 29 Jan 2010 20:27:12 +0000

Simple and effective strategy. Instead of thinking in keywords, we should think in the language of searchers: “What are they looking for”; ” What will convince them to buy”, and “How will they ask the question?”

By: Deven_Shah

Deven_Shah — Fri, 29 Jan 2010 05:17:34 +0000

And then analytics help in understanding how well the question was answered.

One way to look at the web pages is that every page is a potential entry point to the web site. And every page should focus on one question to answered, or one single thread of idea to be developed.

I have tried to use home page as landing page for PPC. And it wasn't as effective as to when I had landing page that is talking specifically about the keywords that I targeted in PPC campaign.

By: Craig Danuloff

Craig Danuloff — Mon, 04 Jan 2010 20:54:09 +0000

Thanks Bryan – Yes making sure you understand the question – interpret, infer, and/or further quality after the click is vital. Everything you've been saying for years. The amazing thing is how often advertisers treat vastly different questions to a completely undifferentiated answer. Once we can get on the path to correcting that, we can hopefully go far – all the way to personas and beyond.

By: Bryan Eisenberg

Bryan Eisenberg — Mon, 04 Jan 2010 19:10:12 +0000

This is a great metaphor. I think where people make the biggest mistake though is understanding the intent of the question people are asking.

For example, I had a friend advertising for his supplements under a generic vitamin type (think vitamin C, etc.). He was advertising the benefits of the vitamin as opposed to advertising the benefit of his brand of vitamin. People searching for the vitamin type most likely understand the benefits of the vitamin, but not of his brand. As soon as he switch the ad his click-throughs went from 0.25% to over 4%.

If you go through the process of understanding your different customer types or personas you can get a better sense of the questions they are asking.