How to Waste Money and Annoy Potential Customers
Why do some companies bid on keywords for products they don’t even sell? Or don’t provide the basic information people should decide to purchase? I go to Google and select the top Sponsored Link in the right column: Expo.com. I’m taken to their “Light and Fans” page. No lamp shades, although there are 29 links in the left navigation. So I do a keyword search. All I can do is wonder why they wasted my time and their money, and proceed to the following advertisement.CLOSE, BUT NO CIGAR.Clicking on the second ad takes me to a home page with a “Protections” tab. I arrive on a page with information about sizes and a link to the lamp shade collection and click on that.
Jason Miller Modo Chandelier I start browsing and locate one I am interested in. The text instructs me to “Click on lamp image for detail.” I figure they mean lamp shade picture. I click, and to my surprise, I view the exact same thumbnail I was looking at, but now I have four color selections and an “advertisement to shopping cart” button.OK, I’m a designer. I could appreciate subtlety. But what’s the difference between White, Off-White Beige, and Coffee? All this website shows me is just a little gray photo– but “Dirty” is not one of the color choices. I see the toll-free phone number near the top of the page. I phone (during their regular business hours) and get voicemail. They say my call is extremely important to them, but I am not too certain… THIRD TIME’S THE ATTRACTION?Back to Google, click on another ad which takes me to a page with lamp shades (YAY!). Even so, I don’t see exactly what I want, although I can sort by nine different criteria. There is a link to talk to a lighting consultant. I telephone, although I am cynical. The telephone is answered by someone! I describe what I want and I’m told I want a custom shade. This company doesn’t make them, but I am referred by the adviser to two other sites where I can purchase custom made shades. Even though I did not locate what I was searching for I actually appreciate this experience. Take into consideration their needs and do everything you can to fulfill with them. If you’re advertising a product for sale it should be accessible in your website. If you expect people to make a choice, provide graphics and the info they must feel comfortable making a decision. As well as if you can not make the sale you can and should offer a customer experience that is good because there’s always tomorrow.
HINTS TO TAKE AWAYIf you place an ad for a merchandise your site should sell that product. Do not waste your cash bid on keywords for products you don’t sell. They should be taken into a relevant landing page if someone clicks on your own ad,. Do not make folks hunt around or do a Search on your website. Show them what they’re searching for right away. Give them the information they must make a decision that is good. Do not expect them to think what your product is “really” like.
Barry Harrison is the author of “REDiTIPS” eMarketing Newsletter and a partner in Resolve Digital, Web Strategies for the Real World.Visit his site at See more small business hints at our website