If this job comes across your desk, view it as a challenge. The trick is to get your reader interested in your product or service using only 70 characters or less. That’s right, I’m talking about Pay Per Click advertising. To be more specific, I’m talking about writing ad copy for PPC advertising.

It can be confusing. With so many books and tools out there offering you the “best” way to run your PPC campaign, it can be a bit over whelming. I’m not the guy to write about setting up your account, but I do know something about writing your ads. I have been writing and testing ad copy for a financial services company for the past year. It’s a huge campaign and an ongoing project. Here are some tips that helped us significantly increase our Conversion and Click Thru Rates (CTR).

It starts with the headline. Search engines usually only give you 25 character spaces to grab the reader and make them move on to the body copy. Many companies use Dynamic Keyword Insertion for both their headlines and body. This allows you to automatically add specific keywords that the reader is searching for to your ad. When the ad appears, the search term will be bolded. This makes the keyword pop off the page and grab the reader’s eye.

The problem with this is it only allows for a blunt term (“Car Stereo”). This may catch the viewer’s eye, but does it lead them to read the body copy? Does this make them click? Well…sometimes I guess it does. But I found that if you can insert the keywords into a short sentence or phrase, it does more to lead the reader. From there they continue to read the body copy.

The body copy sets up some of the same challenges as the headline. You’re only allowed 70 characters. Google makes you break it up into 35 per line, but Yahoo allows you to write it out as a straight 70. Many companies try to throw as many features and benefits in the body copy as they can. I know this seems like a good strategy on the surface, but it’s not a method that connects with the searcher. When you create ad copy that is more engaging to the reader, it has a tendency to lure them in. Writing out a full sentence makes the searcher want to finish reading the copy. They end up getting a full message instead of just scanning over broken up text. This allows you to set a tone and communicate more effectively.

Now that you know to write in full sentence structure and not broken sales slogans, here are a few other elements to keep in mind when writing:

• Personalize the message. Writing copy with terms like “You” and “Your” will work better than “We” and “Us.” People generally approach purchases or products in a selfish way. Telling them that “We do this” is not going to be as effective copy as telling people “You can benefit this way.”

• Don’t waste precious space with company branding. Most likely you will have your company name in the URL on the 4th line anyway. Adding the company brand in your ad copy is a waste of character space. It also creates a missed opportunity to connect with the reader.

• Remember copywriting 101. Write for your audience. Write towards getting the reader to perform a desired action. In this case, that action is clicking through to the next page.  Make sure you are playing up the benefits and not the features (ex.-Thick tires are great, but tell them how those tires are going to make their family safer and save them money).

This is far from the final word in PPC ad copy writing. There are many techniques, but these are some of the ones that have worked for me. I’m pretty confident these will give your campaign the CTR lift that you are looking for. Good luck and happy writing!

If you enjoyed this post, make sure you subscribe to my RSS feed!

Q: How would you define “content strategy” and what role does it play in a SEO effort?

Your content strategy is a systematic and planned approach you take to develop site copy, blog content, press releases, articles, newsletters, videos, podcasts, e-book and/or white paper downloads and other forms of content that enhances and builds your relationship with new prospects, current clients, the media and those in your industry. Through developing this relationship, you secure a long-term, two-way “benefit channel” for both yourself and them. People buy from those who they have a high comfort level with. If you have a large network through the relationships you’ve built from your strategic content efforts, you will always have a steady stream of buyers for your products and services.

The role content strategy plays in the SEO effort is simple: if your content can be ranked high in the search engines for your keyword phrases, you will attract more prospects, media attention and industry interest at a faster rate. It makes the marketing of your content much easier, because it’s placing it on their front door. If all they have to do to see your content is open their door, then you’ve just accomplished something that many other companies have not and it gives you a competitive advantage. Note: the content must be relevant and high quality and the content must be updated and added to frequently for maximum impact.

Q: What advice can you give companies that are looking for the benefits of an overall content strategy while enhancing search visibility through SEO?

1. Analyze your current web presence - What is the state of your existing content? What types of content do you have? If you only have a five page website and that’s it, you know you have work to do. If you are looking into the various types of content I pointed out above, you are ahead of most and on your way. If you are actively engaged in all the types of content I mentioned above, then you are in the top 10%. If you are connecting with new prospects, building your database and driving new sales from your new content, then you are in the top 5% and you are a truly model for other companies.

2. Look at your online competitors. How does their content compare to yours? Are they capturing email addresses and marketing through a newsletter and a blog? Do they have a forum where customers can discuss their products and services? Is their site built out with benefit-rich, call to action pages? Take some time and really see what you are up against, be sure to check their links, their meta tags and their presence in social media sites like Stumble Upon, Technorati and others. Your goal: be better than them.

3. Start building your content. Whether you do it yourself, through partnerships, or use a mix of both (recommended), there is no better time than right now to start growing your content. As you do, remember your keyword phrases and be sure to include them.

Remember the rules of SEO and follow them. Keep in mind the needs of your future customers and write about them. If you don’t know how to go about it an need help, reach out and start building your network. Don’t know the first thing about keywords? Use Wordtracker. Confused about SEO? Find a good Search Marketing Firm that knows it inside and out (TopSEO’s.com). Don’t have the time to write? Locate a great web copywriter and outsource to them.

Q: What comes first, keywords and SEO or content strategy? Why?

I think it all starts with keywords. This gives you the “lay of the land” for your industry. By engaging in an extensive keyword research effort, you start seeing patterns, begin understanding how your future customers think and develop a firm knowledge of how the search engines, namely Google, works. This is all fundamental. Plus, most businesses have no idea what their prospects are searching for. Most websites don’t have a clue about keyword research. The bottom line is that if you are on page 1 for these phrases, you will receive more clicks and more inquiries than others. It’s that simple. To start with your keyword research effort, get a free trial on WordTracker.com or KeywordDiscovery.com and go to work!

Once you have your keyword phrases researched, look into SEO and putting together your Content Strategy simultaneously. You want to ensure that what you develop is fully optimized from the start. Again, if you are intimidated by Search Engine Optimization, seek to partner with a leading SEM firm.

If you enjoyed this post, make sure you subscribe to my RSS feed!

So, for the first time ever, I put together a list of my personal favorite online marketing tools and resources for you to take a look at. In total, this is a very large, very comprehensive and very good list. We’ll break it up in groups of 10 and do a series of these over the next couple months. I truly believe they are ALL bookmark worthy and will help you at some point along the way in your marketing journey. As for me, these key resources are a big reason for my success. Over the past few years, I have leaned on them for support and guidance and stood on the shoulders of geniuses to become one of the most successful and sought after SEO copywriters in the world. Trust me, they will help you too. Take a look at these sites and let me know what you think!

1. Link Popularity: www.linkpopularity.com
I have been using Link Popularity for a long time. Why? It’s easy, it’s comprehensive and it gives you a quick look at how you and your competitors are doing in the all important measurement of linking. It shows you results in Google, Yahoo and MSN. If you’ve used other link analytics tools, try this one for size.

2. WordTracker: www.wordtracker.com
The grand daddy of them all when it comes to keyword research. It was the first and in my opinion, still the best. The other great thing about Wordtracker is the free keyword tool they have where you can find the search results of any keyword phrase, very quickly. If I am pressed for time, I take a quick look at this to see what the landscape looks like.

3. Search Engine Marketing, Inc - Mike Moran and Bill Hunt
A phenomenally good book on SEO…it’s big, comprehensive and is filled with case studies and great examples. I read this a couple years ago and was very impressed. It’s a bit out of date, but most of what’s in here still applies. It’s not just a book, it’s an encyclopedia… a real resource.

4. Google Analytics: www.google.com/analytics
Is there a better free online marketing tool on the planet? I love how Google Analytics shows you almost anything you need to know…at least all the basics, without costing a dime. Plus, it’s very easy to use…it’s formatted well, has integrated graphs and is very straightforward. Seems like it was almost set up for marketers.

5. Stumble Upon: www.stumbleupon.com

A new favorite of mine, Stumble upon is a great place to not only discover a ton of great websites and articles in my industry, but it’s an even better place to meet and network with others who share similar goals and interests.  In the short time I’ve been a “stumbler” I’ve learned a lot, made some great contacts and already seen an increase in my web traffic!  A big “thumbs up!”

6. MyBlogLog: www.mybloglog.com

For anyone with a blog, MyBlogLog is essential.   Similar to Stumble upon, it provides great networking opportunities, but where it really shines is in the widget department!   They make it easy to place a stylish widget on your blog, so that you can track recent visitors and build your very own blog community… a great feature for anyone interested in link building and increasing targeted site traffic.

7. Exact Target: www.exacttarget.com
The best email marketing vendor I have found. Why? It’s super intuitive. It wasn’t designed by techies, that’s for sure. It’s laid out very well, and is very easy to use. Some email marketing vendors can make the console confusing. Others are more expensive. Exact Target is just about “right”.

8. Article Marketer: www.articlemarketer.com
I have been singing the praises of Article Marketer for years now. If you are looking to get in the game of article distribution, no one makes it easier and provides more than these guys. In fact, they do most of the work for you. Write the keyword rich articles and they will practically do the rest.

9. Maria Marsala: www.coachmaria.com
Maria is a guru of gurus…a real asset to the small business community. I first worked with her five years ago on some article distribution. I could tell then that she was a total pro. Her services come very highly rated. Check her out!

10. Marketing Pilgrim: http://www.marketingpilgrim.com
I absolutely love Andy Beal’s blog, Marketing Pilgrim. When it comes to the latest online marketing info and opinion pieces, it always has what I’m looking for. Plus, Andy is a great guy, always helping others coming up in the industry.

So, there you have it, 10 keys to the online marketing kingdom. Walk through the doors of these sites often to get the latest tips, tricks and to realize the success you have been trying to find. As you progress through your journey, you’ll find many sites like these that have made a difference.  Good luck and stay tuned for more great tools!

If you enjoyed this post, make sure you subscribe to my RSS feed!

And stay tuned!  There will be more contests to come with other excellent marketing & small business blogs!

If you enjoyed this post, make sure you subscribe to my RSS feed!

First, so you understand what we are dealing with here, the keyword phrase that they want to rank for, not surprisingly, is “pork rinds.” The site is focused toward their target consumer, a Southern and Mid-western, blue collar male in his 40’s-50’s. This is their first attempt at having a “real” website, despite being in business for over 50 years.  Below is the copy I wrote, in italics. In red, you’ll see my comments about the previous section. Take a look and witness the methods to my copywriting madness!

Randolph Foods

The Most Popular Pork Rinds in America

Welcome to Randolph Foods, home of the nations most popular Pork Rinds. Crunchy, tangy, light and delicious, our Pork Rinds are a tasty treat, perfect for parties, get togethers or every day snacking. Available in regular, BBQ and Hot & Spicy flavors, our world famous pork rinds have been rated superior for overall flavor in blind taste tests.
With these first couple sentences, I wanted to introduce the company and explain why they were important in as few words as possible. Randolph Foods is important because they produce the most popular pork rinds in the industry. I then wanted to use some descriptive adjectives to explain why they are so popular…”crunchy, tangy, light and delicious”… also notice that each of these words are distinct enough to stand on their own. The element of contrast is important in copywriting… and writing in general.

High in protein and carb-free, with no artificial flavors or preservatives, you’ll love the true, smoked bacon flavor and crispy, crunchy taste. If you’re tired of boring chips, pretzels or crackers, it’s time to make the switch!
Here I discuss a feature that is tied to a strong benefit: losing weight. “carb-free” has become synonymous with the ability to lose weight… ever since Dr. Atkins revolutionized the movement.  I also wanted to compare pork rinds to various competitors – chips, pretzels and crackers. All of these are boring compared to the exciting and different pork rinds alternative!

Rudolph Foods is also home to a number of other great brands including Southern Recipe, Engobi, Grandpa John’s, Pepe’s, Smithfield, Rudolph and Rudy’s. In addition to pork rinds, we make tenders, cracklins, cracklin strips, Cinnamon Churros, Onyums, and Washpots. We also produce pork rind pellets and seasonings for making or selling your own pork rinds.
This section brings it all home, letting visitors know what else Randolph Foods sells in hopes that the consumer may be willing to try some of their other products, especially since they already (hopefully) love their pork rinds.  FYI… you can see we are using the keyword phrase “pork rinds” enough to optimize the page. The web designer will use the phrase in the meta tags as well.

When its time for a delicious snack, its time for Rudolph Pork Rinds! Try some today!
One final call to action sentence..short and sweet and easy to understand. A good way to wrap up any page.

If you enjoyed this post, make sure you subscribe to my RSS feed!

What’s the hottest topic in the news today?  That’s right, the Presidential election. No matter where you go or where you turn, it’s there. It’s on the news, it’s what people are talking about, it’s in the air. People are naturally sizing these candidates up. Who has the best chance? McCain or Obama? Who has the best agenda for America?  McCain or Obama. And of course, what I am interested in:  Who has the better content on their website? McCain or Obama???

But of course… What a great topic right?  Seriously, I, of all people, was interested in knowing!  After all, we’ve heard all this big talk about how Obama was using the Internet in new and unprecedented ways – especially for financial contributions and building a grassroots organization. But was he using it well in other ways… like with his content?

Well, I was curious. So, I took a look at both John McCain and Barack Obama’s websites today. And what did I find?

My Review

Like I expected, both websites are very well done. They both use masterful design, strong persuasive content and integrate important conversion elements, using videos, forms and easy navigation. But, they weren’t equal and one was better than the other. The end result? One of them had a better website – more visually appealing, more interactive with better content. But the other, is using their website better (and their Internet prowess in general) as a tool for recruitment and donations. So here is the detail:

Google Page Rank: They both have a 7 PR.
Links Pointing to their Site: Obama has 7550, McCain, 5390. That’s quite a difference.
Overall Look and Feel: McCain gets a 9 in this area, Obama, a 7.5
Depth and Breadth: McCain gets a 8.5, Obama gets a 8
Anchor Text Links: They both failed miserably in this area, but it probably doesn’t matter too much

Other things about McCain’s site that I liked: Good use of You Tube Videos and videos in general to build interest, nice event locater functionality and great depth on the Issues section. Also, I liked that he offered the site in Spanish too. Things I didn’t like about his content?  The Contribution button isn’t prominent enough and making a contribution isn’t as easy as Obama’s site.

Other things about Obama’s site that I liked: Fantastic use of the Contribute button and soliciting donations in general. It’s very well done, very prominent an includes a short video on why he isn’t taking money from PAC’s and Lobbyists. Very powerful. A couple things I didn’t like about his content: His tag line on the splash page needed work. Here’s what it said: “Obama and Biden: are the leaders who will bring the change our country needs.” It should have been this: “Obama and Biden: Leaders who bring needed change to our country.” Subtle differences, but much better. Also, in terms of navigation, there was no link back to the home page when you were on other pages on the site. What’s up with that?

So, the verdict?  McCain wins for his website content, pretty decisively. Why?  Besides the reasons above, it had a better overall feel to it (especially on the home page), was cleaner and more interesting and interactive. But Obama wins for using his website as a tool for contribution and campaign recruitment, which is clearly the best example of this in the history of American politics.

Well done on both sides.

If you enjoyed this post, make sure you subscribe to my RSS feed!

1. Chris Brown from Branding and Marketing wrote about Content Rich in a recent blog post. Thanks Chris!
2. Karin at Kiss Business Too recently read the book and had a glowing review. She seemed to think that Chapter 12, where I discuss content strategies for small businesses was a good one. Thanks Karin!
3. Irene Watson of Reader Views wrote a great review.  Thanks Irene!
4. I was interviewed for Inc. com for an article on Social Media Marketing.

Thanks as always for your interest!

If you enjoyed this post, make sure you subscribe to my RSS feed!

The traditional way of getting links circa 2004 and before involved contacting other relevant websites, emailing the webmasters and asking for a link. You’d contact people you know – vendors, partners, customers, suppliers and “reciprocate” links. You would carefully explain in your email that linking to you would be worthwhile for their visitors and beneficial to them as well…and you’d spend hundreds of hours doing it.

Why didn’t someone in the know just explain to them that all they had to do was write solid content and the links would come? Of course, you have to promote it too, but perhaps they were looking for the easy way out. Ironically, the easier way is to write high quality, very popular, link friendly content.

With link bait, you can do this. As all the experts will tell you - you need a good hook. This is the angle or the way of grabbing attention from the reader. You do it by capitalizing on something that’s really important to most people – security, money, respect, gossip, new ideas, a secret, etc…and give it a little sizzle.

Types of Hooks:

• Tying in to what’s relevant – the News Hook
• Going against the grain – the Contrary Hook
• Taking the offensive position – the Attack Hook
• Providing something important – the Resource Hook
• Making people laugh – the Humor Hook

Tying in to what’s relevant - News Hook

• Find out who reports the news to the news reporting agencies – and then jump on it.
• Calling someone or something out – if you can expose a fraud or flaw in a news story, and report on it, that content you wrote could be very link friendly. You could have thousands of links very quickly.
• Giving your opinion on a popular news story
• Don’t rehash what someone else already reported though – give it your own slant

Going against the grain - Contrary Hook

• Are you a natural contrarian? Put it to use! Be the one guy that finds something to not like about a story, a product or service and then go off on them.
• “Why ____ is WRONG about…”
• Find something that’s really really popular and then tear it apart. People will notice.

Taking the offensive position - Attack Hook

• Pointing out why a particular product or service is doing more harm than good
• Going after the government re. almost anything – they are a great target
• Standing up for an under-represented or disadvantaged group
• Choose a topic that has a fair degree of truth on both sides and then write away! Make it informed, smart and very controversial.

You have to be careful with this one – you don’t want to write the wrong thing about the wrong person. A good idea is to go after a company or product instead of an individual. However, if you’re gutsy, have some proof for what you are claiming and really want to gain some instant traffic, it can give you instant credibility and build your reputation like wildfire. Most people love controversy and when you use an attack hook, you stir it up.

Providing something important - Resource Hook

• Develop a comprehensive list of blogs in your niche - link out to them, and chances are they will link to you.
• Create a useful tool related to your niche that people like
• The list concept: How to do ____. Make it substantive and link friendly!
• A compilation of news stories on a theme that you in turn analyze and create a post for
• Example: If you run a hotel, discuss all the places to visit in the surrounding area

Making people laugh – Humor Hook

• Photoshop a funny picture or cartoon for the subject you are writing about and post it
• Post a list that takes a funny slant: ie “Top 20 Ways I’m Going to Work from Bed This Week”
• Post idea: “You know you’re a _____when…”
• Play off another funny bit that you came across: jokes, funny stories, etc

People love to laugh right? They also need comic relief from the craziness of life on the web. Or life in general. If you have a natural way of lightening things up through your personality, you may be able to write that way too. Give it a shot with your next blog post. You’ll create some link friendly content in the process.

If you enjoyed this post, make sure you subscribe to my RSS feed!

If you enjoyed this post, make sure you subscribe to my RSS feed!

If you enjoyed this post, make sure you subscribe to my RSS feed!