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NEW May 2011 Critical Adwords Changes: Google made critical changes to PPC search results. These changes make traditional Adwords management techniques & strategies far less effective than in the past. While still critical it is no longer good enough to focus on CTR (click through rate). In fact recent changes will almost guarantee lower CTRs for all advertisers who do not fully embrace these revolutionary changes to the Adwords model. Advertisers who embrace these revolutionery Adwords changes will reap substantial rewards and bury most Adwords competitors |
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The Importance Of Valuable Free StuffYou must have heard the lament ... Would you buy something from that person? What's the perceived reputation of second hand car salespersons, lawyers, estate agents and insurance salesmen? Of course we're all conditioned to think of them as scheming, selfish, full of tricks and snake oil. Of course not all used car salespeople fall into this perception category. But try to convince me of that and you'll have a problem of trust and credibility. Ask yourself another question ... who's behind these words on this page? For all you know I could be a serial fraudster sitting in Pentonville (a jail in UK) ... let me hasten to add I'm not. The Importance Of Establishing TrustSuccess on the internet depends totally upon establishing trust and instilling a sense of total confidence in the minds of potential customers. Offering top class valuable well presented free information helps greatly to establish the following in the minds of those readers who could be anywhere up 15,000 kms away ... A sense of trust A sense of competence A sense of knowledge A sense of comparison with other "experts" Yes, a sense that ... this guy knows what he's talking about; yes I could work with this guy etc etcSo create useful valuable (in the eyes of the receiver ... not in monetary terms) information that would help searchers satisfy the needs that brought them to search in the first place. Make this information unique ... ie don't go and recycle stale overused information because this is a bit like treating the reader dishonestly. You're asking the contact to waste time and effort downloading, or adding personal details on what the reader might later decide to be false pretences. In this case you don't gain any credibility ... you lose whatever you might have had. |