PPC | Google Adwords | Keywords Targeting | Ad Creative Writing Techniques | Call-To-Action | Google Analytics | Landing Page Optimization

Goal / SWOT analysis, Keywords generation, Ad Creative Writing and Web analysis are four vital stages in a PPC campaign. In my opinion, the Pay Per Click skill that SEM consultants use in these four stages are very critical for a job seeker to land his/her targeted job. Followed by my previous post, this articles focus on the techniques of ad creation as well as the application of these techniques in the job seeking process.

The target audience of this article are people that use AdWords to market themselves in the job market or promote themselves through their online profiles in the job seeking process. This article involves only the online version of a job seeking campaign and demonstrates how to apply the online PPC ad creation techniques in an online job seeking campaign for better conversion-receiving a job offer. Receiving job offer plays a role as conversion. The process between the job offer and employment receptions, such as interview, is beyond the scope of this article

Ad creation


This section demonstrates several basic techniques to apply for a better CTR when writing a PPC ad copy top techniques to increase CTR of an ad creative: (1) Optimize ad title, and description with a keyword & Use keyword to begin the ad title. (2) Optimize display URL with targeted (3) Create a unique sales proposition (USP). (4) Create sense of urgency (5) include a call-to action (6) Select a domain name with the theme that matches the industry or the nature of the product or service. (7) Keep display URL concise. Omit www or http"// on the display URL. (8) Target ad copy on a certain stage on a buying cycle: comparison stage. (9) Capitalize first letter of each word. (10) Include geographical or other qualifier to screen out unqualified traffic. (11) Target audience's explicit level needs with niche phrase. (12) Provide incentives.

For the details about how to apply these techniques, please refer to the chart as below:

PPC Ad Creative Writing Techniques
Example Ad	The Application of PPC Ad Creative Techniques
Organic Cereal on Sale XYZCereal-Buy 1 Get 1 Free, CA State Only. Offer Ends 1/1/09. Purchase Today! XYZFood.com/Cereals.	Targeted keywords: Organic Cereal Use a keyword to begin Title Line: Organic Cereal on Sale. Keywords in description: XYZ Cereal-Buy 1 Get 1 Free. Keywords in Display URL: XYZFood.com/Cereal USP: Organic Cereal. Sense of Urgency: Offer Ends 1/1/09. Call -to-Action: Buy Today! Domain Name with a matching theme of the industry: In this example, select a domain name that matches the nature of cereal and food industry, such as Aroma, or Yummy. Keep Display URL concise: use XYZFood.com/Cereal as opposed towww.XYZFood.com/Cereal orhttp://www.XYZFood.com/Cereal. Target ad copy on a certain stage on a buying cycle: comparison stage. Proper capitalization: capitalize first letter of each word to make ad more conspicuous than the rest. Traffic qualifier: California Store Only. Target audience's explicit level needs with niche phrase: use niche phrase "organic cereal" as keyword to target the explicit need of the audience. Provide incentive: Buy 1 Get 1 Free.

The Buying Cycle of a Job Seeking Campaign

This section explains the buying cycle of a job seeking campaign and the application of PPC ad copy writing techniques in the buying cycle to improve the conversion rate.

The nature of an online job seeking campaign is lead generation. Employers or the potential candidate referrers are "buyers" while the candidates are the "seller" and the "product". Mirrored by the four major stages of the buying cycle of a buying cycle of a marketing campaign, the four major stags for a job seeking campaign are: (1) Awareness: Employers are aware of the need of certain skills to accomplish their corporate goal. (2) Research: Employers identify enitential qualification-matching online resumes or personal profile. (3) Comparison: Employers compare the qualifications in their candidate pool. (4) Conversion: Employers provide job offer to the candidate of the fittest.

PPC campaign ad writing technique helps an online resume or profile: (1) increase its visibility in the awareness stage. (2) Target employer's needs in the research stage. (3) Stand out of the rest in the comparison stage. (4) Result in a job offer to the fittest candidate in the conversion stage.

Job seekers are able to apply these techniques to drive traffic to their online resume or profile through their PPC campaign as well as to optimize the corresponding landing page. In additions, Job seekers are able to apply the same techniques to optimize their online profile even without the existence of a PPC campaign.


In the next section, this article illustrates how to apply the previously-mentioned 12 ad creative writing techniques to enhance a job seeking campaign.

The Application of PPC Ad Creative Writing Techniques

This section illustrates the application of ad writing skills in a resume or an online profile pomotion ads and the design of their corresponding landing page.

In nutshell, the headline and the body of the lading page need to reflect the Keyword, USP, and the Incentives that appear on the title and description featured on an ad.

Details are presented through the chart titled "Key Elements for a PPC ad, Landing Page or a Home Page of Personal Profile" as follows:

Key Elements for a PPC ad, Landing Page or a Home Page of Personal Profile
Sample Ad: DBA- Oracle Certified Florida DBA-5 Years Exp, Free 1st Consultation Ends 5/1/09. Contact for Free Project Sample. XYZDatabase.com/DBA	Major elements of the corresponding Landing page or personal profile page: Headline: Oracle-Certified DBA in Florida. Years of Experience: 5 Experience details go here. Major project details go hereSign-up form for free consultation, the deadline information, a pre-checked Check box for permssion to opt-in for newsletter subscription & call-to-action go here.Contact information for Free project sample (both online & offline) goes here.
Diagnosis Targeted keywords: DBA Use keyword to begin Title Line: DBA Keywords in Display URL: MrDatabase.com/DBA Keywords in title: DBA Keywords in description: Florida DBA-5 Years Exp. USP: Oracle Certified DBA-5 Years Exp Provide incentive: Contact for Free Project Sample / Free Consultation. Sense of Urgency: Free 1st Consultation Ends 5/1/09. Call -to-Action: Contactfor Free Project Sample. Domain Name with a matching theme of the industry: In this example, select a domain name with the keywords that match the nature of high-tech and DBA and industry, such as DataWarehousing, etc Keep Display URL concise: use XYZFood.com/Cereal as opposed towww.XYZDatabase.com/DBA orhttp://www.XYZDatabse.com/DBA Target ad copy on a certain stage on a buying cycle: comparison stage. Proper capitalization: capitalize first letter of each word to make ad more conspicuous than the rest. Traffic qualifier: Florida DBA-5 Years Exp. Use both Geographical and Experience as qualifiers. Target audience's explicit level needs with niche phrase: use niche phrase "DBA- Oracle Certified" as keywords to target the explicit need of the potential employers.	Diagnosis Targeted keywords: DBA Use keyword to begin the Headline to increase keyword proximity: Oracle- Certified DBA. Keywords in Landing page: Properly use the keyword (DBA) and its variations throughout the landing page to optimize keywords density. A good range for a landing page could range from 4-8% without being considered spamming, although experience may vary based on different keywords. Use keywords properly in ALT tag, anchor text.etc. Be sure to open a new window on the anchor text to retain visitors on current page. USP: Oracle Certified DBA-5 Years Exp. Provide incentive, sense of urgency & call-to action: Provide Sign-up up form for free consultation, encourage visitor to signup for free consultation & indicate the deadline to create a sense of urgency. Provide Opportunity to opt-in for news letter to build on-going relationship with the potential employer. Provide contact information and use call-to-action to encourage visitors to request free project sample. Domain Name with a matching theme of the industry: In this example, select a domain name with the keywords that match the nature of high-tech and DBA and industry, such as DataWarehousing, etc Target landing page or your personal profile on a certain stage on a buying cycle: comparison stage. Proper capitalization: capitalize first letter of each word of the headline to make the USP conspicuous. Traffic qualifier: Oracle-Certified DBA in Florida & year of experience: 5. Use both Geographical qualifier and Experience qualifier. Target audience's explicit level needs with niche phrase: use niche phrase DBA- Oracle Certified" as keyword to target the explicit need of the potential employers.

Better yet, you can create  Adwords campaign exclusively for your job search, bid on the niches keywords(e.g. the name of the industry leader, company names, etc)  on the industry you are looking for, and use your personal profile page as the landing page to generate leads, initiate connections with your poential employers, and acquire possible interviews with them.
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Summary

A successful PPC ad revolves around the identification of a product niche and the development of an USP. It also requires an effective keyword targeting and optimization as well as the enhancement from the incentives, sense of urgency and Call-To-Action. Furthermore, the headline and the body of the landing page of an ad creative need to reflect the Keyword, USP, and the Incentives that appear on the Title and description featured on an ad. With all the necessary optimization on both ad copy and its landing page, CTR and Conversion rate may improve.

Examine the PPC ads and their corresponding landing pages on the top and side of this page, and check wheather or not the key elements are in their presence and properly arranged based on the techniques illustrated in this article. You will have a better understanding about how to apply these techniques.

Action
Start to apply the above techniques on your ppc ads and their correspoding landing pages. Conduct ongoing tests on the elements of the ppc ads and their matching elements on the landing pages by creating mutilple ads in an ad group. If you use PPC ads to promote your online profile in a job searching process, monitor the following indexes in the buying cycle:

Awareness: number of new visits to an online resume. Keywords used to find the online resume and the corresponding search frequency for each keyword.


Research: returning visits, length and depth of visit, visit recency for an online resume.

 Comparison: email received for inquiries, appointments received, etc.

 Conversion: Job offer received.

Taciticfully tweak the elements of the ads and their matching elements on the landing pages based on the peformace result derived from the Google Analytics and Google Web Optimizer. Your campaign peferomance will improve as this process continutes.

Good luck and stay tuned for more techniques on ad creative writing, bidding management, web analytics!

Happy PPCing!




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PPC | Search Marketing | Ad Copy Writing | KPI | Web Analytics For Successful Pay Per Click | Job Search Campaign

During the economic downturn, job market becomes more competitive than ever. Search marketing, such as PPC, SEO, Email and Social media marketing has provided a cost-efficient platform for online marketing professionals to expend their customer base and generate revenue, to convey their company rationale or ideas, and reinforce their corporate image or facilitate attitude change. But you may not know the techniques that the online marketing professionals use to execute their online marketing campaign can actually help people in their job search process. Before we dig into more details on these tips, I would like to give everyone an overview of how SEM marketing technique can be used to reinforce your job search. Let's start with PPC.

PPC campaign development may include several critical processes, which is very similar to the job searching process:

1. SWOT (Strength, Weakness, Opportunities and Threats) analysis
Like SWOT analysis can be one of the most important processes for online marketers to develop their online marketing solution through brand advertising, direct response advertising, social marketing and search advertising, SWOT analysis can be one of most important stage for a job seeker in his/her job searching process. Through a self-SWOT analysis, one should establish his/her own “Unique Sales proposition” to identify what set himself /herself apart from his/her competitor in the job market and use it as his/her advantage to market his/herself to the potential employer in the job market.

2. Identify business goal and KPI (Key Performance Indicator) to monitor the campaign performance
Like online marketing professionals need to identify their business goal, action to convert and KPI based on the buying cycle, such as number of site visits, site visit depth, repeat traffic and sales volume or revenue, number of white paper downloads, a job seeker should set up his/her own KPI for his/her own job search campaigning, such as number of searches or clicks on the resume, number of contact received, number of job interview or offer received, etc.



3. Keywords Generation

Some of many techniques that online marketing professionals use to build their keywords can be:


Generate keywords based on product or market niche, and target long tail keywords to improve ROAS.

Apply brand variations, misspellings, singulars, plurals, acronyms, and reference the search query report, glossaries and index of Keyword-focused publications to expend keyword pool.
Perform click path analysis to measure views assist—the contribution that a search phrase or display ads make  to the conversion of other ad or keyword-- by monitoring the click path from the first phrase that a searcher uses to the one that results in the conversion.

Use keyword generation tools such as wordtracker and select keywords with reference to their KEI.

Use Google keyword selection and overture keyword tools to estimate the possible traffic and ad position, wisely use broad, phrase, negative and embedded match for better conversion rate and use the question answered by the targeted ad to extend the keyword pool.

By apply the similar concept, a job seeker can generate the keyword pool for his/her job search campaign (which will be explained later) by using the technique such as:


Expand keywords pool based on unique personal quality and qualifications, job function and duties.

Use the combinations of different variation of job duties, position names, proposed locations, and use keywords tool such as Google or Overture keywords tool, keywords discovery, or Google zeitgeist to find out what the search phrase people tend use to inquire about the job you are looking for.

4. Ad creation
Some of many techniques that SEM professionals may use can be like:


Optimize ad title & description with targeted keywords, unique sales proposition and call to action to increase CTR.
Perform geo-targeting and local targeting campaigns to target both explicit (e.g. Orlando Pet shop) and implicit (e.g. chiropractor ) Local search.
Create ads to hit the target audience at an explicit level by niche keywords, and implicit level by targeted unique sales proposition.

Use geographical descriptors or unique terms based on product characteristics to screen out unqualified clicks and customize ad copy as the window of the landing page by creating ad title and description according to the headline, major product description and benefit on the landing page to increase the conversion rate.

By using the similar concept, a job searcher may consider applying the techniques as follows:


Optimize the title in his/her candidate profile on job related sites with targeted keywords generated in the keywords campaign.

Highlight unique technical skill, characteristics, or qualification on descriptions section, of his/her resume, and post resume on local or national job sites or both based on personal circumstance to increase resume exposure.

Use geographical descriptor (e.g. New York CPA) or unique terms according to the nature of the proposed job to screen out unqualified employers.

Customize the profile as the window of the resume (landing page) by creating the title of the profile as well as the description according to his/her achievement, unusual technical and interpersonal skill, and benefit he/she can bring to the potential employer on the online resume.

5. Web analytics and conversion tracking

Some of the techniques an SEM may use for web analysis and conversion tracking can be like:


Conduct A/B split or multivariate test to experiment different ad title different ad titles and offers by creating multiple ads in an ad group, and use GWO (Google Web Optimizer) to conduct multivariate test on to test various landing page element vibration combinations such as headline, offers to optimize CTR and conversion rate to increase the click value.

Use GA to monitor campaign performance by using traffic source report to identify traffic source such as direct traffic, referring site and various search engines to adjust both online and offline marketing strategy, placement-targeting strategy, and adjust marketing campaign on specific search engine accordingly, and use new vs. returning report to measure the volume of new and returning visitors to adjust marketing message or/and offer to new and returning visitor as necessary.
The job searcher can consider creating multiple profiles with different title and description to test how different keywords or focuses of qualification as well as call to action (e.g. Contact me for your customized SEM solution) can impact on the CTR of the profile on resume. He/she may also test different page elements (e.g. achievement, technical skills, etc) on the different resume to test how each resume variation can impact on the conversion rate, such as phone call, interviews or job offer.

The SEM techniques can be extended in more ways than you may think. Let me know if you come up with any new innovative ideas. Stay tuned as we dig further in Cognitive Search Marketing.


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