Google, Yahoo, Bing and the Rubik’s Cube: How are they similar?

 How do Google, Yahoo, Bing and the Rubik’s Cube end up in the same sentence?

If we want our internet businesses to succeed, there are three essential elements that we have to master. We need: 1) High quality traffic 2) A well written persuasive offer and 3) to be able to market  i.e. know how to connect traffic to our offer!

What many marketers often neglect to realize is that pay per click advertizing is made up of many inter relating parts that work together as a system. All systems have a purpose and the purpose of paid search marketing is to generate sales.

It is not enough to load keywords into a campaign, write a killer ad, put together a great landing page…load it all into Google, Yahoo or Bing, and expect magic.

The pay per click system contains the following elements:

1)      Keywords

2)      Ad Copy

3)      Landing Page

4)      Position

5)      Structure

We must do thorough keyword research and try to target a particular niche (preferably one where our prospects have enough money to purchase our products). The Keywords must then tie in to the ad copy in our ads. The all important “relevance” issue! A key point to remember here is, “the keyword is the question, and the ad copy is the answer.”

Similarly, whatever is promised in the ad, must be quickly delivered on the landing page.

Once we have loaded everything, we must now watch our statistics carefully taking note of our performing keywords so as to build on them and deleting all non performing ones.

Position is everything! If you are not at the top of the page (i.e. T1-T3 position) in the search engines, you will only pick up the scraps from the table of the feast that is being had by the marketers in those key spots.

The other vital component in all of this is the structure. How are you putting it all together? Google must be able to understand what you are all about. This is about creating themes, meaning and context in your campaigns.

All of these aspects of the system are woven together like fine fabric.

I recently heard the pay per click system compared to the Rubik’s cube. I thought it was a brilliant analogy, as if we attempt to make any one side of the Rubik’s cube the same color, and are even successful, the rest of the cube will be a mess.

All functions work together to form a working and successful system!