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FutureNow Article
Monday, May. 15, 2006

Are You Ignoring Eager Customers?

May 15th, 2006

Create driving points that reflect the intention of the customers’ questions

It’s fairly easy to sell online to folks who know exactly what they want. They’re eventually able to find what they’re looking for and seem willing to stumble over a road block or two to complete the deal. Word is these visitors convert well.Trouble is, these folks are only a small part of your audience. Far more of your potential customers are much earlier in their buying decision process. They…

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FutureNow Article
Saturday, Apr. 15, 2006

Montreal What Where Huh?

April 15th, 2006

In keywords searches, your customers identify the scent trail they want to follow – it’s up to you not to blow it off

Let’s say you live in Montreal, and you’re desperate to move up a rung or two on the apartment ladder. You open your search engine and type in some words that reflect what you hope to accomplish. Something like “rent montreal apartment.”That’s just what my friend Melissa Burdon, a Conversion Analyst with Future Now, Inc., did. In under…

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FutureNow Article
Friday, Apr. 1, 2005

The Bottom-Line Value of Unique Numbers

April 1st, 2005

Using unique “contact us” telephone numbers can help you track the impact of your multichannel efforts

Editing a book is a tough job. What goes in? What must you force yourself to leave out? Our new book on the ins and outs of conversion incorporates numerous conversion tips from specialists in the industry. Interspersed through the text, these little gems reinforce the “conversion perspective” and give you solid, actionable information as well as food for thought.

Unfortunately, some of those conversion tip contributions…

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FutureNow Article
Wednesday, Sep. 1, 2004

What Does That Direct Navigation Statistic Mean?

September 1st, 2004

What does it mean that a large percent of users get to a Web site by direct navigation?

Here’s some food for thought.

You’re reading an article, and you come across this information nugget: A really big percentage of folks (60-some-odd-percent depending on the source) get to a Web site by direct navigation. That means they typed the Web address directly into their browser or they clicked on a favorite.

If you’re like most folks out there, still looking forward to your Web…

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FutureNow Article
Thursday, Jul. 1, 2004

In Search of a Bat

July 1st, 2004

Join me as we play the cyber-field in search of a baseball bat

You sell baseball bats. I need one for a 14-year-old entering high school. I believe the right tool can help make or break the experience, so I want to give my friend something that will be an asset. Trouble is, I don’t know the first thing about bats. And they aren’t exactly cheap!

So I’m sitting in front of a screenful of Google search results. I’m eager and ready…

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FutureNow Article
Tuesday, Jun. 15, 2004

Are You Using the Words Your Customers Are Using?

June 15th, 2004

Understanding the keywords and trigger words your customers would use is essential to your ability to persuade

Numbers and words, numbers and words. Imagine Jiminy Cricket on your shoulder whispering that in your ear. Or, if you’re not keen on crickets, imagine the Dallas Cheerleaders waving their pom poms as they chant that mantra over and over.

Why? Because as we say around here, numbers and words are pretty much the Alpha and Omega of ebusiness. What’s it all about, Alfie? You…

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FutureNow Article
Saturday, May. 15, 2004

Missed Opportunities?

May 15th, 2004

To improve conversion, make sure your landing pages deliver on their pre-click promise

Having landing pages on the brain (like you do), I was swapping grumps with my friend and colleague, Brad Powers of NextResponse, a marketing delivery and analytics company.

One of the most obvious ways to channel your visitors successfully into the persuasive architecture of your site is to understand and acknowledge the nuances of your traffic (you can get our latest white paper on Persuasion Architecture in pdf-format). Where did…

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FutureNow Article
Thursday, Apr. 1, 2004

Landing Pages: Catch Me, If You Can

April 1st, 2004

Understanding the role of a landing page helps you create a stronger conversion process

Folks have made a habit of emphasizing the home page of your Web site as the Sacred Portal through which your visitors enter the cyber-structure of your business. As if all other avenues of entry were blocked, and the process could only start at Square One.

Yeah, right. Everyone knows the process can start at any square that is readable by the search engines. And you can directly…

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FutureNow Article
Monday, Mar. 15, 2004

Teasing Search Engine Advertising from the Soup

March 15th, 2004

Ways to improve the effectiveness of your pay-per-click advertising programs

Alphabet soup is on the menu today, except I’m going to ask you to search among the floating pasta for these letters: S, E, A, O and M. Grab three Ss and three Es while you’re at it. The rest you can eat … and while you are slurping away, I’ll talk about some search engine stuff that is terribly important to how you manage your online marketing efforts.

Eating alongside me…

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FutureNow Article
Monday, Mar. 1, 2004

The Many Faces of Value

March 1st, 2004

Toward an understanding of value that will reinforce your persuasive process.

Folks have made a habit of emphasizing the home page of your Web site as the Sacred Portal through which your visitors enter the cyber-structure of your business. As if all other avenues of entry were blocked, and the process could only start at Square One.

Yeah, right. Everyone knows the process can start at any square that is readable by the search engines. And you can directly influence the starting…

...continue to read "The Many Faces of Value"

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