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"NOTE: I'm not posting verbatim. It's in the first person because it's easier for me to write that way ;)Speaker: Dale Hursh (Smart Search Marketing)\nPosition: CEO\nModerator: Inway NiThe main group breaks into 2 focus groups: the Fundamentals Track and the Advanced Track. I stayed to watch the Advanced topics initially.Why do we need to convert?\nget the ROI.\ncompetitors are getting valuable marketing data, so should you.\nOnline marketing campaigns need to have continuity.Keyword   &gt;   Ad   &gt;   Landing page\n**Your keyword should be present in the ad and in the landing pages\n**Example: [database software] \u2013 your ad should have \u201Cdatabase software\u201D \u2013 your landing page should have database software content.\nYour ad copy needs to be relevant, compelling and qualifying:\nUse your unique selling proposition\nCompelling - it should engage the user\nQualifying \u2013 you copy should deliver a clear enough message to those who aren't qualified (don't click here); no use selling million dollar software to those without a million dollar budget\nAd copy should answer the \"what\u2019s in it for me\" question\nLanding pages are your virtual salespeople. They should be be deliberately optimized to funnel users to your preferred conversion path. When designing landing pages take these into consideration:\nEveryone on the web has attention deficit disorder (ADD) - if you can't catch their attention quickly, they\u2019re gone.\nAssume the lowest common denominator \u2013 hold their hand (instead of \u201Cclick here\u201D, use \u201Cclick here to buy now\u201D, this makes more for not too sophisticated searchers)\nBasics of compelling landing pages:\nAlignment with search the better\nConspicuous call to action with trigger (preferably above the fold)\nPay attention to eye tracking stats\nUse pictures (sites with pictures have better conversion rates)\nTestimonials \u2013 for companies with less developed brands, testimonials help a lot.\nSample call to actions:\nClick here to buy the product now.\nClick here to download a free copy of the software for evaluation.\nClick here to sign up our email list and we\u2019ll send you updates."^^<http://www.w3.org/2001/XMLSchema#string>
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