Buying Keywords? Target First!

Online shopping searches have exploded this holiday season, and keyword prices have risen accordingly. In such an environment, the scramble for keyword dominance sometimes overlooks the most important part of online advertising - relevancy. Throw all the money in the world at a high-priced keyword campaign, and it will be wasted if the content of the site is not relevant to the consumer. Achieving relevance-based targeting and delivering an ad that is likely to be of interest to the recepients, requires digging beyond eye-catching graphics. It requires solid copywriting that addresses the desires and needs of the market, and answers the ir questions before they ask them. Anything else, and you risk irrelevant information overload - and an irritated consumer. Put yourself in the position of the consumer. What are their concerns? How does your product or service solve those concerns? How does the consumer know they can trust you to deliver the goods? Anticipate questions like these and you'll be spending wisely and well!