I enjoyed the opportunity to speak on a panel at the Shop.org Marketing Workshop earlier this week about "customer-centric search marketing."
Moderated by Alan Dick of Vintage Tub and Bath, the panel consisted of Rebecca Kelley of SEOmoz, Ken Jurina of Epiar, Todd Friesen of Visible Technologies, and myself.
My argument was that providing the searcher what he or she really really wants often also gets the retailer what they really really want: more sales.
Here's a pdf of my slides -- Customer Centric Paid Search.
I also recorded my presentation afterwards. Here is is, in two parts.
What A Searcher Really Really Wants
From Your Paid Search Ad
- I want to type 2, 3 or 4 words into Google
- I want to use my own words, not yours
- I want you to handle my typos and misspells
- I want to find your ad on page 1, above fold
- I want ad copy which helps me choose
- I want ad copy which is honest
- I want a landing page which loads quickly
- I want a landing page which lets me do what I want to do me as quickly as possible