When revenue dollars dip or seem to slow, it is natural to review tactics with a closer eye. One way to stay competitive is target specific and trending keywords. Everyone is looking for a good value and the best way to stretch their dollars, but this is especially true in the last twelve months. Here are a few tips from Google Adwords Tactics you can apply to several areas of web marketing.

Use Value related keywords: Review your keyword list and top phrases driving traffic to your site. Google Trends clearly shows a trend for the word Coupon in  rising trend for the past twelve months. Can you incorporate price and discount related words? Add discount, savings, coupon, sale to phrases when relevant. Make sure to incorporate negative keywords such as –free to prevent paying for irrelevant clicks or bringing unwanted traffic. Use a Search Based Keyword Tool to both expand and target your list.

Low prices and savings in Display Ads: Customers both new and repeat are looking for values. Let them know about a sale, bundle pricing or a special promotional code. This text can be used in Display Ads and should be reinforced with the same message on the landing page. Can you promote a Sale, offer a bundle or discount for 10% off your web order? From Forrester research in late 2008, half of consumers believe they find the best deals online. Take advantage and market to the savvy shopper.

Market to existing clients: Let people know you have a new offer. Send an email to your house list with the latest coupon or discount code. Examples may include“Mention this email and receive 10% off your entire purchase” or “Print this coupon.” Include a discount code or free shipping if your ecommerce cart provides that option. Create your newsletter with text and graphics incorporating your special offer and keywords. Look at your email list and segment them based on what offer or target goal you are trying to achieve. It may be different offers resonant with different groups. Now, post that same newsletter as an article or page on your website to build traffic and attract additional readers.  Please make sure you have permission to send your email so you will not be flagged as SPAM. Watching your web analytics program, track visitors after sending an email to help measure success of your different target markets. Focus your efforts on the high-performing groups and consider allocating resources accordingly.

Jonti Bolles

For more information about this article or Web Marketing, please contact our Search Engine Marketing Team or Business Development Team at Schipul – The Web Marketing Company.