I`m listening to an online seminar from Marketing Profs
that features 2 guys from Google.
I`d link to it if I could figure out how, but I think they only offered this to people on their mailing list so it`s not on their site. (So get on their mailing list!)
Some good points from Mark Martel, Marketing Manager at Google:
Focus on the customer.
- Content first. Distribution and advertising second. Content is king! "Avoid optimizing solely around ad ranking, CPC, or CTR. Google also ranks ad placement according to the quality of your landing page! So give your landing page some thought before you just toss it up!!!
- Speak your customers language - be relevant, then differentiate. Use a funnel and general categories to find people, not very specific key words to start.
- Consider the cost of hiding the best content behind registration walls. He says to really consider what you are losing by putting up squeeze pages instead of real content.
- Stick to user-friendly ad formats - don`t demand too much attention with your ads. He is very against those fly-overs, pop-ups, pop-downs, long flash ads with a story, and anything that automatically starts talking and "leaves [him] scrambling for the mute button so [he] doesn`t disturb cube mates."
I`m going to listen to this a second time later on and post more of these tips to my blog.