Every marketing campaign consists of three factors:
- The market: In the case of your AdWords landing page, the market is initially determined by the keyword and then funneled through your ad.
- The creative: This is everything you show your market to get them to accept your offer text, graphics, audio, video, and so on.
- The offer: This is the bait, the thing they really want.
Marketers like to spend a lot of time massaging the creative part, because it’s fun and because it’s the part over which they have the most control. But the success of your campaigns will depend (95% of it, anyway) on one thing: how well the offer matches the market. In other words, is this bait something they want or not?
In dating, someone gives you their phone number for one reason only: they’re hoping you give them a call some time. Your job is to become so appealing that your prospects actually want to hear from you again. They look forward to your e-mails. They get value (and perhaps entertainment) from every point of contact.
You already know what your AdWords traffic wants, because they told you by clicking your ad. You can use the ad to split-test features of your offer (free report, e-mail course, PDF delivered by e-mail, fax, small lead-lined box flown to your door by 72 carrier pigeons, whatever).
