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April 20, 2006


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Timothy Li

thank you for making the concept so clear.

When I first read Seth's post about this topic I couldn't immediate interpret what the problem was and how to go about solving it.

rick gregory

Even worse, some places do this on specialized engines like winesearcher.com - here you are, looking for a particular wine... you click on a link showing that wine and... get the home page. Sigh...

Another point here, BTW, is that a winery should have a clear purpose for bidding on words in Adwords or any other PPC network. Is this for branding? To sell a given wine? To get someone to signup for a mailing list? Any of those are fine objectives, but they all dictate different bidding strategies.

And never forget to ask yourself how you will measure success. If you're directing someone to a landing page that sells, ROI is easy... what did you spend on PPC ads to get people there and how much wine did you sell? But what about mailing list signups? Do you know the value of a mailing list subscriber?

Without clear business objectives, spending money on Adwords is a waste of marketing. With them, it can be a powerful tool, esp if you take the time to dig into the various options Google, Yahoo and (soon) MSN give you for targeting your ads.

Tony Wright

This type of thing is what I do for a living and while this is a basic concept, it's one of the fundamentals of marketing on the Web. I've been doing search engine marketing for more than 7 years, and I'm somewhat of a wine person, so when I saw this post on Seth's blog, I had to comment. So basic, yet so hard for companies to grasp. I'd love to do some work for vinyards. I think I could really help some out. Thanks for the great post.

Tony Wright

Michael @ SEOG

It is a point about branding but why would it hurt branding to have a focused appeal to the consumer? I work for an insurance and financial services company as an SEM manager and we try our best to directly appeal to the search phrase that customers come on. If the customer searches for the phrase, sees an appeal for that phrase in the ad, and then see that phrase and a message apppealing to them when they land -- thats what helps people to stick and take an action.

Every study says that people judge a website in under a second -- so why not do whatever you can to draw their attention in a little more?

Michael @ SEOG.net

Paul Mabray

Great pointer - SEM or SMO seem to not be leveraged properly for our industry. As the largest e-commerce company in the industry, we try to help our wineries UNDERSTAND the purpose of buying keywords. It is an idea that is very alien to them and I look forward to seeing more of your blog to guide them.

John Richardson

Keywords are so important to online marketing. That all important landing page is your only tool for keeping visitors after they have clicked your link... make it count.

Susan Abbott

Oh my gawd. Guilty as charged. Along with nearly everyone else, at least. Great insight, thanks!

Richard Howard


Thanks for the tip! I'm always trying to improve the Google PPC campaign for my Telecoms Site http://www.Phonenumbers4u.co.uk and find these little tips along with Perry Marshall's tips invaluable. Thanks again mate.

Kind Regards


I have loved your site for its useful and funny content and simple design.

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