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Promotions and Specials
Very similar to Free Shipping. If you have one, mention it, but be clear. "10% off $100", "Buy 2 get 1 free". Keep you average order value in mind.
Leverage your Brand
If your company has some brand recognition, use it. "Official JoeWidget Site". This can work especially well if other people are permitted to resell your products and are bidding on you brand terms as well, which brings me too other part of leveraging your brand: don't let other people use it. If you're a manufacturer and sell wholesale, then resellers have right to use your brand. But if your name is JoeWidget, and no one else is permitted to sell JoeWidget widgets, use that to your advantage and make sure no one else is using your name. Both Google and Yahoo Search Marketing will take down trademark infringers if you inform them it's going on.
Above all, don't try to trick consumer. Don't bring them in on a false message or do old bait and switch. Give consumer an honest message, fulfill their expectations, and they'll remember that next time they're shopping and they see your ad again.
Dave is a full-time Search Engine Marketing Manager. He also runs SyteSurge, a web site dedicated to search engine optimization and search engine marketing.
Dave is a full-time Search Engine Marketing Manager. He also runs SyteSurge, a web site dedicated to search engine optimization and search engine marketing. He also recently launched Free Article Headquarters, a resource for free content for web sites, ezines, newlettersm and emails.