As anyone involved in web marketing is well aware, Google’s ever-evolving search algorithms can spell trouble for ecommerce and lead generation programs that depend on organic search as their sole means of acquiring new business. On the other hand, paid search allows businesses to give a boost to their bottom line in a highly controllable fashion, and when executed properly can produce results much more rapidly than SEO.
When combining the previously mentioned factors with increasing online sales, it’s really no surprise that online businesses are looking to optimize their pay-per-click settings as means of growing their business. The importance of ad copy, bid management, keyword modeling, campaign setup, and strategy is increasing at a parallel with the increase of consumers tendencies to shop online for the products and services that they are looking for. Not to be overlooked, what happens after the paid ad click is equally as vital as any pre-click optimization.
Focus on Demand Generation With Your Ad Copy & Don’t Let the Visitor Down
While it isn’t terribly difficult to adjust a paid search ad to reflect a new product or service, be careful not to make a common error of many online businesses of not living up to the hype that their copy creates. To make a long story short, simply make sure that the exact message of the ad that your visitor clicked through is also found on the landing page of the ad. You can also live up to the hype by using frequent search terms on your landing pages. This makes your visitors more comfortable and confirms to them that they are in the right place when they see the phrase they used in their web search.
Simplify Your PPC Ad Landing Pages
When web surfers search for a very specifc product or service, it’s much more likely that they are further in towards the bottom of the sales funnel than those searching for a broader term. Focus by simplifying ad landing pages and removing navigation options and content that doesn’t nurture the visitor’s intent. Here are a couple steps to help you with this process:
- To avoid visitor distraction, consider removing and/or de-emphasizing navigation choices that aren’t necessary to achieve the desired conversion.
- Display the most relevant user options above the page fold.
- Give the visitor relevant information only that directs them to a clear and concise call-to–action.
Re-targeting Campaigns Can Keep You Top of Mind
Your opportunity to convert a visitor nto a customer doesn’t have to end when the visitor leaves your website. To increase the chances of that visitor returning to convert, implement retargeting campaigns with targeted ad and banner copy.
Re-targeting allows you to tag visitors to your website and advertise to them through Google’s Advertising Network as they browse other sites on the Internet. Many online retailers utilize re-targeting simply by creating ads that showcase their brands or basic promotions. Shoppers see these ads as they browse other sites on the Internet. Unfortunately, these ads often do not motivate them to return to the retailer’s site and buy immediately. That time sensitive offer may increase the shopper’s motivation to buy quickly.
Don’t Forget About Mobile PPC
As we are all aware, consumers are more frequently using their mobile devices, such as smartphones and tablets, to search the web and purchase goods and service from the palm of their hand. Be sure to verify your analytics to find the percentage of your visitors who are using their mobile device to find you. If you find that there is an abundance of consumers visiting via mobile, it’s time to think about optimizing your design and navigation for mobile, or to create a mobile application which can make more sense in some cases. Separate your mobile paid search initiatives from your traditional search campaigns. This will ensure that mobile visitors are only being shown the mobile versions of your ads and your website. I also recommend that you give mobile campaigns a separate budget.
By optimizing your PPC campaigns before and after the click, you will be able to spend more for lead generation and generate a higher ROI, which will in-turn help you to increase your revenue and profits more quickly. Don’t make the mistake of focusing only on pre-click factors. Your paid search initiatives should address both the pre-click, and post-click factors to effectively capitalize on the many benefits of search engine marketing.