Ways to improve the conversion of Pay-Per-Click advertising

There are two main parts of a PPC campaign, the advertisement and the landing page. The advertisement is the text ad that appears above or to the right of the search engine's organic results. The landing page is the webpage that a visitor arrives at after clicking on an advertisement. To help increase conversions, there are several things that can be tweaked in both parts of a PPC campaign.

The Text Ad

Research your competition. Make sure you look at and compare the ad text of your competitors, and make your ad text stand out from the rest.

Don't stuff your campaigns. Divide up your keywords into groups across multiple campaigns. This will help you create more relevant ad text for each group of keywords.

Target your ad. Some of the PPC search engines allow you to geo target your ads. If you can, make sure that your ad is targeted to the geographical regions that your product or service can serve.

The Landing Page

Make it relevant. Create at least one landing page for each group of keywords. The beauty of PPC advertisements is that you know what keyword a visitor is coming from so you can target them better and make the landing page relevant to the keyword they used.

Appeal to the visitor. Use text and images that talk to the visitor. Try to describe a problem they can relate to that your product or service can help them solve.

Don't forget a call to action. It is important to provide a clear call to action. This can be a whitepaper download, a request for more information, or even an easy way for them to get in touch with you.

All these things are important to improving the conversion rates of your campaigns. If you improve your ad text more visitors will find your ad relevant, click on it and come to your website. If you improve your landing pages, by targeting visitors based on the keyword they used, they will be more compelled to take action. These are just a few basic methods that are many times overlooked when a PPC campaign is initiated. As a campaign is continued and more data is collected, more advanced techniques can be used to further increase conversions.

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