May 5, 2010
While it is important to get your PPC ad seen and even more important to get visitors to click on your ad, those aims pale in comparison with your conversion rate. There are simple tricks that can be used to optimize your pay per click advertising efforts, but they are tricks that are often overlooked.
Running a PPC campaign can be an overwhelming task. There are so many things to do, that the details are often overlooked until it is too late. Here are a few tricks to help increase your conversion rate and optimize your pay per click advertising efforts.
1. Make Getting Conversions Easy
If you make your visitors take a multitude of steps in order to make a purchase, then it is more likely that your customers will get discouraged. While this may not be a problem if you are using pay per click advertising for list-building purposes, it is often a killer in regards to making a sale.
One of the easiest ways to increase your conversion rate (even when list-building) is to only collect the information that is absolutely necessary. Studies have shown that the best converting pages require customers to only enter an email address.
While it is nice to get someone’s name, address, phone number, etc it really isn’t critical information to have. If it is necessary, consider obtaining this information after you have already secured their email address.
2. Focus Your Landing Page
Once you decide what the goal of your landing page is, make sure that you do not distract viewers from it. Many people choose to simply use a page from their website as their landing page. Unfortunately, these pages often contain a jumble of additional ads, unrelated content, and links to other web pages. All of these things can either distract or overwhelm visitors, both of which lead to the customer leaving. It is essential to keep your landing pages as simple and succinct as possible to optimize your pay per click advertising efforts.
3. Include Critical Information in Your Ad Copy
Everyone knows that pay per click advertising is advantageous because it can drive highly targeted traffic to your landing page.
However, many people may still click on your ad that are not part of your target audience. This is because your ad copy does not include the right information.
For example, if you are selling a product that is similar or the same as your competitors, then the price is important to include in your ad copy. Many customers base their purchasing decision on price and if your product is out of their price range, there is no reason for them to click on your ad. By including the price in your ad, you can automatically filter out people who would not purchase your product anyways.
Pay per click advertising can be one of the most profitable and lucrative online advertising methods available. However, if steps are not taken to optimize every step of the sales process, money and opportunities will be lost and expenses will climb.
The more you can do to ensure that you target is highly optimized and that you landing page has the ability to create a maximum conversion rate, the more successful your pay per click advertising ventures will be.
David Hurley is the online marketing director of Website-Traffic-Hog.com, an innovative manual traffic exchange. Not only do they deliver great quality traffic but you will earn PPC Advertising and Safelist Mailings just by surfing! Go to Website-Traffic-Hog.com for full details and FREE membership.