April 20, 2016
While user engagement is not a traditional PPC goal, there are strategies and optimizations that you can take to drive engaged visitors to your site. There is a common misconception of “If I get tons of traffic from my ads, some of them will convert to sales.” This is not necessarily true; any good businessperson knows they should focus on profit, not revenues. If you want to increase user engagement for PPC traffic, follow these tips:
Use correct keywords
One of the best ways to increase click-through-rates is to avoid broad-match keywords. Target all the keywords that are relevant to your content. While it may seem advantageous to use broad keywords such as ‘insurance’ and ‘auto insurance,’ they are very competitive. You should focus on exact-match keywords and local keywords. For instance, if you are based in Miami, you should use keywords like ‘insurance Miami’ and ‘auto insurance Miami.’ If your landing page is interesting, it creates a call-to-action that can lead to better user engagement. By focusing on exact keywords, your clicks might decrease but your overall CTR and conversions will go up.
Specific, targeted ads
Your ads need to be specific because the text in your ads is the first thing that people see. If a user searches for ‘car insurance Miami,’ he/she expects to see ads with ‘Miami’ in them, otherwise they will skip over them. If a company is advertising its great service and low rates, it might not get many CTRs. In today’s world, most people expect these things when shopping for insurance. Although it is a good marketing technique, it will not yield the desired results.
Do not use your homepage as the landing page
Do not link your advertisements to your website’s homepage. Even if you have optimized your ad, as soon as visitors land on your homepage, they will not know what to do. When they land on homepages that they have to navigate to find relevant information, user engagement will suffer. You should create specific landing pages that have calls-to-action; this will increase user engagement and viewing time. For instance, if a customer clicks on your optimized ad for auto insurance rates in Miami, the landing page should allow him/her to compare the local rates.
Whatever you advertise, the landing page should deliver it. If you let your visitors find the relevant information for themselves, you will not get any meaningful CTRs.
Enrich onsite content
So far, you have learned the tips for optimizing ad campaigns and generating visitors. However, you need to take it a step further if you want to increase user engagement. Now that you have grabbed the visitor’s attention, you should encourage his engagement and give him a reason to stick around. Although the tactics for driving user engagement vary depending on your products, the concept stays the same. You need to give the potential customer a reason to switch from a visitor to a customer.
New versus returning visitors
You need to gauge the difference of performance between new and returning visitors. To do it right, create a list of new and returning visitors. The next step involves writing different ad copies for both of the campaigns. Send the new users general copy that focuses on features and benefits. For returning users, use ads with a more technical language and features. Since returning users have already been to the site, they will understand the difficult language. Changing the ad copy greatly improves the engagement metrics. Although it isn’t for everyone, this is worth looking into.
Once you know how to increase user engagement for PPC traffic, you should be able to increase your conversions too. This will increase your business profits.
Martin Brown is a senior marketing executive at Top App Creators, a comprehensive listing service that acts as a platform for app development companies to showcase their services to prospective clients. You can follow his company on Facebook.