In Part 2 of our 3-part series on landing pages, we explore the ways to test your landing pages so you can minimize your PPC campaign’s cost per action (CPA), further understand your audiences’ behavior, and have the data to make better online marketing decisions.
“You know what happens when you assume?”
When it comes to optimizing your pay per click (PPC) campaign’s landing pages, unverified assumptions can lead to missed potential in the form of lost conversions, vague brand identity, and a sub-par user experience. Continue reading →
One of the biggest challenges for online marketers today is converting those search clicks into real leads and conversions. In recent years, search advertisers have attempted to tackle this challenge by working further into the consumer buying experience. Traditional search advertising typically reaches customers in the “awareness stage.” However, retargeting allows marketers to reach consumers also at the acquisition and consideration stages.
Retargeting is becoming an increasingly popular way to supplement search advertising campaigns because it targets audiences based on searches they conduct on one website, and brings that data into account when they visit other websites, displaying your company’s ad (usually in the form of a banner ad placement), even after the consumer has left the search results page. Continue reading →
Are your users sticking around? That’s how you know if you have a “sticky” website. It’s the opposite of a bounce (somebody who visits your site and leaves right away), typically measured as average time on site. When people don’t want to leave (and their average time on site increases), you know you’ve got a sticky site. If you can keep people around longer, they’ll be more likely to see your marketing messages, click through to different pages, and perhaps even purchase your product. If you’ve got PPC advertising running, they may be more likely to click. There are plenty of great reasons for building a stickier website, especially when you’re attempting to monetize your website. Here are 6 ways you can get started:
Obey the 5 second rule.
Your website only has a few seconds to make an impression on a user before they bounce. If you want to keep visitors around, make sure the quick snap impression they get is a good one. Professional website design, logical (and not obnoxious!) banner ad placement, and a great header can help people stay longer. If your design looks awful or outdated, people will assume that your site isn’t worth reading – and they’ll leave. Remember, users can be impatient and don’t want to spend tons of time looking for information. You need to ensure that your design is both functional and good-looking. Beautiful design that looks professional can keep people on your site and interested past that “first impression” stage. Continue reading →
Crafting the perfect search PPC campaign requires initial research, understanding what your customers want, using effective techniques, testing, optimizing, and measuring. The process may seem overwhelming, but a strong marketer will have a system in place to build, execute, and optimize PPC ads that produce strong ROI. Creating effective ads isn’t an exact science, and new techniques may make the current ideas null tomorrow. The world of Internet advertising is constantly evolving; an effective ad today might not be worth anything next month. Here are some important PPC best practices that will help you stay abreast of the latest changes and strategies when it comes to creating a successful PPC campaign. Continue reading →
We can’t believe that fall is already upon us, but we’re excited to head over to Boston for the 2011 Shop.org Annual Summit next week! If you’re attending, make sure to stop by the Advertise.com booth #308 to chat! We would love to discuss how Advertise.com can help retailers battle shopping cart abandonment and improve their PPC campaigns, all in time for the holidays. Whether you’ve heard of our Remarketing platform or not, we would love to show you how it works and provide tips about how to get visitors who have left your site to come back and make a purchase. The time is right to make abandoned shopping carts a thing of the past!
Where did January go? The post-holiday crazy-busy period has deposited us in almost-February. If you haven’t yet, it’s time to get serious and think about goals for your pay-per-click campaigns this year.
Focus on coverage to gain more clicks. This can be tough for most business owners to undertand. Logic would tell you that the higher your ad is displayed, the more clicks (and conversions) you are likely to receive. In some cases, this is true. However, if you are a new marketer (particularly in a highly competitive online market), you may want to lower your keyword bids so that your ads display is less competive positions (say spots 4-7). This allows your ad to show more often (which means more opportunities to drive clicks) for relevant keyword searches than it would if you were going head-to-head with the established advertisers in the top 3 ad positions.
If you’re not using custom landing pages, you could be missing out. Custom landing pages help your PPC traffic convert, thereby helping improve keyword quality score while lowering the cost-per-click (CPC) of your campaign.
You don’t need to make a formal resolution out of spiffing up your PPC campaigns – no, the time for resolutions is past, my friends. All we’re saying is that you’ll feel better if you pay them extra attention when you can. It will pay off.