Pay-Per-Click Campaign Success Depends on Your Website
The success of your PPC campaign is tied to your visitor’s on-site experience
Great, you got them to click on your ad! But now what? You have only won half the battle. It is all up to your website now. The page your ad takes them to, the information that you present them with, and the ease of use of your site all play important roles in the success of your pay-per-click ad. If your website isn’t user friendly or what the visitor thought they were going to get, your PPC campaign will just be a waste of money.
Go for Literal with Landing Pages and Show Them What They Clicked On
Few things are more frustrating than clicking on something you have been searching for, only to be shown something completely different. Showing your potential clients or customers something unrelated to the ad they clicked on will almost guarantee that they will be clicking the back button next. The landing page of your ad needs to be relevant to what your ad advertised. If your ad showed a pair of pants that you sell, the landing page needs to be the product description page where they can buy those pants. If your ad advertises ways to improve your golf game, then the landing page needs to have information about improving your golf game. If you show site visitors what they came to see, you have a pretty good chance of keeping them or your site.
Present a Credible Site
We have all been on one of those sites that just look fishy and unreliable. Don’t let your website end up being grouped with them. Once a visitor is brought in with an ad, you need to make sure that the landing page and your website look credible. The design should be clean, clear and professional. Your content should be focused and your website needs to be easy to navigate. You also need to make sure that your contact information and business address are easily found on your website. If those aren’t present, visitors will label your business as suspicious. Reviews and ratings also help prove that you are a real and trustworthy company.
Landing Page Optimization and Design
Once a site visitor lands on your landing page, the ball is in your court. You need to make sure that your landing page is relevant, interesting and will make them want to buy from or contact you. Your landing page should have a keyword rich headline that directly relates to your ad. Your page should also have interesting content that is on topic. Your website visitor should be able to scan through the page and find the information that they are looking for easily. Including links to your other pages that may be relevant to the visitor can also help keep them engaged and on your site. Most importantly, you need a strong call to action that is prominent on the landing page.
Call to Action
If you paid money for an ad to bring visitors to your webpage, you most likely want them to do something. The only way to get them to do that is to tell them what they need to do. “Add to cart” or “contact us” buttons are just a few of many different types of calls to action. Your landing page needs to include at least one of those to let the website visitor know the next step that they need to take.
Clarity Can Help
At Clarity, we understand how essential marketing campaigns can be to your eCommerce business. Our team includes experienced marketing and SEO consultants who have helped numerous clients develop and track their pay-per-click campaigns. Our consultants are not only there to help you optimize your ads, they are there to make sure that the ads are delivering your business a great return on investment. To find out more about how our team can help improve your marketing campaigns, call or click to contact us today!