Search engine marketing (SEM) is a rapidly changing field rife with opportunities, but it takes expertise and experience to run optimal interactive advertising campaigns. When engaging in digital advertising, such as paid search, display media, social media advertising and remarketing, it's extremely important that your efforts are backed by knowledge and strategy. Here, our SEM experts provide the tips and information you can use to improve your campaigns, and your ROI. To stay up to date on our search engine marketing blog, subscribe to our feed.
“In online marketing, a landing page is a specific web page that a visitor ultimately reaches after clicking an advertisement. The efficiency or quality of the landing page can be measured by the conversion rate (CR) of visitors into actions.”
Upon clicking your ad, the objective is to have the visitor do something or what people refer to as a “call to action”. If the visitor takes the desired action, you just had a conversion.
The landing page has to be sticky enough to convince a visitor to stay and fill the contact form or act according to what the advertiser wants. Seize the moment!
Remember the back button exists and it’s always a possibility for them to go back and click on another result.
Everything has to make sense. In other words, the landing page should match both the keyword typed in as well as the creative copy in the ad.
An important factor to consider is that people have a tendency to skim through a page without reading it in its entirety, so the call to action has to be obvious and clearly within exact parameters of what the searcher is looking for.
Don’t allow any distractions! Distractions kill conversions. Landing pages that are too busy or contain too much information may cause a distraction and get the visitor to think about something else.
Your efforts placed in pay-per-click are as good as the conversions achieved. So, your landing page is a critical component of your success.
Turn your visitors to conversions and have a happy landing!
What’s more important? Looking good, or being healthy? Though some would probably say “looking good” without any hesitation, I think we can all agree that if we were honest with ourselves, we would admit that health is just a tad more important than beauty. But what people rarely stop to think about is this: If you focus on getting healthy by eating right and exercising, you’ll end up improving your looks. The latter is a by-product of the former. However, the opposite is not always true. If you start with the wrong priority, focusing on looks rather than health, then you might feel pressured to take short cuts that actually compromise your well-being. In other words, objective is everything. If you aren’t doing it for the right reason, you’re less likely to do it the right way.
Makes sense, doesn’t it? The same is true with the linking strategies we employ for Search Engine Optimization. Take a moment to stop and think about why you’re doing it in the first place. What is your primary objective? Is your end goal to improve your search rankings? Or is it to increase the amount of qualified traffic your site receives? Is it the rankings that matter more? Or is it the conversions that follow them? The answer should be obvious: Conversions are what count; high search rankings are just another means of getting them.
If you really think about it, links are not important because they improve your natural rankings; they’re important because they drive qualified traffic to your site. Try to forget about search engine optimization for a moment, and start thinking about what’s best for your business. If your goal is to increase conversions, then one of the first steps you take should involve building up a network of links with popular sites and directories thematically related to yours. By doing so, you’ll kill two birds with one stone. Not only will your conversions increase, but so will your natural search rankings.
If, on the other hand, high search rankings are all you can think about, then you’ll probably make some bad linking decisions. You’ll chase after links for the sake of having links, forgetting why the engines value them in the first place. But the engines are smarter than they used to be. They know what’s best for your business. The question is: Do you?
When I start new campaigns for clients and perform the keyword analysis for a specific web site, I often get the common question: How many keywords should I use? Selecting a large quantity of keywords may result in more impressions, but if the keywords don’t accurately describe what the company offers, they may be doing more harm than good. One example would be a consulting firm that helps businesses to improve their performance. The word “improve business performance” appears on the site many times and is very relevant to what the firm offers. This keyword may get a lot of clicks but the question is whether searchers are really looking to improve their business performance with a firm. It’s possible that they may be looking to read about it or benchmark for their business, or they could be looking for free ideas and articles; not necessarily willing to pay a firm to help them. As an advertiser, put yourself in the place of the person that needs your service. What would you type in a search engine in order to find a business consulting firm?
You’d probably type “business consulting firms” or even “business consultant”. In order to build a successful campaign, think about keywords that will generate leads and convert to sales. Ultimately, you should consider the goals of your site. If your website is e-commerce driven, choosing a large quantity of keywords may increase impressions but doesn’t necessarily equate to generating conversions. Therefore the focus should be on quality keywords. If however, the purpose of your website is to provide information, then the more impressions the better.