Articles in the Techniques & Strategies Category

Learn how to improve your digital marketing campaigns, drive more traffic to your website and increase conversions with favorite techniques and strategies of our SEM professionals. Create targeted ads, find your core audience, improve conversions and drive up ROI. Let our SEM experts show you how.

June 1 2009

The Importance of a Relevant Landing Page

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Establishing unique and well-focused branding or keyword groupings is critical for your SEM efforts when you have a branding initiative or new product line you’d like to successfully promote with a pay per click campaign.

Once you’ve determined the campaign’s initial keywords, you need to consider where you will want to direct the traffic. Generally, having a very targeted landing page is an important factor in achieving strong page relevancy. The landing page content should be pertinent to all keywords included in the campaign.

After the user has clicked through to your ad, you want to lead him or her to convert. The best method for driving conversions is by creating a landing page with a clear and compelling call to action. Giving your audience a convincing, action-oriented landing page should be a top priority.

Beyond gaining more sales or leads, another great benefit for using relevant landing pages is that you could pay a lower cost per click. Google AdWords critiques campaigns by multiple factors including: landing page, keyword relevancy, cost per click, click through rate, and ad copy relevancy. The aforementioned factors are weighted by Google who then calculates a Quality Score for each keyword. In most cases, if your quality score outweighs a competitor that is willing to pay a higher cost per click, Google will show your ad before that competitor. When this happens you are capturing your audience and at a lower price too!

February 17 2009

Your “Contact Us” page better be good!

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What does that really mean? In other words, how could a Contact Us page actually be bad?  For starters, if you do not have a separate page clearly found in your navigation titled “Contact Us”, you ought to. Basically, contacting you should be the easiest thing for your visitors to do. Look at it this way…if you have a top notch site, but your visitor has difficulty reaching out to you to either pose a question, get more information, etc. you will most likely lose credibility and/or a potential lead or sale. You should think of this page as one of the most important on your site. Here are a few staples every Contact Us page should have…

– Besides offering the option to click on your Contact Us Page from the home page, it should be visible in the entire site navigation. Your visitors should have the opportunity to visit the Contact Us Page from every page on your site.
– Offer a variety of ways for visitors to reach you. Just a few to mention…

  1. Email, which can be multiple addresses based on the purpose of the inquiry. Some examples include: Info@ABC.com, Requestaquote@ABC.com, Customerservice@ABC.com, Techsupport@ABC.com and Billing@ABC.com.
  2. Phone and Fax (both toll free when possible)
  3. Online Forms
  4. Live Chat
  5. Map, Directions and Hours of Operation

On MoreVisibility’s Contact Us page, we offer a variety of ways to reach us, as well as clear cut action items for our visitors to take once they are there: Newsletter Sign-Up Option, Free Search Engine Visibility Report, Latest Blog Posts, as well as a Google Custom Search Feature. In addition, we have implemented an Add This Feature, which is a Social Bookmark & Feed Feeder Button. Please click here to view our Contact Us page.

Once again, the basic goal of your Contact Us Page???  To ensure that “getting in contact with you” is the absolute simplest thing for visitors to do!

 

April 2 2008

Does it really matter what page you send your website visitors to?

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The answer is unequivocally YES for a number of reasons. When you are running an online marketing initiative of any sort, you ought to utilize the most relevant page within your website to send your searchers to. This strategy holds true whether your site offers ecommerce functionality or is solely for lead generation purposes.

Think about when you click an online paid advertisement for something you need or want. Let’s use sneakers as an example. If you are automatically sent to a specific page within the site that offers the sneakers in a variety of styles, sizes, colors, etc. you are more likely to make a purchase than if you were sent to a more generic page. Searchers want immediate results and essentially to be spoon fed as much as possible. If you are investing money in a PPC effort, why not make it as easy as possible for a transaction to occur, rather than making a visitor work to find what they want? You also run the risk of losing the visitor all together. If the purpose of your site is to generate leads, it would behoove you to send visitors to the page which gives them a very specific action item. As an example, a form or whitepaper download page would make perfect sense to send visitors to.

Some additional suggestions to keep in mind with regard to Landing Pages:

  • Always ensure that your call to action is above the fold on your page. The call to action is truly the purpose of a landing page, which makes it essential for your searchers to easily see it.
  • Make your form page as short and sweet as possible. Searchers do not like to fill out an abundance of information. While there is certainly information you must have, try to keep it as focused as possible.
  • Try to avoid using flash or video. While a large percentage of online searchers are savvy, there are many who are not! If a page takes longer to load or has too many bells and whistles, you run the risk of paying for a visitor that never actually sees your products or services.
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