No matter how developed and well managed a Pay-Per-Click (PPC) campaign is, your website (or landing page) must match the message and value proposition associated with that campaign. You can drive the most targeted visitors possible through a strong PPC campaign but if your website cannot deliver on the message from the PPC ads, you will miss out on customers. In addition, site usability plays a large role.
I have been working with a client for about a year and a half on their PPC campaigns and was constantly persuading them to re-design their website. I had always felt that our campaign results were being hindered because their site wasn’t user friendly and didn’t match up with what they wanted to promote through PPC. We developed a targeted campaign and managed that campaign closely for many months. My client was happy with the overall results but I continued to feel we could do better if their website was improved. Finally, they decided to re-design the site and chose MoreVisibility for the task. We had a unique advantage in re-designing the website because we were so familiar with their products and services after managing their PPC campaigns for over a year.
The new website has been live for about a month and the increased productivity of our PPC campaigns cannot be overstated. We only had to make a few minor tweaks to ad copy and keywords in order to match up the message between the new site and the updated PPC campaign. In the previous 30 days (just prior to launch) we had 77 conversions from our PPC campaign. For the same time frame, with the new site and updated campaign we had 118 conversions, an increase of 53%. In addition, my client’s most important conversion metric (New Quote Requests) had an increase of 106%. These are powerful reminders that where you drive the traffic (website or landing page) from your PPC campaign is just as important as the keywords you select, the ad copy you develop, and your overall campaign strategy.
Within the Internet Marketing industry, it seems that many people have one area where they excel or focus their efforts. Whether yours is primarily SEO, SEM, Design or Analytics, there is one common theme among all of these – conversions. To go a bit further, there is another common theme – user experience. After all, is a visitor to a website going to convert if they have a bad experience? Not likely. A better user experience can help keep visitors on your site longer, which can lead to more conversions. Here are a few usability basics to take into consideration:
The user experience of any website is critical to the conversion process. Each website should meet the needs of the user, and there are many things that users simply expect to find. If your website lacks a few of these essentials, it is likely that you’ll see the impact in your conversion rates. So, take this opportunity to think about your website. Are there areas that could be improved upon?
Here at MoreVisibility, we partner with many companies looking for us to manage their Pay per Click (PPC) campaigns. For some clients, they have never used the internet to market their business and rely on us to develop, create, and implement a PPC strategy. For other clients, they realize the scope of their internet marketing is growing and they contract MoreVisibility to manage their PPC programs because they want to focus on their core business practices or feel they need an experienced firm to take their marketing to the next level. For the latter, which have significant PPC experience one mistake many make is identifying their top keywords. A big reason for this misconception is the lack of analytics in their program and their assumption that the keyword with the highest click-thru rate is their best keyword, is often flawed.Read More