Often, we discuss ways to better qualify traffic and attract only the most qualified visitors, but some advertisers can’t find enough traffic to bring proper exposure to their sites. Maybe these are new products that need to pull in more momentum or possibly very common items with far too much competition to be seen with a low CPC. Whatever the case, there are ways to find traffic when it seems that none is available.
Start by adjusting your campaign options and budgets. Google determines how often an ad must be shown in order to bring in enough clicks to spend the daily budget, but when there is more competition for ad space than there are searchers looking for the product, the number of impressions may be too low to bring in enough clicks. Start by selecting the “accelerated” option in your campaign settings. Checking this box tells Google to attempt to spend your budget as quickly as possible instead of trying to spread it out throughout the day. If this option still does not bring enough traffic, try raising your campaign budget to a higher number. Google will give you more impressions in order to attempt to meet your higher budget. This is especially useful when used in combination with the content network. Be cautious however, when utilizing this option, because even though you normally might only receive $20 worth of traffic when your budget is set to $100, there may be occasional spikes in which you could spend the whole amount.
During the course of a normal work week we often speak with e-marketing managers who have experimented with paid search programs only to be disappointed with the results. There could be several reasons for their dismay.
1. Budgeting reasons: Some e marketing managers might not have budgeted enough money for the program to get the results that they need. For instance, a car dealer may spend a ton of money on newspaper advertising, yet not allow enough budget for their Paid Search Program to develop. They may be accustomed to tossing mega bucks at traditional advertising campaigns, but are timid to commit to e-commerce spending on the web.
More and more I am finding that campaign success is directly related to landing pages. These “first impression” pages are crucial to selling the message of the product or service to the user. I see many companies use their home page as a landing page, but if searchers are looking for a particular product isn’t it better to send them to the most relevant product-level page? If visitors are sent the homepage, they may get overwhelmed and back out. Using the most relevant landing page helps to increase the relevance to the user and the potential for conversion.
In general, landing pages should be viewed as specific measurable proposals to visitors. Each page should be focused and present information in a common sense way so that users know exactly what action needs to be taken in order to convert. Messages should be to the point and your “call to action” should be clear. Using an analytics tool can help you understand how your landing pages are performing and how many new visitors uniquely come from a specific ad campaign and keyword. Incorporating these specific pages into your Cost per Click campaigns will ultimately help to reduce visitor confusion and turn more leads into sales.
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