Category: Pay Per Click Management News

Is your website receiving the desired number of conversions? If not, then you got some homework to do. But, before you get started, it is important to find out why visitors keep bouncing from your website. There could be a few reasons for this such as a highly cluttered page, no social proof and of course an inaccurate check-out process. Mentioned below are a few tips that can greatly increase your website’s conversion rate.

Reduce Clutter

A web page with huge paragraphs and too many links can get a visitor into confusion. Of course, visitors would obviously want to know more about your product or your service, but this does not mean you should stuff the web page with unwanted content. Make sure that every piece of content on your website relates to the product or the service you intend to offer. In case you have too much to talk about, try utilizing bullet points. This will make your web page look organized. Also limit the number of links on your web page. If you are not quite sure about which links to keep and which ones to eliminate, try using your Analytic tracking. This will help you determine the most popular areas of your website, and so you can add in only those links. Finally, eliminate every extra element that causes a distraction to the visitor.

Be specific

Do not make your visitors go round and round the bush. Immediately come to the point. All that they want to know is about the product that you intend to offer. List down all the specifications of your product. At times visitors call it a quit when they read something that says, ‘terms and conditions apply’ located somewhere at the bottom of the web page. Therefore, in case you have any specific policies in place, make sure you list them all in detail. This will offer the visitors a great relief and will reduce their chances of bouncing off.

Beauty is the key

Once your website has got the right amount of text, its time to add some final touches. Try making your website look attractive. Add in some images that are relevant to your product. Your website needs to be highly interactive but with a simple user interface. See to it that the paragraphs are aligned rightly. Finally, let your website have a separate section meant strictly for public reviews and testimonials, because that is what people look for when they are searching for something online.

When you are done with all of this, try locating a good SEO and a PPC company who can tell you about the conversion rates for your website. You will probably be satisfied with the result.

Previous Post: Some Of The Most Common Mistakes With PPC Campaigns

There are basically two different approaches to online marketing. First one is the ‘organic route’, i.e. efforts are made to enhance the ranking of a website in SERPs (Search Engine Result Pages). The rankings of the site are highly important for the site to be visible for the visitors arriving at the site are directly proportional to the rank it enjoys. This in turn, enhances opportunities for business. Enhancing the ranking of a website is done using various methods and this approach to online marketing is called as Search Engine Optimisation or SEO approach. The second approach is something similar to conventional advertising except for the fact that these advertisements are displayed on SERPs. And, every time a user clicks on these ads, the sponsoring companies pay the advertiser. This approach is called as Pay Per Click or PPC advertising. There are a few more approaches to online marketing other than these two; for e.g. providing links to the website through other resources like directories, forums and websites of other companies etc.

There are businesses that have relied more on PPC advertising than on specific SEO approaches.  This has been particularly true with small businesses. But now, with bigger players entering the arena, it’s gradually becoming unviable for small businesses to carry on with their PPC campaigns, as margins are getting sleeker by the day. PPC management hence becomes a serious issue. PPC is basically keyword-based advertising; but it’s not as simple as preparing the content and posting it just once. Strategies are to be drawn and executed on a continuous basis, keeping lots of factors in mind, to make the campaign successful. But, as far as small businesses are concerned, PPC ads are losing steam and a switch-over to SEO approach seems imminent, unless PPC management is done excellently.

SEO has its own set of challenges, though. Search engines assign rankings to websites based on the algorithms used in them. And, they don’t let out those algorithms into the public domain, as they’ve to maintain secrecy of trade. So, webmasters/SEO Masters have to rely only on their experience (and patience of course, to study through trial and error basis) to incorporate SEO techniques in any given website. They are required to follow a set of guidelines issued by search engine operators all the time. But, the pressures of trade force them to deviate from those guidelines and there comes a point when search engine operators have to crack down on websites, which haven’t adhered to those guidelines. They do it by updating their algorithm. Google undertook its crackdown campaign using Penguin Update in its algorithm recently (April 2012).  Scores of websites have witnessed shocking drops in rankings after this change. And, it’s neither the first time nor the last time that such things are encountered.

Businesses have to constantly keep reinventing their online marketing strategies, to remain afloat. There seems to be no respite from challenges, no matter whether they’re carrying out their marketing campaigns ethically or unethically.

Previous Post: Link development strategies for websites

PPC Advertising rapidly gaining preference for those businesses who wish to expand their market across the online horizons.  Performance of PPC advertisements can be monitored in greater detail on a frequent basis enabling them to be modified in a manner as desired by the client and the PPC company monitoring the entire campaign.  At the same time, there are some key factors which need to be remembered for a slight flaw in the campaign could bring in disastrous results.

Key Nuances of PPC Campaign which should be always borne for ensuring its success include –

Relevant Targeting – It makes sense to target areas relevant to the scope and size of the business.  Most local businesses are likely to enjoy better ROI if they target areas which they can conveniently reach and serve out to say within 20 – 50 miles of their radius. On the other hand, large businesses can expand their range as per their products and services, capacity, goals and budgets if they have the budget and manpower to do so

Relevance of Match Types – In depth knowledge of Match Types is essential for getting better returns. As you all know PPC Ads are made of words entirely which are displayed as the search engine queries. You can place your ads as per these categories which include Exact Match, Phrase Match, Broad Match and even Negative Keywords.  The PPC Company and its experts will be able to monitor the entire campaign for attaining the desired results.

The Concept of Negative Keywords – Negative keywords are used to filter out the modifiers which at times are accompanied by broad and match phrases which could drain out your ad budget without actual results. Hence, use of negative keywords is an absolute must which you can easily implement through the search engine’s PPC campaign.

Campaign Spread – Despite Google Adwords being synonymous with online marketing, you can also check out other marketing networks which include Bing, MSN and so on which are equally user friendly and cost effective.

Keyword Selection – Keywords should be so selected that they are quite specific and relevant. At the same time, in depth attention should be paid to the popularity of the keyword, its costs and the ROI factor. It does make sense to narrow down the selection of the keyword and enhance the prospects of your ROI.

User Landing – For any marketing campaign to be successful, it is necessary to study, research and testing are extremely crucial.  For being accurate, you need to offer users with just what they wish to view on their computer screens along right quality of ads. This implies your ads have to be attractive enough to be clicked and when clicked the user should land on the relevant page which displays the ad related information which could be context, images, text and call to actions etc.

Testing of Ads– In order to get a fair estimate of the performance of the campaign, it is essential to test the ads at regular intervals. At the same time, in event of new offers, freebies and discount deals, it does make sense to check out their performance on basis of clicks and conversions. For this, one has to be really thorough in rules and performance pattern of the PPC campaigns.

Conversion Tracking – It is through conversion that returns on investment and performance of ads can be monitored in greater depths. It does make sense to modify campaigns as per the results derived from the tracking and take the campaign to the next level of success.

Selecting the right PPC Company becomes extremely essential for successful online marketing campaign and ensures that the brand image of the company is also maintained in the desired manner.

Previous Post : Keyword Research and Trends – Crucial for Online Marketing Campaigns

Online Marketing has its own set of resources to ascertain customer and market demand but at the same time, it is the business acumen which helps in delivering the right product at the right time and at the right price too. At most of the times, you should strive to be a few paces ahead of the customers by foreseeing their future demand and presenting them with the same when the opportunity arises.

You could always begin with gaining a firmer grip on your market. An online campaign manager will know best what the market desires in relation to the product or service and at times your gut feel does play an important role in the same. Accompanied by campaign reports and trends, you can get a fair idea of the current trends and are in better shape to respond to them while enjoying increasing ROI.

The key intricacies of the market do play a vital role and hence it essential to promote a campaign using relevant keywords, contents and other forms of social media marketing. Here, you will be required to seek out and implement business strategies which fit well into the current set up and deliver the desired results.

Look out for Upcoming Trends and Resources

Relying up on time tried and reliable sources for ascertaining keyword trends include Google Adwords, Nielsen, Comscore and much more is indeed acceptable but with time, you need to check out new trends which are still gaining popularity. For instance, Facebook, Twitter and other social sites are quickly becoming great channels to boost sales and brand image of a company. This requires does require assistance of an expert online marketing professional and SEO to promote the business in the right manner. Promoting your product or campaign in a novel way definitely evinces interest and accelerates your business to reach new heights.

You could look out for keywords which integrate well with your business strategies which prove to be equally mind blowing when promoted well through the Internet.

Indepth study of Keyword Research and Market Trends

Once you have got for yourself a set of potential keywords, you could begin to think upon how to use them optimally in relation to which customer group should you target, the products on the offer, their prices and other key essentials. The promotion of keywords is extremely crucial for you need to understand the existing content and material which you have on hand and whether it is relevant to the keyword you wish to promote. At the same time, you could think of beginning a new trend in the market which could motivate you to succeed and provide you with much needed gutso to enjoy rolling profits. In all, you should think of channels which divert the attention of market towards you.

Implement the new strategies through paid search channels

Once you have chalked out your new and more relevant set of keywords and strategies, it makes sense to implement them in a proper manner. All you are required to do is modify your existing PPC campaigns and try to them out for the initial periods before you expand it to the fullest possible scale. Once you start getting results on the positive side, then you can always fine tune your campaign accordingly and enjoy even better results. This brings out the importance of the requirement of expert PPC Management of your account.

A successful online marketing campaign relies upon accurate keyword research, out of the box marketing ideas and their well planned and phased out implementation.

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