How to Improve the Conversion Rate In Your PPC Campaign
>> Saturday, November 19, 2011
We all know that the main idea of a pay-per-click (PPC) campaign is to produce revenue. This means that it is not enough to simply put an ad on a page and hope people will click it. There are several things that can be done to increase the conversion rate in PPC campaigns.
Increase the traffic flow
It is a well known fact that you cannot sell something, if you have no customers. The first step to improving your conversion rate is to increase your flow of traffic. Although there are differing opinions about what actually draws traffic, most experts agree that good solid content always works. It may not work as quickly as some other methods have in the past, but it consistently works.
Make sure traffic is targeted
One mistake people make is that they assume a lot of traffic always means a lot of conversions. The flaw in this logic arises when visitors to your site arrive there by simply wandering aimlessly until they land on a website. They may have absolutely no interest in the topic of your site. Still, they may look around the site for a few minutes before deciding to move on to something different. There is very little chance that this type of visitor will ever become a conversion in your campaign. Instead, make sure that the traffic is targeted to the topic of your page. If visitors are already interested in your topic before they arrive on your page, there is a much greater chance that they will click the links to create more conversions.
Optimize the campaign through testing
There are definitely things that can either attract or detract visitors from clicking your links. Many times, the only way to discover what these things are is through testing. A/B testing is a process of changing one thing about one element on the page to see which version elicits more response from the visitors. There are some free online tools, such as Google Website Optimizer to help conduct this testing on your website. Other tools may offer even more features and options for additional fees.
Reduce clutter
In the early stages of technology, people were amazed with the flashing lights, dazzling graphics and captivating sounds. Now that we have grown accustomed to technology, these things can actually be more of a distraction than a help. Too many graphics or animations on a page can distract visitors from where you really want them to focus. So, keep clutter to a minimum. Just as in your home or business, make sure that everything on your website has a purpose for being there. If there is no purpose, consider removing that element from the page. Reducing the amount of clutter can help visitors to focus on the things that you think are important.
Check different browsers
There are many different types of browsers available today. Even if we only consider browsers that are standard, there are still many choices. Test your website or ad on different types of browsers to make sure it appears the way you intend. Visitors cannot click ads, if they are unable to see those ads.
Provide a call to action
Most people will not decide to participate, unless they are asked. Make sure that your PPC campaign provides a clear call to action. Tell the visitors what is so great about your product or topic. Explain how they will benefit by choosing to click the ad on your page. Describe the advantages for choosing to participate right now. Conversion rates can be increased dramatically, simply by making sure the visitors know that you expect them to click.
Increase the traffic flow
It is a well known fact that you cannot sell something, if you have no customers. The first step to improving your conversion rate is to increase your flow of traffic. Although there are differing opinions about what actually draws traffic, most experts agree that good solid content always works. It may not work as quickly as some other methods have in the past, but it consistently works.
Make sure traffic is targeted
One mistake people make is that they assume a lot of traffic always means a lot of conversions. The flaw in this logic arises when visitors to your site arrive there by simply wandering aimlessly until they land on a website. They may have absolutely no interest in the topic of your site. Still, they may look around the site for a few minutes before deciding to move on to something different. There is very little chance that this type of visitor will ever become a conversion in your campaign. Instead, make sure that the traffic is targeted to the topic of your page. If visitors are already interested in your topic before they arrive on your page, there is a much greater chance that they will click the links to create more conversions.
Optimize the campaign through testing
There are definitely things that can either attract or detract visitors from clicking your links. Many times, the only way to discover what these things are is through testing. A/B testing is a process of changing one thing about one element on the page to see which version elicits more response from the visitors. There are some free online tools, such as Google Website Optimizer to help conduct this testing on your website. Other tools may offer even more features and options for additional fees.
Reduce clutter
In the early stages of technology, people were amazed with the flashing lights, dazzling graphics and captivating sounds. Now that we have grown accustomed to technology, these things can actually be more of a distraction than a help. Too many graphics or animations on a page can distract visitors from where you really want them to focus. So, keep clutter to a minimum. Just as in your home or business, make sure that everything on your website has a purpose for being there. If there is no purpose, consider removing that element from the page. Reducing the amount of clutter can help visitors to focus on the things that you think are important.
Check different browsers
There are many different types of browsers available today. Even if we only consider browsers that are standard, there are still many choices. Test your website or ad on different types of browsers to make sure it appears the way you intend. Visitors cannot click ads, if they are unable to see those ads.
Provide a call to action
Most people will not decide to participate, unless they are asked. Make sure that your PPC campaign provides a clear call to action. Tell the visitors what is so great about your product or topic. Explain how they will benefit by choosing to click the ad on your page. Describe the advantages for choosing to participate right now. Conversion rates can be increased dramatically, simply by making sure the visitors know that you expect them to click.
Jeff has been blogging and writing about SEO for several years now. He likes to share his knowledge and experience with others, and help them get the most out of their internet marketing efforts. Jeff is also a consultant and content contributor for Queens Condos company.
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