3 PPC Conversion Optimization Tips 09 Dec 2013
Maximizing conversion rates on PPC landing pages is an art that takes time and experimentation to master. Even if you can increase this rate by half a percent, it can make a world of difference for your profit margin.
While every campaign will be slightly different, here are three ways to boost conversions and get the most from your PPC campaign.
1. Focus on mobile users
If you haven’t already optimized your landing page for mobile devices, then it’s high time to do so. Checking your analytics to see the exact percentage of people who are viewing your ads via mobile devices will show you how important this is.
Even if it’s a small number of visitors, though, you’re potentially missing out because these users are likely to have difficulty browsing your landing page fully without mobile optimization. If a significant percentage of people coming to your site are using mobile devices, it’s smart to set aside a portion of your PPC budget for a mobile campaign. At the very least, it’s planning for the future.
2. Utilize click tracking
Understanding precisely where visitors are clicking gives you tell-tale signs of what’s working on a landing page and what might need to be adjusted. In-Page Analytics is a good place to start because it’s free and will give you a pretty good idea of visitor patterns.
To take it a step further, you may want to invest in a platform like Crazy Egg because it generates highly detailed data to understand your visitors better. It makes use of heat map technology to indicate the “hot spots” of your landing page.
If people aren’t clicking where you want them to, you can alter the layout or experiment with other possibilities to maximize your return on investment.
3. Use long-tail keywords
Just as in normal SEO, long-tail keywords typically result in less competition and ensure that the people who click on an ad will have a legitimate interest in what’s being offered. This is a quick way to weed out the folks who are searching for a broad topic rather than something more specific.
A company that sells inventory management software might want to use the keywords “warehouse inventory management technology” instead of “inventory control.” In addition to driving higher-quality traffic to a landing page, this should reduce the amount of money you spend on keywords because there will be fewer people competing for them.
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