While the weak economy continues to eviscerate marketing budgets like a grizzly tearing into salmon, businesses looking for results are increasingly allocating what money is left to online marketing. Leading the charge is paid search, ppc spend is expected to increase by 20% this year.
However, increased spend in paid search is increased competition, driving up the costs of leads and sales. This trend will put a serious damper on ROI without constant attention from a seasoned search marketer managing a ppc campaign. Setting and forgetting is not a ppc strategy that generates results.
One way to beat rising costs is to boost your ppc campaign conversions.
Optimizing For Conversions
1) Keyword Insertion
Put yourself in a searchers shoes. If you’re searching for “red gift boxes,” which ad would you more likely click?
The winner is the ad that uses the search term in the ad title and copy. In ppc advertising, specificity converts. Also notice the keyword search term is bolded to draw attention. Not only will the first ad benefit from a high click through rate, they’ll also bid less per click. This is because Google knows they’ll make more from an ad with $2 bid, and 5% click through than another ad with a $5 bid and 1% click through.
Quantitative statements are crucial to increasing click through rates for ppc ads. Instead of a generic statement like “many red gift boxes” the first ad sets expectations by stating there are “Red Gift Boxes in 8 sizes.” Once again, it’s important to be specific in your ad copy.
3) Destination URL’s
Keyword insertion in the display url of a ppc ad is another way to increase relevance for the searcher, to say I have what you’re looking for. This could be accomplished with a subdomain, or trailing url that redirects to the landing page.
4) Value Propositions
You need to have the right promise that motivates people to buy. To get people to click you should introduce the value proposition in your ad copy, and follow through with those same statements on the landing page.
While Jam Paper does a good job of setting expectations in their ad copy with the No Minimum Order and Same Day Shipping guarantees, these are absent on their landing page. This disconnect could be causing searchers to abandon the landing page.
5) Set Expectations & Follow Through
In some respects the Jam Paper landing page delivers on the ppc ad promise. The landing page shows only red gift boxes, it’s not a generic category page for various colored gift boxes. Another important factor, both the ad title, and page heading contain the dynamically inserted keyword. This combination increases relevance between the ad and page, increasing the chances that the searcher will convert.
However, as I noted previously the value propositions in the ad are conspicuously absent on the landing page. What’s happening is an interruption of the scent trail, which leaves the searchers stranded. At the very least, the Jam Paper landing page should include above the fold text or graphics that reinforce their value propositions that appear in the ppc ad.
Hopefully I’ve illustrated an important idea in this post – that all these techniques are inter-related. Each is crucial, and supports the others in creating high converting ppc ads and landing pages.
Photo credit epublicist