When we set up PPC campaigns we focus on 2 critical factors.
1. Relevant Content
The first factor is to have a tight connection between the ad and the landing page. We aim for similar content between the ad, the keywords and the content of the landing page. This is important not only for maintaining high Google quality scores and keeping the price per click as low as possible but also to improve conversion rates. Costs can skyrocket when we set up ads that are directed to landing pages with content that is loosely related or irrelevant and conversions can plummet when a connection is not made between the ad and the landing page.
2. Conversion Rates
The second aspect is generating conversions from the landing page which is ultimately measured by ROI. Some tricks of the trade to increase conversions include:
- Adding a big orange button (BOB) – the button doesn’t have to be “orange”.
- Having relevant buttons above the fold
- Minimizing distractions on the page
- Linking to a page with a form on it
- Listing the benefits and value
- Add micro conversion features
Solution
Every company and the products they offer are different. The solution to both problems is to design and develop landing pages that are relevant and encourage a positive response.