Pay Per Click Conversion Train
In search engine marketing you have to be a train conductor that flawlessy delivers the cargo . Think of cargo like conversion and the train has three cars.
1) Selecting Keywords
One overlooked fact about keywords selection is the varying types of keywords that exist. Different breeds of keywords result in different behaviors and actions taken by the people that interact with your website. Regardless of what you think and I think the final judge of your keywords sweet spot will be the people that visit web pages. If we can get a head start by understanding keyword categories that exist it is more likely your pay per click campaigns will convert better.
11 Keyword Types
- On Page- Appear in the text on pages, all known as contextual.
- Effective- keywords that convert from on page keywords to interesting keywords. These are keywords you can find in analytics or server logs. They are the words people use to successfully find your website.
- Competitor- Keywords your competition uses that you also use in more targeted ways.
- Client - Supplied by the client and considered to be profitable.
- Experimental- When new keywords are introduced to ideas and have not proven themselves yet.
- Exotic- From other tools like Word Tracker or keyword Discovery that have not proven themselves to you.
- Site Search- Used on your site via internal search by visitors that want to dig deeper into your website.
- Pay per Click- Keywords that are being used in PPC campaigns. We can break these keywords down even further into CTR, conversion and impressions. ** If each one was in a circle, 3 circles can overlap to form the PPC keyword sweet spot
- Money Keywords- **A very small overlap where all types of keywords intersect to form a sweet spot.
- Marketing Longtails- Longer key phrases that describe marketing terms for your business.
- Technical longtails- Phrases that are longer and described technical aspects of your business.
2) The Perfect Advertisement
After selecting your group of keywords that will hopefully all be money keywords it’s time to develop advertisements that directly and effectively reply. Knowing what is in a person’s mind when they enter a certain key word is an important concept to grasp for affect if the ad content writing. Ideally the advertisement speaks directly to solving the problem of the key word entered. The most popular form of pay per click advertising is Google AdWords. When you compose your ad unit using Google Adwords you have 4 basic areas to customize - Headline, description line one, description line two, display URL and destination URL.
When you create advertisements you can enter the data in the text fields you see above and use dynamic keyword insertion for higher click-throughs. Think about it for a moment, if you enter the key phrase” same day flower delivery” and the advertising echoed the same keyword you entered what the ad get your click? Once you have set up your ads you may also want to use website optimize are to help you test performance of different ad and keyword combinations. Google Adwords is a powerful program that can bring you extremely targeted site visitors to convert or break you very quickly. To use this pay per click program at an optimum level a certified professional is highly recommended.
3) Crafting Landing Pages
Crafting the perfect landing page begins with deciding on the goal. It may be a lead form you want filled out or a product purchase, the landing page is strategically created to increase the odds of goal fulfillment (conversion).
Finally we have the visitor on our web site and it’s time to make money with our online business. Now the power of persuasion is solely in the hands of your landing page. With your landing page there are also critical components that are integral in converting a web site visitor to action.
- A clear call to action placed in the top fold
- Bite size content messages designed to trigger the next action in your sales funnel
- A simple and easy method to make contact with your company by phone or lead form
- The item they are looking for is no more than two clicks away
- Using free Google tools such as web site optimize are to run ab or multivariate testing
With paid traffic you will want to measure and study the movement of visitors through your landing page. This is the most efficient way to improve conversion without guesswork employing the power of data driven decision- making. It is an ongoing cycle for the simple reason that markets are always changing, some more frequently than others. Where did pop culture come from?
Other Pay per Click Recommendations
Link popularity will also help bring other traffic to your landing pages that may convert. If you have some spare time on your hands go over to Squidoo and make a lens pointing to your landing pages. This can also boost your PPC and SEO results. You can also include links on your landing page two other landing pages. Once your visitor has completed their action by filling out your lead form or making a product purchase why not try to up sell by leading them to other offers? If you have your own blog insert your RSS feed on the final goal page. Make sure you perform optimization on your landing pages on a regular basis.
