At the end of the day, it is always going to be a difficult process to get people online to engage. The main reason for this is because there is always an alternative that is one or two clicks away so if the web user does not like a certain webpage, all he or she has to do is exit it and find another. This is why it is difficult for PPC advertisers to get their traffic to engage enough to convert. To help with this problem, here are a few ways you can help help your PPC traffic from becoming bored and exiting your landing page.
I admit that this is a killer blow for banner advertising. However, the points I outline in this article are completely true and should make advertisers realise that PPC is always going to be the safer and better choice. Sometimes, banner advertising can work better than PPC. But, for consistent and reliable results, PPC cannot be beaten.
It is important to identify why pay per click advertising campaigns go wrong because, if we do not do this, how can we learn from our mistakes? Here are three problems I have found over the years that have caused PPC campaigns to fail.
Analyse A Real PPC Campaign
Like always, there is a great selection of articles from the series that look into real life PPC campaigns to analyse both their search advert and landing page:
- Office Furniture – The search advert is well optimised. However, upon landing onto the landing page things start to go downhill very quickly…
- Benadryl – What we found was that both the search advert and landing page was well optimised for the conversion Benadryl wanted to achieve.
- Apple Music – As you would expect with Apple, their PPC campaign is absolutely amazing. If you want an example of a well optimised optimised campaign, this is the one to look at.
- Just Eat – The search advert was well made. However, I felt that Just Eat had not taken advantage of location services they could have asked for so that web users did not have to input their postcode manually.
There’s the top seven articles I believe I created in July 2015 that will benefit you the most. I hope this has proved useful to you like it has for so many other people.