Are you investing in paid online advertising but battling to get the results you envisioned? Here are a few reasons why your PPC campaign may not be converting the way you thought it would:
You Aren’t Using Landing Pages
If you’re going through the effort of setting bids, crafting ads, researching keywords and optimising your strategy, then you better be creating landing pages for your ads as well. All too often, customers spend time on every aspect of their paid online advertising without considering what people will read and experience when they decide to click on your ad.
The landing page that your potential customer is sent to should reflect the messaging in your ad. Besides using the same keywords, the content on the page should contain everything they need to progress through the sales funnel and contact you or buy the product then and there. Focus on establishing trust and authority, give them all the pricing and warranty information they need, and show them why they should turn to you when they are ready to spend money.
You’re Not A/B Testing Enough
Virtually any PPC campaign can be optimised with slight tweaks and changes. Creating an effective PPC campaign requires investigating different approaches to keywords, targeting and bidding. The more you test your ads, the better you will get at creating a strategy that consistently leads to conversions.
Your CTAs Aren’t Clear
Landing page content is different to the content on your website or blog in the way that it promotes and sells what you are advertising. The calls to action need to be clear and compelling. Experiment with clickable buttons and other design elements to make your calls to action stand out from the rest of the content on your page.
Need help with your pay per click advertising and digital marketing strategy? Then contact WSI OMS today.