Web Wise Business – websites scotland (and beyond)
website development and websites Scotland from web wise businessArchive for PPC marketing
Pay Per Click Marketing – Landing Pages
When creating you Pay Per Click (PPC) marketing campaign it is worth putting some careful thought into which pages you want the adverts to send traffic to, what those pages will look like and what you want the visitors to do once they are there. As these pages will have a large impact on the conversion rate of your traffic with regards to the desired action you want them to take, it is important to make sure that the page makes the right first impression by looking good. It is also important to ensure that the page provides the visitor with roughly what they were expecting. There is no point targeting the term “florist” with your PPC only to try and sell recruitment services!
Finally, make sure that it is as simple as possible for the visitor to achieve your desired action, whether that is buy your products or provide you with contact details.
Pay Per Click Marketing – Brand Name Targeting
An important tip to remember when it comes to Pay Per Click (PPC) marketing is to determine what you gain by targeting your own brand name. If you already hold the first spot in the natural search rankings for your brand name, then spending money on PPC for the term is a wasted effort. Since visitors are already searching for you (they’ve entered your brand name), you will simply end up paying money to get people onto your website that were going to visit it anyway.
Targeting your own brand name should only be done when you do not hold the number one spot in the natural search results for the term, or if your brand name is a commonly used term or name, such as Web Design Scotland.
