The funny thing about pay-per-click advertising is that some people think no one ever click on those ads.
As an executive at a PPC management company, I know pay click ads can work. It’s worth getting serious about them.
In years past, those ads had a bad reputation. They seemed to devices for shady companies to rise to the top and get your attention only to have you be disappointed when you got to their home pages.
On the positive side, these ads are a good way for a very small company to compete with the big guys.
But of course, the prices of those programs and the bidding structure continued drive up prices of each click. Once, a click was 25 cents and became $1. Or, $1 increased to $3.
It’s like everything else; you need to know what you’re doing. It may seem sensible to you to buy an ad and direct people to your home page. But some home pages, if not many, have a lot of objectives.
If you’re going to buy an ad on Google, for example, maybe you would be better off taking someone to a very specific page. And typically, people will be searching for a particular service or product anyway. That sounds great – at least initially.
But what you might want to consider is a custom landing page. What a custom landing page? It’s a page designed to convert. You want someone to do one thing. You want him to fill out a form or make a phone call. Or maybe it’s a download — something that you’re able to track.
Why confuse someone with additional navigation? And that’s the difficulty for some business owners. They can’t comprehend why you would have the website page without navigation.
But think of it this way. When they advertise in a print newsletter or magazine, aren’t those ads on target? That’s the whole idea. You don’t have navigation in an advertisement. And look at what you’re buying – an advertisement through the search engine.
See if your conversions don’t improve when you have a custom landing page that has a very clear message with a very specific all the action. Sure, some people will come to that page and want to learn more. You can accommodate them by maybe adding a little link near the bottom that allows them to get more information.
And yes, some people will come to the page and and leave because your product, service, or pricing don’t convince them to do anything.
The name of the game is percentages. For your investment, you hope to achieve a certain rate of conversions for your ROI.
What are you doing to improve your business? What adjustments are you making to ensure that you generate the return on investment you need?
Need an online marketing specialist? I can help you sort out your options.