Many businesses avoid investing in areas like search engine optimization (SEO), pay-per-click (PPC) advertising, and other areas of digital reputation management and marketing simply because they feel overwhelmed by the wealth of information and processes available.
In this post, we’ll cover three simple ways that your business can help increase traffic to your website, increase brand visibility, and, best of all, increase your conversion rate.
Below are a few handy tips to keep in mind while planning your PPC campaign:
1. Determine Which Conversions You Will Track
Identifying which conversions are important to your business isn’t just the first step in planning a PPC campaign; it’s also critical for understanding how your customers move around your website and track items like engagement on particular pages, email signups when items are downloaded and much more.
Begin by considering which metrics and conversions will guide a visitor on your website towards making a purchase or engaging in the desired action (downloading an ebook, signing up for your newsletter, etc.) and use a tool to track how effective your “map” of your website is.
If you’re not familiar with tools for this purpose, such as Google Tag, then consider enlisting the help of a reputable Toronto SEO company with experience in PPC to help boost your conversions.
2. Set Up a Proper Landing Page
Your landing page is intended to be the first page that a visitor sees when they click your ad and arrive on your website, and how well your landing page is set up can make or break your conversion rate.
The important areas to focus on when designing an effective landing page are:
- Layout – is clean and easy to navigate and read?
- Feel – are you using abrasive colours or too many fonts?
- Calls to Action – CTA’s help direct a visitor’s actions and tell them what you want them to do.
- Content – is the copy easy to understand, engaging, and checked for spelling and grammar?
Improving the layout of your landing page can make or break a PPC campaign because no matter how much money you throw at a campaign, if your landing page is turning visitors off you’ll never see a return on your investment.
3. Track Your Data for Higher Conversions
By using a tool like Google Analytics, you can gather data about visitors’ behaviours on your website, and can figure out the path that the majority of your customers are taking to get from the first page they find to making their purchase. You can also find out which ads they are clicking on most, and tailor them accordingly.
Now, apply what you know and come up with some keywords and phrases to use during your PPC campaign, then write some ad copy which includes it so people can find you faster, then optimize your landing page to send customers directly to where you want them to go.
These are just a handful of examples of how you can increase your PPC conversions and help visitors to your website make the choices you want them to. When you work with a professional Toronto SEO agency to plan and execute your PPC campaign, you can always expect great results.
