Boost Your ROI With These Simple Steps
Your pay-per-click (PPC) budget should be a priority in your marketing investment. Are you getting the return you expected? Is your PPC generating qualified buyers or are people just stumbling to your website and leaving because yours is not the product they seek? Informed PPC targeting is an important part of your overall search engine optimization (SEO) strategy.
Here are some things you can do increase the quality of shoppers you’re paying to get to your site.
Pick Keywords That Work
Run search terms reports to see the terms people have used to reach your listing. Pick the ones that work and get rid of the rest. You’re wasting money when words don’t convert. Consider trying exact keyword matches to eliminate marginal traffic. You won’t get as many hits, but the ones you get will be better targeted.
Don’t Pay for Ranking You Don’t Need
The view is always better from the top, but shoppers are shopping. They usually look at multiple top-ranked sites, so if your organic ranking is high, you may not need to bid for positioning. If do need to bid, don’t overpay for positioning you don’t need.
If you’re selling women’s shoes, cut out the parts of the shopping public you don’t serve. You can use negative keywords to eliminate searchers who enter terms like “men’s,” “boys’,” or “baby.” They won’t buy your product, so why pay to get them to your site?
Make It Easy to Find What They Want and Buy It
What do shoppers see when they click your link? Is your landing page showing them what they came for? If they’re shopping for bathtubs, don’t show them your whole catalog. Link to your bathtub page, not your home page. A good page design will let them navigate elsewhere if they choose, but don’t distract them needlessly.
Know How Your Customers Shop
Last year, searches from mobile devices outpaced desktop searches for the first time, and the trend is growing rapidly. If mobile browsers dominate your market, make sure your site is mobile-friendly. Search engines like Google look at where the search is coming from and direct shoppers accordingly. If you don’t have a mobile site, you are eliminating more than half of your potential customers.
Test, Test, and Retest
Look at when and where your revenue is coming from. Run different ads to see what works best. Try different approaches. Do your customers shop at certain times of the day, week, or year? Does a specific price work better or do percent discounts draw more shoppers? Sometimes simple things like color and typeface used on your landing page will impact results. The more you test, the better your advertising becomes.
The nearly instantaneous availability of data in ecommerce today lets businesses become much more responsive to their customers. Tools like Google Analytics offer a wealth of data, but simply knowing these things is of little value if you don’t know how to act on them. That’s where experts like the Optimization Management team at the Unleaded Group step in.
When you’re ready to use data to score your full potential, the Unleaded Group is here to help. We have an entire department focused on the latest in site optimization and content management and an award-winning design team to back them up.
Why wait to take the lead in e-commerce? The Unleaded Group is a global leader in high-performance e-commerce web development. Visit our newly-designed website for a look at the many ways we can fuel your business growth. We’re happy to send you a free quote for designing a site that does the job you need. Or call us toll-free today at 855.865.3233 to learn how the Unleaded Group can add horsepower to your online business.