Something to Consider
Numerous articles have been written on conversion optimization and ppc. Articles on how to do it, what it is, how to do it effectively, and so on and so forth. Usually the focus is on converting site visitors into customers. The goal of any business is always to generate cold leads into warm leads. Oftentimes, CRO is focused on things like processes which are considered to be big picture items, to he focus is on forms, surveys, pop ups and the like (smaller stuff).
However, there is another way to think about conversion optimization. A way that actually brings to already powerful components together. I am talking about combining search engine optimization with pay per click advertising. These two things together, if done right will yield some pretty amazing results. Let’s look at how to do this effectively.
Its All About the Key Words
You probably already know that most successful SEO uses involve good, strong key words. That is the same foundation you need to use when writing a PPC campaign for conversion optimization. Using solid key words encourages clicks. It will also boost your ranking since that data is analyzed by search engine metrics. Consider that a side bonus.
In order to make sure you are using the right key words you might need to search through your analytics again. Doing so will make your site much more efficient. Think about it. Good key words make writing campaigns so much easier. They also lend themselves to creating a site that has a solid structure and and will allow your landing pages to be as specific as you need them to be.
Things to Consider
Now that you have the structure in place, it is time to build the campaign. Which campaign entirely depends on you. You might ant to develop a Google Adwords campaign that would turn visitors into customers. This would be a fantastic way to use PPC with conversion optimization. Another thing to consider is how many landing pages you have and who manages them. You might experiment with different PPC campaigns that take customers to different landing pages. Over time, you could analyze data to see which page is generating the most results for you. Then make adjustments accordingly.
The main thing to keep in mind when using conversion optimization with PPC is focus. While many aspects of web design and traffic generation trend to be broad brushed in their approach, this particular method is as precise as a laser beam. Therefore, the work you do on the front end is important. Take your time and develop a effective campaigns. Then wait for the results and measure the success. The good news is if the campaign is not as effective as you would like it to be, only minor changes are required. No big web page over hauls, just a few simple word changes will turn it into a completely different animal.
The trick is developing a campaign that is effective. Once you do, you will notice your customer base warming up. Your numbers will prove it.
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