4 Tips for Increasing PPC Conversion Rates

[This is a guest post from Selena Narayanasamy. Follow her at @esvienne.]

PPC, or pay-per-click advertising is a hugely successful concept (originally) from Google. Pay only when an interested visitor clicks on your ad. The system allows for an incredible amount of control compared to other advertising mediums, and can be tweaked to perfection (if you are willing to spend some time on it).

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The biggest challenge of PPC marketing is to maximize ROI – and as such it has developed into a science. Besides keyword targeting and ad copy, there are a number of additional factors that can be tweaked to increase PPC conversion rates:

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1. Target by location: Inside your Adwords account, you can see where your clicks are coming from – geographically. Identify those locations that send you the most traffic, and set up special landing pages for them. This will allow you to (in most cases) create targeted landing pages, making it easier to establish rapport with the visitor.

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Additionally, you can add these geographic keywords to your ads, which is likely to increase your CTR. The increased CTR is in turn likely to lead to an improved quality score – which helps your bid prices.

Image by ppchero.com

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2. Have a clear call to action: It is of no use to spend money on obtaining a visitor, and not doing everything possible to obtain results. It is essential to have a clearly visible call to action. It can be text or graphic, but it has to be larger than the usual navigational links on the page in order to stand out and attract attention. Some people may not read all the content on the page – and the call to action still needs to be visible, even if it is further down.

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3. Have a lead capture form: Depending on the products or services you provide, you may need an autoresponder, or a simple contact form. However, there has to be a way to be alerted of any new potential clients, and keep in touch for back-end marketing.

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4. Remarketing: It is fairly common for visitors to explore up to the point of adding items to a shopping cart, and then moving on. However, by making use of cookies, or logging the IP address, it is possible to remarket the same product should the visitor return to your site – or even another site in the network.

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In some niches, PPC ads have become rather expensive. As such it is essential to do everything possible to maximize ROI – especially for those working on small budgets.

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Any other tips for increasing PPC conversion rates?