Even if you have designed the perfect landing page, it’s worthless without effective pay-per-click or PPC ads. Fortunately, if you can get the landing page and PPC ads right, you’re likely to find high sales conversion rates and increased web traffic.
Here are a few tips to keep your PPC ads on track:
Make Sure Your Keywords Match Your Landing Pages
When users click on ads that lead to landing pages that don’t quite relate to what they were expecting, they can become frustrated. That’s why it’s so important that your keywords accurately describe the content on the landing page. If your click-through rate is less than about 5 percent, your keywords and landing pages may not be matching up.
If you’ve checked to make sure that your keywords and landing pages match up, and you’re still seeing a low click-through rate, it may be time to improve the landing page itself. Make sure it has a clear message and a strong call to action.
Eliminate Ineffective Keywords
Be sure to take the time to review your keyword performance. When you discover through your analytics tools that some keywords just aren’t working, eliminate them and try to find words that click with potential customers. Only keep words with a high click-through rate.
Write High-Quality Ads
When it comes to PPC ads, every word matters. If your ads aren’t performing well, it may be time to take a closer look at your ad copy. Including keywords in your ad copy increases the likelihood that someone will click on your ad, so local internet marketing professionals should always try to put keywords in the ad title, description or in the body of the ad.
Pay Attention to Your Daily Advertising Budget
If your daily budget runs dry before a certain time of day—say, before noon—you could be missing out on customers who shop after they get home from work. For this reason, it’s important for online marketers to use ad scheduling to ensure that you’re reaching out to customers when they’re likely to be online. By keeping an eye on when your customers are making purchases online, you can set your ad budget to deliver the most ads at those peak times.
The Bottom Line
Managing PPC ads takes a lot of time and money for online marketers, but the payoffs can be huge and it’s important to do all the legwork involved in running effective marketing campaigns. Don’t be afraid to change your strategy if it’s not working. For help with PPC campaigns, it may be best to work with a local SEO company.
Research shows us that engaged customers aren’t just loyal to your company—they’re also more profitable. And as more and more consumers are relying on online reviews to make their spending decisions, it’s more important to build a loyal customer base. These loyal customers will not only turn to your brand for their products and services, but they will also encourage their friends to do the same.
The old way of thinking was to push information and promotions to our customers and hope they get the message. Now it’s all about creating a personal relationship with them. Although it may take more time, effort, and resources to engage a customer rather than advertise to him, customer engagement yields much better results.
Connect with Social Media
One way to engage customers online is to connect with them through social media. The first step is inviting your customers to join you on social media by including links to your Facebook and Twitter pages in your emails to customers and on your website. If you have a blog, make sure there is a way for readers to share your article with their friends online.
Also, it’s important to keep an eye on any comments you receive through social media channels. Responding to any concerns or complaints quickly and professionally can have a tremendous positive impact on customer engagement, and ignoring them can harm your reputation.
For local marketing experts, the goal is keeping your customer engagement at a consistently high level across all platforms. In other words, customers should be getting the same treatment on Facebook and Twitter as they do on the phone with your company. If your customer engagement is lacking in any area, customers will become less engaged and less loyal. Besides social media posts, ads, and sponsored stories, you can engage customers with website content, which can include:
- Case studies and white papers
- Special events
- Speaking engagements
Don’t Neglect Face-to-Face Communication
In this age of local internet marketing, it’s easy to forget about the value of face-to-face communication. Regardless of the type of business you’re in, customers are likely to have a personal face-to-face interaction with you or one of your employees at some point. That’s why it’s so important to hire personable employees and to train them to handle customers with respect.
Even after you’ve created an outstanding website, there is still work for local internet marketers; the next step is getting people to visit your website. Without traffic, your website isn’t doing its job to help your company generate sales.
Here are a few tips to help you generate more website traffic:
Harness the Power of Google
In the age of Google, it’s all about search engine optimization. The world’s largest search engine also offers a host of products and services that can boost your SEO ranking. Google+ in particular is a great place for business to start. Not only does your presence on the social network increase your Google ranking, but Google+ is also a robust forum for your customers and leaders in your industry to discuss relevant topics and share interesting articles.
The rules for search engine optimization are always changing. That’s why it’s so important for business owners and marketers to stay apprised of online marketing and SEO trends. To learn more about how you can optimize your website for search engines, see our Website Audit handbook.
Make Sure You’re Listed
In addition to Google+, it’s also smart to make sure that you’re listed on all of the key online directories, such as Yelp and FourSquare, which are two places where customers look for reviews and recommendations. Because traffic on these sites is so high, your presence on them will boost your search engine rankings as well.
Take Care of the Details
Images are a great way to capture the attention of your customers, and to make them feel at home while they’re browsing your website. When you use images, though, it’s important to take care of the details. Be sure to include the appropriate alt text and descriptions so that the search engines recognize those images and what they contain.
Provide Customers with Fresh Content
Your website may require more attention than you think. To keep customers (and potential customers) coming back, you’ll need to keep your website updated with fresh content. However, that doesn’t mean that you need to publish in-depth blog articles every week; posting new photos and short written pieces goes a long way to showing customers that you’re working to communicate with them through your website.
Also, after you publish new website content, be sure to make it easy for customers to find it. Tap into social media as a way to share website content and enable your followers to share it with their friends.
As a local internet marketer, it’s likely that Twitter plays some role in your marketing strategy. That’s why you’ll want to pay attention to recent news of a major shift from Twitter. Instead of following user accounts, Twitter is now adding tweets to users’ feeds that are solely based on their interests.
In some ways, this change mimics the updates to Facebook’s news feeds, which includes Promoted Posts that are based on the user’s interests. This shift could be sign of what’s to come from Twitter. Someday Twitter may be totally interest-centric, allowing users to delve deeper into the topics that are most relevant to them.
What This Means for Local Businesses
In the past, you may have gone to great effort to get people to follow you on Twitter, but this change means that for businesses, it’s less about getting people to follow your company and more about content creation. The more engaging content you post on your website and share via Twitter and other social media networks, the more likely consumers are to see, share and interact with your original content.
Keep Your Content On-Topic
Because Twitter users are now seeing tweets that relate to their interests, it’s important for marketers to keep their content focused on what’s important to their business. Keep the tangents to a minimum and focus on your industry and how it can help consumers.
Also, pay attention to the specific words you’re using in your tweets. Make sure you’re using keywords that will help your followers connect what you’re saying to their interests.
Follow Other Companies That Interest You
Like any other social media network, Twitter takes time and effort to maintain, and it’s more than just tweeting. In order to connect with consumers on Twitter, it’s important to participate in online discussions that relate to your industry—and to respond to questions and concerns about your business.
With the shift from user account-centered feeds to interest-based feeds, this is not going to change. In fact, you may have to pay even more attention to what people are saying about your line of business.
Check Out Your Competitors
Any smart online marketer stays on top of what their competitors are doing. Watch your competitors on Twitter to see how they’re adapting to this change. You may even find yourself in an online discussion that involves your customers and your competitors.