I was evaluating one of my clients PPC campaign today and realize they are getting good traffic and click but no increase in sales. I went almost went through the entire account and could not figure it out. Finally something popped up in my mind to see how their ads are doing. I checked it, and it is doing fine. But something in my mind prompted me to click on the ad to test it, man it was a broken link, my client didn’t advice me about the change of the URL. This tell even if you account is doing fine you need to check it fully. Just having a glance of the CTR, conversion and Clicks is not the complete evaluation of the campaign. Because of this incident I decided to create a post about how important is to evaluate your PPC campaign as well as the landing page has the right URL.

A landing page is a place which is also a sales page where most of your call to action takes place if it is not access able to your visitors there would be zero conversion. Some of the importances of landing pages are

1) This the most important page of your Pay Per Click marketing campaign. Try to get it right by adding the right information which triggers the visitors to act on any action of your website.

2) Create a good call to action on your Landing page, Optimizing your landing page for a good conversion is key for you sales. You have a few seconds of the visitors to make a conversion so make it simple and optimize for higher conversion to get a good ROI. Think as a customer and browse around your landing page and see what would you do if you land on this page and also test that with some of your friends and co-workers and consider their advice if you think they are right.

3) Check all the information given on your landing page is correct such as, phone number, postal address, email address and if you are having an online web form make sure it goes to the right email and works fine without errors. If one of them is not correct on the landing page you may lose one of the costly leads. Hundreds of dollars are lost daily just because of incorrect information on the landing pages.

4) Make your landing page cross browser compatible. Because you don’t know what kind of browser is your potential customer is going to use. It is not compatible with any one of the browser you are loosing money. Also check with every version of the browsers, because you don’t want put your hard earned money into the drain just like that.

5) Don’t annoy your visitors with popup or banners which can distract your visitor and leave your page. Try to get their attention with what ever mean without annoying them.

6) User better grammar and avoid spelling mistakes. Most of the visitors will leave your site because of the grammatical mistake and misspelled words.

7) Create fast loading landing pages. When you create a landing page for PPC always try to create it to load fast with all bandwidth.

The bottom line is making sure your landing pages have all the quality to get your sales and fulfill your conversion goal.

Ask this question to any online entrepreneur he will give you a reply that it is true. Because the Sales conversation from a PPC search marketing campaign is 10% more than any other form of online or offline campaign. Pay Per Click program is so powerful method of online promotion that there is no other medium of advertisements which gives you a great ROI.

The pay-per-click industry is growing at a rapid phase from the day it started. Stats show that this PPC advertising model is going to be a market of 7.5 billion at the end of 2007. So many factors contribute to this huge growth and here are the some of the reason for this fast growth.

Highly targeted traffic for your business – No business likes to spend money on advertisements if it is not getting to the relevant traffic. Never in history have we found advertisements targeting to the right people. Pay Per Click Search Engines provide a good targeted traffic for the advertisers by way of showing them results for the keywords they used to search to find something. Suppose if you are planning to buy a pair of shoes and you find advertisements for Jewelry would you buy jewelry or not. Because you are not getting what you want so you just leave. This is the example of an untargeted traffic so Search engine can provide right targeted traffic for advertisers.

Paying only when you get visitors – This factor is important for any advertisers they need to know they get the money’s worth. You are paying only for traffic which you actually get not for just someone viewing it. If you spending 100’s of dollars on one of the traditional form of advertisements like Yellow Pages you don’t know if someone after seeing the ad will take some action. But with Pay Per Click you only need to pay only someone visits your website. So Paying Per Click is really a gives you a ROI.

Quick setting up your online marketing campaign – PPC allows you to set up an Pay Per Click Campaign very easily and fast. With other method of your advertisements you need to wait for the release of ads on different media but online advertisements are quick all you need to set it up and within minutes it will start showing up your PPC ads.

Full control – PPC allows you to have full control of your PPC online advertisements, it allows you to show the PPC ads according to your time, budget and you can decide the position of the ads. So it complete under your control compared to other forms of ads.

The flexibility of Pay Per Click has made this online advertisings so popular among online business. The sheer amount of traffic and sales conversation has made PPC the No 1 advertisement for your return on Investment (ROI)

CTR or Click through Rate is a crucial in every PPC campaign. But does it really get your Return on Investment. I will say it is good for your Campaign but I don’t think it really bring in you a lot of money. Of course all the Pay per click managements systems works on click through rate to evaluate you account and reduce the bid for that particular keyword. For me still the keyword which gets you a lead or sale is more important than just clickthrough rate.

Recently Search Engine Marketers has lately stated focusing more on the click through rate. A Well written PPC ad may bring you a good click through rate. But it doesn’t convert better if it has a poor quality to convert.

Website visitors are smarter than before. They understand quality very well so if you are not providing better results for the keywords they have searched it is sure they will leave immediately. This will also affect your quality score in Google because out a faster bounce rate.

Some of the tips for increasing the click through rate in your pay per click campaign

1) Usually your main keywords which will get the maximum CTR for any industry. So focus on these keywords. Main keywords get maximum traffic of your pay per click campaign.

2) Write PPC text ads with stands out from the rest of the advertisers will get more clicks than the rest of the ads. Write an ad which catches the eye and use your creativity in writing the copy of the ad.

3) A better positioning of your ads can get better CTR. If you check your ads campaign go through the keywords which are getting higher impression but few clicks. This is because of a low positioning of your ads. Better the ad position more the click through rates. Recently with one of my campaign for my clients I noticed a better clickthrough rate after increasing he bid and positioned the ads between 2 and 3.

4) Avoid duplicate keywords across your PPC account. Because identical keywords can compete against each other the better performing key phrase will show more than the other keyword.

5) Create a Strong Call-to-action Pay per click ads. Ads which describe the benefits and features have more chances of being clicked. This Call to action ads encourages the visitors curious about your ads and will get higher CTR.

6) Create only Two ads in each group, Two set of ads can give you some idea about which one is performing better and eliminate the less performing one. And create better ads with the existing one. Testing is key here so you need to create and test these ads until you get a better ad which increases your CTR.

The bottom line is test and tweaking is key for any PPC campaign to improve your CTR which in turn increase your sales and conversation ratio.

Google recently started giving more importance to the quality score of the Google Adwords campaign on the basis of by measuring the quality and the relevancy of the ads, landing page and CTR. Google Adwords algorithm thinks that a top quality ad gets more clicks, due to its relevancy to the ad, also encourage the trust of the users as a results it is better for a long term performance of the campaign. Recently so many advertisers cost per click increase because of poor relevancy and poor quality of the ads. The importance of landing page into the quality score system will improve the over all advertising experience of the users.

You can improve the quality score of your Adwords campaign in several ways

1) Create quality landing pages with keywords related to the keywords you are bidding. Quality of the landing page is so important because when visitors visit your site you need conversation and user should have good experience while they land at that page. If visitors don’t like the landing page they will immediately click the back tab on your browser and leave your site, while so many people leave this way Google Adwords system think the landing page was not useful to the users and start increase the minimum bid and your keyword would become inactive for search.

2) Writing ads – Ads are more important from the user’s point of view. When you write an ad it needs to be attractive to the user otherwise visitors won’t click on those ads. If someone is search for “Pink Women Shoes” and if they find an ad with those key phrase on the title which is highlighted bold and it is a description with tells about its benefit and features I am sure someone will click and the ads and visit the landing pages and possible a purchase. So write your ad is very important.

3) Key phrases – during the early days of the Adwords program started you could use any word and phrases to bid. Now if you bid for a word which is not appropriate to your ad or landing page you Quality Score will be poor and need to pay high cost per click to bid for those keywords. And also earlier you can have tons of keywords to bid now smart Adwords marketers bid on less keywords and the right keyword which is working for them. Find the right keyword which is converting rather than have tons of keywords which get impression and click but not conversations.

So the Bottom line is the three important factors to increase a good quality score are landing page, well written ads and the right key phrase.

Pay per click is defined as an advertisement used on websites and search engine where advertiser of the ads will pay only someone click on the ad to visit to their website. So usually the advertiser will bid on keywords which the advertiser thinks that will lead to their website. It can also be determined as sponsored link on search engines which will appear on the side of the search engine results (SERPs). 

My name is Thomson Chemmanoor who has been doing Search Engine Marketing and Search Engine optimization for the last 10 years. I started this blog to give more information and latest news about what’s going on in the SEM world and how important is Pay Per Click for your online business. The sheer growth of PPC in the last few years shows how important it is to have an online presence for any business today. 

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