Connect with us

PPC

How Can PPC Help Inform a Powerful Link-Building Strategy

Published

on

How Can PPC Help Inform a Powerful Link-Building Strategy


If you’re just setting out to create a marketing strategy, then you may have read a lot about the power of link building, and how much it can supercharge an SEO campaign.

Though link building is certainly a powerful discipline, like any marketing technique, it shouldn’t exist in a vacuum. In today’s post, we’ll look at the relationship between PPC and link-building, and how the insights you glean from PPC campaigns can inform your link-building strategy for greater success.

How to Succeed in PPC Marketing

Before we get into how you can leverage PPC findings for better link-building, let’s go over some of the fundamental principles of PPC marketing success…

Effective Keyword Research: Just like when creating content, choosing the right keywords will determine whether or not your PPC ads will be seen by a particular audience segment. Researching, testing, and tweaking your keyword selection as you incept and manage a campaign will magnetize your audience, and ensure that you’re getting a good return on investment from your PPC budget.

Know your Audience: Although PPC is heavily data-driven, and a far cry from more creative, traditional advertising techniques, you’ll still need to craft your ads based on a firm understanding of your audience. By going into PPC campaigns with a clear picture of your customer personas, the audience segments they feed into, and how this should inform your copy, you’ll be able to enjoy stronger results right off the bat.

Leverage Automation: All major PPC platforms now offer automation tools you can use to bring in more leads, improve your conversion rate, and enjoy a stronger ROI, all while saving your team time and energy. PPC automation algorithms are also capable of analyzing countless data sets to inform decisions, based on your past performance, budget, and goals.

Strategies to Follow When Building Quality Links

Now that we’ve looked at the key components for success in PPC marketing, it’s time to run through some of the most effective link-building strategies you can employ for a successful campaign. Here are our top 3 for the current SEO climate…

3 Main Link-Building Techniques to Use in 2022

1. Digital PR

Digital PR refers to applying proven PR tactics to earn organic backlinks. This means creating linkable assets, such as long-form blog posts, infographics, and interactive content, then promoting these assets to journalists or publications in a way that encourages them to write about your company or assets and link to them. 

This tactic is fairly challenging because you’ll need to come up with some truly great content to earn a link. However, if it’s successful, you can gain some hugely valuable link equity.

2. Contributed Content / Guest Posts

Contributed content and guest posting have been popular methods for link building for some time, and for a good reason: it’s a great way to generate the kind of trust and quality signals that Google favors when ranking websites. 

“Providing valuable, optimized content to real businesses’ websites via guest posting allows [business] to build natural references from related websites in the industry,” says link-building agency Hive19. “Like all marketing activities, there are good versions of this – and bad. [S]pecialise in working closely with editors to provide editorials that seamlessly fit with their brand voice and editorial calendar.”

3. Reclaiming Unlinked Brand Mentions, Broken and Lost Links

Sometimes, all the necessary legwork is done in the way of gaining a link, and all you have to do is reach out to the right contact. There may be instances where a blogger has mentioned your brand, but not linked to it. 

In other cases, there may be links pointing to dead pages that had previously hosted content in your topic or niche, which can be reclaimed by creating a similar piece of content and reaching out to the referring domain’s webmaster. Sometimes backlinks are lost through routine maintenance of a referring domain, and a simple email to the webmaster can be enough to replace it. 

Combining these kinds of low-hanging fruit can be a great way to supercharge your backlink profile, and require very little effort! 

How PPC Analytics Can Help Inform Your Strategy

For many marketers, PPC data is used to inform current and future PPC campaigns, and their usefulness stops there. Though you may not be aware of it, there are a number of ways PPC data analytics can be used to inform and optimize your link-building strategy.

Use PPC Data to Identify your Strongest Landing Pages

If you’re managing a large website with large PPC campaigns, then it may be hard to know which pages will be the most prudent to target in a link-building campaign. PPC analytics suites offer a quick and easy way to see a complete breakdown of your landing pages, keywords, and how they’re being received by your target market.

Simply drill down to the destination URLs in your campaign, and analyze metrics like conversion rate, clickthrough rate by keyword, etc. By carving off a proportion of the highest-performing landing pages, you’ll easily be able to prioritize target pages for your link-building campaign.

Use PPC Data as a Starting Point to Recycle Content

To flip the previous technique on its head, PPC data can also be used to identify pages that aren’t performing well but show masses of untapped potential. Let’s say, for example, that you’re running a campaign advertising a free ebook for your marketing agency. You may have a great clickthrough rate for a keyword like “content marketing guide”, but see that a poor proportion of people are actually downloading the ebook. This shows that although people are finding your copy compelling, they’re not convinced by the content on your pages. 

These kinds of scenarios can be a fantastic starting point for you to recycle content, and attract new links through quality, authoritative pages.

Look for Spikes in Demand to Inform Topical Content

Finally, analyzing both your own ads and the average CPC for certain keywords can be a great source of inspiration when you’re looking for topical content. If a certain ad suddenly gains a much higher-than-average click-through, and trends in your other ads discount a universal jump in your brand equity, it may be time to ride the buzz around a certain topic by meeting it with relevant content. 

Suggested CPC can also be a good indicator of when a certain type of content is gaining traction, giving you a useful advance warning to get ahead of the game and publish popular content before everyone’s talking about the same trends.

In Conclusion 

This article has given you the fundamentals of leveraging PPC insights for a more targeted and data-focused link-building strategy. 

We’ve discussed the relationship between PPC and link building and how these valuable insights can help guide and inform your link-building strategy for greater success. 

Adopting link-building strategies such as digital PR and guest posting to reclaiming unlinked brand mentions, using your PPC data will help inform and optimize your marketing strategy going forward. By identifying your highest and lowest-performing landing pages through PPC insights, you’ll be able to prioritize the most valuable pages for link building and see higher ROI for your marketing efforts.





Source link

PPC

How to Maximize Website Conversion Rates Through Mobile Optimization Strategy

Published

on

How to Maximize Website Conversion Rates Through Mobile Optimization Strategy


If you’re struggling for conversions, it’s tempting to throw money at the problem in search of a quick fix. Resist that temptation, though – because the key to a better conversion rate isn’t always to be found by pumping money into your ad campaigns, or a flashy new marketing drive.

Nope – the solution’s much more simple. Mobile optimization!

Starting with your site’s mobile experience makes sense. After all, 46% of Americans spend between five and six hours on their phones, every day. When they come across your website, it’s likely to be via their phones. Meaning your site needs to be ready.

Below, we’ll walk you through our top 4 mobile optimization tips. Follow them, and you’ll end up with a clean, compelling, and customer-centric site – that’s ready to convert.

What is Mobile Optimization Strategy?

First things first – what is mobile optimization, exactly?

Mobile optimization is the process of tailoring your website to users accessing it on a mobile device, such as a smartphone or tablet (as opposed to on a desktop computer.)

It involves ensuring that your website’s layout, structure, and content are customized to mobile devices. So why is that important?

Well, think about the consequences of a site that isn’t optimized for mobile. Content displays as misshapen or missized. Elements jump around on the page, as if with a life of their own; you find yourself having to zoom madly in and out, simply to read the text on the screen.

It’s not a good user experience (UX). But, more importantly, it’s not good for business. 57% of mobile users won’t recommend a business with poor mobile optimization. 

Sloppy mobile optimization – or total lack of it – means a frustrated user. And frustrated users rarely turn into customers!

How To Maximize Your Conversion Rates Through Mobile Optimization Strategy: 4 Top Tips

Ready to start maximizing your conversion rates – and make your website more mobile-friendly in the process? Here are our 4 top mobile optimization tips:

  1. Provide a simple, clean checkout experience
  2. Add on-page product recommendations
  3. Offer more ways to pay
  4. Strengthen your CTAs – and their visibility

Read on for the full scoop.

1. Provide a Simple, Clean Checkout Experience

The first way of boosting your mobile site’s conversion rates? Optimizing your checkout flow to ensure you’re providing a frictionless experience at the checkout.

How exactly you do this will depend on how you’ve built your website. But a few broad tips include:

One of Website Builder Expert’s tips for improving your conversion rates is to use fewer form fields – which is also an important aspect of your checkout experience.

Image source: Average Website Conversion Rates in 5 Key Industries

2. Add On-Page Product Recommendations

Integrating on-page product recommendations is a low-effort – but potentially high-impact – action for optimizing your mobile site.

The on-page product recommendations you recommend could be products the customer has recently viewed, or ones similar to the products they’re currently looking at. These will appear in the frame as they browse your store on their mobile, meaning they can quickly, and easily navigate to the kinds of products they like.

On-page product recommendations are great for UX. But they’re also good for your conversion rates – as you’re removing one more barrier to your customer making a purchase.

3. Offer More Ways to Pay

These days, offering a diverse range of ways to pay isn’t simply a ‘nice to have.’

It’s a must-have. And, along with choosing the right web hosting provider and building your site with the most suitable platform, it’s one of the biggest website decisions you’ll make.

Consumers are more discerning now than ever. Many distrust the process of paying online; others just want the process to be as slick, seamless, and speedy as possible.

Your job? To ensure your customers can pay with multiple different payment methods, including:

  • Mobile wallets (such as Apple Pay and Google Pay)
  • Credit and debit cards
  • PayPal

Millennials, in particular, are fond of the convenience and ease mobile wallet payments offer. In the US, Gen Y leads the share of consumers making digital or mobile wallet payments (46%), according to Statista.

And, to target Gen Z, you can even offer your customers a ‘Buy Now, Pay Later’ (BNPL) service. It’s big with that demographic – in the US, 55.1% of Gen Z consumers 14 years old and over will use a BNPL service at least once this year.

4. Strengthen Your CTAs – And Their Visibility

When it comes to maximizing conversions, compelling call-to-actions are a must.

So take the time to audit the content, placement, and design of your website’s current CTAs. Do they:

  • Start with command verbs that create excitement and engagement.?
  • Cultivate a sense of urgency?
  • Demonstrate the benefit to the customer if they choose to take action?

Remember, you’re optimizing your CTAs here for mobile devices. So think about your user, and how they’re interacting with your site. They’re already on their phone, after all – so how can you tap into that to improve your CTAs?

One tip is to use phone call-based CTAs. Instead of inviting someone to fill out a lengthy contact form, or get in touch via email – both trickier to do from a mobile phone, or while on the go – invite them to call to make an inquiry, instead.

Plus, CTAs aren’t just about the wording – what they say – but about how they look. So make sure they stand out from the rest of the page’s content (you want people to know they’re looking at a CTA, after all!). Harness the powerful simplicity of white space. And, if there’s a button, make sure it’s big, bold, and screams “click me!”

Summary

Mobile optimization won’t just improve the look, feel, and usability of your site. It’ll increase your conversion rates – and help you grow your business online, too.

So good luck, and have fun implementing these tips. Mobile optimization can be tricky and time-consuming. But the results will be worth it in the end – trust us!





Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish