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If You Can’t Decide Between SEO And PPC, Consider Both

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Web traffic is generated in two ways: search engine optimization (SEO) and pay per click (PPC). Success in business requires choosing one. Or does it?

Digital marketing is not one size fits all. Your strategy depends on your business, market and goals. An integrated approach may even be best.

There are pros and cons to both, so let’s break down each strategy and explore what an integrated approach can accomplish, too.

Asking The Right Questions

Before deciding which strategy is ideal, you need to figure out your digital marketing goals and limitations. Ask yourself:

• “What is my budget?” SEO might be best for a lean budget, although SEO does take longer to generate noticeable traffic. If you have a bigger budget, PPC will generate faster results, but it might take longer to reach your desired return on investment (ROI).

• “What’s my industry’s average cost per click (CPC)?” Without doing industry specific research, you won’t know how much PPC costs. For example, the keywords “bail bonds” might cost $60 per click for a bail bond business. In a different industry, you might pay just a couple of dollars per click.

• “What’s the search engine results pages (SERP) competition for my industry?” In some industries, it’s impossible to get placement on page one without a major investment. That may make PPC not worth it.

Increasing Organic Traffic With SEO

The goal of SEO is to land on page one of the search results. Since there is mystery to the algorithms that determine rank, it can take significant research and trial and error to get SEO right. The best SEO strategy is what already works: keywords and a positive user experience.

SEO also provides a marketing advantage for small and local businesses. Google gives preference to locally relevant keywords, often prioritizing small businesses in organic search.

Targeting Your Audience With PPC

PPC generates traffic through paid search. When an ad is clicked, you pay based on keywords used. You bid on keywords hoping that your paid advertisement will land at the top of Google search results.

Google’s formula for choosing which bid wins and gets top placement stems from a combination of your top bid amount and your ad quality score. This means that the top bid doesn’t always win. Don’t worry, though. The “auction” for keywords takes place billions of times monthly to ensure users find relevant ads.

PPC can pay off if you have the budget. It’s a guaranteed way of getting your ad the best placement, especially if you can afford to experiment and determine which keywords and ads produce the highest ROI.

The Pros Of SEO

• SEO costs less: The only real cost is time spent on optimization. You can pay a professional company, but even then the cost can be significantly less than the typical PPC campaign.

• It lends greater credibility: As you can imagine, paid ads get less clicks than organic search results.

• Conversion rates are higher: Since their search was targeted to begin with, chances are better that users will convert without needing to be sold on your product or service.

• It increases visibility: SEO increases visibility for your brand, generating more traffic.

• SEO offers better CTR: Organic searches have a statistically higher click-through rate than PPC.

• SEO is more sustainable: Has your marketing budget run dry? No problem — you probably won’t need to adapt your SEO strategy like you would your PPC strategy.

The Pros Of PPC

• PPC gets the job done: Once your bid is made and your ad is placed, you’re going to see more traffic faster than with organic search.

• You can measure and change results: Real-time analytics tells you which PPC campaigns are successful and why. If something isn’t working, you can immediately change it before it negatively impacts long-term results.

• PPC contributes to multiple business goals: PPC supports multiple parts of the sales funnel.

• You can more accurately target your audience: PPC allows you to focus on specific sectors that may otherwise be hard to reach.

• PPC is adaptable: Want to spend just a little? Ready to go all-in? It’s up to you and can always be adapted.

Do SEO And PPC Make Good Partners?

Usually.

You can balance SEO and PPC to make them work synergistically, negating their respective downsides. For example, you can apply the keyword and conversion data from your PPC campaign to your SEO strategy, or you can use both strategies to target your audience at every point of the customer journey.

An integrated strategy can optimize both PPC and SEO to increase visibility, drive traffic and provide an overall better experience. It could be the exact digital marketing game plan your business needs.

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PPC

How to Maximize Website Conversion Rates Through Mobile Optimization Strategy

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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!





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