A great PPC campaign is one of the best ways to acquire higher visibility and reach on search engines like Google. PPC campaigns significantly increase the chances of your visitors making a purchase. To create a successful PPC campaign, you first need to understand what doesn’t make a PPC campaign successful.
Not Having the Right Goals and KPIs
Your marketing needs to support your business goals. Your metrics should not come from arbitrary random sources; they should align with your company’s purpose. If your focus is on ROI, then every click you aim for should get you there.
If you’re an agency, it’s essential to create an alignment with you and your clients. After all, you’re not doing marketing for yourself but hopefully for numerous clients. So it would be best if you first had a deep understanding of how your goals will complement your clients’ goals.
Not Knowing Your Audience
It’s impossible to design a great PPC campaign if you don’t have a clear vision of what and who your target is. Sometimes, marketing companies spend too much time worrying about the quantitative side of things, neglecting the importance of the qualitative.
Identify key and personal elements of your target audience. If not, you’ll miss your audience’s message because you’re focusing too much on an algorithm rather than your audience’s needs.
Don’t let an algorithm make your decisions. Instead, optimize and create your ads based on the data. It’s critical to understand how to analyze and interpret the data given on Google Ads and other PPC platforms, so you can make informed decisions.
Automating Too Early
You may realize you’re automating too early whenever you try to implement a rule or a process anytime you don’t understand the purpose behind it. When you know the meaning of every action behind a PPC campaign, you can develop a more efficient plan of action.
There’s no point in automating a process if its only purpose is helping you fail faster. Before you even think of automating a strategy, you should know how it works to minimize its margin of error. And the only way of doing that is by taking the appropriate time to do it yourself first.
Not Understanding the Search Mindset
Understandably, multiple marketing companies focus on growth by volume. But sometimes, when you prioritize volume over quality, you tend to forget about your growth quality. Your PPC campaign value is attributed to your work and clients’ quality, not a larger number of clicks.
Instead of aiming for a huge number of clicks, work to get quality leads that your client has the time and ability to convert.
Not Having a Strategy
Having a strategy is the key to your success. When you identify the best strategy for your campaign, you minimize the chances of committing mistakes along the way and becoming more efficient. It won’t be perfect on the first try, but coming into the process with a game plan can make a huge difference.
All the common mistakes mentioned above can be avoided if you organize a well-researched strategy. And remember, every campaign is different. If something works once for a client, it doesn’t necessarily mean it will work for another.
There’s no specific formula when it comes to clients and marketing. Your flexibility and versatility to obtain different metrics and aligning them to your business and your client’s strategy is what would make all the difference in the end.
Author: JC Hite
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.
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:
- Provide a simple, clean checkout experience
- Add on-page product recommendations
- Offer more ways to pay
- 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:
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
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!”
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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