Are your adwords driving the click but not converting? As an analyst at FutureNow, we spend time digging into the traffic sources that our clients are investing in to determine where we should focus first to help generate them higher return on their investment. For those clients that are spending on paid search to drive targeted traffic to their site, we generally will analyze these scenarios early on to help them achieve higher conversion rates from Paid Search campaigns.
Is the ad itself the problem?
Is the ad you’re featuring, driving the clicks from visitors who are actually interested in what you have to offer? You need to determine first and foremost if you’re featuring relevant copy in the ad. Usually if you’re bidding on very general keyword terms in your industry, then you may want to keep your ads more relevant for early stage visitors to drive the right kind of click. For instance, let’s assume you were bidding on keyword terms such as “ant killer”, you would likely want to speak to those visitors who are early stage, looking for ant killer. Meaning, they may not know the types of ant killers there are available, which ones are safer than others and which ones might be good to use in certain areas of the home vs. others, and maybe even which ones are ok to use if you have young children crawling around. Make sure that the ad you feature to generate the click speaks to this intent. You may want to use terms like “compare ant killer options” or “learn more about ant killer to see what’s safe” within the ad.
Is the landing page continuing the scent from the ad that the visitor clicked?
Once you’ve thought about who the types of visitors are that are coming from the keyword they searched and the ad they clicked on, you need to make sure that you’re continuing to deliver on what you told the visitor you were going to show them when they clicked. Does your landing page deliver on what your ad promised in other words?
Here are some key things to feature on your landing page:
1. Make sure the language and keywords you use in the title of the landing page are the same types of keywords you featured in your ad to keep the scent consistent and to make it clear that you’re delivering on what your ad promised.
2. Use bullet points to also make it easy for the visitor to skim through the copy and get what they need from it. Use bolded copy and text links to make certain important things stand out effectively and move visitors forward to gaining more answers to their questions.
3. Feature logical calls to action on this page. You can do this by going back to what stage of the buying process these visitors are in. You don’t want to ask the visitor to buy something and send them to a product page if they are too early stage in their buying process because they’ll lose confidence in what you’re trying to achieve. Instead, make sure the calls to action for early stage are moving visitors forward to learn more about something that they are interested in or get answers to questions they might have. Sometimes it is worth even creating some type of strong call to action like signing up to get a document that helps educate the visitor more thoroughly instead of getting them to buy something at this point so that you can get a strong lead’s email address and be able to follow up with a great offer again later. At FutureNow, we provide many helpful optimization resources for free so that you can get a better sense of how improving your online performance is so important.
Helping you improve your adwords performance is just one of the many things we do as part of our website optimization process at FutureNow. It’s critical to understand not only that people are different coming from different traffic sources, but that there are also many different subsets of visitors coming from each traffic source. We’ll help you get a better understanding of who you’re driving to your site from each traffic source and help you improve your scenarios from keywords, to ad to landing page so that you get the most return on your investment. If you have any questions about how we can help you, please feel free to contact us.