Conversion – Keeping the Faith

Traffic without conversions is like a hit and run. All it does is run your pay per click costs over budget and leave you bleeding money on the sidewalk. You can keep this from happening by making sure you have a proper stop sign posted at your intersection, maybe with a flashing light to make sure you get everyone’s attention.

You want traffic to be a one way street. You want your site to be where all freeways converge. You want people to surf, stop and shop, and spread the word. Drive-bys don’t do you a whit of good. They need to go through your tollbooth, even if they just drop the token email address in the contact box as they ease through the lane!

How do you do this? First, you make sure you are accurately representing yourself in your ad. Don’t promise what you can’t deliver. Second, you make sure your ad is being displayed appropriately – ie: to your target audience. If you sell women’s shoes, you don’t need a lot of male traffic (Although you never know!).

Third, make sure your landing page is tailored to the ad it funnels traffic from. Make sure that whatever you addressed in your ad is directly addressed in your landing page. Extra landing pages are good, as long as you no-index them to avoid duplicate content issues. You can often use a base rough text and modify it for each product or slant you need to take.

Fourth, make sure your call to action is clear. The two little words ‘Buy Now’ have incredible power, but you can also come up with your own ways of encouraging people to DO instead of just LOOK. Make it a solution: To solve your runaway pet problems, ‘Click Here’.

You will make your customer feel like you have everything they need with no reason to look elsewhere, and your conversions will improve dramatically. Never underestimate the need for a well thought out pay per click campaign – it can be vital to your sites success or failure.