Tips for Increasing PPC Conversion Rates From Developer Partner Scott Smigler
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Tuesday, May 31st, 2011
If you missed it on Friday, check out Scott Smigler’s article for Practical eCommerce, "5 Tips for Increasing Pay-Per-Click Conversion Rates." (Scott is the president of Exclusive Concepts, a Yahoo! Merchant Solutions developer partner, and is also a past contributor to the blog.)
In his article, Scott reminds merchants running PPC campaigns about the importance of focusing on what happens after a shopper clicks through to a landing page, and advises merchants to:
- Dynamically insert search terms into landing pages
- Create big expectations with ad copy — and live up to them
- Remove navigation options and content that doesn’t cater to the shopper’s intent
- Create retargeting campaigns
- Optimize for mobile devices
Why is this article reading time well-spent? Well, as Scott notes, your competitors may be focusing on "pre-click" PPC factors, such as their copy, bids, keywords, negative keywords, campaign structure, and budget strategy, and neglecting what happens once they get a shopper to their landing page. However, by focusing on what happens once a shopper gets to your site — which the article offers advice and examples for how to do — you can help increase your conversion rates. And as Scott puts it, "The higher your conversion rates, the more you can afford on advertising clicks, and the faster your revenue and profits will grow."
Read Scott’s article for Practical eCommerce.
Jennifer Farwell
Yahoo! Small Business
Follow @YSmallBusiness on Twitter and become a fan on Facebook
Comments
I have recently read Scott’s article and we are in the process of making changes that he recommends. We are trying to focus on re-targeting. That is an aspect of our PPC. campaign we have not yet tried.
Comment by Brent Roake — December 30, 2011 @ 7:16 pm
I think not ignoring mobile users is one of the biggest tips that Scott presented. Mobile users are growing in leaps and bounds, so we’re deciding to make a mobile-friendly version of our website over the next few months.
Comment by Doug Morris — June 16, 2011 @ 7:05 pm