Research estimates online retail to eclipse $350 billion by 2016. That’s a big number, reason for business people to seek online exposure. Search engine optimization and marketing efforts help business owners translate brand messages, enabling digital commerce.
Pay-per-click or PPC is championed for facilitating quick exposure, while levelling the field of competition, allowing smaller brands to usher exposure by wisely spending pay-per-click budgets.
Strict statisticians understand, Numbers don’t lie, but that’s misleading. Sometimes, PPC numbers fluctuate; but, before making definitive assessments, it’s better to adopt a broader viewpoint for optimal management.
Consider the following situations where immediate insinuation leads to marketing mistakes.
(Photo credit: Search Influence)
Impressions Up and Clicks Down
Search engines are offering your pages in the SERP’s more often, but contrary to immediate assumption, consumers are not clicking through to your sites pages! What did you do wrong? A number of reasons account for zero mistakes made.
Have you included new words to your campaign? If so, they may be too broad, intertwining with another vertical. For example, what if you had a new dog collar on the market called, The Nike Collar? Search engines may offer your brand pages when consumers conduct a broad, Nike search. Because they’re looking for sneakers and not collars, they will not click.
Great Clicks and Lousy Conversions
You hired a savvy marketing team to orchestrate witty and entertaining PPC ad copy. Eureka! Your PPC efforts are finally coming to fruition. But, the clicks are running your ad dollars up, while lousy conversions are not compensating for dollars spent. What happened?
While the double entendres and puns infused in the PPC ads are funny enough to intrigue interest, begetting clicks, the process ultimately confuses consumers, those who quickly bounce from your landing page once they realized the disconnect between the promise of the ad and the reality of the landing pages offered information, more information regarding this can be found here.
More Sales but Less Money
Pay-per-click efforts are engineered to make more sales and money for leveraged businesses. However, what happens when you’re pleased to see the success of PPC efforts, yet, ultimately, the endeavour is aligned with overall losses on your P&L sheet? Who or what is to blame? Perhaps you are.
What is the marketing and acquisition price of each product and service? Each has its own sales tunnel. What is the cost of acquisition regarding each individual PPC effort? For example, you may be making more software sales, but you may also be paying more to acquire those initial leads.
Increased Traffic and Decreased Engagement
Pay-per-click ads help consumers find respective goods and services, first alerting brand real estate exists, offering what consumers are seeking. However, the best billboard ads in the world cannot compensate for poor ambiance and user experience, once buyers get to a brands online real estate, web pages.
Your website is experiencing increased traffic due to well-managed PPC efforts. However, metrics of behaviour are not aligned with your PPC success; people are quickly bouncing from your pages. Why? It may have nothing to do with PPC and everything with user experience. How long is it taking your sites pages to load? Are there signals of authority and engagement on your pages? Is your design poor or outdated? Consumers have choices. Traffic does not warrant eventual engagement and sales.