Perfecting local PPC campaigns with Google Ads is the biggest challenge in search engine marketing (SEM). It’s true whether you’re multi-million dollar agency managing ad campaigns for a nationwide health insurance company or an independent hair salon opening your second shop on the other side of town.
Your landing pages are the moneymakers in your PPC campaigns. Or at least they should be. They’re the deal-closers. The sweet-talkers. Your online, 24-hour digital sales force. Even if your PPC ads are driving high-value traffic, you’re wasting money on every click if your landing pages don't convert that traffic into free trials, paid users, or revenue-generating leads High-converting landing page ideas come from many places-- client interviews, customer feedback, your marketing team, and your competitors. At iSpionage, we’re big fans of that last one.
If you’ve been in the digital marketing space for a while, you’ve probably heard a lot of talk about conversion rate optimization (CRO). But the question is, do you get better results from CRO or traffic optimization? So…is popular opinion right? Should you focus on conversion rate optimization over tweaking your pay-per-click campaigns? Sure, if you can do both, go for it. But if you’re anything like the average marketer, time and money are limited, so if you can only pick one, which should you choose?
Here’s something that should pique your interest in Google Analytics A/B testing. I'm sure you've heard of the game The Sims-3. The makers wanted to drive more people to register for the game, and they felt that the value proposition was an area that needed some tweaking. Let's look at what A/B testing did for their business.
All of us— even those considered to be CRO experts— had to start somewhere. Nobody knows right away how to optimize websites as soon as they enter the digital marketing world. Thankfully, mastering the art of conversion rate optimization is considerably easier now than it was several years ago, and for a very good reason—more learning resources are readily available.
In order to make the best use of your PPC campaign budget, you need to target people who are interested in your product or service in the most customized way possible. That’s why remarketing is a powerful component of any successful pay per click campaign because it can help you reach people that visit your website yet leave without converting. By using remarketing, a greater percentage of your abandoning visitors will convert, but not all of them will. And that's where onsite retargeting comes in. Here's a quick explanation of the difference between "onsite" and "offsite" retargeting.
Conversion rate optimization is a serious business with a lot of tricks and tools in its arsenal. Even small changes can make a big difference, so we try to learn the most we can about our users' behavior by using automated scripts that show what people click on or how far down our website they scroll.
Your value proposition is probably one of the most important pieces in the conversion puzzle. If you don’t believe me, think about it this way… Online shoppers have literally thousands of websites they can choose from when shopping online. It can become difficult for them to decide where to make a purchase. They’re often looking for that definitive reason why they should choose you over the competition.
I’m sure you’ve seen them somewhere around the web. Whether it’s the one used by Dropbox to fuel their growth from 0 to 100 million users, or any of the other thousands of videos used around the internet to explain SaaS companies and digital products. They’re everywhere. But what you may not know is how effective they are and what makes them so effective.
So you have a free trial, and you're probably thinking—why wouldn’t people sign up, it's free? Well, just because something is free doesn’t mean people are going to take their time to sign up. Even free ebooks, courses, and other freebies need to be optimized in order to get more people to subscribe or download. People won't sign up simply because something is free. It needs to be enticing and something they're interested in.