When you're running a pay-per-click campaign, every landing page hit affects your bottom line—it's right there in the name. That means that your landing page has to be effective, because the visitors that don't convert aren't just missed opportunities—they're losses. All too often, landing pages suffer from hasty design, a lack of proper testing and other common mistakes. By taking your time from the get-go and building a better landing page, however, you can give your PPC ads the support they need to engage visitors and turn more clicks into conversions.
From link authority and page rank to keywords and social traffic, a plethora of elements go into the “perfectly” optimized page. An optimized page not only provides unique content, but, most importantly, unique value. Underlying this is strong page architecture the supports targeted content engagement and delivers a phenomenal user experience.
With smaller businesses, there can be a lot of ostrich-head-in-the-sand tactics when it comes to talking about analytics. To many, all the seemingly complicated data and numbers can make their eyes cross. More marketers than you would think have no clue which of their marketing tactics are driving traffic to their sites. They simply throw digital marketing tactics at the wall and hope something sticks. They don't choose to dive in and see what’s actually happening on their websites.
Recently I happened upon a Hubspot post dealing with the definition of inbound marketing – in 140 characters. Now, we can all google definitions, and we always have a pretty good idea about things, even if we are not quite able to fully define them, but what caught my eye was the essence of these quick definitions – inbound marketing is all about letting people come to you by providing value - as regarded by a haphazard choice of Twitter members who were familiar with the term due to their work.
Driving traffic to your website can be hard work; for all the aimless wandering we do on the internet, we are not going to click a link out of the goodness of our hearts, the website has to offer something of value to us. This could be the answers to some commonly Googled questions, or a video of your cat, either way the formula is the same, know your audience and make sure they can find what they want on your site.
In this day and age of easy access to information, no company can afford not to stay on top of what’s going on. No matter if you are a business owner, product or marketing manager, or a sales guy – you need to know what your competitors are doing. The more you know about your competition, the better you can make business decisions that will allow you to differentiate yourself and to create a competitive advantage to your business. Without proper competitive insight, you can easily make the wrong educated guesses that could lead to business failure.
Big companies have big budgets. However, those budgets are hotly contested by every part of the organization from finance to sales to marketing to human resources to customer service. This can create a very competitive atmosphere inside the organization and management has to be very careful to avoid a zero sum budgeting attitude. Trust me, I’ve seen it happen.
Search engines are increasingly making it more difficult for all but the largest e-commerce sites to rank high. It seems Google wants to be the sole affiliate on the web and websites like Amazon and eBay make it very hard for others to even get noticed. More and more, e-commerce SEO is harder and harder as search engines gradually remove commercial sites from their results. Their own ads and shopping programs are much more noticeable in search engine results than niche organic results. Search results are now concentrated more on content than products.
As an online merchant, having affiliate marketing connections can be pretty useful when it comes to attracting traffic and actually earning money. However, affiliate marketers can only do so much to promote your brand. At the end of the day, your revenue still depends on your site’s performance once the customer forwards their orders.
You are missing out if you are not using Google Analytics data to improve your AdWords campaign results! There are dozens of reports that you can data mine – a la the NSA – in order to quickly optimize your PPC Campaigns with a few PPC management tweaks.