5.- Bonus: try to influence purchasing decisions with PPC data
Posted: Mon Dec 23, 2024 6:52 am
A PPC strategist can even identify opportunities to expand a new product range.
The PPC success story of Coombe Farm Organic, an online organic meat store and Morphsites client, demonstrates this.
In its early days, the site offered a fairly simple selection of organic beef and pork, about 20 products in total.
Today, they sell over 350 organic products, and some of them have emerged thanks to good keyword research.
PPC Success Story - Organic Meat Example
An example of a product is “organic bone broth,” a keyword that brought Coombe Farm a lot of traffic due to low market competition.
If we look at the trend chart, we see that it was a good bet.
At the beginning of 2018, the competition level was only 0.36.
PPC Success Story - Competition Data Trend Chart
Making sure landing pages are on par
Dan Drummond explains that creating a good PPC campaign only makes sense if the conversion landing page is right.
Creating the perfect landing page is an art in itself, with many aspects to consider, from which images to choose to which CTAs to include and ease of use on mobile.
But in a nutshell, there are four key things to keep in mind from a PPC perspective:
1.- The loading speed
Faster landing pages offer a better return on investment, there's no denying that.
Every second it takes to load your landing page (on mobile devices) conversion drops by 20% .
Loading speed is therefore a landing page factor to consider for Google Ads, which means you will lose money (and rankings) due to poor technical performance.
You can analyze a particular landing page in Google Analytics under "Behavior -> Site Speed -> Page Timings".
PPC Success Story - Google Analytics Behavior
If you have a project with the Site Audit tool set up in SEMrush, it will also warn you about those pages that have a slow loading speed:
PPC Success Story - Site Loading Speed Audit
2.- Buttons with CTA
It's common to forget to place a button with a good CTA on the landing page, email database south africa however, we want to mention the importance of doing it right.
The first thing you should consider is that it is good to match the action with the visitor's expectations and clearly express what they will achieve if they do what you intend.
The trick is to provide more value than the user expects – enticing them to click and convert.
Netflix could simply use a typical CTA like “Get Started” or “Get it Now.”
Instead, they have gone a bit further, as the first thing a visitor sees is that they are getting a free month.
Thus, the risk is reduced and the incentive is more attractive, maximizing conversion.
The PPC success story of Coombe Farm Organic, an online organic meat store and Morphsites client, demonstrates this.
In its early days, the site offered a fairly simple selection of organic beef and pork, about 20 products in total.
Today, they sell over 350 organic products, and some of them have emerged thanks to good keyword research.
PPC Success Story - Organic Meat Example
An example of a product is “organic bone broth,” a keyword that brought Coombe Farm a lot of traffic due to low market competition.
If we look at the trend chart, we see that it was a good bet.
At the beginning of 2018, the competition level was only 0.36.
PPC Success Story - Competition Data Trend Chart
Making sure landing pages are on par
Dan Drummond explains that creating a good PPC campaign only makes sense if the conversion landing page is right.
Creating the perfect landing page is an art in itself, with many aspects to consider, from which images to choose to which CTAs to include and ease of use on mobile.
But in a nutshell, there are four key things to keep in mind from a PPC perspective:
1.- The loading speed
Faster landing pages offer a better return on investment, there's no denying that.
Every second it takes to load your landing page (on mobile devices) conversion drops by 20% .
Loading speed is therefore a landing page factor to consider for Google Ads, which means you will lose money (and rankings) due to poor technical performance.
You can analyze a particular landing page in Google Analytics under "Behavior -> Site Speed -> Page Timings".
PPC Success Story - Google Analytics Behavior
If you have a project with the Site Audit tool set up in SEMrush, it will also warn you about those pages that have a slow loading speed:
PPC Success Story - Site Loading Speed Audit
2.- Buttons with CTA
It's common to forget to place a button with a good CTA on the landing page, email database south africa however, we want to mention the importance of doing it right.
The first thing you should consider is that it is good to match the action with the visitor's expectations and clearly express what they will achieve if they do what you intend.
The trick is to provide more value than the user expects – enticing them to click and convert.
Netflix could simply use a typical CTA like “Get Started” or “Get it Now.”
Instead, they have gone a bit further, as the first thing a visitor sees is that they are getting a free month.
Thus, the risk is reduced and the incentive is more attractive, maximizing conversion.