Optimize Your PPC Campaigns It often happens when you set up a good pay-per-click campaign that you can get excited by the number of hits only to discover that they’re not converting. The users may also fill out forms to receive your e-book or whitepaper but something’s not quite right and the trail is leading nowhere. Don’t panic as there are certain things that can be done to help in these situations. It’s no longer believed that the way to gauge the success of a campaign is to count the number of forms returned by a potential customer. For a long time this was considered the best way to measure a PPC campaign but not today. There are advantages in getting people to return completed forms as this can be used to create a database useful for future communication via email and social platforms. The person returning the form would and still should, receive a friendly email in the hope of creating dialogue. The user would also be incentivised with attractive discounts on new products and is automatically placed on the advertiser’s CRM. PPC Agencies London see the reason it’s all changing and why businesses running PPC campaigns are often disappointed despite plenty of form filling. It’s the sheer volume of company e-mails received by individuals offering all kinds of deals that overloads and overwhelms.
This means your email may be treated like spam and deleted on arrival. There’s a cooling down period that often begins the moment the prospective customer sends their form and the time it takes you to get back to them so immediate follow-ups are essential. Another recent difficulty is that with most people searching online with mobile devices filling in forms is a lot more tiresome than on a full size keyboard and screen. It’s now more important to optimize the pay-per-click campaigns for incoming phone calls. These incoming phone calls represent a good return on advertising revenue as they put you directly in touch and have a sense of immediacy and intimacy. The person to person interaction on the phone clearly puts the salesman in a strong position of achieving a sale. A recent market research exercise found that this method led to up to ten times completed sales than form filling. It’s not difficult to optimize a PPC campaign for incoming phone calls and there are three main tactics that can help. Utilizing call extensions allows the caller to press the call button without having the bother of dialling numbers. This increases the likelihood of the caller making a quick positive decision in your favour. Make sure the phone number is click to call directly on the Landing Page and the third tip is sometimes referred to as a call to action, in other words you need to tell the user what to do next. Typically the call to action meant directing the user to buy now or at least to discover more. Now the call to action must tell the prospective customer that just by pressing call he or she will be talking to a real person at the other end immediately.