Post click optimisation can be the deciding factor whether your PPC marketing campaign is a success or not.
You might not have heard it referred to as post click optimisation before, but you’ve properly done it at least once.
Or, you should have done it before if you’ve run a PPC campaign.
Post click optimisation is ensuring you have the things in place that you need to convert visitors after they’ve clicked through on your advert.
This is, arguably, the most important part of your campaign because it’s when you’ll convert your new traffic into leads and customers.
You can put all the work you want into your PPC ads and your targeting, but if you don’t put the work in to convert your traffic, your campaign will be deemed a failure.
From a basic set-up standpoint, your post click optimisation revolves around two main pages:
- A landing page
- A thank you page
Your landing page is the main page you’re trying to get your audience to after clicking your ad to convince them to convert.
Your thank you page is when you can convince them to convert again on other content on your website.
To help you get the best results from your PPC marketing, here are the best ways to improve your chances of increasing leads.
You can have the most convincing PPC ad ever created, but if you direct people to a page with poor content, which directs them across a website with more poor content, or nothing that your audience will find useful, they’ll go somewhere else.
Remember, your PPC ad is a means to get customers to your website, once they’re there, you have to make it worth their while.
For a start, every PPC campaign should have its own dedicated landing page created for it.
This page isn’t just a page to get people to.
If you’ve created a targeted PPC ad, with a message or offer aimed at a particular audience (which you should have) then your landing page needs to be an extension of that.
Your content should provide more context and information for your customers.
It should expand on your offer or service, give them clear details about what they’re getting, and clearly describe what you’re expecting them to do.
This could be signing up to a webinar, downloading an eBook or requesting a free trial or consultation.
A fast website
Let’s imagine you’ve clicked on an advert.
The page starts loading, and keeps loading, is still loading, and keeps you waiting longer and longer.
Are you going to wait around for it?
And neither are your customers.
A slow website is one of the main reasons customers will abandon your PPC campaign before getting to your landing page.
There are lots of reasons your website could be running slow.
You might have lots of high res (high data) images which are slowing you down.
In which case, you should compress the file size.
You might not have optimised your website for mobile. This is a critical mistake now when so many web searches are done via a mobile device.
It could be that you have problems with your website’s code that could be holding you back.
A consistent message
Your landing page is an extension of your PPC ad, so it should contain the same messages as those in your advertisement.
This includes things like having the same style, tone and title.
You create an ad with the message “download the complete guide to PPC marketing”.
But your landing page has the title, 14 ways to improve your PPC campaigns.
The content could be the same.
But the fact that the title is different on the landing page than on the advert can create confusion for the reader.
Did they land on the right page?
Is this the thing they wanted to download?
If at any point they have a doubt about what they’re getting or what they’re meant to do, you’ve lost them and the majority will click away from your site rather than carry on.
Strong Call to Action
Speaking of telling your audience what they’re meant to do.
You need to make this as clear as possible.
A strong CTA doesn’t just suggest what your audience should do, it clearly tells them
“Download now”, “Buy now”, “Sign up now” are all clear instructions and leave no doubt in your readers’ mind what they’re meant to do.
And make your CTA stand out.
One of the biggest mistakes people make with CTAs is just using hyperlinked text which can be overlooked.
They also confuse the reader with the hyperlinks by putting the link on the anchor text (which is good practice for SEO) and then having the words “click here” next to the link with no link on it.
People end up hitting “click here” and when nothing happens they just assume you’ve made a mistake and they move on.
Simplify your landing pages
We’ve said this a lot.
But the purpose of PPC marketing is to create a clear path that your customers can take from clicking on your ad, to get to a landing page, to fill out a form and become a lead or customer.
Anything that gets in the way of that is just a distraction.
A big mistake with a PPC landing page is that people try to clutter it with too much copy or images.
The reader doesn’t know where to look, they don’t know what they’re looking at, and they definitely don’t know what they’re meant to do next.
Your landing page should make good use of white space on the page to help your main messages stand out.
Keep the copy and images simple and clear.
Give the user the information they need, and give them the instruction of what to do next.
Some marketing people like to make this sound complicated by calling it a 1:1 conversion ratio.
Essentially what it means is creating a landing page where the only course of action on the page is to convert.
Using extra content and forms
So your customer has clicked through to your landing page, given you their details and have gone through to a Thank You page.
Should a Thank You page simply thank them for taking the action you wanted?
This is where you can provide them with more information and relevant content to keep them interested, and on your website for longer.
Maybe you have some more articles related to the guide they’ve just downloaded.
Or they’ve booked a demo and you have a quick video guide that they’ll find useful ahead of time.
Put links to this content on your Thank You page.
These other pieces of content could also be behind a form that a user has to fill in.
Don’t be worried that you’re asking for their information too many times.
Not everyone will see every piece of content.
But if a user downloads a guide, and then downloads a video linked to that guide, you can be sure they’re interested in what you do and could be a strong lead.
Putting these extra forms on your Thank You page and throughout your website will also help with you organic lead generation as well.
If you’re struggling to convert traffic from your PPC marketing into leads (or are struggling to generate traffic at all) get in touch with us today and one of our PPC consultants can guide you through the process of creating high conversion campaigns.
We’ve got PPC management experts and copywriters who know how to create adverts your audience will click, and optimise your pages to start creating those all important leads and customers for your business.