10 Easy Ways to Optimize Your PPC Landing Pages & Increase Conversions

It’s common knowledge that a professional website design can increase conversion rates and sales. A professional website design ensures trust and credibility with your users. But website design and landing pages can play a part not just in SEO, but in PPC too.

Actually, there is an entire procedure to optimize PPC campaigns including writing successful PPC Ad Copy, Optimizing Your AdWords Campaigns Now, back to PPC landing page optimization. The tactics I describe in this post will not only improve your Quality Score which can increase your ad position for a lower cost, but can also help convert more people that come to your website.

Now, I will admit that most of these tips are for lead generation, not all of these tips would apply to an ecommerce website.

1. Call to Action/Buttons – It’s no secret that adding a call –to- action or a button that is large and very noticeable on your PPC landing pages will help increase conversions. Anything that draws attention to a user is more likely to get clicked on. Tell people what you want them to do on your landing page, don’t just assume they’ll know automatically.
   
   
2. Minimal Navigation – The key to successful PPC landing pages is keep the user to from getting too distracted. Remove the top, left or right hand navigation from your main site on your PPC landing pages. Simply have your company logo at the top left of the page with a link to your homepage. That will be enough for people to click on if they need more information before converting.
   
   
3. Important information above the fold – Some people who are searching for a service like yours are sometimes in a hurry. If they enter your landing page and don’t see what they need to do within the first 5 seconds, they’re likely to bail. Be sure that your call to action, button, or form is above the fold. Be sure to check Google analytics to see what resolution size the majority of your users are currently using. This will help your designers make the important information above the fold for most of your users.
   
   
4. Easy-to-scan copy – I’ve worked on clients before that use way too much industry language in their PPC landing pages. You have to think that if an executive is looking for a service they’re likely to ask their assistant, intern or even a receptionist to do research before they engage in anything. While the executive may know all the industry jargon the assistant or intern may not. Also, these people who are searching for many companies are in a hurry, and simply just scan the copy on your landing page and don’t necessarily read through it all the way. So break up your copy into several paragraphs instead of one large paragraph. And I like to use the rule of thumb to put your benefits or advantages of choosing your company in a bullet list or numbered list so it stands out more prominently.
   
   
5. Few images to convey professionalism – Some PPC landing pages I have seen have a lot of well, dorky images that don’t convey any professionalism whatsoever. This can really turn off a potential client and make you look untrustworthy. Have one to 2 images on your PPC landing pages that show professional looking people, smiling as if they have just engaged in yoru services and are incredibly happy. Also having too many images on your PPC landing page will make your load times longer.
   
   
6. Fast loading times – One factor of the Google Adwords Quality Score is the load times of your pages. If it takes more than 10 seconds to fully load your pages that’s way too long. It should take less than 5 seconds. Large flash files, too many images, or animated graphics could hinder your fast load times. Also, if I have to wait for a flash animation to load before I can get information about your services, I’m more than likely not going to stick around or come back.
   
   
7. Dynamic headlines – Using dynamic headlines on your PPC landing pages is a great way to better target what the user is actually typing in the search box. Dynamic headlines are generated by tracking URLs that will insert the specific keyword into the headline. This is like using dynamic keyword insertion in your PPC ads, only it’s for your landing pages. If the page headline is more targeted to what the user typed in the search, they’re much more likely to continue reading and complete an action.
   
   
8. PPC keywords in your landing page copy – Many people think this is only true for SEO, but you still need to include your PPC keywords in the copy of your PPC Landing page. This will not only help improve your Quality Scores, but will also help your users connect better to your copy.
   
   
9. Short contact form – You could potentially be driving away qualified leads by having a contact form that is too long. If your contact form is running below the fold, it’s too long. You should be able to see the ‘submit’ button above the fold. Look at your current forms and only require the information you truly need. If someone sees a very long form, they may think, ‘This is going to take too long to fill out’ and could possibly skip that process altogether.
   
   
10. No Clutter – This is really a no-brainer, but unfortunately too many people make the mistake of dumping too much content on their PPC landing pages. You should have one main goal of your PPC landing page, not 3, 4 or 5. Remove any extra copy that isn’t necessarily useful to the user. Remove any unnecessary images or icons.

If you need any persuasion to make changes to your existing landing pages, just take this for an example: if you were to make changes on your landing pages, and increase your conversion rates by .5%, add that to your current sales and see how much of an increase that is. You would be surprised how much additional revenue .5% would drive.

If you have any additional PPC landing page tips that will help increase conversions that I have not mentioned feel free to add them in the comments section!

PPC Ad Copy Tips - Writing Successful PPC Ad Copy to Boost your CTR

One of the most important factors of a successful PPC campaign is writing successful ad copy. You can spend a good deal of time on other aspects of your campaign but skimp on the ad copy and you might not get the results you're looking for. This two-part article will review several tips for crafting high performing ad copy and methods for testing its effectiveness.

Managing paid advertising on the search engines can be tricky. The little boxes of ads seem innocuous, but many advertisers don't effectively capitalize on SEM (Search Engine Marketing) opportunities. One way to make a big difference in paid search campaigns is with ad copy. Here are several pointers to get your ad copy right!

1. Qualifications and Guarantees: Another way to help your searchers feel a little more comfortable about clicking on your ad is to state any qualifications or guarantees you have. Are you a certified professional? Are you an award winner? Do you offer a money back guarantee? Answering these questions might be enough to get a click.

2. Use of Exclamation Points: When I first tried this experiment, I guess was disappointed to find out that people really do respond to exclamation points!!!!

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3. Dangling Top: Create an ad version where the top description line extends past the bottom description line.

4. Display URL in Title Case : This technique can call out your brand a bit.In cases where your domain actually has some keyword value/keyword association, this Title Case technique can have an even greater impact.

5. Question Mark in Heading - Ask the Question: Another way to set up your headline is to simply ask a question that gets the searcher thinking. You might be surprised if you ask a compelling question and then follow up in your description with some compelling answers. This can also help make your headline stick out especially if your competition is employing the keyword insertion method.

6. Include prices and promotions in title or text copy for store product if we offer study guides at cheapest rates:

7. Use a strong call-to-action: Enroll Now, Buy, Purchase, Call today, Order, Browse, Sign up, and Get a quote - Promotions and sales capture people's attention. If you have a giveaway or a product that's on sale, put that in your ad. If you use this method, be sure that you send them to a page that actually has the promotion or the sale (more on this topic in part two).

8. All Title Case

9. Test multiple ads in each ad group

10. Write Specific Ads for Specific Keywords

Gear ad copy to the specific terms in your paid search accounts. Statistics tell that visitors are more likely to convert to a sale, sign-up or other type of conversion when they see queries they've keyed into the search engines in your actual ad copy.

11. Dynamic Keyword Insertion (Warning: Advanced Topic): DKI is an advanced method that allows you to dynamically insert a keyword from your ad group into your ad copy, if triggered from a search query.

KEY POINT: The most important factor of your PPC ads is the headline or title. More than any other part of the ad, the title can impact the CTR of your ads.

It is impossible to infer a concrete plan of action for the best possible PPC ad copy based on two micro-tests. Ideally, you will implement your own testing and discover the optimal ad copy for your own unique offer. In the following section, we offer the most effective techniques we have learned from several years of PPC ad copy testing.

2. What are the most important practices to keep in mind when optimizing your PPC ad copy? (16 Techniques)

1. The most important element of your PPC ad copy is the heading or title. The more potential customers identify with your heading, the more likely they will be to click your ad. The number of characters allowed in your heading is quite limited, so optimizing the best possible combination of words is of utmost importance.

2. Using relevant keywords in the ad title usually work very well. This technique captures the attention of users by putting their search terms in the most prominent position in the ad.

To match your title keywords to search terms, you will have to set up individual ad groups for important search terms. On Google AdWords, you can use automatic keyword insertion, which will save a tremendous amount of time when setting up campaigns spread over numerous keywords. For example, if you have 1500 keywords and want to put all of them into a single ad group, you can set up your account to automatically insert the search terms into your title (as long as they don't exceed character limitations).

3. If your prices are the lowest or close to the lowest in your industry, placing product prices in the ad title can boost CTR and skyrocket conversions.

4. "Free" add-on offers work well in the ad title. For example, if you offer free shipping, free bonus software, or a free 30-day trial, try mentioning that in the ad title and the primary offer in the body.

5. Make sure the "display URL" is the shortest possible URL. Display URLs are basically free brand exposure for your domain name. Even when no one clicks your ads, you are still receiving exposure. If your site domain iswww.PoonamBhatt.com, do not use http://www.poonambhatt.com/Pay-per-clcik/ as the display URL. Make it as simple, uncomplicated, and memorable as possible.

6. It is best to display URLs without the "www" in front of them rather thanwww.poonambhatt.com. It thus becomes more likely that they will remember your site.

7. When possible, try to quantify your ads. If you have the most or greatest variety of products in your niche and you believe that gives you a competitive advantage, use that in the ad. If the price of your service is relatively low compared to alternatives, advertising the price in the ad copy – or even in the ad title – can be quite effective.

8. Avoid using hype in your ads. This is especially true for those products and services whose potential customers may be inherently skeptical. For more on an honest approach to writing copy.

9. Create a sense of urgency in your ads if it can be done without hype. Rather than using words like "amazing" or "unbelievable," try "limited-time offer" or "available for overnight shipping."

10. Use clear, precise sentences, not just keywords.

11. When space is available, always add a credibility indicator. Examples of these include: 30-day money-back guarantee, 5-star rated merchant, etc.

12. Be aware that CTR is not the only important factor in a highly effective PPC ad. Conversion rate is also very important. The temptation on PPC engines is to use highly specific ad copy to pre-qualify your clicks. This may allow you to pay for less clicks while achieving a higher conversion rate.

However, Google has minimum CTRs that must be maintained for your ads to remain active. The minimum CTR varies by keyword. In addition, a high CTR will also positively influence your ad placement in Google, so sacrificing CTR to increase conversion, while it could save you money, is often quite risky.

13. Create a unique approach that focuses on the opposite or reverse of what your competitors are advertising. As we saw in Test Site A above, a reverse-psychology approach can often outperform the expected approach for some ad types.

14. KEY POINT: You cannot write PPC ads in a vacuum. Testing is essential. Furthermore, you must pay attention to what your competitors are doing in the PPC engines. Study your competition's ad copy to determine how your own marketing voice can be distinctive from that of your competitors.

15. Review our previous PPC-related reports, listed in the "notes" below.

These sixteen techniques should help you develop the best possible ad copy for a variety of PPC campaigns. But again, nothing should replace ongoing testing as your primary means of optimizing your copy.

URLs and SEO: SEO Best Practices for URL Structure

URLs and SEO: Various Strategies for URL File Names: Below are various strategies for URL file naming.

1. Why do we care?

URL is undoubtedly one of the most important aspects that affect both SEO and usability.

It affects:

• Rankings (placing keywords in the file path is one of the most effective ways to make the keywords more prominent);
• Click-through: a “clear”, “readable” URL can be anotherreinforcement signal for the user to click it;
• Usability: a good “obvious” URL helps the user understand what the page is about even before entering the page.

2. Keywords in the file name

There is no doubt that keywords in the URL matter (so far they even matter a lot). However this doesn’t mean that you need to stuff your URLs with only keywords. The best practices would be:

• Keywords in the file path occur naturally;
• Keywords in the file path help make the URL easier comprehensible and memorable;
• URLs do not consist of only keywords: here’s a good point expressed by Onreact in his post on top 10 fatal URL design mistakes:
  
  

  Recently bloggers tend to shorten their URLs in as much as their posting becomes totally boring. I won’t click /2008/06/27/google if I see only the URLs (like, say, in an email) but I will click google-files-for-bankrupcy

3. Word separators

While Google has become much smarter when it comes to identifying separate words in the file path, a dash is still considered the best choice:

Word separator	Disadvantages	Example
Space	URL encoded as %20 (makes the URL not easy to read). This may also prevent from sharing the URL in some social bookmarking services.	/word1%20word2
&	URL encoded as %26 (makes the URL not easy to read). This may also prevent from sharing the URL in some social bookmarking services.	/word1%26word2
Comma (,) or period (.)	Abused by spammers	/word1.word2 OR /word1,word2
Underscore	Traditionally it isn’t seen by search engines as a word separator (this is slowly changing now)	/word1_word2
Hyphen	NONE	/word1-word2

4. URL length

While it is still considered the best practice to stick to shorter URLs, the factor is becoming less and less important:

• Usability: Very few people manually type a URL in the address bar. They either use bookmarks or search history (e.g. FireFox / Chrome smart address bar that shows URLs while you start typing the title of the page) or just use Google to find the page again;
• SEO: Google can handle very long URLs (though it is still rumored that it prefers short URLs, I personally don’t see any big difference);
• Click-through: Google now breaks long URL in SERPs smartly: it only shows the parts which use the search term or even substitutes the URL with breadcrumbs.

5. Case sensitivity

We have discussed this before: URLs are case sensitive. That being said, if you have two versions of the URL live and linked to (which is only possible if your site is on Windows server), this means that both lower- and higher-case URL versions return 200 OK status when queried. This will cause some duplicate content issues but Google will most likely be able to figure that out (by choosing one of them). What’s more important is that you are wasting plenty of link juice spreading it between the two versions.

It is recommended to always choose lowercase pattern (just because there will always be people who will link to a more traditional, plain-text version) and to use 301 status code to redirect all other (capitalized, upper-case, etc) versions to the lowercase one.

6. URL Extensions

We’ve discussed URL extensions previously and come to the conclusion that it doesn’t matter too much if an URL have one or not. There are some pros and cons (listed below) but these are rather minor arguments:

Argument for using an extension: intuitive browsing: seeing an .htlm people may understand that is a page with content, seeing / people may assume that’s a folder. Although there is no direct impact on rankings, an URL extension makes it clear both to a user and a search bot whether this is a page or subdirectory.

Arguments against using an extension:

• Reduce the overall URL length, which is just better overall. Not that the 4/5 characters that are in the .html or .php really add a lot, but sometimes small things can make a difference.
• No problems with any technology changes (moving to anew CMS, etc): no need to redirect the old URLs to the new ones.

7. More URL tips:

• Cool URIs don’t change
• Don’t put dates in the URL.

• Length of the URL: no more than 3-5 words in your URL. According to Google’s Matt Cutts if there are more than 5 words…

[Google] algorithms typically will just weight those words less and just not give you as much credit.”

Here is one more evidence in favor of short URL: recent research shows that short URLs within Google SERPs get clicked twice as often as long ones. So by sticking to short URLs you get both better rankings and better clickthrough.

Short URLs will also help in direct type ins of URLs (if anyone still uses that instead of Google).

• Dashes are better than underscores. Although Google has no individual preferences (meaning you won’t be penalizes for either of the versions), dashes are more preferable as Google “sees” each hyphened word as an individual one:

So if you have a url like word1_word2, Google will only return that page if the user searches for word1_word2 (which almost never happens). If you have a url like word1-word2, that page can be returned for the searches word1, word2, and even “word1 word2?.

• Unlike a domain name, URL is case sensitive – meaning that if by any reason (your choice or CMS) you stick to a an upper-case version, remember that this can cause a few issues: people are most likely to link to the standard lower case one and you might both lose link juice and suffer from duplicate content issues.

• Moving to static URL structure: my favorite tactic is to use 301 redirect only for most powerful (in terms of linking and traffic) pages and leave all others to be handled via 404.

• If you hesitate if your URLs may be perceived as spammy, check out SEOMOZ URL Spam Detection Tool that will estimate:
  • spam words;
  • hyphens;
  • subdomain depth;
  • domain length;
  • digits.
• Mind your file extensions (i.e. don’t end your URLs with .exe) as they might prevent your pages from crawling.

Factoring Time into SEO

We all know that it takes time for your rankings in the SERPs to change. Although they do fluctuate frequently, long-term improvements in your SERPs rankings take time to produce.

Some time needs to pass before the Search Engines are confident you deserve increased rankings. Things that can happen during the days, weeks or months before you see some real results include:

• Increase in aggregate traffic – if more unique visitors are landing on your website, then that means there’s a bigger trend of searchers looking for you, therefore your website is more relevant, so the more traffic you have, the more you’re seen as authoritative
  
• Increase in links pointing to external pages linking to you – this has a snowball effect because you receive more link juice from one link linking to you when other websites are linking to the page that’s linking to you.
  
• Increase in the amount of clicks from searchers – search engines have a general idea of the percentage of clicks the #1 position for a keyword should get (i.e. the #1 result should be getting 40% of clicks, while #2 should get 20% – arbitrary numbers), so when there’s an imbalance of clicks (if the #2 result starts getting 40% of clicks while the #1 result receives 20%), the results in the SERPs are re-ordered (the #2 result would be bumped up to #1 to see if it can maintain the 40% of clicks it has been receiving)
  
• Increase in age of domain – as your domain ages, and you continue to renew your domain for at least a few years until expiration, your website’s authoritativeness increases because it’s an older source of information.
  
• Increase in age of backlinks – as the age of the backlinks pointing to you increase, search engines believe that your website is more authoritative because the links serve as past proof that your website is worth checking out. While search engines love fresh content, they also highly respect older content

Optimizing Your AdWords Campaigns

Pay per click advertising is a form of marketing with major benefits. It differs from other methods of marketing in its ability to allow advertisers and marketers to measure and analyze the results of their techniques, to refine and optimize them to increase ROI beyond almost anything possible in the offline marketing world. Google AdWords is currently the prominent pay per click resource available today. Learning some of the ways to optimize your AdWords campaigns can cut costs while keeping conversions up in several ways.

Here are four ways to refine your AdWords campaign to see where money spent is producing the best return and to adjust settings to maximize return on investment.

1. The Segment option. This is one of the newest additions to AdWords. The Segment option is available within your Campaigns, Ad Groups and Keywords tabs. Within each, the options are different, but allow for viewing of your results in specific ways of measurement. This can include breaking into specific units of time, such as weeks or days of the week.

By viewing your data this way you can discover what weeks are most active for a seasonal market, as well as information such as which days of the week are most prone to getting better conversion rates. By knowing this data, you can reduce costs where your conversions are more expensive, increase bids where you are seeing better conversion rates, and in all these ways increase ROI.

2. A-B Split Testing for ads. This can be one of the most effective means of increasing CTR for your ad groups. Have two or three ads active for each ad group. After a number of clicks (ideally at least 20 clicks on each ad), choose the better performing ad. Replace the more poorly performing ad with a different ad copy. Repeat the whole operation to find which advertisement will produce the best CTR or the best conversion rate.

Doing this can often improve your CTR by a factor of 2 or more, and a higher CTR improves Quality Score as well as increasing lead generation. To get an accurate reading for proper A-B split testing, make sure your campaign setting for Ad Delivery->Rotation is set to “Rotate: Show ads more evenly”.

3. Remarketing with the Audiences tab. This is an element of AdWords that works only for the Content Network. When the Audiences tab is enabled, you can create remarketing lists to target specific visitors to your site. By placing code on specific pages within your site, a cookie is put on all users who visit these pages.

Then when they visit other sites with similar targeted themes, a very relevant ad is shown to these users to give them motivation to return to your site to make a purchase or opt-in. This works by reaching out to visitors who had visited your site previously and displayed some kind of interest in that market. Often this remarketing approach can increase conversions by contacting people who have an established interest in your products and reconnecting with them.

4. Changing advertising frequency/rate settings. Advertising can be adjusted in AdWords to not just advertise for certain days and hours of each day, but the amount for CPC can be adjusted to raise or lower bidding rates for certain days and hours. The setting is within each Campaign settings area, under Advanced settings->Schedule and choosing Ad Scheduling, the selecting “Bid Adjustment” inside the scheduling option.

After doing research for performance for specific days within your campaign you can make changes to cut costs and increase ROI nicely. For example, after viewing that you are getting little or no conversions on certain days of the week, you can pause these days with this setting. In the same way, any days that have better conversion rates can have an increased bid amount to maximize CTR for those days. This can all help improve business results for your AdWords campaign.

By knowing about and using these different options within AdWords you can greatly improve your pay per click results. AdWords optimization is a definite way to increase ROI and open additional opportunities to expand your marketing methods. Properly using these techniques can cut costs, increase profits, and help you make the most out of this powerful tool.

Why SEO is like The Biggest Loser

Few television shows are as close to a one-to-one comparison to Search Engine Optimization like The Biggest Loser. From the personal trainers to the eliminations to the goal of the show, trimming down an SEO site is eerily similar to the weekly weight-loss programming seen frequently on NBC.

Every contestant is obese. When a SEO is first contacted by an internet business, whether to join the In-House team or as an outside consultant, it is very rare that the website they start work on is doing well at all. Almost certainly, the website will be fat, out of shape, and will require work, whether through link building (working out), or on-site optimization (diet and lifestyle). If things were working out great and the person had great control of their site or their SEO services, they wouldn’t be contacting you, the personal trainer.

The process takes a long time. SEO is not a quick fix. While we can make some quick, immediate changes to a website (diet and lifestyle), it takes long term commitment to link building (exercise) and maintenance of the website to get to our ideal image, which is a front page rankings. Hopefully, these front page rankings will convert traffic into customers (dates!).

Every person requires a different trainer style. Every client and company is different. Some clients will require ninety e-mails and countless phone-calls to finally change their title tags (dietary habits), while others will do so instantaneously. Some of these clients will like you a little too much and start calling you even when you shouldn’t be working. This happened to Bob Harper in Season 8 with Amanda – I know, I thought it was a little weird too.

The less efficient contestants get cut. Many times you will have to eliminate entire parts of a website and restructure them to get your ideal picture. At the end of the process, you will be left with the best parts of your website, and those parts will be in the best shape of their lives, due to the link building and on-site optimization that was implemented throughout the process.

Unfortunately for the contestants (and the SEOs getting paid), the show ends. Whether it’s by mutual breakup, the company folding or underperformance by one or both parties, the website no longer has its personal trainer. This, of course, can lead to..

.. the contestants getting fat again. Ranking first doesn’t mean you have to stay first. Many times websites will lose their dedication to link building, start scaling inefficiently, and get passed up by fitter, sexier competitors. Many of these contestants were fat in the first place because they had no concept of optimal SEO practices, and if they choose to never take them up or really learn them, they’re bound to get fat again.

So what lesson can we pull from this tale of obesity and sorrow? Learn your SEO, continuously practice it, and, for heaven’s sakes, work out. And I don’t mean link build, please get in the gym.

I don’t want to see you on that show.

Read more: http://www.searchenginejournal.com/why-seo-is-like-the-biggest-loser/20766/

The SEO Tool That May Make You Switch to Google Chrome

The huge variety of addons is the main reason why I am a stubborn FireFox adopter. It is fun to watch how Google Chrome is quickly catching up in that respect.

This week I am looking at a cool SEO extension for Google Chrome you will want to check out.

The utility has a pretty unique name – SEO Site Tools and here’s the full round-up of its features (mind it that all stats mentioned below can be expanded by clicking the link to the full report at each provider’s site).

1. See “External page date”

This section contains aggregated data from various web tools and search engines, like:

• Google PageRank,
• Number of results for SITE: command in Google and Bing;
• Cache date in Google and Bing;
• Backlinks per Yahoo SiteExplorer;
• Backlinks per SEOmoz’s Linkscape and Majestic SEO;
• Alexa traffic details;
• Quancast and Compete.com rank;
• Domain presence in Dmoz:

2. View “Page Elements”

Lots of useful information here:

• Meta tags information;
• Code verification status;
• Anchor text found on the page;

• Page headings;
• Page headers.

3. Get an Overview of the Domain Presence in Social Media:

• Facebook reactions;
• Reddit actions;
• Stumbleupon views;
• Total Tweets;
• Digg votes;
• Diggs to domain;
• Delicious bookmarks;
• Google buzz mentions:

4. Access Server and Domain Information

What you see here is quite clear: a handy overview of the domain account holder’s records as well as server stats:

5. Look through Suggested Changes

The last section lists some suggestions you may consider for better rankings and improved SEO:

• Link quantity;
• Meta tags recommendations;
• URL length; etc:

The tool also allows to highlight on-page Nofollow attribute used for links.

6. Enhance SERPs

The tool also allows to enhance search results in various ways:

• Enhance Google, Bing and Yahoo! SERPs with PageRank (set the default PageRank for that: Google PR, MozRank or MozAuthority);
• Number search results:

7. Add Social Stats to Google Analytics and Google Webmaster Tools:

The tool allows to add some nice “Social Reactions” stats to your Google Analytics and Google Webmaster Tools reports:

8. Customize Options:

The above behavior can be customized via the tool options (#6-7). You can also set up the default section of the page analysis (#1-5):

Read more: http://www.searchenginejournal.com/the-seo-tool-that-may-make-you-switch-to-google-chrome/20672