Search engine advertising is a no-brainer for getting more leads for your business. But how do you get consumers to not only click on your ad, but to convert once they land on your site? These best practices will help you improve your search engine advertising effectiveness, so you can reach more consumers online – and turn valuable clicks into conversions.
Write a Relevant Text Ad
Your text ad is the first step to getting a consumer to visit your website. Some of our text ad best practices include targeting a specific product or service and including your location or service area so more local consumers will see and click on your ad.
Invest in your Brand
Online consumers are more likely to visit the website of a brand they recognize than one they don’t. Banner advertising, also known as display advertising, is one cost-effective way to build your brand with highly targeted online consumers. And, several studies have shown that display advertising positively impacts search behavior.
Boost your Quality Score
Search engines have proprietary formulas, like Google’s Quality Score, that decide where, when, and at what price to run your text ad. Raising your Quality Score can improve your ad rank and lower your cost per click! One way to improve your Quality Score is by making sure the keywords you are bidding on appear in both your text ad and your landing page.
Optimize your Landing Page
Do everything you can to ensure your landing page brings maximum conversions from your site visitors. At minimum, your landing page should have a professional design, contain your top keywords, and highlight the products, services, or offer mentioned on your text ad. But most importantly, it should prominently display your call to action and phone number at the top of the page so consumers know how to contact you!
Deliver Superb Customer Service
Once a consumer decides to contact your business, don’t give them a reason to turn back. Recording your phone calls is one effective way to grade and improve the way your staff responds to inquiries, greets visitors, and solves problems. You may also consider using on-site chat technology to connect with customers as soon as they visit your website and get more leads in real time.
Manage your Reputation
Your online reputation can impact whether or not a customer chooses to contact you or buy your products or services. So monitor what people are saying about you online and take steps to improve your reputation. You can do this by responding to negative reviews, asking customers for positive reviews, and sharing positive content about your business that consumers will see when they search for your business.
Even if you follow all of our best practices, many visitors won’t convert on their first visit to your website. Consider retargeting – a cost-effective advertising method that uses display ads to reach visitors after they’ve left your site to bring them back and help them convert. Contact us to get more information on search engine advertising, display advertising, and automatic retargeting!