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3 Steps to Growing Pay-Per-Click Conversions
Maximizing Conversion Potential of Search
Google accounts for over 90% of all search around the globe making it the most dominant search platform in nearly every country in the world (China, Russia and Japan being a few notables with other search engines). If you want to generate sales online, or even if you’re growing business offline, a presence on Google SERPs is a necessity.Dominate Google SERPS:
Step 1 for generating more conversion potential is by dominating the SERPs. This is taking a holistic view of your brand’s SEV and being everywhere for the search terms you need to be. This includes maximizing your company’s organic and paid position on relevant keywords. In the attempt to maximize search visibility, the goal will be to also have insights into conversions and optimize to KPI’s and conversions to focus on generating something for your business you can cash in with and not just visibility. Let’s focus on 3 areas here for dominating SERPs with conversions in mind:- Standard Organic Listings
- Paid Search Advertising
- Local Listings
Google Ads & The Point Of Diminishing Returns
There is a diminishing point of return in nearly every business investment, every advertising outlet, and so on. A local business can invest heavily in TV advertising to be perceived to “own” TV share of voice. They invest heavily in TV and go through this period of significant increases in return-on-investment early on and use that as the determining factor to continue in the same direction. This strategy eventually needs to be reset, as the efficacy of it begins to reduce.Push Conversions With Microsoft/Bing Search:
Globally, Microsoft/Bing Search only accounts for about 3% of search, oddly making it the second most popular global search engine. This number doubles when looking more closely at the United States with about 6.5% share of search is reserved for Bing. Most local campaigns have to take into account regional variations of search composition. Regardless though, Bing and Microsoft search are unlikely to compose more than 10% of any single area within the US for search share, yet should a person still include Microsoft Ads in their search presence?Generate Search Demand:
Since search is unable to generate interest on it’s own, advertisers have to look outside of search to generate more interest, that can then be captured with your search presence. Common marketing efforts that generate search traffic include:- Display Advertising
- Social Media Advertising
- TV Advertising
- OOH Advertising
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Lead with your brand:
Your brand doesn’t sway with the market. Branded search increases and decreases based on its relevance. The more “top of mind” it is with a searcher, the more traffic you’ll receive for branded queries. So, lead with your brand. Make sure it is heavily visible and engaging in your ads.Advertise With Nonsense Search words:
Not just a literary device to teach kids how to read, utilizing nonsense words in your off-search advertising allows you to understand and capitalize on that when it comes to search. What makes up a “Nonsense Search Word”:- Push a slogan
- Misspelled Words
- New Acronyms
- Low Volume, Unrelated Searches
Following Through With CRO
Unfortunately, conversions rarely take place directly on search, unless you’re using Google’s Local Service Ads. Even lead forms on Google Ads are notoriously difficult to capture at an effective CPA. That being said, there’s nothing worse than spending all this time to send someone to a website that doesn’t convert. Optimizing your website will support a better conversion rate. This is looking at optimization beyond search engines. Understanding user flow and making conversion points perform better. Take a traditional retail brick and mortar perspective. There are millions of dollars spent each year on the psychology of stocking shelves and laying out a store. Getting things in just the right places so that people buy what the store wants them to. Your website is your store, even if it isn’t ecommerce. Stop looking at it as your storefront where people can just peruse and consider, without taking action. Action needs to be taken and we need to work on making that happen more often! There are many ways of increasing conversion rate. One of the most obvious is by making the CTA more prominent both in terms of the aesthetic and the actual offer. But there are more items that can be included for a better CRO and here are some of them:- Strong CTA’s (i.e. Good offers)
- Well Positioned Call To Actions (i.e. Above the fold, center of content, etc.)
- Conversion Funnels
- Gated Content