PPC writing in notebookDid you know that recent research reveals that the advertising money consumed in 9 of every 20 keywords is wasted? This is according to an audit by AdWord which translated means almost 50% of your advertising or PPC budget could be going down the drain and you will have a very difficult time getting higher traffic to your landing pages.

For those who are new to PPC, this means Pay-Per-Click or the money you send to get people to click on your ads. It’s another alternative to organic marketing and can be easier because you’re essentially buying traffic by putting your ads on high profile websites like Google or Amazon.

Why PPC for Landing Pages?

Paid traffic from PPC campaigns is just as valuable as any other. In addition, it takes less effort in the sense that you don’t run the site where your ads comes out. You just pay for clicks on your ads. Many folks believe that subtle ads from organic traffic is better because it is less “in-your-face” kind of advertising. Yet over 87% of Internet users are using the Internet to find something other than information on products or services. In addition, almost 50% of users don’t know the difference between paid and organic searches. To tap into your market though, you need to run great PPC ads to be able to generate the kind of results you are now dreaming of.

First, make sure the ad will direct the visitor to a landing page that is optimized and well-planned. First impressions DO count and you can consider your PPC ad as part of the first impression you make.

Second, PPC results have a higher chance of converting to a sale. They clicked on your ad because they are either intrigued or in search of a product or service. Many PPC ads lead visitors to a Home Page instead of a landing page – and this is a fatal error because it delays the process and could cause the visitor to become disinterested and unwilling to browse through your entire site.

Finally, your PPC headline should follow the same theme as your landing page. This is known as message matching. The reason you need to do this is because it reassures the visitor that they are in the right place. In addition, you want to make things as easy as possible for the visitor to get the information quickly, when interest is at its peak.

Facebook, Twitter, Linkedin IconsLast year Twitter made an announcement that users were able to increase engagement by 208% through ad improvements and autoplay videos. Additionally, the company confirmed that the cost per engagement dropped by 56% from the previous year!

If you are in business and actively using the Internet then you should know that Twitter has been extremely popular. Businesses and individuals have been using it to reach out to others and generate conversions while improving brand recognition.

And it’s not just Twitter, other social media platforms have had their share of impressive successes in drawing more traffic to landing pages.

  • A European watch company was able to get Instagram followers to re-post his discount coupon and improve sales by over 200%!
  • Fashion brand Chanel launched a campaign #newchanel5, got a major blogger to endorse the product, and pulled an additional 8 million Likes from its original one million!
  • Hundreds of new YouTubers encourage followers to suggest videos to review which improves their network by thousands and draws Internet users to visit their websites

The beauty of social media is that using it is easy, goals are achievable, it has great visability, and has become the norm for most consumers.

The key to using social media to drive traffic to your landing pages is creating a campaign that is focused, well-planned, and engaging. Here are just three tricks you can use for that campaign:

Trick #1 Offer Social Media Authorization

One reason users hesitate clicking on a post that will take them to a landing page is the process it will take to get there. Signup forms and logins that are complicated or even take a fraction of a second longer than the user is willing to waste will be a major turn off. Give them the easy option of social media authorization which allows them to use their social media credentials (Facebook, Twitter, Instagram) to sign in.

Trick #2 Diligently Work on a Social Media Campaign

It’s quick and easy to post on social media but if your posts are confusing, untargeted, or boring, you will not get more traffic to your landing pages. Do not be random with your posts. Have a plan. Your plan must have the following:

  • An objective – what do you want to achieve, how many new visitors, organic clicks, and conversions
  • Target – should be specific (age, gender, interests)
  • Good monitoring and analytics tools
  • Time frame – it helps to put pressure plus staying on the same campaign will eventually bore all users and cause them to tune out

Trick #3 Make sure your landing page is social media friendly

You can generate traffic to your landing pages in more ways than just having a social media campaign. By making your landing pages social media friendly, you can place a numeric value on the popularity of your page using social network widgets.

When people on your landing pages click on these widgets to Like your page, it be seen by that person’s network who just may decide to take a peek at your page.

Person typing a blogIf there is just one lesson to remember when managing a social media account, it is that content is most important. The most elaborately designed social media page will be significant only on first impact then will quickly lose its wow factor. Sustaining interest will require fresh, exciting, and valuable content, not just for your followers, but also in your ranking.

Most audiences will check out a social media website out of curiosity and with a certain level of expectation. Most, if not all audiences, will expect interesting content worthy of their time. Did you know that in this “fast-food mindset” Internet users have, you have but a few seconds to engage the viewer?

You will need catchy content titles that don’t look like titles seen multiple times on the search engines? You will also need content that makes sense, delivers value, and designed to make the audience feel like they did not waste their time. If they liked what they saw or read, chances are high they will tag, subscribe, buy, or follow you.

Plus, your social media account will have a higher percentage of being discovered by a larger audience!

The second rule of content on social media is the need to mix up your content. Aside from posting a variety of topics, look to have a mix of videos, photos, images, and written information. Written information should not look encyclopedic – meaning one huge blob of content. You should break your piece into digestible paragraphs peppered with a few bullet points, images, charts, or videos. Be creative!

Next rule is to “Stay on Point.” Avoid going off topic. If your website is about cameras and photography, keep all content related to this niche. Confusing content will not help build your brand.

The fourth rule is to be honest. If you use research (which you should definitely do!), don’t make up the data and get your information from reliable sources. There are hundreds of bogus so-called experts willing to do anything to gain popularity.  Also important is the need to keep your content clean of nasty tricks to deceive your audience or try to gain SEO ranking. Getting tagged as a spammer, spinner, or a writer who uses invisible text and automation is going to damage your reputation for a long time.

Check for errors in your content. This is rule number 5. You lose credibility with grammatical errors, misspelled words, or annotation missteps.

Rule number 6 is to focus on evergreen content. This is content that does not grow stale such as How To and instructional content. Evergreen content has several advantages if you know how to tap this powerful tool:

  • It helps boost keyword ranking
  • Draws in traffic
  • Encourages sharing on social media

And it has great potential to go viral and help you promote your image as an expert in your field.

Finally, your social media account will take a life of its own if your content is usable. People want information that will either entertain or improve their lives. If you can consistently post usable content, you will achieve what most people can only dream about – being able to make a difference in other people’s lives.

 

Question Mark on Mobile phoneLast February 2016, a contributing writer on Forbes.com wrote about how User Experience Optimization (UEO) will soon become just as important as Search Engine Optimization (SEO). In a nutshell, he predicted that the number of times you use a keyword would no longer matter as much as being able to deliver what the user needs help with.

In fact, the habits of Internet users have changed from writing down keywords in the search bar to asking very specific questions in the hopes of finding out what they need with minimum fuss and delay.

What is User Experience Optimization?

UEO is what happens after you click on a link anywhere in the Internet. Did you find what you were looking for? Did it load quickly and without lagging? Were you ultimately satisfied by the experience?

There are 3 factors to UEO:

  1. Clicks – Great content will suffer in ranking if its clicks are measured poorly. Websites that are able to build relationships with high authority sites will benefit tremendously because these high authority websites would contain links to your site.
  2. Consumptions – This refers to the quality of content, not the quantity
  3. Action – The user must feel compelled (voluntarily) to take action

The Bottom Line

The Internet has become the most competitive arena and is expected to grow even more challenging. Websites are being launched daily in the hundreds and there is probably not a single topic or industry left untouched.

The key to being successful in 2017 is being able to adjust to the rapid changes. For instance, did you know that today’s generation would rather work and pay with apps than stay on the web?

According to ComScore, engagement over desktop has flatlined while mobile use has skyrocketed to unprecedented heights. And on mobile, 56% of the time is spent on apps. The Millennials only use their desktops (if they have one at all) for studies or work but would opt for mobile device use whenever possible. This has led to a decline in search use in favor of apps which is why UEO is bumping SEO especially among the Gen Y users.

To get in touch with your market and grow, you need to start thinking about how you can develop an app or make your website more user friendly. You might also want to consider expanding to other platforms like Twitter, LinkedIn, Facebook, YouTube, and Instagram because these are the sites where many users go to for better quality content. To prove this: ask yourself, “When was the last time I got what I wanted from a Google search at first attempt?”