Creating Calls to Action
Once you’ve set up your Pay Per Click (PPC) campaign keywords you’ll need to focus on the actual ad copy next. This is one of those most important aspects of PPC. Your goal is to have a good keyword relevant ad (for surfers to click on) that leads to a well crafted landing page with a call to action.
What is call to action?
It’s a way of prompting the visitor to do something on your page, to inquire, to buy, to read on. Call to actions help you increase your ROI in your PPC campaigns.
Many site owners managing in-house PPC often overlook the importance of a landing page with a call to action, instead they often see lower ROI’s because they simply direct the visitor to the main homepage of a site – this is a sure way to waste money in PPC.
It’s important to direct the surfer to exactly what they are surfing for – a page with the information or product they were searching for. Don’t expect them to browse your site looking for a product or service when competitor sites take them directly there – you have to keep a competitive edge.
Considerations for Building a Landing Page
When creating your landing page remember an overload of choices for a visitor can lead to indecision. Consider limiting the number of products or services you offer on your landing page, keep the text content simple and to the point, optimize the page for just one or two keywords, and remove any distractions that might make the visitor leave the page. You may need to create several landing pages and connect them each with specific ad text and keywords, it can take time but by fine tuning your campaign you can see an increase in ROI.
If these tasks seem overwhelming, we recommend you contact a professional SEO company for advice or even have them manage and customize your PPC campaigns for you.
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SEO | Lead Generation | Online Advertising | Social Media | Mobile Marketing
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