A conversion is the term used to describe the positive action that an internet user takes on your website; the action that you want them to take as a result of your online advertising. For example, if you want people to sign up to your newsletter and the internet user does so when they arrive to your site, this is a conversion. If you want to sell one of your products on your website and the internet user makes a purchase when they arrive to your site, they make a conversion.
The trouble with conversions is that too many people think it is too difficult a task to increase conversions and improve the effects of online advertising when, in fact, it really isn't that difficult at all!
In that case, if increasing conversions is really not difficult, then why do so many people need help with their online advertising, I hear you say? The answer is simple. Most people fail to increase conversions, not because the act of increasing conversions is difficult, but because they simply don't have the time to devote to it.
Running a business is a full time job and managing an online advertising campaign is, yet again, another full time job. Trying to do it alone is normally too difficult for most people simply because they lack the time needed to devote to it all. The important thing to remember, though, is that conversion increase is not rocket science. Anyone can do it and this article is designed to share a few quick tips to help you get on the right track towards conversion success.
1. Know Your Audience
The first key to achieving an increase in conversions is to make sure that you know your target audience inside and out.
You cannot intelligently select keywords, design advertisements or make decisions about when and where to place your online advertisements, unless you have a thorough understanding of your audience, who they are and what they want.
Make a list of different qualities/demographics that you feel best sum up your target audience and then return to this list time and time again throughout the advertising process to ensure that you have not strayed away from the intended target audience without realizing you have done so. Focusing on audience is the best way to focus on conversion increase.
2. Choose Keywords Carefully
Once you know your audience, you can then begin to refine the keywords that you are using in your campaigns. This is another excellent way to increase the number of conversions from your online advertising.
Put yourself in the shoes of your target audience and think about what keywords you would use if you were to enter a search query into the search engine tool bar. This is a really effective way of choosing keywords that real people use when really wanting to search for your product/service.
If you are using keywords that are used in reality to drive traffic to your site and those keywords are targeting people who are ready to buy your product/service (ie: make that conversion), then you won't have any difficulty in increasing your conversions and improving your advertising campaign in general.
3. Optimize Landing Pages to Perfection
If you are doing a wonderful job on targeting your audience, selecting your keywords and developing advertisement text that makes people want to click, but your conversion rate is still quite low, the problem is probably to do with your landing page optimization.
If an internet user clicks on your advertisement, but then doesn't convert when they land on your site, the problem is more than likely something to do with your landing page. Therefore, if you want to increase conversions, you need to analyze your landing pages and optimize them further to eradicate any issues that might exist.
Make landing pages easy to follow through to conversion. Make sure that whatever is advertised in the advertisement can be seen immediately on your landing page without the need to scroll down. The easier it is for an internet user to convert on your landing page, the better and the more conversions you are likely to generate. Landing page optimization means conversion increase. Remember that.
4. Revel in Online Advertising Success
If you can do all of the above, sit back an revel in your online advertising success. Lots more conversions will be coming your way and all of your efforts will have been worth it.
The problem, however, is as was previously stated at the beginning of this article...
Most people just don't have the time to dedicate to online advertising on top of running a business and this is why they employ a pay per click manager to make all of these changes for them. If you want to increase your conversions, but don't have the time, contact an expert pay per click management company as soon as possible.
David Chapman, President of Pay Per Click Management Company, Webrageous Studios, is an Expert in Pay Per Click Advertising.