Unfortunately, because PPC is so perfectly efficient there is a lot of competition – after all, who doesn’t want qualified visitors with a high-intent of purchasing on their site? Competition drives up cost because it’s set against the background of an open-auction with bidders attempting to out-bid one another for the same audience.
Fortunately, there are a number of little techniques and tricks you can use to beat out your competition and get some fantastic PPC results. Some of these techniques take a little more effort than others but the results are truly worth it.
So, without further ado here are our tips for getting more leads from your PPC campaign and Landing pages.
1. Optimise your Landing page for mobile
In 2015, more Internet searches occurred on mobile than desktop. This landmark event represented a huge shift in how people are interacting with PPC advertising:
Since 2015, those using their mobile devices to search for products and services online has continued to increase. At the beginning of 2015 mobile internet users represented 31% of all internet traffic and at the end of 2018 it represented almost 50%. That’s a huge increase.
The dramatic change in device usage has directly impacted how users interact with PPC campaigns because audiences change their behaviour based upon the device they use.
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At this point in time (2019), mobile ad spend tops £85 billion and accounts for over 50% of all PPC ad spend.
What does this mean? Well, it means that over half of the clicks you receive through your PPC campaign are using mobile devices.
Mobile advertising is a very different beast than desktop advertising and means that the earlier you can adopt an effective mobile PPC strategy, the more clicks you will take from the competition.
On mobile, it’s more important that you see your advertisements place in positions 1-3. Why? Well, the odds of having your advert seen on mobile below these positions is far less likely. To see how your adverts are performing on desktop vs mobile, try segmenting your campaign data by device.
Furthermore, it’s also pretty critical to design your landing pages to change their layout/design to better fit smaller screens. Ensuring your landing pages are ‘responsive’, ensures they appear correctly on mobile devices like iPhonesand iPads.
Responsive website design is great but it’s not the only thing that you want to do with your landing pages. You also need to design them specifically for mobile users – if they aren’t, Google may penalise you making it harder to get your ads into position 1-3 and reducing traffic to your landing page.
Really, if you’re thinking about designing a PPC campaign, you need to think about mobile AND desktop experiences. Optimising for mobile just isn’t enough these days – you need to build for mobile.
2. Retargeting
Visitors will leave your carefully designed landing pages without converting for all sorts of reasons. Looking at your landing page bounce rates may not tell you much about your page of your offer.
Whatever the specific reason, most of the time, when someone leaves your landing page, they never come back.
If they were originally interested, if only there was a way to draw them back in and have another swing at converting them.
‘Hello Re-targeting’.
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