What Is The Point Of PPC?

When it comes to using PPC you may have a number or reasons but ultimately, the point of PPC is to encourage people and users to develop an interest in what you have to offer. This is essential but of course, creating interest and generating traffic is never enough by itself.

Your website or landing page needs to convert this interest, turning viewers or people who are perusing into buyers and customers.

If you are coming from a traditional retail background, it may be helpful to consider PPC in comparison with a shop on the High Street. The signage you find above the door acts in a comparable manner to a PP advert. It is there to attract attention and to differentiate the store from all the other stores on the High Street.

PPC campaigns get people on to your website

If the customer enters the store, you can argue that the sign has performed its function, to deliver people to the store. However, once in the store it is essential that you, your staff members, our store layout, your products or services, your prices, your customer service and every aspect you can control persuades the user to purchase from you.

This is the exact same as the internet. If you receive statistics that state you have received 50 clicks on a PPC campaign in a month, you have appealed to 50 people who have clicked on your link. That is positive but if you don’t persuade any of these 50 people to make a purchase, there is no benefit in having them in your store.

Your PPC campaign can be successful in it what it is set up to achieve but if you don’t ultimately make sales, your overall campaigns are failing. This can be down to assorted reasons and there are many reasons why your website may fail to convert guests, including:

• Your website takes too long to load
• Your website is poorly laid out and people can’t find what they are looking for
• Guests don’t comprehend what you are selling or offering

If you walk into a store and you don’t like the layout or can’t find what you need, you will walk out. This is the same for people landing on a web page. You need to review your website and make sure that it appeals to your audience and persuades people to make sales.

How does your website look?

If your website looks unappealing, out of date, not suitable for your product/service and just not clicking with your audience, it may be time for a change. No matter how effective your PPC campaign is, if people don’t like where they land, they won’t buy from you. Therefore, you need to make sure that your website or web pages live up to the expectations you set with your PPC campaign.

How long does your website or pages take to load?

If a page takes too long to load, people click off and they won’t return. There are many reasons why a webpage can take a long time to load so review your site and determine what you can do to make the loading process swifter and smoother. Ideally, your site should be loading in less than 5 seconds.

Does your landing page correlate with your PPC campaign?

If a lot of people are clicking on your PPC campaign, they obviously like the sound of what is on offer. This is good. However, if your landing page doesn’t deliver on what the PPC campaign promises, people won’t buy. You need to make sure that you are directing the right people to your landing page and that the landing page resonates with what you offer in your PPC campaign.

Other things you should consider include:

• What do you do that stands you apart from your competition?
• Are you holding the attention of your guests?
• Do you offer any proof of what you offer?
• Is there a call to action on the page?

All these aspects are essential and if they are not present or set-up, you will struggle to make sales or persuade people to buy from you.

What does all this mean for PPC?

If people are clicking on your links and being delivered to your website, you are undertaking PPC in the right manner. If you are delivering people to your site and not making sales, there are issues with your site, your landing page or your offer that you need to resolve.

While having traffic and no sales is frustrating, it is a better starting point than having no traffic and no sales, so review your site and offer, and then make suitable changes that will turn guests into buyers.

April 2018 Author : 2XL Recruitment Solutions part of 2XL Media Solutions