Undertaking any new Internet Marketing needs consideration of what outcomes you want. The answer to this is more sales or sales leads right?
When you are creating your Internet Marketing campaign you have to think where you are going to direct customers to this end goal.
Having hundreds of pages of content means a visitor could land anywhere on your site (called a point of entry or landing page) and it is important to optimise these pages as a user may enter a page and think it is not relevant to them and go back to the search results page. We don’t want that do we?
If you are bringing visitors to your website you will need to direct them to a well thought out web page. If you are paying a search engine to bring visits to your site (pay per click) you need them to convert into customers by making the pages relevant and with lots of call to actions (CTA’s).
When you’ve decided on this you need to address the answers to these questions and create a web page based upon these principals;
1. Does the page you directed them to have information on that was conveyed in the advert or link? Remember relevancy is key and your web page must grab the reader’s attention or of they are not presented with information they will hit the back button.
2. In a PPC campaign you can decide what page an ad links through therefore you have the opportunity to give a potential customer exactly what they were looking for – make sure the page gives them what they are looking for.
3. Users go through a cycle of searching for information, gathering information and then commit to buying so you should ensure your keywords are with intent and you are not wasting money on clicks from people who have come to browse for information and are not far ahead in the buying cycle. Targeting with intent means it is more likely to convert rather than be people looking for reviews.
4. Are you targeting locally or nationally – would changing the text/location on your ad encourage users to click through?
If you follow through the 4 points above you should end up converting many more of the visitors to your website site into excellent sales leads and will lead to an excellent internet marketing strategy.
Tracy is one of our resident Search Engine Optimisation and Pay Per Click advertising experts. If you are one of Mancala's clients it is very likely that you have had the pleasure of dealing with Tracy who makes sure all of our client projects are run like clockwork. When not working for Mancala Tracy can often be found trying out her latest home made fancy dress costumes on the unsuspecting Newcastle public. She has also recently appeared in a 
