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Thanks to Work Interactive for all their hard work and support in designing and launching YMCA Scotland's new website. We will continue to work closely with them with our email marketing.
Work Interactive have been thoroughly professional throughout, and our client is delighted with the results so far, with significant increase in traffic since launch.
The optimisation has allowed me to significantly reduce my PPC campaign, without seeing a reduction in web based bookings.I would not hesitate to recommend your company, and will certainly utilise you again in the future for design and optimisation.
Pay Per Click Management Is Like A Nuclear Arms Race. How A Low Conversion Rate Could See You Left Behind By A Mushroom Cloud!
It is extremely important that you manage or hire a company to consistently update your Adwords campaign if you wish to remain competitive in the long term. Most search engine marketing agencies only monitor updates from Adwords itself. For example, split testing various advertisement titles so that you have a higher ratio of visitors who click on your advertisement, aiding a lower cost per click rate and hopefully greater targeted traffic.
But it is just as crucial that you make consistent updates to the landing page, particularly if you have a large amount of traffic. You can do this through an A/B split test. This analyses two different versions of your web page to see which version converts the greatest proportion of web traffic into a desired action such as a sale. There are various elements on your landing pages that can have a significant effect on your conversion rate such as:
• Poor heading
• Too many distractions
• Lack of call to action
• Lack of convincing testimonials
• Poor channelling design
• Poor visibility of contact details
Why is it important that you increase your conversion rate? Well for one, I have seen a client with a budget over £8,000 increase their conversion rate by 80% in the first initial split test trial. They received the same amount of sales from spending around £4,450.
But what does this exactly have in common with a nuclear arms race? Split testing is a phenomenon that is becoming very common amongst Adwords advertisers. As your competitors develop higher converting websites, the need to keep up increases significantly and here’s why!
Let’s say that both yourself and your competitors are selling a widgets at £100 above cost price for each unit sold. Google has provided you both with the exact same quality score. In order for you both to cover your own costs and to provide an adequate amount of money to make it worth your time, you require a profit margin of £20 per unit sold to after Adwords spending so must make one sale for every £80 spent.
The average cost per click to become number one in Adwords for your keywords is £0.70. Therefore you must sell at least one product for every 114 people who click on your advertisements in order to remain profitable (80/0.70) or a conversion rate of 0.00875 (0.7/80).
Let’s say you double your conversion rate to 0.0175. You can now afford to increase your maximum click bid to £1.40 per click as it will provide you with an average profit of £20 per conversion. But your competitor has increased their conversion rate to 0.025%. They can afford to bid up to £2 per click in order to take the number one spot on Google Adwords which generally has the highest click through rate.
And so starts race to capture the highest conversion rate in order to control number one spot on Google.
Need to increase your Google Quality Score, or increase the Conversion Rate of your website and landing pages? Contact us now!
Posted : 16 Jul 2009 by Ryan Blundell : Back to Tips And Advice on July 2009
Comments
Name : Alistair
Interesting post, shame i never got my click through. :) All the best guys, keep up the good work.
