When it comes to converting credible leads, as savvy business owners you all know that an efficiently managed Pay-per-Click marketing campaign is the best way to capture high-intent customers. But this is not enough. You might have the cleverest Google AdWords ads ever, but if these are not coupled with optimised landing pages, then all your hard work has been for nought.
Why do we do what we do online? What makes us click on something, press the back button, continue to scroll or swipe right? Our online search behaviour is shaped by more than what we are searching for. The way in which information and content is displayed to us also shapes why we do, and don’t, click on any element online. Even the environment in which we are engaging with content online can shape our actions. So as a business owner, having a high converting and optimised landing page is crucial for all of the directed traffic you are directing to these pages. Enabling and utilising the science behind our online behaviours to develop the perfect landing page is where you need to start.
With December creeping ever closer and Christmas just around the corner a lot of businesses will be looking at slowing things down over the holiday period. In my experience (with the exception of retail) most other forms of business generally wind things down for the week over Christmas as they give their staff a much needed break, but what about your Google advertising?
Many businesses tend to pause on the AdWords front for a few weeks over Christmas which at face value makes sense, but, if you dig a little deeper it’s actually quite counter intuitive. Here are five reasons why you shouldn’t put a hold on your ads and a couple of insider tips on what you can do instead!
Have you ever sat down to watch a game of football without knowing any of the rules? Maybe played a hand at poker without knowing if your cards are any good? Watched the sequel without having seen the original movie?
You get lost, don’t you? It’s tough going when you’re not sure what you’re watching, or what you should be doing next.
Welcome to AdWords – where the rules are even more complicated than that game of football. The cards are played closer to your opponent’s chest, and just think of all that character development you missed.
Follow the customer journey in the lead-up to Christmas
Data, data, data! We live off data. The more data we have the better off we are. The world of consumer conversion tracking is rapidly changing. We’re in a world where people are increasingly connected across a range of devices. We live in a fast paced, ‘I want it now’ society. Consumers are more often making quick decisions in the moment, provided what they need is at their fingertips. As advertisers, it’s important to not only be there when they need you, but also to be able to track the journey they’ve taken to get to the point of sale. Mobile browsing has increased, time spent in apps on mobile devices is increasing and advertising on mobiles has never been more important. Here we’ll look at offline conversion tracking and cross device tracking, including the developments in the industry and the benefits to you as an advertiser.