Are You Thinking About Using Online Marketing?2553274

Having hundreds of pages of content means a visitor could land anywhere on your site (called a point of entry) which is important for Search Engine Optimisation and your key phrases. 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. It is the same with Pay Per Click (PPC) too.

Pay per click is what is says on the tin - pay per each click you receive. 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 you need them to convert into customers by making the pages relevant.

You can do this by deciding

-         What were they looking for?

-         Are your customers looking for information or products?

-         Where are your visitors likely to be from?

When you've decided on this you need to address the answers to these questions in order to view it from a customer perspective. It may make perfect sense to you but for a person that hasn't been on your site perhaps consider asking friends or family to do some secret shopping on your ecommerce store.

-         Does the page you directed them to have information on that was conveyed in the advert - relevancy is key!

-         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.

-         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 who have come to browse for information and are not far ahead in the buying cycle. The more targeting and specific the phrase, the more likely it is to convert.

-         Are you targeting locally or nationally - would changing the text/location on your ad encourage users to click through?

Please consider all of these before you launch into E-marketing or paid search engine marketing, even if you currently run these it is important to test different things out in order to keep ahead of your competition.