What is Pay Per Click (PPC)?
Pay-per-click (PPC) is a form of inbound marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of paying for traffic to visit your site rather than attempting to recruit traffic organically.
Search Engine Optimisation (SEO) and PPC tactics can be highly effective in getting people who are thinking about purchasing your website. Still, you also need to have some metrics in place to evaluate how many of your visitors are valuable.
Below are four key reasons why it is more important to focus on quality over quantity when it comes to your website traffic digital strategies.
1. Higher ROI (Return On Investment)
Aiming for high-traffic may attract many visitors, but you may not reach your target audience. This can waste money on each click as it may be too broad without targeting a user in the market now for your products or services.
You must establish a presence that illustrates why you are a better choice than your competition. Your efforts should be targeted at specific buyer personas, with analytics in place that measures how many users engage with your site and tracks their actions on your site.
Generic marketing can have a significant effect on the bounce rate. This is the number of visitors who land on your page and immediately leave. This could be for many reasons, such as; page takes too long to load, the user experience is poor, or the users’ searcher intent is not fulfilled.
Regardless of why your SEO placement may suffer as a result and your organic status in the search results will decline. Focusing on web-traffic quality over quantity will allow for more engagement, better leads, higher ranking and increased revenue.
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2. Accurate Data
Reviewing trackable site activity, such as page views and length of time on the site, will allow you to analyse what is working and what is not quickly.
If your conversion rate is low, methods can be adapted with proper analysis to pinpoint what needs improvement and what should be stopped or adjusted. Focusing on specific traffic quality makes the pool of data significantly smaller and much more helpful for decision-making.
3. Create Specific, Targeted Content For Your PPC Landing Pages
To ensure you’re attracting quality traffic, write content that is specific to your products and services. This means more than simply highlighting the name of the products and services you sell. Think of your prospective buyers’ pain points and conduct keyword research to determine the specific terms users are searching for.
Create your content with your target audience and buyer journey in mind and they will come to you organically. Speak to the buyers’ needs to reduce low-quality traffic from diluting your data pool.
4. Set Up Conversion Tracking To Record Your Return On Investment
If you have an e-commerce store, it is essential that you add conversion tracking code to record the value of each ad campaign’s performance. For example, if your profit margin is 30%, you may want to work with a conversion times 4 or 5. If you go below this, turn your campaigns off and adapt the strategy. If you go above this figure and your PPC campaigns are profitable, you can increase your budgets and see your revenue grow.
For tracking service websites you add conversion codes to your forms and track phone leads.
5. Determine The Quality Of Your Website Traffic
Not all traffic is equal, so neither is the quality of your traffic metrics. Google Analytics and Google Search Console are great tools. When reviewing your data, use some of the following metrics and dimensions to gauge if your campaigns are effective and you are attracting the right target audience.
In order to determine the number of conversions, your company is receiving through website traffic. It is recommended to set up goals in Google Analytics and track the actions people are taking on your website.
- Bounce Rate or Engagement Rate
Bounce rate or engagement rate is the percentage of visitors to your site that navigate away after viewing only one page and exit immediately. Typically, a high bounce rate is poor; try to reduce this as much as possible. A low bounce rate signifies that the user is staying longer and interacting with your site.
If you have a high bounce rate on specific pages, you may not be reaching the right people. Strategise alternative methods to engage with visitors and assess new ways to target quality traffic to your site.
- Average Time Spent On Page
Average time spent on-page refers to the time a user spends reading text or engaging with your content on a web page. Highly engaged users represent good quality traffic – if your average page times is low, you may need to add media or content to engage the user for longer.
Pageviews are crucial for a website. They can help us determine what your audiences are interested in, how well your website pages are optimised for search engine optimisation and what the user behaviour trends are for your users.
Traffic sources are a great way to review your best channels for driving traffic to your website. For example, if you have high levels of organic traffic, your SEO is effective. A high influx of social traffic indicates successful social media campaigns. Increases in direct search indicate that your brand is strengthening, as users are searching directly for your business online. Compare your PPC to other channels and how you can improve on this.
High quality of traffic is always better than a high quantity of traffic when seeking increased conversions. If you seek to generate increased brand awareness, the high quantity of traffic would be your goal and, therefore, your advertisement type should reflect this. However, if you intend to increase actions and conversions while getting the most out of your budget, do not be afraid to reduce your audience size and target specific traffic.
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