Clicks, when measured, are great in pay-per-click advertising. However, to be an effective PPC ad, clicks SHOULD turn into revenue. Otherwise, the business is just spending money on PPC advertising without any progress.
How do you make each click count? Here are some ways:
(1) Improve the content on the landing page.
Although videos and eye-catching images look attractive on your landing page, clicks are still dependent on the textual and visual content. Search engines like Google still has to rate and approve keywords and without a good text, they may find it hard to display your PPC ads. Therefore, take time to make your content worthy of a click.
(a) Make your content unique. You tend to copy what your competitors say. Don’t try to copy their content. You need to stand out and be noticed. You should write about your unique selling point.
(b) Make your content relevant but don’t capitalize on trends that draw traffic. Some people take advantage on the trending topics and use them in their ads just to land on the top searches. Don’t dupe your customers by announcing something trendy only to find out that you’re selling something much different.
(c) Make your content a well-written piece. If you can write well, then you can express well. If not, hire someone who does.
(2) Offer sign-ups and other options instead.
Think of it as a long-term plan. It may save you money, time, effort and most of all, frustration. A 30-second looping image and landing page may not be enough to build rapport with your audience. If you think you need time to build an audience base, then do something consistent (but not annoying) for several weeks or months (like sending newsletters or promotions). Slowly but surely, you’ll be able to get the high CTR you’re dreaming of.
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