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Make the Most Out of Your PPC Campaigns
Using targeted messaging and content focused on visitors coming from paid campaigns to increase conversion rates and revenue.
Overview
Presenter: Beth Harvey, Spring Metrics
Overview: Look at key statistics on PPC and
discuss best practices for increasing conversions from paid channels.
Outline
• How is paid traffic converting?• How can you increase conversion
rates for these channels?• What results to expect?• Overview of Spring Metrics• Questions
PPC and Conversions
Paid search is a key to many marketing strategies, so how can you ensure these visitors are converting?
PPC and Conversions
Landing Page- • What are visitors seeing when
they click on your site?• What information are they
missing out on?
PPC and Conversions
TestingWhat are visitors who are clicking on
different campaigns looking for?
What Should They Be Seeing?
Show visitors…1. Additional Site Information2. Messaging/ Offers to drive
conversions3. Detailed Product
Information4. Suggestions5. A Way to Stay in Contact
Additional Site Information
Many visitors on landing pages don’t go to the home page causing them to miss out on valuable information.
Additional Site Information
Results
• 77% Increase in Conversion Rate
• 120% Increase in AOV
• $10,000 increase in revenue over a 2 week period
Detailed Product Information
When spending money promoting certain products or categories through paid search, make sure visitors feel confident purchasing with you.
Detailed Product Information
Results:
67% Increase in Conversion Rate
32.3% Increase in Revenue Per Order
Suggestions
If visitors are hitting a landing page from a paid search term, you already know what they are interested in. Give them suggestions based on that interest.
Suggestions
Results:
52% Increase in Revenue Per Order
24% Increase in Conversion Rate
Conversion Driving Messaging
Find what customers value and show them special, targeted messaging to push them over the edge.
Conversion Driving Messaging
Results:
49% Increase in Revenue
$3,000 incremental revenue generated
Stay In Touch
When pages have high bounce rates, use a more targeted email capture approach.
Stay In Touch
Results:
400 Emails Captured
$607 Incremental Revenue Generated
28% Increase in Revenue Per Order
Results
Physical Results:• Better Conversion Rate• Higher Average Order Value• A better return on PPC Spending• More Revenue
Results
Emotional Results:• Customers feel more engaged• Build a better/ longer relationship• Better brand fluidity across channels
Overview of Spring Metrics
Right Message. Right Visitor. Right Time.
Target visitors by…Visit HistoryPast Revenue SpentReferring Visit SourcePrevious Engagement
Landing PageHitting PageGeolocationTime On Site
Mobile DeviceDesktop/ Tablet DeviceAnd Many More…
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