Upon visiting your site potential customers will either "surf" (engage with your content) or they will "turf" it (leave without participating.) You only have about 7 seconds to engage a visitor to your site and that includes the time it takes for your site to load on their computer. Ultimately you want your visitors to visit multiple pages of your site and click through when given the opportunity, or if you create a great landing page they should be able to "convert" on that page without needing to see anymore pages.
Considering how challenging it can be to get a consumer to your site you don't want to lose them by making it hard for them to find what they need via search. The key is making sure your site pages are listed in the Search Engine Results Page (SERP). Visibility on SERP is achieved through SEO to increase your organic search standing, through Pay-Per-Click (PPC) ads, and indirectly through Social Media. Ultimate success is often achieved with a combination of the two. Since it is easier to guarantee your standing in PPC it is important to create a conversion-focused PPC ad that compels a consumer to click through.
Here are 3 tips to create a successful PPC ad:
1. Include Strong Call-to-actions or Promotional Offers
- Use compelling words like "save, "order", "buy" etc. If there are no current sales "free shipping" or "compare" are also successful.
- Keep the most important information within the "Title Tag" which is the line of text underlined in blue. Pay attention to how any characters each search engine will display in the Title Tag and make sure your most important information is within that range.
2. Ensure You Write Your Keywords in the Title Tag First
- Do not begin your title tag with your brand name. It won't be as well received by the user and it hinders SEO efforts.
- Following your keywords use action words in the title such as "learn", "discover", "find" etc.
- Add secondary keywords or geographies you business services to the title tag.
- Last but not least, put the brand name of your company.
3. Go Social
- Social media is an umbrella term for medias that integrate technology, social interaction and include pictures, videos, audio and written communication.
To learn more tips to help ensure your website is "surfed" rather than "turfed" check out our recorded webinar, "Surf and Turf with Surf and Social."
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