{"id":1431,"date":"2017-11-03T10:53:44","date_gmt":"2017-11-03T10:53:44","guid":{"rendered":"http:\/\/netbusinessgroup.com\/nbg\/?p=1431"},"modified":"2018-01-19T13:37:05","modified_gmt":"2018-01-19T13:37:05","slug":"committing-cardinal-sin-ppc-advertising","status":"publish","type":"post","link":"https:\/\/netbusinessgroup.com\/nbgmain\/committing-cardinal-sin-ppc-advertising\/","title":{"rendered":"Are You Committing the Cardinal Sin of PPC Advertising?"},"content":{"rendered":"

Another interesting article for our Clients<\/h2>\n
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Want to hear something fascinating? Google raked in 96% of its $37.9 billion of revenue from pay per click advertising last year. Clearly Internet advertising is a booming industry. But what\u2019s crazy is that according to Unbounce, 80% of Google\u2019s ad revenues came from advertisers who sent their visitors to non-targeted pages. These advertisers essentially sent their traffic to die on their website\u2019s homepage, registration page, shopping cart page, or product detail page, rather than to a custom landing page aligned to the query. Let me reemphasize that point here: The vast majority of marketers committed the cardinal sin of online advertising by wasting ad spend on clicks that were doomed to fail.<\/strong>
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\n<\/code><\/p>\n

Here are just a couple of the problems with NOT sending traffic to a custom landing page:<\/h4>\n
Lower Quality Score<\/h5>\n

Google has an incentive to keep their ads relevant to what a user is searching for; it keeps people coming back. Google uses a metric called Quality Score in AdWords to determine how relevant ad copy and on-page elements are to the keyword a visitor entered. Sending traffic to a non-targeted homepage will increase your cost per click as a result of a low quality score.<\/p>\n

Higher Bounce Rate<\/h5>\n

Since today\u2019s web users have short attention spans, generic homepages that are not ultra-targeted to what a user was searching for tend to have a high bounce (exit) rates. The higher your bounce rate the more money you have wasted on clicks that won\u2019t convert.<\/p>\n

Lower Conversion Rate<\/h5>\n

Homepages are cluttered with navigation bars, multiple calls to actions, social media updates, and more. These distracting elements create friction and uncertainty in the mind of a visitor and drastically lower conversions.<\/p>\n

So now that you\u2019re aware of the biggest mistake PPC advertisers make, how can you make sure your new landing page will convert well?<\/p>\n

Make sure that your page:<\/h4>\n
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  • Has a powerful headline that directly relates to what a user searched for<\/li>\n
  • Has a single call to action that is clear and consistent across the page<\/li>\n
  • Has a clear privacy statement near all lead generation forms<\/li>\n
  • Has a logical flow in terms of content and graphic design<\/li>\n
  • Has a design that emphasizes critical components with contrast, color, etc…<\/li>\n
  • Has the most important elements above the fold (the top of the page)<\/li>\n
  • Has testimonials and other trust elements that users can refer to<\/li>\n
  • Does NOT have distracting elements like navigation bars<\/li>\n
  • Does NOT have links pointing to outside pages (use a lightbox\/modal dialog instead)<\/li>\n<\/ul>\n

    Once you have designed your original landing page, create variances to test with an A\/B testing tool such as Visual Website Optimizer, Optimizely or Unbounce. Split testing your landing page design with different headlines, button colors, and calls-to-action will bring you closer to the highest converting landing page possible over time.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Another interesting article for our Clients Want to hear something fascinating? Google raked in 96% of its $37.9 billion of revenue from pay per click advertising last year. Clearly Internet advertising is a booming industry. But what\u2019s crazy is that according to Unbounce, 80% of Google\u2019s ad revenues came from advertisers who sent their visitors […]<\/p>\n","protected":false},"author":1,"featured_media":1433,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[49,50,65],"tags":[69],"jetpack_publicize_connections":[],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-content\/uploads\/2017\/11\/google.jpg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p9Ejq7-n5","_links":{"self":[{"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/posts\/1431"}],"collection":[{"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/comments?post=1431"}],"version-history":[{"count":1,"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/posts\/1431\/revisions"}],"predecessor-version":[{"id":1432,"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/posts\/1431\/revisions\/1432"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/media\/1433"}],"wp:attachment":[{"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/media?parent=1431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/categories?post=1431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/netbusinessgroup.com\/nbgmain\/wp-json\/wp\/v2\/tags?post=1431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}