Bounce rate is often a true indicator of how engaging your landing pages are to your consumers and is therefore a crucial measurement that should be looked at on a regular basis.
If your landing page is simply a huge block of text, you are extremely likely to have a high bounce rate on that specific page; this is something that will be managed by your PPC company.
London is a huge location to have your PPC switched on in and therefore it is vital that you ensure the page your PPC campaign is leading to is worth the visit from the user.
While it is important that the user views your landing page, the entire point of PPC in general is to ensure the consumer performs a certain action; either to fill in a submission form or call your business.
In order to accomplish this with your pay per click agency, UK businesses should take on board the following tips.
1. Your landing page should be relevant to the keyword search
Relevance is essential to any PPC campaign and is therefore central to the success or failure of the overall promotion of your business.
For example, if you sell beauty products but appear in the SERPs for mobile phone accessories, your bounce rate will be extremely high as this is not what the users will be looking for.
It is absolutely crucial that keyword research has been conducted by your PPC company. London is the location where a great deal of keywords are searched on a regular basis, therefore if you are geo-targeting, it is vital that you are relevant to the keyword searches being made, otherwise you could find your PPC campaign to be very expensive.
2. Target your keywords with a narrow focus
When you are choosing your keywords, it is important to really determine what keywords you would like to be found for. For example - carrying on from the beauty product example - if you sell mascara, you will also want to come up in the SERPs for “mascara” or “black mascara” as well as “beauty products”.
By ensuring your searches are narrow, you can be sure that the users approaching your website have a high chance of turning into a customer.
You will also find long-tail keywords extremely beneficial, for example “moisturising cream for women” to maximise the relevancy of your site.
3. Converting? Ensure there are conversion points on the page
It is important to acknowledge that the user’s attention span is extremely limited and therefore, if they can’t find what they’re looking for in the first few seconds of landing on the page, they’re likely to leave.
If your landing page is simply information about your product, without any call to actions, you’re asking for a bounce. So, always include a prominent call to action on all landing pages to maximise the success of your PPC campaign. This tip will also be advised by your pay per click agency, UK e-commerce businesses should specifically take this on board.
4. Keyword management
After you have had your campaign running for a few weeks, analysis can be conducted on how each keyword is functioning, this is normally done by a top PPC company, London businesses who are geo-targeting should especially take advantage of this service.
This analysis and keyword management should be an ongoing task to ensure that any changes to keywords can be done immediately without wasting time or money.
With these four tips along with a dedicated, professional PPC company, London businesses are sure to find themselves with a successful PPC campaign.