Pay per click (PPC) advertising takes both time and money. It’s difficult to execute a successful strategy as well. However, there’s a ton of value in it and if you can get it right, your business can greatly benefit. In this post, we’ll take a look at how you can increase PPC ROI through the use of a powerful conversion rate optimization tactic, website pop-ups.
Quick Note: The conversion tactics listed below can be used for any type of paid traffic campaign to generate higher ROI. For the sake of keeping things simple, we’ll strictly focus on PPC and Google Adwords in this post.
What is PPC?
For those who are new to PPC advertising, here’s a quick definition. PPC (or CPC) advertising is a digital advertising model used to drive traffic to websites in which an advertiser pays a publisher a certain amount of money every time the ad is clicked. The cost associated with one click can range anywhere from $.20 to $20.00, with the average being around $2.30.
The downside of PPC is that you are only paying for clicks. While you may get an increase in traffic, this doesn’t guarantee a sale or even a lead. Typically, PPC ads convert at a very low rate. To analyze how marketers are using PPC advertising, let’s take a look at the e-commerce industry.
The average e-commerce conversion rates for Google AdWords are 1.91% for search and .96 for display. This is one of the lowest converting industries when it comes to paid advertising so it’s already an uphill battle. So how do marketers ensure that they have a strategy in place to better convert this paid traffic?
Conversion rate optimization
55% of website visitors will leave the site within 15 seconds of their visit. That’s almost no time to showcase the value of your products and also attempt to convert these visitors. This paid traffic is likely to leave the website and may never return. Implementing conversion rate optimization tactics to convert this traffic is imperative if you want to justify spending money on PPC.
The problem with re-targeting
This is where big-time marketers will tell you to invest in off-site retargeting. Retargeting is a form of online advertising by which ads are targeted to consumers based on previous website visits.
The problem with off-site retargeting is that you can end up paying for the same website visitors more than once. You pay for the initial visit via PPC and then every single visit via retargeting regardless of how many times they’ve been to your site. And that doesn’t ever guarantee a lead or sale.
Unless you’re a big company with a large budget for retargeting, it just doesn’t make sense when looking at ROI. Investing in converting a visitor during their initial visit is much more efficient, is substantially more cost-effective, and can drastically increase ROI of your PPC campaigns.
Boosting PPC ROI with website pop-ups
Website pop-ups provide several effective strategies for converting PPC traffic. A website pop-up is essentially a marketing overlay that is displayed during a website visit with the goal of getting a conversion. This could be an email capture, a sales conversion, or even a click through to a landing page.
The beauty of website pop-ups is that they can be used in a variety of ways with different goals in mind. They can be presented at different times, on different pages, and even based on visitor behavior. This gives you a powerful conversion tool to be used at critical moments during a visit to drive conversions. Let’s take a look at a few effective website pop-up tactics.
Build your email list with pop-ups
Email list growth should be a high priority, especially with PPC traffic. This is a much lower commitment than a sale and consumers are more willing to give out their email. Email marketing still boasts an incredibly high ROI of up to 40X!
Present an email pop-up within the first 15 seconds of a website visit to ensure the majority of PPC traffic is engaged with. You can also target abandoning visitors with exit technology. This will display a pop up right before a visitor leaves, giving you one last chance to convert the visitor.
Convert more traffic with deals and incentives
To further optimize for conversions, you can use deals and incentives. Offering discounts or free shipping can help drive both lead and sales conversion because consumers respond to tangible value. Also, consider running a gated content pop-up in which visitors can enter their email to immediately unlock an e-book or another type of content. Using different incentives can be the difference in converting a PPC visitor versus losing them forever.
Increase sales conversion with exit pop-ups
Some PPC traffic will make it all the way to your cart and checkout pages. However, in e-commerce, we know that this still does not guarantee a sale. People price shop, coupon hunt, and sometimes aren’t quite ready to buy. So they abandon their cart.
Yes, this is a huge tease but there is something we can do about it. We can give these shoppers a reason to purchase in that same visit. Present an exit pop-up with an incentive to purchase. Give them a promo code for a discount or free shipping to influence their purchasing decision. This simple tactic helped this e-commerce business increase their sales conversion rate by 187%!
Before you go...
Paid traffic is part of the game but you don’t have to make it harder on yourself. Instead of paying for traffic multiple times with retargeted ads, focus on converting your initial PPC traffic on their first visit.
Use website pop-ups to engage traffic early on, influence decisions with incentives, and convert more sales with exit pop-ups. By optimizing for conversion on site, your PPC ROI can skyrocket!
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