Balancing Your PPC and Conversion Optimization Budget
Money makes the world go round – this is true in traditional marketing and it still holds true in pay-per-
click. Every PPC marketing company knows that the amount of money you or your organization is
willing to spend is directly proportional to the level of success of your advertising campaign.
However, as important as how much you have to spend is the question of how you spend the budget
you have. A lot of businesses pay a lot of attention to the quantity and quality of clicks they are getting
from their PPC campaigns. However, conversion optimization services, mores specifically improving
your landing page, should also get significant amount of financial attention.
Here’s a reality check: your ad campaign is your $10 tree and your landing page is your $100 hole.
There are many businesses that are willing to shell out significant amount of money to get clicks, but
very few are willing to put out capital to revamp a landing page to make the most out of the traffic.
Good Design Has a Price Tag
A lot of internet marketers view design aesthetics as something trivial, something that should be given
minimal thought. What not many know is that there’s something more than meets the eye and indeed,
how a landing page look is a big determinant to the success of conversion optimization services.
More than a collection of pantones, font and font sizes, resolution and other aesthetical elements, the
visual appeal of your landing page/s forms a crucial part of user experience and engagement which is
one of the guiding principles of every professional PPC marketing company. Aside from the actual
design, you should also invest in testing your landing page design before making it live.
Go Fast or Go Slow?
The answer to this question really depend on which stage of a business or marketing lifecycle you are
in and also to the type of industry you belong in. If you belong to a trade that requires a lot of
consumer trust and a really stellar reputation such as finance and insurance, you might want to invest
in conversion optimization services that will build your authority such as white papers or consumer
testimonials. On the other hand, if you are a well-established brand in your own right or sells fast
moving or in-demand goods, you might want to do something more aggressive.
Again, it depends on your business’ circumstances and everything should be incorporated in your
Making Your Target Feel that You Understand
When people search for something, it means that they are lacking that something, and to a certain
extent, they are suffering. Times like this, everyone is looking for empathy.
The same emotional dynamic is happening online and if done properly, a PPC marketing company
can harness the profitable powers of empathy. Now, this is very tricky when applied to digital
marketing versus face-to-face communications as there are many nuances that you don’t physically
“see.” You can invest in a survey to unearth which emphatic signals in your landing page your visitors
respond well to.
Conversion optimization services should go hand-in-hand with a PPC campaign or your ad initiatives
are really unproductive. Factor this in when budgeting and make sure you dedicate enough financial
resources to enhancing your landing page.
Author is working in an Internet Marketing company as an SEO New York. He likes to write
informative articles on various topics related to Internet Marketing. Through this article, he wants to
share his knowledge with people who are about to hire an SEO company for their businesses.