In the post, Pay Per Click: How to Use Google Trends to Capitalize on the Slow Summer Months, we alluded to how and why things slow down during the summer months. So right now, sales may be a little sluggish.
But, the busy season is right around the corner. As many pay per click marketers set their pay per click campaigns and forget them, now’s the time to give your site a pre-season tune up. Following are three areas to assess to.
1. Does my site load quickly enough? When was the last time you checked this? It would suck to spend money on a fantastic PPC campaign, only to have visitors clicking away because your site loads too slowly.
2. Can browsers easily find what they want on my site? Prospects should have to click no more than two or three times to find the product/service they’re interested in. If it’s more, you need to simplify your site.
Beyond this, a rule of thumb to live by in pay per click marketing is to direct prospects to what you promised them in the ad.
For example, let’s say you owned an online clothing boutique. You carry apparel for every member of the family. If a surfer clicks on a “cheap children’s shoes” ad, then that’s the page they should land on, not a generic home page with your.
3. Keyword Research: Search Engine Optimization (SEO) is mercurial; not static.When was the last time you evaluated your keyword choices. Are they still the best keywords for pay per click campaign? Do you need to add more local keywords to the mix to gain more of this traffic?