Common ideas on PPC you should potentially ignore
In every area of life and business there are general accepted ways of doing things some of which are beneficial and some which are downright useless.
In every area of life and business there are general accepted ways of doing things some of which are beneficial and some which are downright useless. Think of the supposed shortcuts people often take on a car journey that actually take far longer than the obvious route. And just because something is conventional doesn’t necessarily mean its right and the same goes for the search engine marketing world. In fact in the SEM environment it’s even truer because there is never really one correct way of doing things so people come up with all sorts of theories and inevitably common and conventional ways of doing things develop.
In pay per click this exact thing happens and it can sometimes cost business owners wasted time and money. Here we will address some of them;
Broad Match versus Exact Match
Generally the argument is that exact match will convert better than broad match. Generally broad match will result in wasted funds.
Well yes in many cases this can be true however in some circumstances the exact match option creates a slight problem. Take an industry with specific but maybe complex terminology like medical and scientific where there might be various different spellings for one meaning or that some words are some complex that they are commonly misspelt by users. In this case exact match may miss out on the other existing combinations that lead to the same end result.
Using Long Detailed Videos
Everyone seems to be producing Youtube material to promote their business and with good reason; they’re a good way of showcasing your offering to the public. However so many promotional videos make the error of turning what should be a short and sweet piece of material into a long dragged out bore. A good video should be 3-5 min not 15 min plus as many tend to be as many viewers will just watch the first few minutes, get bored and turn off.
Don’t send all visitors to the homepage
We’re all told that the searcher should be sent to the page that answers the question or information that they seek. In some examples this theory has been seen to fail especially in the cases of lead generation where some sites have experimented with various ways of sending visitors to different areas of the site. They often found the homepage couldn’t be beaten for effectiveness.
Don’t force users to create accounts before checkout
It makes sense really that an ecommerce site doesn’t want to place too many barriers in the way of the potential client before they input their credit card details. For some companies this has worked brilliantly and conversion rates have increased however there are also the cases where it has a secondary negative effect.
The relationship between etailer and customer often suffers in the long run as without the initial account creation the user losses out on the convenience of saved contact, address and payment details. Users with accounts that included all this information plus wish lists etc find it much easier and faster to make returning purchases.
Putting Action Buttons above the Fold
A commonly held belief is that the place where a site asks a user to take a call to action should be in the top half of the homepage. However from our experiences there have been lead generating sites where inexplicably the conversion rate increased for sites with this in the lower part of the page.
It obviously varies from site to site and business to business but it just goes to show that website owners should always be open to new and different ideas, even if they go against the fold.
SEO UK a UK based optimisation company never just goes with the flow and does what everyone else considers to be the norm. Whilst incorporating tried and tested methods of SEO we always love to try out new and different ideas – it’s called innovation!