What Happens After The Click?
Getting clicks to your site might be the bread and butter of your PPC efforts, but this should not be the end of your process.
You’re using pay-per-click (PPC) ads to drive users to your site with exciting headlines, descriptions, and images. You manage to capture their attention with an enticing ad, and now you’ve got them on your site. Congratulations! Getting clicks to your site might be the bread and butter of your PPC efforts, but this should not be the end of your process.
What happens after the click will, in many cases, be the deciding factor in whether a user engages with your business. Driving users to your site is the first step, but let’s do a deep dive into strategic approaches that can improve your PPC performance using your web pages.
Think of your website or landing page as an extension of your ad that complements the users’ search experience. Content is the part of your website that informs the user what it is that you do and identifies specific characteristics that set your business apart from the rest. How relevant is your content to the ad that actually drove the user there? Your website content is important to your quality score, which Google uses to estimate the usefulness of your efforts to the user’s experience. Higher Quality Scores lead to cheaper costs per click for more desirable ad positions.
The goal of the user’s search is to fill a gap, and your website content should do just that. Increasing brand awareness starts with making your brand memorable. Informative website or landing page content will facilitate the user to recall your brand over the others.
Landing Page Experience
Landing Page Experience is another quality score factor that can improve ad performance. Delivering the right content ensures that your user has a positive experience and is more likely to convert in the future. Having an attractive ad set is pointless if the user does not find what they are looking for on your site. The landing page should deliver them the information that they are looking for along with a CTA signifying that the solution is just a click or call away.
In addition to providing your user with a positive site experience, you also want to make sure you are nurturing the part of the lead funnel that they represent. The main points of the buyer’s journey are awareness, consideration, and decision. Different content types work differently for users that are in varying parts of the process.
- Awareness – The user realizes a specific need or issue to solve. Informative content such as blog posts, videos, and infographics educate the user on the problem.
- Consideration – The user is conducting research on the issue and how it can be solved. Testimonials, reviews, and ebooks are the right types of content to let the user know how you can help solve their problem.
- Decision – This is where the user decides to make the purchase. Content types for this type of user would be product demos, trials, and tutorials.
Analyzing User Behavior
What happens to the user once they reach your site? There could be a great amount of value in tracking behavior after an ad is clicked. Understanding behavior flow can help you create a seamless process for your user to convert. Bounces and page exits could be a large identifier of a problem. High bounce rates can occur when the user doesn’t like the way the page looks, can’t find what they’re looking for, or they simply clicked the ad by accident. When a user doesn’t bounce, how long they stay on the page and how many pages they view could give you insight into the user’s intent. This analysis can help identify how to improve navigation flow to coerce them to the next page or call to action. Google Analytics and Microsoft Clarity are prime examples of platforms you can use to explore your users’ behavior.
From a PPC standpoint, it can be easy to overlook what happens to the user after they click your ad. Ad platform KPIs do not necessarily tell the whole story of what your user is experiencing once they reach your site. Optimizing your site and content in conjunction with your ads is a sure-fire way to make sure that each individual that clicks on your ad arrives at a landing page tailored to their intent. Deliver the results that your ad promises and the conversions should follow.
If you are looking for assistance with your PPC or other digital marketing efforts, the busy bees at Tandem Buzz are experts and are here to help. We specialize in graphic design, search engine optimization (SEO), email marketing, and more. Contact us today to learn more.