PPC – so you’ve got a visitor – now what?

Pay per click (PPC) marketing is great in that you pay money and you get traffic.  Simple!

As an easy starting point, lots of businesses use PPC as they can understand it.  Well, at least the basics anyway.

PPC is a great way to drive traffic quickly to your site to see how well it works.  And by works, we mean converts that visitor into an:

  • enquiry;
  • newsletter signup;
  • sale.

But what do you do if they don’t do anything and simply leave? More importantly, do you know they have actually left?  Are you tracking them?  Are you trying to reengage them some other way?

There was obviously something they liked about your ad as they clicked on it, but somewhere along the line there was some kind of disconnect. We have mentioned using something like Crazyegg to see what users are doing on your site so you can make adjustments, but what else can you do?

There are a number of things and services you can try and deploy to reengage with site visitors. After all, you have paid for them once, don’t you want to make sure you convert them somehow?

Here are a few services you should check out

1. Optimonk

Optimonk is a nice service that allows you to either fire a popup as users leave the site or send them an email if they have got that far in your enquiry process where you have their email address.  This can be great to set up both if you have a quote and buy online systems or if you are using enquiry forms. Check that out here.

2. Platform Remarketing

Within Google PPC you also have the ability to remarket so a visitor will then be remarketing normally with banner ads. So, as they trawl the web, your brand becomes front of mind and the idea is to get them to return.  Find out more about Google Adwords remarketing here.

3. Cross Platform Retargetting

As well as with Google, you can try something else.  You can retarget your site visitor on Facebook by delivering ads to them.  So they visit your site via Google but you can interact with them and try and engage with them on Facebook – this can be to send them back to the site or to connect with your company presence on Facebook.  If this sounds complicated, there are platforms out there that will do this for you. Perfect Audience is one of the best ones we have found. Plus right now they are offering a $100 credit for testing the service.

As you can see there are a few things you can try to really maximise the investment you are making on online advertising.  Start looking at the different ways of trying to engage with your visitors – it could be the difference between profit and loss.

About the Author Jason Hulott

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.

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