Over at Yahoo's Search Marketing blog, Marketing Communications Manager Roger Park is offering up tips on converting your search ads. He breaks down a bunch of best practices principles to three main steps: Optimize, Navigate and Track.
Optimizing your landing pages is crucial to a profitable search marketing campaign. Park advises:
- Have a "deep link" to a product on your site
- Offer several contact methods
- Online shopping carts should be secure and easily visible
- Remove broken links
- Have good server availability
Park encourages site owners and developers to put themselves in the shoes of their web site visitors. I personally have found that many of my clients have a difficult time being able to do this. They're just too close to their business. So, it was nice that Park also served up some tangible tips:
- Create an obvious pathway to the product that the visitor searched for
- Don't have too many layers between the landing page and the end goal - no more than 2 clicks
- If the end goal is sale, move non-commercial content below the fold
Successful marketing campaigns are built on solid data. Consistently evaluate your data and tweak your paid search campaigns accordingly. Yahoo's conversion-only analytics tool can help you do that. The tool can help you analyze keywords, tweak landing pages, and improve under-performing ads.
What do you think of Park's advice? Anything else you would add to the mix? Share your ideas in the comments!