Traditional marketers know that a person has to see an offer seven times before they act on it. So what happens when someone clicks on a pay per click ad for the first time?
Typical pay per click traffic is ready to buy right now. That’s why they search and that’s why they click. But if that were 100% true then everyone who clicks on a PPC ad would buy. Right? Well, there are many reasons why clickers on your PPC ads don’t buy.
- It could be a competitor scoping out your marketing plan
- Perhaps the click was an accident
- The clicker arrived on your landing page and found something they didn’t expect to see
- Not ready to buy right now
- Searcher changed their mind about buying right now
- Still in research mode
The list could go on. But the question is, can you convert those clickers on subsequent PPC ads? And the answer is yes.
It boils down to understanding who your audience is. There may be a segment of your audience that is more cautious when it comes to online transactions. Or it could be that your offering doesn’t sell itself on the landing page that you are using. This is the perfect opportunity for some testing. Run an A/B test on the elements of your landing page and see if it converts more traffic. If so then you could end up converting traffic that bounced before.
Advertising is about testing. Always. Even pay per click advertising. Make sure you are in constant test mode.