Why Selecting the Best Landing Page Destinations Is Critical for Paid Search

Your paid-search campaign is working pretty well, but you are always working for that extra performance gain. You read the experts’ blogs for ideas, refine your bidding, eliminate poorly converting keywords, change match types, work on creative, all working to improve quality score, decrease CPC, increase traffic, improve conversion rate and drive revenue and profitability.

But a key area that gets neglected is the landing page destination URL – where your shopper lands on your site. Why is optimizing your landing page destinations important? Does this really make a difference?

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The One Biggest Mistake in PPC Optimization

Be data driven, but don’t be fooled by statistics!

Over and over again, I read posts by SEM professionals telling their readers to optimize their campaigns by analyzing the data, including data from A/B testing. And I absolutely agree! Marketing instinct is good, but you need to look at the data and see what actually is happening.

The problem, though, is that it is too easy to make decisions based on too little data — that is, results that are not statistically significant.

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Want to Increase Conversion Rate AND Reduce PPC Campaign Cost?

Shopping today often starts with a search. Google, Bing, Yahoo. Just input what you want and the search engine gives you a great list—ads from vendors and an organic search result of pages that the search engine thinks is a match to your request.

For the retailer, this means that shoppers are online with their phones, tablets and laptops telling you what they are looking for! They want your products. All you have to do is create a great paid-search PPC advertising campaign to engage them and turn them into customers. Easy, right?

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Keyword Search Is Very Good. Semantic Search Can Be Better.

Keyword search is very good. It is used everywhere because it is very powerful, able to search through data and find items of interest.

When shoppers are in your e-store, they rightfully expect your navigation, search and discovery tools to know everything about your products and help them to find the perfect item to purchase, just as they expect that level of intelligence and competence from your sales associates in your brick and mortar stores or your customer support people in your call center.

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Improving User Experience by Improving the Product Catalog

There are many parts of the online shopping process and all have to work well in order for the shopper to have a great user experience. It only takes one bad spot in the long chain from the first contact with the shopper to supporting the customer after the purchase to lose the customer, but also the bad reviews and social sharing of that customer that result.

One area that the retailer often overlooks is the role of product catalog in the customer experience. Perhaps this is because the catalog is often thought of as an IT issue, whereas marketing/advertising and user experience are seen as being the responsibility of marketing. Savvy retailers, though, are realizing that every interaction with the customer AND the data and processes that support those interactions are critical.

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Why is mobile shopping difficult? And what can we do about it? (Part 4)

In the last part, we presented examples of new concepts in mobile apps that are making it easier for users to get to the mobile store and directly to relevant content and making mobile payments easier and faster.

The part of the shopping process that Vioby is focused is between these – the experience after the shopper has entered the e-store and wants to find a product, discover new products, get information or just browse to see what is new and trendy. It is early in the evolution of mobile shopping and there are issues in all areas, but it is this navigation and discovery of products and information that is the weakest link in the overall shopping experience—this is the shopping gap.

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Why is mobile shopping difficult? And what can we do about it? (Part 3)

In part 2, we discussed thinking of building mobile shopping as the problem of porting a good desktop app to mobile by finding ways to mitigate the limitations of the mobile device ends up delivering a frustrating shopping experience. And this user frustration is exactly what users are finding. In this part, I look at some great new ideas that people are building.

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