Boost your ROI with actionable insights on streamlining click-to-convert
Are you looking for some great tips to improve your PPC conversion rate?
Navah Hopkins, PPC expert and SEJ contributor, joins me on SEJShow, as we explore the art and science of turning ad clicks into valuable conversions. She delves into the crucial journey from advertising to landing pageant and shares strategies and techniques to help you deliver on the promise you make in your ads.
Whether you’re a seasoned professional or a newcomer, this podcast episode is a must-listen for anyone looking to take their conversion rates to new heights.
Navah Hopkins is the Evangelist at Optmyzr. A veteran of the digital marketing industry, she got her start as an SEO in 2008, and transitioned to PPC in 2012. In 2019, she became a founding member of the Paid Search Association, a group dedicated to empowering the next generation of PPC practitioners and serving as a resource For all practitioners to learn from and engage with the community.
Now, landing page experience is a key component of Quality Score, which is a key component of Ad Rank, which influences CPC at least in Google and Microsoft PPC campaigns. Interestingly, the landing page experience has two parts: the first is how well your landing page responds to the promise you made in your ad, and this applies to the keywords you’re targeting or the audiences you’re targeting. The other piece is a bit technical, and where you may need to partner with your SEO friends or use a tool that has some of this stuff. Are popups going left, right, and center? Will you get units that may not necessarily work? So there, there’s the technical component, and then there, the content component. And what I think a lot of PPCs, you may need to remember to think about is the technical component. – Navah Hopkins, 4:47
I’ve always considered using SEO or plain site pages as great distractions for PPC campaigns. Usually with PPC campaigns someone knows where they are going. You want to keep them on that funnel and following your call-to-action, until they make that purchase. But it seems that in PPC you can direct someone to take that call to action. Whereas in SEO, we do the exact opposite. We’re networking this web of distractions to show that it’s referenced, there’s reviews, FAQ’s, there’s the chart, there’s everything else, like everything across the board and internal links and navigation. – Lauren Baker 10:07
If we want experiences that are curated, we need to know how to say yes. Because that’s another thing: what does this experience look like? We can talk about this in terms of what the cookie consent looks like on the landing page. The other thing to consider is that if you choose to say no to tracking, which is a valid option, you can only expect to see invalid ads. — Navah Hopkins, 18:00
[00:00] – About Nava.
[03:35] – What is the landing page experience, and how does this affect the overall PPC performance?
[12:52] – How important is landing page compatibility for in-app browsers?
[19:32] – Which is worse, angry clickers or abandoned gigs?
[24:02] Landing page metrics.
[27:45] – What is Performance Max?
[32:23] Opportunities in artificial intelligence.
[35:43] Tips for managing multiple campaigns and pages.
Mentioned resources:
Maximum performance: https://support.google.com/google-ads/answer/10724817?hl=en
Google IO: https://io.google/2023/
What’s interesting is that if you see that most YouTubers and others are taking the lion’s share of your budget, chances are you’re not budgeting enough to research transactions. More importantly, your landing pages will likely be served to people you are not related to. So make sure that as you build your P-max campaigns, you include some of your competitor websites as a signal to your audience. – Navah Hopkins, 31:17
One of the things I would encourage every consumer to consider is whether you want to experience walking into New York City and seeing billboards everywhere. Or whether you want to have an experience of, “I went to a pop-up store that I’ve been looking for, and I have this highly curated shopping experience just for me.” There are no judgments either way, but keep in mind that advertisers and SEOs only have the data we have agreed to provide. So you need to share this data to expect your landing pages to be an exact match. – Navah Hopkins 14:34
I think this new visual era is exciting and interesting, but this is one area where the time is right to fail fast and test gameplay with video and play with display, ads, and content. See how you can modify your landing pages to take advantage of this. Because if you treat your landing pages that come from technical sources with the same visuals, you will likely need to include a few opportunities to connect with the consumer.– Navah Hopkins, 11:53
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect with Nava Hopkins:
Meet Navah Hopkins, Evangelist at Optmyzr. With over a decade of digital marketing experience, she knows the ins and outs of SEO and PPC like the back of her hand.
Navah is all about sharing knowledge and spreading the love of paid search. She is a frequent contributor to SEJ, SEMrush, and WordStream. In addition to being an in-demand speaker, she shares her wisdom with audiences around the world.
In fact, Navah loves PPC so much that she is a founding member of the Paid Search Association. Along with her fellow members, she is dedicated to nurturing the next generation of PPC professionals and creating a community of collaboration and learning.
Connect with Navah on LinkedIn: https://www.linkedin.com/in/navahhopkins/
Follow her on Twitter: https://twitter.com/navahf
Connect with Lauren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
