Usability of paid search PPC UX
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SEM and paid search focus on usability and user satisfaction more than many people realize. This short presentation highlights some of the key methods to keep in mind when managing PPC and display advertising.
Usability of paid search PPC UX
- 1. Paid SearchUsability Make search easier!
- 2. In 2009 Google generated $23 billion in paid search revenue off of 37 billion clicks. 98% of those clicks did NOT result in a conversion. Stop working for Google; make the clicks work for you!
- 3. 5 Opportunities To Lose a Customer Broad or Irrelevant Keywords Misleading Ad Copy Generic / Untargeted Ad Copy Poor Landing Page Choice Low Quality Landing Page
- 4. Opportunities To Lose a Customer: #1 Bidding on Broad or Irrelevant Keywords:
- 5. Opportunities To Lose a Customer: #1 Target bids on Millions of keywords!
- 6. Opportunities To Lose a Customer: #2 Misleading ad copy:
- 7. Opportunities To Lose a Customer: #2 Misleading ad copy:
- 8. Opportunities To Lose a Customer: #3 Generic ad copy:
- 9. Opportunities To Lose a Customer: #4 Poor Landing Page Choice: Linking to the wrong product
- 10. Opportunities To Lose a Customer: #4 Poor Landing Page Choice: Linking to the wrong product
- 11. Opportunities To Lose a Customer: #4 Poor Landing Page Choice: Homepage Lets just buy traffic to our homepage and see if the user can figure out where their product is. " Poor Landing Page Choice: Search Results Page "I sure hope Google likes these search parameters in the URL." Poor Landing Page Choice: 404 or 301 "We redesigned our site and the URLs changed. We'll let AdWords figure out where to send them."
- 12. Opportunities To Lose a Customer: #5 Low Quality Landing Page: No Call to Action
- 13. Opportunities To Lose a Customer: #5 Low Quality Landing Page: Favorite Calls to Action
- 14. Opportunities To Lose a Customer: #5 Low Quality Landing Page: Favorite Calls to Action
- 15. Opportunities To Lose a Customer: #5 Low Quality Landing Page: Amount of Page Copy Too Much = People search for fast resolution to a problem and to fulfill a need. Reading an entire page of copy is not what they want. Too Little = No one is going to sign-up or buy something unless they are well informed of the outcome. Products lacking specs or services lacking descriptions will not lead to a conversion.
- 16. Opportunities To Lose a Customer: #5 Low Quality Landing Page: Load Time / Tech Quality Time = Money Long load times cause higher bounce rates and poor user experiences. If you want to waste your money by frustrating potential customers, long load time is the way to do it. Web Standards and Too much Tech Standards exist and evolve for a reason, use them. Paying for a visitor and then making them download Silverlight, enable Flash, or use IE is a terrible idea.
- 17. Opportunities To Lose a Customer: Takeaways Use highly targeted keywords for relevant traffic. If you use misleading ad copy, prepare to get a bad reputation and a poor quality score. Write descriptive ad copy so users know what to expect after they click the ad. Paying for an ad that links to the wrong product, a 404 error page, 301 redirect, search results page, or the homepage is a waste of money. Send paid traffic to relevant and ready-to-convert pages to reduce wasted spend and bounce rate.
- 18. QUESTIONS?
Editor's Notes
- National Federation of the Blindrecently won $3 million from Target for not complying withaccessibilitystandards on their website.
- Treat each visitor like a novice. Take their hand and guide them to the action you want them to do.
- Load time = Google Instant. Google webmaster load time.