Aside from being a great way to drive low cost leads and e-commerce revenue, PPC is also a great way to get ahead of the competition by increasing closing rates, reducing sales cycle times and maximizing up-sell and cross-sell opportunities.
Courtesy of PPC Hero, here are four tips on how to use effective PPC management to optimize leads and customers after that initial conversion.
1. Remarketing. Prepare remarketing lists that targets people who have “taken a desired action” on your e-commerce site. One example of a desired action would be as simple as filling out a contact form. Afterwards, target your leads or your customers with remarketing campaigns five days, 30 days or even a year after they converted on your site. This gives you the opportunity to offer them relevant promos while helping you increase conversion rates and expedite your sales cycle.
2. Bidding on competitors. Any PPC management expert will tell you that bidding on your competitors’ branded terms is common but the key here is to understand that some of this web traffic is actually coming from people who have already converted to your site. Try sending visitors to a landing page that compares you against your competitor. Or to a page which shows that you have a special offer. Another clever PPC management idea is to create a free download of questions which they can ask you or your competitor during a sales call.
3. Targeting “do-it-yourselfers.” Where are these “do-it-yourselfers” going to find the answers? On search engines, of course! A neat PPC management trick is to create a landing page which explains the pros and cons of doing it themselves and which subtly suggests that going with (your) help is still the best way to go. Next, start a new PPC campaign targeting these do-it-yourself keywords. You can also try to get yourself on the Display Network so that you’re a click away when prospects realize that resorting to DIY can be quite tedious.
4. Coordinating your nurturing and PPC campaigns. Coordinate your e-mail nurturing campaigns with a Display Network campaign. The reason behind this is simple: you get more conversions from the e-mail marketing piece and more conversions in general.
For more expert PPC management tips, keep reading this blog. And let us know what you think too!
