Remember conversions occur when a consumer takes action on your website. This could be a phone call, an email, etc. A high number of conversions relate to a high number of sales and the same is true for the reverse (low number of conversions equate to a low number of sales). Whether you run your own online advertising campaign(s) or hire an outside firm to handle it for you, continual diagnosis is key. And what should be diagnosed? Check out my list below.
Traffic Sources – Login to your Google Analytics and review your traffic sources. Be sure to notice if any new traffic sources have emerged. When you know where your site traffic is coming from, then you will have a better understanding of your ad’s effectiveness.
Page Load Speed – The average time spent on a website is relatively short, so when your pages are loading slow, consumers are pretty likely to get impatient and move to another site.
Search Queries – When you analyze your search queries, look for any keywords that don’t match your business. For example, let’s say your company sells windows but your company doesn’t repair windows. If your top keywords represent the latter, then these keywords are irrelevant and should not be a part of your campaign. In this case, it makes sense to put those keywords as negative keywords, so when a consumer types in, “window repair,” your website doesn’t show up. It is important to look for any potential negative keywords each week.
Broken Links – You have to go back to the basics when it comes to diagnosing your online advertising issues. When you make changes to your website, test for any broken links immediately.
Targeting Changes – Often times when we make changes in certain areas, we expect to see a dramatic effect instantly. This is far from the truth. When we make changes like changing the targeting of your campaign, then you cannot expect momentous results to occur overnight. When you make a change such as targeting, give it about a month before you consider the effects on your conversion rate.
I hope these tips above will become useful to you when assessing your online advertising concerns. Try not to panic because there is always a reason for something. Sometimes the reason could be very basic and at times the reason could be harder to find, but you will find it!
How often do you assess your online advertising campaign? Are there any tips you would add to this list? Share your feedback in a comment!
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
You can read David Angitotti’s article at http://www.searchenginejournal.com/your-conversions-are-falling-what-now/33240/