I read a blog ages ago with a similar title to this one and it stuck with me. Nice angle to look at instead of usual ‘why you should use PPC’ from a Business viewpoint.
Thought I’d share. Thrilling right?
Generally, as a PPC person I used to only click on PPC adverts when I was certain I was going to convert. I’m slowly starting to be more adventurous in clicking around – don’t worry I never bounce.
‘But Rachel,’ I hear you cry, ‘why should you click on PPC adverts?’
Relevancy.
Aforementioned article ‘what I read’ mentioned about landing pages being chosen specifically for the search query in mind. Excellent point.
I manage a large ecommerce account and they stock over 13 million products. I have multiple campaigns and adverts, each advert has a landing page (obviously) which I have sourced through their search function and categories. Much better than just the generic home page and assuming they have the patience to look through everything.Guess what? It works.
Why else? Still on relevancy. If you are looking for something quite specific, you can, if someone has written the advert well enough, find what you want quicker than if you went another route. PPC’ers want you to find what you’re after!
Why else?
Offers.
I searched on a well-known skin care brand, on their brand term. PPC Advert. In the advert it had a sitelink advertising a promotion, think it was spend £30 and get XX as a ‘free’ gift.
Free you say?
Went organically to the website to see what I wanted but I couldn’t find any mention of this freebie. Even opened a new tab and had a p-e-r-u-s-e.
Hmm. So, I went back to Google and performed the brand name search again. This time I clicked on the PPC sitelink and found the special offer landing page. URL confirmed it was a PPC dedicated landing page.
This just seemed a bit odd to me.
So the company are paying for your click and then giving you stuff for free. If it was on a more competitive keyword I would understand – you need an edge, but for a brand term… It seemed a bit unfair it was just on PPC – you know they want you; they came through on your Brand! Also as a sitelink, may not always run.
So PPC side, aside the student gene kicked in and obviously went through the PPC route. Brought it. Got the t-shirt – It wasn’t a T shirt but you know.
But now, I am being remarketed to with even better offers, more free stuff and discount codes. Before this turns into a remarketing moan, just going to say ‘Cap it. Minus people who have brought from your remarketing.
But yes. Offers exclusive to PPC traffic.
Why else should you click on it? Reviews.
If it’s a company you haven’t ever dealt with those little Stars indicate a review. Click on it and see what they are about. Gain some confidence in who you are giving your money to. If the reviews describe it as ‘Rubbish’ then maybe just leave it.
If your still ‘nah’ try this website out.
