PPC in 2017: The Post-Click Experience

Marketing has always focused on helping your business gain visibility, but in 2017, consumers have moved on. They know better now than to simply let an ad entice them, and are no more carefully exercising their freedom of choice. Given that – and the astounding amount of competition – it has become a lot harder to convince a person to buy.

Making people click, that’s the easy part of any pay-per-click campaign. We use hard metrics to put your paid ads before high-potential customers, and PPC has been proven effective in increasing awareness for your brand. But, increased awareness doesn’t always mean more profits. Therefore, PPC efforts are slightly shifting towards making the post-click experience better.

At ThirdStage Marketing, we’re proud to say we move with the times when it comes to getting the most for our customers. Our SEO team is always on the lookout for fresh ways to attract traffic and to convert that traffic – to the benefit of our clients. As customers ourselves, it’s easy to envision what a person wants when they visit a website. All that depends on the market of your choice, but you can count on us to determine what they like the most to contribute to your SEO and PCE marketing campaign.

Having a Solid Plan

Say that someone clicked your ad, called you and is interested to know more about your company. Whoever answers that phone should be ready to provide information, anything that the customer needs. If not, that’s one lost customer and one wasted click. We know that it can be too much to ask that every click will lead to a conversion; that every online browser will become a paying customer. But with our combined efforts, we’ll be growing your business in no time.

Whether it’s your website or your feedback, customers will gauge you by what they see and by the experience you provide them. This is why you have SEO professionals like us to help you in this endeavor. Our team will put in place a system where you can serve your customer’s needs, in the best possible ways.

Post-Click Marketing: An Overview

When we help you with PPC, we go beyond setting up a great campaign. We also pay attention to post-click marketing. This form of marketing, by definition, is the practice of engaging visitors after they click on a PPC advertisement. The goal of post-click marketing is to trigger an experience that will compel users to take action, such as making an online purchase, registering their details, and requesting information. By zeroing in on users who are already interested in the product, service, or brand, post-click marketing directs customers to pages that facilitate the purchasing process.

Take this example: While driving down the road, hungry, you see a sign saying, “Delicious Food, Exit 104.” When you pull onto the exit, you find zero restaurants. Instead, you stumble upon a poorly organized shop, where the retail owner expects you to search for and put together the ingredients for a meal with no assistance whatsoever. This, unfortunately, is the reality for many web users who click on an advertisement and visit the home page of a business. Given the lack of direction, visitors become confused about how to shop for a product or claim an offer.

Post-click marketing tries to solve this dilemma by directing clicks to special pages on the website that contain content relevant to the ad. These pages guide the visitor into making a purchase through content and imagery. With services such as Google Analytics, professionals who specialize in post-click marketing can gather data on their potential customers. This information enables marketers to target specific users following that initial click, boosting conversion and sales by providing personalized information.

Making a Successful Post-Click Marketing Campaign

A post-click marketing campaign is successful when visitors have an optimized PCE, which stands for post-click experience. Optimizing this experience is a win-win: Your potential consumers receive what you promised them, and you gain them as a customer.
You can achieve an optimized PCE by dropping the people clicking your PPC ads into a conversion-focused page. Whether that page is an online form, a dedicated landing page, or your home page, you’re setting up a great post-click experience with the purpose of converting visitors into a sale or lead.

Besides focusing on conversion, you should consider the following attributes that help lead to a successful post-click campaign:

  • Prioritized – Post-click isn’t a set-it-and-forget-it approach. You need to integrate post-click marketing into your overall strategy and take a holistic approach to management.
  • Branded – Achieve a fantastic brand experience by capitalizing on every visitor interaction.
  • Bold – Think big and step outside the box.
  • Agile – Implement your post-click program without hurdles or friction.
  • Integrated – Your post-click should flow into your post-conversion seamlessly.
  • Transparent – You can see each point in the post-click, post-conversion, and pre-click process clearly.
  • Analyzed – Analyze top-line metrics to scan the horizon and dig deeper to unearth conversion opportunities and influences.
  • Tested and Optimized – Employ real-time multivariate or A/B testing to figure out what works and what doesn’t.
  • Measured – Track key metrics that uncover opportunities to improve results.
  • Segmented – You categorize visitors based on factors like motive, need, role, traffic source, and campaign.
  • User-Centered – Prioritize user experience. Think about people and not just data.
  • Fluid – You have connection and continuity from click to conversion.

We Optimize Your Post-Click Marketing Experience

When you choose us for your PPC needs, we come up with ways to optimize the PCE of your visitors. When we take steps to improve PCE, we get users who click your ad to proceed down the marketing funnel and eventually turn them into your customers.

PPC, SEO or social media marketing, ThirdStage Marketing can help you. Contact us today!

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