Knowledge is the Foundation To Success  

This is a back-to-basics article about your website and pay-per-click (PPC) advertising and the relationship between the two. One of the first things we look at here at JumpFly when we get a new client is their website. And one of the very first things we look for is a phone number, prominently displayed on every page of the website.

A phone number in the header on every web page is something we highly, highly recommend to every client. It’s not enough to have it buried in the bottom of the page or only on the Contact Us page. We’re talking every page, in the header where it’s immediately visible.

And it’s not because we want you to get more phone calls, but we’ve actually seen a definite correlation between conversion rate improvement and having that phone number on your website. Here’s what we think is the reason why:

1. Having that phone number gives your site a subconscious vote of confidence – it shows you are an actual business. That’s why a toll-free number is great, as it has more legitimacy. However, a local number may work well too for businesses seeking local customers.
2. It lets the visitor know that if they have a problem when ordering, that there’s someone that can help them. And if they have a problem after they order, they know they can reach you too. Even if they never need to use it, they know they can.
3. Some people are still leery of ecommerce and using their credit cards on the Internet. You can miss out on those potential sales if the only way they can order is through your website. Why lose the sale just because you don’t list your number or make it hard to find?

Those clients who we’ve encouraged to add their phone number to their websites have not necessarily seen an increase in phone calls, but they have seen an increase in conversions. The benefits clearly outweigh the possibility of getting a phone call or two. So display it loud, display it proud and put that phone number in your header on every page.

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Choosing a Domain Name 

Can your domain name (your website address or URL) impact your pay-per-click (PPC) advertising? You’ve probably heard that your domain is important when it comes to search engine optimization (SEO) and your natural or organic rankings, but it can affect your pay per click advertising too.

There’s a couple of reasons why:

• Your domain name tells people what you do and what you are about: Consider the following two (made-up) domains: www.BuyBlueWidgets.com or www.BuyBWOnline.com. If you were an ecommerce site that sold blue widgets, which would be the better domain? You probably guessed it, it’s the first one. If someone sees this domain name, they know that they can purchase blue widgets. Do you get that from the second? You know you can buy something, but not what that something is.
• It makes good use of the limited ad real estate that you get: You get a very limited amount of space to get your point across, and your Display URL, if it makes sense based on your keywords, can be an added line to use.
• It can be “bolded” in an ad: if you use your main keyword in your domain, and someone uses it in a search term (i.e. – your domain is www.BuyBlueWidgets.com, and someone searches on “Blue Widgets Sale”), than the words that they used in the search will be “bolded” in your Display URL. The display URL for our above example would look like www.BuyBlueWidgets.com, making it stand out more.

One thing that you do need to keep in mind, when choosing a domain name, is to beware of trademark infringement. If someone owned the trademark to Blue Widgets, and you own the URL www.BlueWidgets.com, it’s very likely that the trademark owner will be able to legally acquire that domain from you. I’m not a trademark attorney, but I’ve seen several instances of clients who have had to give up domains that they’ve owned for years and years to the trademark owner.

Domains are important in how they affect your identity, so think carefully about them. When in doubt, buy several variations and test them out. Domains can be bought for under $10 now, so it’s not a hardship on the pocketbook. When creating your online identity, there are many critical things to consider, but don’t overlook the importance of choosing a domain name that is going to best represent and benefit your business.

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So says Reuters News Service. 1 in 2 pay-per-click (PPC) advertising campaigns paying out money for clicks they don’t really need. So says me. It’s really just a made-up statistic, but I’ve seen that happen often enough that I can say with certainty that it’s happening quite often in quite a lot of campaigns that we have seen over the years. I think many people managing PPC campaigns in Google AdWords, Yahoo and MSN have a tendency to hold on to keywords far longer than they probably should, or they’ll hold on tenaciously to higher positions when the ROI simply just does not justify holding on to such aggressive spots.

Sometimes you do need to just cut your losses and run. Hope is a powerful thing, yes, but hoping a keyword will still convert after it’s received a hundred clicks with no sales attributed to it will only continue padding the coffers of the search engines, not yours. You need every extra penny you can get out of your marketing efforts these days.

Now is the time to perhaps be a little bit more ruthless in your treatment of your ill-performing keywords. You don’t have to be so vicious as to slit their throats (i.e. delete them), but you can certainly give them a healthy dose of chloroform (i.e. pause them). You can always revive those knocked out keywords later if you notice a big drop in your sales, but I’ll bet quite often the only thing you’ll notice is that you’ll actually start saving money.

Don’t give them a bail out, knock them out.

If you’re not sure what to do, you might want to consider a free consultation from a qualified PPC Management Company.

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