Yahoo! notes three ways of boosting PPC conversions

14th July 2008

There are three simple ways online marketers can boost their pay-per-click (PPC) conversion rates, according to search engine Yahoo!.

Its manager of marketing communications, Roger Park, claims that "with just a little maintenance, hindsight and monitoring" companies can turn their website visitors into customers more consistently.

His first tip is to ensure that the landing page on which consumers land when they click through a PPC ad is both relevant and clear to attract their attention and keep them on the site.

Secondly, navigational elements should be carefully considered, as a confusing and "messy" website can put consumers off. Indeed, users should never be more than two clicks away from the information they require, Mr Park claims.

Finally, PPC campaigns will only be successful if results are monitored closely so that marketers can determine which keywords are driving conversions and which elements of their ad or their website is encouraging or discouraging transactions.

Yahoo! is also issuing advice on writing online advertising campaigns, claiming well-written, relevant ads can help companies achieve a better rank in search engine results.