Improving click-through rates and driving more business to one’s website or blog is a primary focus for lawyers beginning to establish a web presence, and they can benefit from using preview images or other engagement objects to improve their website’s search rating and create more leads. Embedding such objects is a quick, easy way to improve a site’s value and reach even more clients.
A landing page with a preview image is over three times more likely to be clicked on than the same page without a preview image. This was confirmed in a statistical study that showed that preview images improved a landing page’s conversion rate by as much as 359 percent.
There is a lot of text on the Internet; consequently, a relevant and attractive image will stand out and draw a viewer in. Preview images and other media such as videos are often called “engagement objects,” meaning that they can be used to engage the viewer’s attention while searching. When a viewer is comparing the website or blog of employment lawyers in Pittsburgh to their competitors’ websites, for instance, this small detail could make all the difference in his or her ultimate choice.
Using preview images in your legal firm’s website or blog is as easy as simply changing up your landing page’s design: Rather than having it only include text, consider embedding videos and images to make it a multimedia experience for potential clients. As the web becomes increasingly social, you can receive a big boost in interest if a client links to your informative videos or images.
Tracking consumer behavior is a challenge for many organizations. Firms want to know if the money they are spending on advertising is actually generating new business. This is why it is not unusual for consumers to be given surveys that ask how they came to be connected with the organization. When it comes to pay-per-click (PPC) campaigns, firms seek to assess whether web searches actually result in increased sales. In order to gather this information, there are a variety of tools and strategies.
As mentioned in the article “What is Conversion Tracking?,” traditional tracking was focused on how many visitors came to a particular website. This, however, did not tell organizations if the visitor actually conducted any business or was interested in future commerce. The goal behind current conversion tracking practices is to assess whether the initial click on an ad leads directly to new business.
For more complex data, organizations can take advantage of third-party software packages or make use of utilities such as Google Analytics. When firms use Google Analytics, they have access to more extensive reports that help organizations in setting and tracking campaign goals. This is a more sophisticated way of measuring ad effectiveness.
A more simple approach is to build landing pages that are created as a destination for users who click particular ads. Firms that use a unique landing page are able to measure specific traffic generated through a search for “Pennsylvania mesothelioma lawyers” as opposed to a search for their firm name, creating a much better sense of whether the ad is being clicked. If business is conducted through that landing page, firms are able to further measure an ad’s effectiveness.
Day 21 of PPC in 30 Days will review the purpose of landing pages and how you can best use them to your advantage. Read on for more information about creating a landing page to support your PPC campaign.
The quality score is a key component of a PPC (pay-per-click) campaign because it has a direct impact on the cost and effectiveness of ads. In general, the quality score measures an ad’s relevance to the components of the ad. The ad must match well with factors such as the keywords and the advertised website in order to have a higher score.
Each service provider has a different formula for calculating quality score. With a provider such as Google AdWords, the website is looking at various degrees of relevance. This includes keywords and the landing page that is in the ad. In addition, Google looks at historical click-through rate (CTR) and may include other factors based on the formula employed by the website.
Quality score is important because a higher score will represent a higher ranking and a lower ad cost for the firm. Given the number of web ads that exist in a highly competitive market, it is important for firms to create ads that stand out among the competition so providers will feature them. Providers like Google will run ads that have high click-throughs rather than those ads that generate less interest. This can result in a cycle where one Jacksonville car accident lawyer’s ad receives much more visibility online than another because it gains more clicks due to its continual presence when a user performs a search for that keyword phrase.
As Larry Kim says in “Understanding Quality Score: Building a Strategy for Relevance,” the quality score is often a good indicator of how well the PPC campaign is going perform. Therefore, if an ad does not have a good quality score, firms may need to make some adjustments to raise their rank.
Service providers such as Google have a vested interest in the success of ads, as they represent a major source of revenue. Search engines like Google also want users to have a quality experience when they do searches, which is why they want the ads to match the search of the consumer. If the consumer has a positive experience with an ad, they may click on ads in the future.