It’s that time of year again when thousands of trick or treaters will hit the neighborhoods. Think back when you were excited to knock on the door (or ring the doorbell) anticipating what sweet, delicious, mouth-watering treat you were about to receive—and then—you were handed an apple. How disappointing. Are your customers experiencing that when they click on your ad on Google? They want something right then and now. Do your customers click on your ad only to be disappointed what they discover? Your page is busy, confusing, no call to action, the product or service they are looking for is nowhere to be found. Thanks for the trick. They rang your doorbell. Why not give them what they want?

I believe that web visits can be summarized into three categories: RESEARCHERS (information gatherers), SHOPPERS (consumers at the top of the buying funnel), and BUYERS (consumers ready to buy). One of the best methods to capture these buyers online is through Search Engine Marketing (SEM) or Pay Per Click (PPC).

Don’t make a click a trick.

Believe me, there is traffic out there. The most important thing to do is to give a consumer the best experience possible. Click-through rate (CTR) and time on site are the two most important factors when running an SEM campaign. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions. According to Wordstream, the industry average of CTR is 1.9%. I’m proud to say that I’m running a few SEM campaigns right now, and their average CTR is 3.9%!

Click or Treat

So how do you improve CTR? Write a compelling call to action in your ad. Know your audience and what they want and then deliver. Sounds simple, doesn’t it? However, a lot of ad agencies put together terrible ads and are more concerned about how many clicks you receive rather than the quality of the clicks. The main goal of SEM is to attract customers to your ad and to turn those “clicks” into customers. Deliver what consumers are looking for. Don’t make a click a trick.

Another factor is time on site. Once that consumer clicks on your ad, the goal is to tell them what to do before clicking the infamous Back button. According to Spinutech, a good average session duration, the industry standard is 2 – 3 minutes. The longer a consumer is on your site, the more engaged they are. Tell them what to do.

So, in conclusion, don’t trick your potential customers. Treat them. Improve your landing page (conversion page) and write compelling ads with a call to action. Do your ads produce clicks or treats?

Greg Hahn

Greg Hahn is known for entrepreneurial vision and translating vision into revenue generation and productivity, thriving in a diverse and fast-paced executive environment. Throughout his sales management career, he has led several sales teams toward positive growth. His most recent accomplishment was with The Blue Book Network. In just two years, he was able to reverse an under performing region to one of the top regions in the company in 2015. Greg specializes in online marketing including website consulting, Search Engine Optimization (SEO), and social media marketing.