Ict/Telecom
How to Tweak Your PPC Copy to Boost Your Retail E-Commerce Conversions
It is an unarguable fact of retail e-commerce that despite everything that you have done, the actual decision by the visitor to click or not on your advertisement takes just a few seconds. The reason why a visitor may not have actually clicked on the advertisement despite having high purchase intent may simply rest on very small details in your advertisement copy. When all that stands between successful conversion and failure are some details that can be easily addressed, you should make it a point to understand how you can tweak the advertisement to deliver better results and get you the competitive edge that will make your business successful.
Understanding the Function of Headlines
Both Google and Bing offer advertisers the flexibility of using up to three headlines with a character count limit of 30 on each in every PPC advertisement. It can be a difficult call whether to use all or most of the available characters, as it is possible to easily go overboard and confuse the reader with too much text when a simple message may be all what you really need. However, depending on the nature of the product, sometimes having the flexibility of more text can really be an advantage. Most experienced marketers will suggest that the second headline is used for incorporating the call-to-action because it is not necessary that there will always be enough space for the third headline to be displayed. Due to this, you should be ultra-careful about what text you keep for the third headline- – if there is anything that is mandatory, it is better to avoid placing it there.
The URL That Is Displayed In the Advertisement
While the actual destination URL can be as long and ugly as deemed necessary by the web developers, it can be a big turnoff to have it on display. Therefore, you should have a display URL which is shorter and looks better in the advertisement. Name it in such a way that it serves to deliver a dose of confidence to the visitor who is about to click on the URL that they will definitely find what they are looking for by clicking on the advertisement. Because the URL is of critical importance, very wisely, both Google and Bing give it a contrasting color so that it becomes more prominent and easier to click. URLs that are more noticeable can make all the difference between you and your competitors.
Sitelink Extensions
Even though sitelink extensions have been around for quite long and are possibly one of the most basic extensions of ads, it is surprising how many advertisers don’t use them at all or even if they do, don’t use them effectively enough.Using ad extensions, visitors have the opportunity of learning more without clicking and since they take up more space on the results page, https://klientboost.com says that they stand out more prominently and generate more traffic. The best use of sitelink extensions is when you want to give visitors multiple potential destinations for a common search phrase whenever such an option is justifiable or when the intent of the search is vague.
To offer sitelink extensions to advertisements, you need to have a well-defined PPC program with a proper structure and hierarchy. Unless that is available it will be impossible to offer site extensions that are differentiated according to the nature of the user query. The choice of site extensions that will be available in response to a general branded query will depend significantly on how the campaign is structured. However, there is no assurance that the sitelinks will be displayed on the search page as you would expect. Sometimes, even after doing everything as required, they simply don’t display on the screen so you need to be prepared for such an exigency and not pivot your entire CPC strategy on the availability of site extensions. While, it is not very clear as to why the display sometimes disappears, according to JHSM Sydneyexperts, it may be due to factors like the rank and position of the advertisement as well as other extensions that have been enabled. For maximum impact, it is important that the landing page that opens when a site extension is clicked is relevant to what is being advertised.
Call Extensions
There are some customers who feel more comfortable talking to a real person even when they are shopping online. The reasons can be diverse but usually it is to have a chat with an expert to confirm what they are buying is actually suited for their purpose, to make sure that the SKU is actually in stock, or for the sheer reassurance value that talking to a human gives rather than an impersonal click on a button. Whether you want to extend this kind of support to customers is something you have to decide depending on your business model because it can be costly but generally speaking, providing an additional channel for customer contact can help conversions. However, to do it will, you need to ensure that you have adequate staff and that they are trained properly to answer questions and close sales. You can end up damaging your reputation by letting the call go unanswered so you should make use of the facility of scheduling your call extensions in such a way that they only show when someone is available to take the call. Remember to use the same number as that on your landing page to prevent the advertisement from being disapproved. A call is at par with a click so you incur the same cost.
Conclusion
To give your PPC content more punch, you can show the rating of the advertiser that gives added confidence to buyers that they are buying from a reputed source. To get customer reviews displayed you have to get a minimum of 100 reviews or if according to Google, there is sufficient information contributed by customers for the rating. Getting positive reviews from customers remains the tough part. Enabling the location extension is also a valuable tactic if you have a presence at physical locations that can be used by walk-in customers as an alternative to ordering online. For the tactic to work properly, you need accurate information in your Google My Business listing that is linked to your Google Ads account. Using affiliate extensions gives an additional choice to the customer to buy from you directly or from an affiliate.
A subsidiary outfit of First Registrars Firm, the Cle Digital Services Limited, has launched a digital solution for cooperative societies in the country.
Business Manager of Clé Digital Services Limited, Oladipupo Olabisi, at the launch in Lagos, revealed that the product, Clé Cooperative Management Solution, was a revolutionary digital platform, professionally designed to streamline cooperative management and enhance members’ engagement.
He said, “Today marks a significant milestone in our journey as we introduce a groundbreaking digital platform designed to transform the way cooperative organisations operate and engage with their members.
“The Clé Coop Solution represents the culmination of extensive research, development, and collaboration with cooperative communities around the world.
“From multipurpose societies to housing cooperatives and agricultural cooperatives, the Clé Coop Solution empowers cooperatives of all sizes to efficiently manage their operations, communicate with members, and foster collaboration”.
Highlighting the economic and environmental significance of cooperative societies, Olabisi explained that with significant investment committed to the development of the product, members of cooperative societies, particularly administrators and executives, would have robust experience.
The business Manager added, “We also understand the challenges that many cooperatives face in navigating complex operational tasks and effectively communicating with their members.
“To this end, Clé Coop Solution is a step ahead of other platforms, as it also offers more than just cooperative management services. Members of cooperative societies can have access to a number of value-added services, such as the CLE market hub, discounts on specific products and services and much more.
“Finally, I want to reiterate our firm belief in the power of cooperation and technology to drive positive changes in the world. With the Clé Cooperative Solution, we are not just launching a product; we are embarking on a journey to empower cooperatives and create a more inclusive, resilient, and sustainable future for all”.
A Director with the Lagos State Government Ministry of Commerce, Industry and Co-operatives, represented by the Surulere Cooperatives Area Coordinator, Mr Akin Adekunle, commended the launch of the software to address specific challenges of cooperative societies.
He charged the organisation not to limit the use of the cooperative solution to the elite cooperatives but to other categories, as society was replete with various types of cooperatives.
The Commissioner for Insurance/CEO, National Insurance Commission (NAICOM), Mr. Sunday Thomas, has said artificial intelligence (AI) is key to the future of insurance business in Nigeria.
He, therefore, urged insurance operators to increase adoption in this area, saying it gives better productivity and enhanced profitability, while ensuring quick service delivery and claims payment to insurance consumers.
Thomas stated this while delivering a keynote address at the 8th BusinessToday annual conference & exhibition with the theme, “The World of AI: How Insurance and Pension Sectors Can Explore Opportunities for Market Penetration”, in Lagos.
Thomas, who was represented by the Deputy Director, Lagos Office of NAICOM, Ajibola Olabisi Bankole, said Technology adoption is part of the 10-year roadmap of the insurance industry, and that NAICOM, as a regulator, will continue to evolve policies that will engender the growth of the industry, increase penetration and contribute to the nation’s GDP.
Earlier in his Goodwill message, Chairman of the conference, who is also the Chairman of NEM Insurance Plc, Mr. Tope Smart, noted the level of insurance penetration in Nigeria when benchmarked with the global penetration, saying that a lot of factors were responsible for the increase in penetration level.
He said lack of or low enforcement is affecting the adoption of compulsory insurances, adding that the industry is working assiduously to partner agencies responsible for enforcement to increase insurance adoption.
“It is quite saddening that out of a population of 200 million, only about three million people are actually insured. Lack of enforcement is a challenge but the industry is working round the clock to increase enforcement through the regulatory and enforcement bodies.
“Consumers’ apathy due to bad experience they had in the past is affecting policy renewals, but I can assure Nigerians that there are various complaint avenues for people to lodge complaints.
“If your legitimate claims are not settled, you can approach Nigerian Insurers Association (NIA) and NAICOM; if your complaints are genuine, they will be definitely resolved”, he assured.
The President, Chartered Insurance Institute of Nigeria (CIIN), Mr. Edwin Igbiti, said the growing insurance industry will require that the nation’s economy be derisked, while seeking partnership with government and other stakeholders to deepen insurance penetration.
He stated that AI will increase insurance premium growth, enhance service delivery, and ensure that the insurance sector contributes more to the nation’s Gross Domestic Product(GDP).
The Stanbic IBTC Bank, a subsidiary of Stanbic IBTC Holdings, has unveiled an enhanced version of its mobile app which was optimised specifically for businesses.
Head of Partnerships at Stanbic IBTC Bank, Omolara Osunsoko, in her opening remarks at the event in Lagos said the enhanced mobile app offers a range of new features designed to streamline and simplify digital banking for business owners.
She said, “The solutions added to the app will help business owners transact whilst on the go. This cutting-edge offering exemplifies our dedication to innovation, convenience and growth in our digital space. It underscores our promise to continually enhance our services”.
According to Osunsoko, the enhanced mobile app for businesses provides a comprehensive suite of tools to manage finances efficiently.
“With an intuitive interface, users can execute transactions seamlessly, transfer funds between accounts, check real-time balances, and manage beneficiaries. The app offers instant access to transaction statements, self-service options, and security features to safeguard business operations”, she added.
The Chief Executive of Stanbic IBTC Bank, Wole Adeniyi, remarked, “We are thrilled to introduce the enhanced Stanbic IBTC Mobile App tailored specifically for our business clients.
“Our goal is to provide businesses with a seamless and efficient platform to conduct their banking activities, including transactions, statement requests, transfers, and more, all from the convenience of their mobile devices.
“This app enhancement is a significant step in our ongoing efforts to simplify our banking processes and enhance the customer experience through technology.
“With robust security measures and a user-friendly interface, our business clients can now manage their finances more efficiently and confidently”.
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