Conversion of hesitant PPC searchers

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June 11th, 2009 by

According to statistics about traditional marketing methods, a potential customer needs to view a specific advertisement seven times before he or she will commit. Where does this leave internet marketing and pay per click advertising? The internet has brought many changes in how people think, react and spend money. Normally when someone clicks on a PPC ad, they are ready to buy immediately.

That, after all, is the reason they were searching. Well that is how it should work, but that is not what always happens in reality. There are many reasons why someone clicks on your PPC ad and yet does not buy anything.

Perseverance

The person might simply have clicked by accident, or it may be that he simply is not ready to commit to a sale. It may be that the person is still busy searching before making a final decision or simply changed his mind after clicking. The searcher might not like what he sees on your landing page or it is not what he expected.

Then again, it could be that one of your competitors is on a phishing expedition. Competitors like to see what others are up to in their marketing campaign. The question being asked most is whether it is possible to attract those clickers with follow-up ads and convert to a sale.

It is possible yes, depending if you really know your target audience. Sometimes clickers are simply hesitant about online purchases. Run an A/B test on the aspects of your landing page and check the results. If more conversions happen, it means that your traffic that bounced before could be converted.