Looking to increase the amount of direct traffic going to your website? The effects of your paid ads may be farther reaching than you think… assuming they are correctly set up.
When evaluating multiple attribution model data (first click versus last click), we are able to see that many users search
non-brand terms, and then follow up with brand term searches. In many cases, when users search the non-brand term, they scroll passed the paid ads because they know they are paid. Also, many users sometimes search general queries like “best dentist near me”. This query (for example) will show many paid ads, then the map, and then aggregators like Yelp.
Include Unique Selling Points in Ads
Having unique selling points in your ads will most definitely catch the users eye when they scroll down to either view the map or the organic listings. Using the example of “best dentist near me” the user will see the ad, not click (most likely because they are looking for reviews), and then scroll to the aggregators. In this case, it’s crucial to show your unique selling points which may jump out at the user prior to them reaching the aggregators.
Make Your Display URL Work for You
Using a few ads with different path 1 and path 2 options is a good idea if you need to bump your quality scores. If quality score is not an issue, leave the primary URL as your display URL. So for every impression, where aggregators show up, your display URL & ad will be thrown into the mix. This is crucial for branding so people can remember and search the brand name after they browse the aggregators.
This is where it’s important to have a clear display URL. Hopefully this contains the brand name, and it’s something easy for users to remember and go back to. In a few example accounts we used, we’ve seen a correlation between increased PPC spends and increased direct traffic.
Report on Your (hopefully) Increased Direct Traffic
It’s great to do good work, but tell a good story. In this example, you can see an increase in AdWords spends in the last few months in one of our PPC accounts:
Let us know how this works for you or feel free to comment with questions!