When starting a new Pay Per Click campaign many business owners often ignore their customer’s experience and focus on selling their products alone. A PPC campaign cannot be successful without properly analyzing the experiences your customers would have.
Pre to Post click experience is the overall experience a user has from viewing an ad to clicking and buying a product online.
Your PPC campaign should put into consideration what the user would experience from the pre-click stage to the post-click stage. In other words there must be consistency and transparency all through the stages. Here are 3 beginner’s guides for a better user experience PPC Campaign.
Transparency and Consistency
These are very important when carrying out a successful PPC campaign. The user experience is the focus here, so, advertising a product with inconsistent price tag and contents that lacks consistency would lead to bad user experience.
Imagine clicking an ad that claims a product for $25 and offers 20 of such product in a pack, only to be disappointed when visiting the site that the product is $30 for the 20 packs. This shows a high level of inconsistency which would only make your users believe the ad is a deceptive one.
Sharing their experiences on how likely they might click an ad or buy products online, an online user narrated how she was tricked into clicking an ad on Facebook only to be disappointed that the brand name she saw was different from the site she clicked. For instance, a brand with the name “XYZ” on ad, turning out to be “XZY” on their website; such ads can be termed deceptive, as the user only clicked the ad because he/she was acquainted with the XYZ brand.
The post click experience matters to the users as much as product sales matters to you. A user wants to buy a product because he knows such product would bring satisfaction, but the question is what are doing to enhance such experience and make them come back for more?
The interface of your site says a lot about this. Apart from the earlier mentioned consistency, transparency and brand recognition, a user wants to spend less time buying a product and checking out. Constant pop-ups urging the user to buy other products are distracting and should be avoided. The post-click experience also involves the final satisfaction they get after buying the product; your PPC campaign extends to the customer care you offer.
Your brand is not valuable if your product does not guarantee an above average user experience. Consistency and transparency are keys to avoiding deceptive ads. Users want to get exactly what they are attracted to and not the other way round.