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How To Optimize Accidental Clicks
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Ah, accidental clicks. It's a good way to get marketers uncomfortable really fast. Accidental clicks happen one of two ways: customers who click on an ad thinking that it is one thing only to find that they are someplace they do not want to be, and customers who mean to click on a nearby link only to miss and click on yours. In both cases, you are unlikely to get a customer, but you must still pay for the click.
Minimize Accidental Clicks
Since accidental clicks, by definition, are unlikely to result in a sale, but end up costing you money, you will want to help reduce the number of accidental clicks you get. You can do this by ensuring that you bid on the right keywords. Find out what customers are looking for online when they look for companies like yours. Also, use the three lines of text you are given in sponsored links in order to clarify what you offer. That way, customers will have a better sense of who you are before they click.
Make Your Web Site Offer Something To The Non-Customer
Since your company is paying for every click, you may as well make the most of every click that comes your way - whether it is a lead or not. After all, someone who is not a lead today may eventually need your product or service. In fact, the person who has accidentally found your web site may know someone right now who needs what your company offers. Therefore, you may want to set up your web site to encourage every one who comes to your web site to pass along your marketing message. There are several ways to do this. The first is to create a web site with great content and information - a great design wouldn't hurt either. You want everyone who visits your web site to stay for a while and browse. Ideally, you want the person who has stumbled into your virtual space to bookmark your site or at least to remember that you have useful information to offer.
Make Accidental Visitors Convert
Next, make sure that you allow this accidental reader to sign up for a newsletter or other subscription for free. Offer a free incentive - such as a free sample, coupon or ebook if you need to. Being able to stay in touch will allow you to encourage the customer or lead to buy your product or service in the future. Make sure that you send a very useful newsletter packed with helpful facts so that your subscription list will stay large. Finally, try some viral marketing in a prominent place on your web site. Include a video, helpful article, joke or game that the visitor can forward to friends and family. Obviously, this game or freebie should have your marketing message embedded. If an accidental visitor forwards your marketing message to even a few friends, you may have encountered more leads, and that price you pay for that click will be well worth it. |
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