Marketers can make it easier to convert click-throughs into sales by concentrating on three main areas, according to Yahoo! marketing communications manager Roger Park.
In a post on the Yahoo! Search Marketing blog, Mr Park said that it is important to make sure that the landing page is optimised to make it as simple as possible for consumers to purchase the product or service in question.
He recommended refraining from making the landing page generic and instead deep linking to the actual product page.
Boosting navigation so that the user gets to the product page within two clicks is also ideal, as is tracking and analysing results to better refine campaigns and get more conversions, Mr Park explained.
"It’s really not that hard to keep these tips in mind and use," he said.
"With just a little maintenance, hindsight and monitoring, you can more consistently turn your website visitors into actual customers."
Utilising ad optimisation and keeping adverts clear and engaging are key ways of improving marketers’ quality index score, according to the Yahoo! Smart Start guide.
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