Why You Should Consider Video if You are Spending on PPC
Engaging, modern and worthwhile, many top businesses now use video for their PPC ads
What is PPC?
PPC or ‘pay per click’ is an Internet advertising model which involves advertisers paying the ‘publisher’ (typically website or search engine owners) each time someone clicks on their advert. Websites or search engines that use PPC will display adverts when the search query contains keywords that match keywords from the advertisers list. You have probably noticed when you see adverts that make you think the Internet is psychic! So, for example, ‘The Gingerbread Man Shop’ will have submitted a list of keywords when signing up and their advert might display for search terms that include the keywords ‘ginger’, ‘gingerbread’ or ‘ginger biscuits’.
Why might you consider video if you are also spending on PPC?
PPC is an investment. To make that investment worth it, users need to engage with your website in the way that you want them to once they have clicked that advert and landed on your homepage (or whatever page you send them to). The same is true of any paid advertising methods. If you are paying to get people onto your website then you really need them to take action when they get there. Video marketing techniques on your website could help you achieve the following three goals:
Reduce your bounce rate: the bounce rate is the number of visitors who enter your website only to leave again immediately without searching any other pages on your website. Video is an engaging way to give a visitor a reason to stay on your website and to look further.
Increase engagement: video is exciting and if placed correctly can encourage visitors to stay on your site for longer. Video could be a way of introducing a customer to your product for the first time in the form of a product review. You could also use interactive video to encourage the visitor to stay on the site even longer.
Increase sales: There are a number of ways that video can contribute to an increase in sales via your website. A combination of reducing your bounce rate and increasing engagement will definitely impact on sales. Ultimately, a good quality video that connects your product to your customer in the right way can massively influence sales.
Ways to Use Video in Combination with PPC
Using video in the first place is quite a creative choice, however, you also need to be just as creative in terms of what you do with the videos you have produced. Here are some ideas for using video technology to support your investment in PPC:
Web Presenters on your Home Page
If you have a particularly high bounce rate, you might be looking for a solution to keep visitors more engaged once they have reached your homepage. A web presenter is a great way to keep visitors on your homepage for longer. You can use this technology to make particular reference to a call to action to encourage the visitor to visit another page on your site e.g. to free quote request form or a product page.
See web-presenter technology in action at My Web Presenters.
Product Demo/Review Videos on Product Pages
If you are a retailer and are using PPC to drive visitors to your product pages, you may want to use video product reviews to give visitors a different experience of your product on your product page, rather than the standard image and product description. You can make your videos fun and entertaining too, appropriate to your product of course.
See this example from Neo Cube on their homepage (which is also the main product page). The Add to Cart buttons are just to the right of the video making it extremely easy for the visitor to buy the product immediately after (or during!) being impressed by the video.
Customer Testimonials Video
You may want to use customer testimonial videos to inspire trust in your new visitors and encourage a conversion. You could include this video on your homepage or a product page. You can test both options to see if the video has an impact on conversions.
If you want to be extra creative you can use interactive video to really hook your visitors in. Here is a great example of an interactive video from Adam Ben Ezra. Think of ways that you could do something similar for your own products.
The Value of Testing
How you test will depend on your goals. But whatever your goals, don’t underestimate the importance of testing. If you don’t test and compare results from different experiments, how are you going to know what works best and therefore how will you make decisions about your future direction? Even if you test something that doesn’t work, you haven’t lost anything. In fact, you will have gained knowledge and you will know that this particular method doesn’t work therefore ruling it out.
What is A/B Testing?
A/B testing as a method to test and measure the success of websites isn’t as well known as SEO and analytics. However it is an extremely useful way to experiment with two different versions of a webpage, testing them simultaneously and measuring which one has the most positive impact on a chosen metric.
There are a range of elements that you can test with A/B testing including the following:
- presence of video
- layout of a webpage
- pricing of products
- promotional offers
- presence of images
- length of text on a webpage
- product descriptions
Testing the presence of video
To test the presence of video on your webpage, you would present 50% of your visitors with version A of your website (usually the original version, without the new element i.e. the video in this case). You would present the other 50% of your visitors with version B which is the new version which will include your video.
Google Optimiser is a free tool that is designed to help you carry out A/B testing on your website. It will test two versions of your site and measure the impact of each. It will send even numbers of visitors to each version of your website and can then tell you which version had the most positive results on the metric you were measuring.
The following video will take you on a tour of Optimiser.
Each of these options require different levels of technical input from the user. Have a look around to see what meets your needs most.
Some Tips for Testing
- Make sure that you test for the right amount of time. You don’t want too test for too short an amount of time because you won’t capture meaningful results. You don’t want to test for too long because it will means some visitors are experiencing the least effective version of your webpage unnecessarily and this may impact your conversions etc.
- Set up your test so that return visitors see the same version of your website as the last time they visited; otherwise, they will be confused.
- Don’t test your pre-existing return visitors. If they are already returning to your site, they obviously like something about it so avoid taking them out of their comfort zone with any A/B surprises.
- Make sure that you test your two versions simultaneously. It is pointless testing version A one week and then version B the next, because there could be too many other variable factors at play influencing visitor engagement and conversions on your website.