Safe to say, you’ve dabbled once or twice in a Google Adwords or a PPC ad campaign. How’s that going for you? If you are like most companies, you know it’s something you should do but are still agnostic about the results. Clicks add up, and you can blow through a decent budget very quickly – even capping at $100 per day will run you an end-of-the-year bill of $36,500!
There are a few metrics that could scare you. The first is abysmal click through rates (CTR). The second is time on page – measured in seconds. You are probably used to seeing low click through rates, and wondering why the average “click” spends less than 20 seconds on your site.
We have good news! Adding some video content to your landing page will help to improve those numbers.
Fact #1: Using video on a landing page of your website makes it 53% more likely to show up on the first page of a Google search.
Your ads should be directed to a unique landing page with relevant keywords in the title and body, a call to action, and a method of collecting lead information (a form, a contact, a download). Those are obvious landing page “Best Practices”. Now, we all know about Google’s love affair with video. If you want to be seen in a higher position on Google… add SEO optimized video. If you want to see your click through rates increase, add video to your landing page as yet another method of engagement. Heck, you should probably include the word “video” in your ad – it’s so hot right now.
Fact #2: The average user’s visit to a text and image-based website lasts only 43 seconds; for a website with video, the average visit lasts 5 minutes and 50 seconds.
Want to instantly increase the time visitors spend on your page? They will watch a video, far more often than they will read pages of text, or download a 15-page brochure. Our attention spans our mirroring tse-tse flys these days, but the consumers’ appetite for short, digestible, compelling video is simply not satiable. Keep visitors on your page for longer and they will be more likely to engage with your content further.
You’ve seen the decision making “funnel” right? The buyers’ path is KNOW, LIKE, TRUST, BUY. If you are having trouble getting potential customers to know you, like you, trust you, then buy you – video is a perfect educator at the top of the funnel. In 2-minutes or less, they will KNOW you, and have decided whether they LIKE you. Once they engage further, you can take them through the rest of the funnel.
So, maybe you should do some landing page renovations this week. Freshen it up with video content and compare its success with previous results.