Win Conversions with Web Design and Content & World Class PPC Management


Welcome to our Spring Edition on Digital Link News. Every other month we will be featuring Tips and relevant information to help your business to stay ahead of the curve. This transformation can bring about great rewards, from increased traffic to higher ROI and a more competitive edge in today’s market

How to Win Conversions with Web Design and Content

People consume websites differently than other forms of media: they don’t read; they skim. Here are 5 recommendations that will keep your site visitors engaged in content and drive them to make a buying action. They will read only About 20 percent of the words on the average page. How do you make your website easy for users to digest?

  1. Be concise Do not say in 150 words what could be said in 75. Do not say in 75 words what could be said in 30.
  2. Write simply Long sentences with complex structures that endeavor to explain in complicated terms a topic that could otherwise be described in a more straightforward manner are best avoided. Use simple sentences.
  3. Avoid “marketingese” Neutral language is easier to read and understand than subjective and boastful text. Be clear and direct.
  4. Use keywords Use terms that are commonly used to describe your topic. Avoid using proprietary terms and abbreviations as much as possible.
  5. Use headings Break up your text with brief but descriptive headings and subheadings so users can find information faster. Also, Mix in Great Graphics – Images, tell the story and keep the flow of information entertaining to the eye.

Check out some of our Web development teams samples, and give us a call at 1-714-305-3550, or visit to schedule a complimentary review of your site, and content.


World Class Pay Per Click Reporting to Increase Performance

While paid ad campaigns generate a lot of precise data, tracking everything can divert the focus from what’s important. Below, we discuss 10 core metrics that speak the loudest about your PPC campaign performance.

Top 10 KPIs to measure PPC campaign results. 

Before you define and track metrics for your campaign, ask yourself: “At what funnel stage do I need the most business impact?” You could be looking to increase brand awareness or influence bottom-funnel results with demo conversions. Depending on your business goal, different metrics will paint different pictures of your campaign performance. Here are 10 essential KPIs related to three common objectives for PPC advertising: traffic, conversions, and revenue.

  1. Quality score – Quality score is a rating that shows how relevant users are likely to find your ads compared to those of other advertisers. A good quality score translates into more authentic and qualified leads.
  2. Impressions – An impression is counted when someone views your ad, irrespective of whether they click on it. So, if your PPC ad is placed toward the bottom of the search engine results page (SERP), an impression will not be counted unless a searcher scrolls down the page.
  3. Click-through rate (CTR) – CTR measures the number of clicks your ad receives for every 100 impressions. It shows how often people who see your ad click on it.
  4. Average position – Average position is the order of your ad or listing on SERP against others competing for similar keywords. Average position is directly impacted by your bid amount, quality score, and searcher’s intent.
  5. Impression share – measures how prominent your PPC campaign is compared to your competitors. An impression occurs every time a user views your advertisement. Impression share is the percentage of impressions your ad or listing received vs. the total impressions it could get. Conversion metrics show whether the clicks on your ads are really translating into useful leads. What you consider a conversion depends on your business goal and sales readiness, such as webinar registrants, form fills, e-book downloads, or subscriptions.
  6. Conversion rate (%) – Conversion rate estimates the percentage of visitors who convert after they click on your PPC links. It shows if your PPC ads are leading the audience to take the action you aimed for.
  7. Source and conversion tracking – Tracking traffic sources and conversions helps boost returns on PPC investment. Source tracking shows where visitors are coming from, and conversion tracking gives insights into visitor behaviors. Source tracking helps discover prominent traffic sources (e.g., social media, search engines, software review sites), while conversion tracking helps understand how visitors engage with your content. Revenue-focused KPIs These PPC metrics measure if campaigns are successful for your bottom line by driving revenue and generating a profit. They assess the cost of a PPC ad campaign in relation to the revenue it earns.
  8. Cost per click (CPC) – CPC is calculated by dividing the total cost of clicks by the total number of clicks your ad received over a given period. It represents the amount you’re willing to pay for a click on a specific marketing channel and campaign.
  9. Cost per acquisition (CPA) – Cost per acquisition measures the total number of conversions in relation to your ad spending. You can compare the effectiveness of different digital marketing channels by comparing the CPA or the cost incurred for each lead.
  10. Revenue on ad spend (ROAS) – ROAS measures the revenue generated by your campaign against the total ad spend. ROAS allows you to compare the efficiency of different PPC campaigns by pitching their revenue percentages against one another.
BDA Digital ensures success by offering 24/7 access to reporting for each of our PPC campaigns.

To schedule a complimentary review of your Current PayPerClick campaign and to learn more about our services visit, or give us a call at 1-714-305-3550. BDA Digital Measurable, Sustainable Successful Marketing.

Join us for our June Summer Edition when we share tips on Search Engine Optimization and Google LSAs-Google Guarantee local shopping ads.

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