Tim Jensen is a PPC Campaign Manager at Clix Marketing. With over 8 years of experience in the digital marketing industry, Tim has worked with both B2B and B2C accounts in a wide variety of industries. While comfortable managing ads across all major platforms, he’s particularly intrigued with the crossover between analytics and online advertising.
When designing a landing page to promote a product or service online, you’re ultimately pointing users toward one goal. That goal most often relates to generating business via sales or leads. You may want users to purchase a product immediately, or you may simply want them to sign up for a mailing list. Whatever the goal, you want to ensure that every piece of the user experience works toward fulfilling that goal.
If you don’t yet have goals in mind, start by defining goals. Are you seeking to generate a 10% increase in qualified leads? Are you looking to build sales by 20%? Establishing clear key performance indicators based on what will benefit your business will ultimately help you understand how to properly approach a landing page.
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Back in 2013, Google officially announced that it would begin to penalize websites that provide a faulty user experience on mobile devices. Specific examples included redirecting inner URLs to a home page when viewed in a mobile version of a website, as well as showing 404 errors to people attempting to access pages on mobile.
Toward the end of 2014, a Google spokesperson hinted that the mobile user experience would become a ranking factor. In January 2015, a number of website owners received messages warning about mobile usability issues on their websites, linking to a section of Webmaster Tools where they could review the problems.
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“Know your audience” has stood as a fundamental marketing principle since long before the web. When advertising online, you need to take into account one of the most basic factors of the audience you are reaching: what devices they are using.
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Mobile first! Responsive design! You’ve heard all of the buzzwords and catchphrases. Countless helpful and not-so-helpful articles proclaim the rise of mobile, but what practical steps can you take to make your brand more approachable for mobile users?
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