The world of search engine results has drastically changed in recent years, with zero-click searches becoming more prevalent. These searches occur when users find the answer they need directly on the search engine results page (SERP), without clicking through to any website. This trend is a concern for businesses that rely on organic search traffic. However, all is not lost. With smart Pay Per Click (PPC) tactics, businesses can recover traffic lost to zero-click searches and stay visible to potential customers.
In this article, we explore the best PPC strategies for Indian businesses looking to regain lost traffic and drive more clicks.
What Are Zero-Click Searches?
Before diving into recovery tactics, let’s understand what zero-click searches are. These occur when search engines, like Google, provide direct answers to user queries without the need for them to visit any website. Examples include:
- Featured snippets (also known as “position zero”)
- Knowledge panels
- Local packs
- Image and video carousels
- Direct answers
While zero-click searches benefit users by providing quick answers, they can harm businesses by reducing the number of clicks to their websites.
The Impact of Zero-Click Searches on Traffic
For businesses in India and beyond, zero-click searches can be a double-edged sword. On the one hand, they provide valuable visibility. On the other hand, they don’t generate any traffic to your website. According to a recent study, over 50% of all Google searches now result in zero clicks.
If your content appears in a featured snippet or knowledge panel but users aren’t clicking through to your site, you may experience a decline in organic traffic. This is particularly concerning for businesses relying on organic search as their primary source of traffic.
However, this doesn’t mean you’re out of luck. Pay Per Click can help you recover lost traffic and drive more qualified clicks to your website.
Use Paid Ads to Target Featured Snippets
Featured snippets, often displayed at the top of search results, are prime real estate on Google’s SERP. Since these snippets provide quick answers to user queries, businesses can leverage PPC campaigns to target similar keywords.
If you find your website appearing in a featured snippet but not getting clicks, you can create targeted PPC ads for those keywords. For example, let’s say your website ranks in position zero for the query “best laptops under ₹50,000.” If users aren’t clicking through, you can create a Pay Per Click campaign targeting that keyword and direct them to a page offering more detailed product recommendations.
This way, even though users might see the snippet, your PPC ad will ensure that they click through to your website for additional value.
Bid on Branded Keywords and Competitor Brands
Another tactic to recover traffic lost to zero-click searches is bidding on branded keywords, including your own brand and your competitors’. When users search for your brand or a competitor’s brand, they might be served knowledge panels or local packs, which can prevent them from clicking through to websites.
By bidding on these keywords in PPC campaigns, you can ensure that your ads are visible to users searching for specific brands or products. For instance, if a competitor appears in the knowledge panel for a popular query, you can bid on that brand’s name in your Pay Per Click campaigns. This will increase your visibility and bring more visitors to your site.
You can also create campaigns targeting your brand’s unique selling propositions (USPs), highlighting why potential customers should click on your site over the competition.
Focus on Local Search Ads
In India, local search results often trigger zero-click searches, such as local packs showing business listings, reviews, and maps. While this can help businesses increase visibility, it doesn’t always translate into website visits. Fortunately, you can recover some of that lost traffic by focusing on PPC local search ads.
By running Pay Per Click ads targeting local searches, you can ensure that users who see your local business listing also see your ad. For example, if a user searches for “best restaurant in Bangalore,” your PPC ad can appear alongside the business listing, encouraging users to click through to your website or call your business directly.
Optimising your Google My Business profile and running location-based PPC campaigns will give you an edge over competitors relying solely on organic visibility.
Leverage Remarketing to Re-engage Visitors
Not all is lost when you don’t get clicks on your website. Remarketing is a powerful PPC tactic that allows you to target users who have already visited your website but did not complete a desired action, such as making a purchase or filling out a form.
For businesses facing zero-click searches, remarketing can help bring back visitors who initially clicked on your site and viewed a featured snippet or knowledge panel. By displaying targeted ads to these users, you can encourage them to return to your site and complete the conversion process.
Remarketing can be a particularly useful tactic for e-commerce websites and service-based businesses in India, where users tend to research products and services before making a decision.
Optimise Landing Pages for Conversions
While your Pay Per Click campaigns might be driving traffic back to your website, it’s crucial to ensure that the traffic you receive is converting. Optimising your landing pages for conversions is an important part of recovering traffic lost to zero-click searches.
Here’s what you can do:
- Improve your landing page speed.
- Ensure mobile responsiveness.
- Add clear call-to-action buttons.
- Provide valuable and engaging content.
- Test different ad copy and landing page variations (A/B testing).
By aligning your landing page content with the keywords and ad copy used in your PPC campaign, you will increase the likelihood of converting traffic into customers.
Why Search Engine Positioning Is Key
For Indian businesses relying on PPC tactics to recover lost traffic, search engine positioning is crucial. Strong rankings in organic search result in better visibility for your brand, even in the face of zero-click searches.
A well-rounded approach that combines search engine positioning and PPC can help increase your website’s visibility and bring more users to your site. Remember, consistency in both paid and organic strategies will keep you ahead of the competition.
Conclusion
Recovering traffic lost to zero-click searches requires a proactive approach. By implementing smart PPC tactics, such as targeting featured snippets, bidding on branded and competitor keywords, focusing on local search ads, remarketing, and optimising landing pages, you can regain visibility and drive quality traffic to your site.
In a competitive market like India, a well-rounded digital strategy that includes both organic and paid efforts is essential for sustained growth and success.
