Online advertising has evolved – and continues to evolve – so rapidly that secrets, tips, advice are coming from all corners. Just Google “PPC tips” and you’ll see what we mean. Businesses and marketers are keen on increasing their pay-per-click conversion rates and ROI, and they wouldn’t hesitate to try out this new piece of software, that new eBook, this new complex paid-for PPC management tool that should serve as current Shiny Object in the world of Internet marketing. We’re talking, in other words, about a lot of effort, time, and money.

Sometimes, though, you can get the job done with something as simple as a Shiny Button.

What are we talking about? Well, we’ve written in the past about “call to action” being one of the tips for a successful PPC campaign. Call to action: encouraging your visitors to make a decision about your product, your service, your brand. Writing persuasive ad copy that makes it hard for your users to turn you down. Employing techniques to convert visitors into customers.

Take that further and make your call to action on a large button.

Your graphic designer may not agree with you on an aesthetic level, because buttons on a web page can, after all, be like mismatching cufflinks on a nice tuxedo, but adding buttons throughout your website – and not just your landing page – can actually do wonders for your pay-per-click campaign. Buttons can call your visitors to “Request for more information”, “Order now”, and “Ask for a free quote” – and buttons can do this in a way so simple that you almost wonder why very few marketers and business owners take advantage of this little secret.

Sometimes your visitors will arrive at your website looking for specific content, and in the process they won’t notice the links and things that you’ve placed on top or on the left- and right-hand navigation part of the page. Well, you wouldn’t want to be ignored just like that – so it actually makes a lot of sense to put in attention-calling (and non-annoying) buttons within the body of your content.

It also makes a lot of sense that your call to action takes on the form of a button instead of a text link, which might not have much of an effect in terms of luring in potential customers. As far as design goes, make your button shiny – not in the sense of Kiwi on a pair of wingtips, but in the sense that it stands out, and looks visible enough against your website’s background. Also: don’t forget to place your buttons above the fold – meaning, that section of the page that is visible without scrolling.

Yes, it’s that simple. Sometimes success in PPC doesn’t always require earth-shattering complexities and expensive management tools. Indeed, sometimes all it takes is a call to action button.