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You want to put your product out there, and aim to make it a household word if you can manage it. In your efforts by now, you probably know this is not possible without some good advertising, the paid kind, at that. You need to get your Ads seen by the right crowds at the right places – and that doesn’t come without spending a pretty penny. Here’s how you lower your advertising costs and get your mileage for a lot less – maximize conversions on each Ad, and your costs reduce on their own.
1. Create Relevant Landing Pages
When a user clicks one of your links, he or she must land at a page that talks exclusively about that particular product or offering. Achieve this by creating a dynamic landing page design that picks up the relevant product description, product reviews, purchase links and testimonials from your database.
2. Put out a Clear Call to Action
Make sure the user clicks your Ad link by dangling a hook via a cleverly worded call-to-action. Your CTA could be to download a trial product today, or to take advantage of a time-delimited offer, or to click now to buy-1-get-1-free. Whatever you’re advertising, make sure you include a CTA and get that click going.
3. Test Your Ad Copies Effective pre-testing will let you know exactly how your Ad will perform, and you’ll be able to identify performance-improvement opportunities. You will come to understand the right placement for your brand images, and filter your Ad’s visual input both for users and for search engines. Ad testing also helps you evaluate the emotional impact of copy. Knowing how your viewers are likely to react to an Ad will help you design better and more effective Ads, which helps you cut back on Ad costs.
4. Include Emotional Triggers in the content
People are emotional beings – they are more likely to respond to an Ad’s impact on their emotional triggers than to just a plain old message. So what are the triggers of your target market? For example, if you’re selling a sophisticated copier that does not leave black smudges on sheets, you can tackle user frustration over average-performance copiers. In this case use their frustration as your emotional trigger. Likewise, no matter what industry you’re in, good market research and a feel of your consumer’s pulse will help you identify the right emotional triggers. Make sure you don’t push the wrong buttons, though.
5. Group Relevant Keywords
Start with the right keywords and then group relevant keywords to achieve higher quality scores, better Ad positioning and lowered Ad costs, high rates of click-through and conversion, and greater marketing ROI. Grouping relevant keywords also enables greater brand exposure.
6. Track Campaign Performance
Evaluate all the stats to get an idea of what goes wrong and where. Find solutions for each issue. Test each campaign’s performance till you’ve perfected the right formula for success. There’s no one formula – you will have to keep tweaking, but you’ll get there.
7. Provide An Easy Conversion Process
Make it easy for people to make the purchase on your site. Many businesses lose their prospect at the purchase stage – either they ask for too much information, or present forms that are hard to fill, or there’s bad coding at the background that stalls user experience. Test the user experience on your site through mock purchases and see how smoothly the process works. Make sure your call-to-action buttons large, colorful and eminently visible, whether it’s Buy, or Download Trial. Ask for customer feedback on the overall process and make the necessary changes.
8. Clear Your Site Of Distractions
Online users don’t have all the time in the world to navigate through unwanted and irrelevant information to get to what they want. Cut back the distractions – no irritating popup Ads just as people are about to convert, no banners and no irrelevant content. The simpler your site, the easier it is to navigate and the smoother your processes, the higher your conversions.
9. Do Proper Targeting
For example, if you mount a PPC campaign, you don’t want to go with a campaigner who puts your Ads on millions of websites just because he’s got the inventory. Carefully choose the websites on which your Ad will appear, based on your market research. Remember, not targeting your Ad campaign towards your niche market means lost impressions and low brand recall.
10. Focus On Conversion Rate Not On CTR
The Click Through Rate is important, yes, but there’s no point in having someone click your Ad if they don’t convert. Readjust your focus on maximizing conversion rate – this is what will increase your marketing ROI and your sales revenue, thereby bringing down your Ad costs.
Author Bio: This article is written by Dean of conversion rate optimization Company Invesp.