Many businesses are currently utilising social and Google ad campaigns. Here are some of the ways you can improve your ads in order to get you more clicks and increase your conversion rates whilst reducing the cost per conversion.
#1 Build up trust before selling
The purpose of an ad campaign may be to encourage more people to view and purchase your product or service. However, the key to getting higher conversion rates it to not make the viewer think you’re directly selling to them. This is why we always advise our customers to avoid just using sales based campaigns. Instead, try reverse engineering your ad campaign and run your initial campaign as a trust building campaign. You can do this by sharing a piece of resource, such as a blog or case study, or a lifestyle image for product-based businesses.
Once your potential customer begins reading a useful blog, or can see your product in a beautiful setting, they will begin to trust you and have more desire to look further into your products or services. It will also encourage users to share your ad, growing its reach further.
#2 Remarketing campaigns
Now you’re in a position to start thinking about more sales-based ad campaigns. Once your initial ad has caught peoples interest, it is a great time to start running a series of remarketing campaigns. This will help to pull people back in, whether it be a social media page or your website, to re-visit your product or service. This is when you should bring through a sales message. Or in some instances, testimonials.
By building that initial trust through a piece of resource and then selling to them further down the line, you will notice that your conversions are better.
Watch the video below to listen to our Managing Director, Dave, explain these strategies in more depth to help you improve your ad campaigns. To see more videos like this, go check out our YouTube channel.
#3 Landing page
Although the copy on your ad will influence your click-through rate, your landing page will impact of your conversion rate. If your landing page is influencing high conversion rates, whether it be on Google or through social ads, you want to maximise your clicks and traffic to your site.
Every aspect on your landing page should be tested. Even the simplest changes, such as the colour of your ‘Call To Action’ button, can make the difference. As shown below for example, a green button has a 2% lower conversion rate than an orange button. This will impact the performance of your ad campaign. By testing your landing page, you will avoid errors like this one and are more likely to achieve your sales goal.
*Graphic taken from Neill Patel’s blog
#4 Ad copy
Your quality score is what Google uses to measure the effectiveness of your pay-per-click campaigns. A high quality score means that your ad is relevant. A key factor that influences your quality score it your ad copy. This refers to the text you include in your social or Google ads. You will see an enhanced performance in your ad if your ad copy aligns with your landing page. Having a higher quality score will also reduce your advertising costs and give your ad increased exposure.
It is important to always create a clear path to what you are trying to achieve – a sale! The copy of your landing page should ultimately mirror the copy in your ad, with maybe a few minor changes in the ordering or use of words. If you send your clicks to a landing page that uses language with completely different context, there’s no correlation between them. This will result in your cost-per-click increasing because your traffic isn’t landing on a page that is relevant to your conversion type.
#5 Think about the customer
In any ad campaign, you can easily refine down your audiences to target the most appropriate and relevant people. You shouldn’t ever target everyone. The first rule of content marketing is to know your customer and create content that would appeal to them. If you already understand content marketing, you won’t have a problem replicating that understanding into your ad campaigns.
In any ad campaign, particularly Google Display Ads, you need to ensure you have the right message and reach the right person. This will lead to a successful conversion rate.
Improve your ad campaigns today!
Any ad campaign, whether it be on social or Google ads, are an effective way to get traffic to your site. Here at onefoursix, we’re happy to discuss how we can help you improve your ad campaigns to ensure you see lower costs and better conversion rates. Get in touch here.
