The marketing efforts of a company are more than just making the right ads and then throwing them into the void with a prayer. The famous saying “if you’re talking to everyone no one is listening” applies to online marketing more than anything else, and there are countless things you can do to improve your results.
If we talk specifically about paid ads, not only do you need to make sure they reach the right people, but you also need to make sure those people feel inclined to do what you need them to do. The conversion rate for paid ads matters more than just the views, and this is something that marketers need to especially remember. There’s no point in an ad that was viewed by thousands of people but hardly got even a dozen of them to click through.
If you want to avoid this fate and improve your conversion rate, keep reading.
No matter how many times people say that you shouldn’t judge a book by the cover, we can’t help doing it because, at the end of the day, first impressions do matter.
Keep in mind though that there is a difference between a smart and attention-grabbing ad campaign and clickbait, and your goal here is to avoid the latter at all costs.
Make sure that your ads and your headings address some issue or need of your target audience, and that it’s not dishonest or misleading at the same time.
If you make a claim to, say, cut the time it takes for them to get ready for work in the morning by half, and then show them the results your new makeup product gives and how it backs up your claim is completely okay. The same can’t be said for an ad calling the product magic, and that they wouldn’t BELIEVE what it does to your face, and then asking them to click on the link to find out more.
If you have a small business that you’re trying to market on your own, you might have some trouble getting your PPC rates up – this is the percentage of views and impressions on your paid ads that convert into clicks, requests for free trials, or actual purchases. What you define as conversion completely depends on your goal for the ad.
You can outsource your marketing needs to an agency that provides custom PPC services, or you can get a consultation to get a better idea of what you should be doing yourself to better your results.
All the advice in this article is correct and does yield results, but an expert would be able to give you advice tailored to your specific situation, and a plan that suits your industry and your goals more than acting on general marketing best practices will.
Most organizations like to measure the success rate of their ads in terms of PPC, or the percentage of views and impressions that result in people doing what the ad is meant to make them do. Not only does knowing what the purpose of your ads is help you track their success more efficiently, and to see if you’re getting your money’s worth for them, but it also helps you improve your ads in ways that weren’t possible before.
Imagine that your purpose for the ads you’re paying for is to make people fill up a form so you can build your email list. In return, you’re offering them a free coupon, or a free trial of your subscription, or a free ebook full of advice. If you didn’t specify what your ad is for, you might have put one out that just told people that your company sells makeup. People don’t know what to do with this information, and most will most likely ignore and scroll on.
But if you know what you’re trying to get them to do, and what the ad is for, you can make an ad that tells them how much useful makeup advice and insider tips are in your e-book, and that they can get it with a simple click.
We’ll leave it up to you to figure out which one of these approaches will help you get more results!
Marketing is all about getting the attention of your future customers, getting through to them, and making sure they see the value that you have to offer. If you’re using paid ads to get the word out about your new product or your organization in general, make sure your ad is made to get as much return as possible for that investment.
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