I studied this question very closely. Advertising in search engines is a very convenient tool. He leads clients even when social networks are powerless. But if you incorrectly set up an advertising campaign, it will make a big hole in your budget.
I did a lot of A / B tests. And now I have something to share with you. Catch 5 ways to improve your ads and increase your conversion:
1. Come up with the right headline.
People do not read the search results page. They quickly view it.
If your headlines for advertisements look just like the headlines of competitors, the person needs to stop and analyze what the difference is. This means that identical headers will not receive clicks and transitions .
This is the fault of psychology. If a potential client has too much choice, he cannot decide at all.
The phrase “Installing Windows” is repeated again and again. I am sure you have heard many times about the need to include keywords with a high frequency of requests in the title. This council worked only a few years ago. No more. Because everyone does it.
Adding keywords to a headline is great for creating a large number of ads. This technique works well if there is little advertising on this request. If everyone uses only a keyword or phrase in the header, a “paralysis of choice” occurs.
If you still use this technique, type in the search words that you are advertising. Look at what chips your competitors use who are in the first positions of issue. If your ad is very similar to competitor ads, write new headlines. And test.
2. Do not give empty promises
In the best examples of headlines for ads, there is always an offer or promise that is quickly fulfilled.
If there is a promise in your advertisement, and there is nothing on the Landing page to which this ad translates, then the advertisement will receive many clicks, but the conversion will be small.
Take a look at this example. A person wants to open a visa on his own and is looking for what is needed for this.
Follow the first link. After all, there are written the same keywords that he entered. He expects to see there information from these very “visa experts”
But what is there really? The announcement that promised information translates into a colorful landing page that offers to buy a visa. And this is not said on the first screen.
If you promise one and actually offer another, the area responsible for the pain turns on in the brain of a potential client. The man will not buy from the one who hurts him. The title “How to open a visa” attracts attention. And sets the wrong wait.
Also note the top of the sales page . A person who still hopes to find the information he needs about opening a visa will look for the “Blog” or “Information” section at the top of the screen. But there is nothing that responds to his request.
You should respect the client to gain his trust.
If your advertising and landing page do not produce unpleasant surprises, then you and the client will win.
3. Avoid common mistakes in testing ads.
Advertising testing is a necessary stage. You may think that you have created the most wonderful offer on Earth, but in the end you do not see the result.
To avoid this, you need clear numbers and data. For testing offers hundreds of different tools. And you can find a dozen different tips on how to do it right. But if you do not understand how what works, get incorrect data.
Here are the biggest errors in ad testing:
- You do not combine data
You can run large and small campaigns. And you need to combine statistics data anyway. But for different campaigns there are different reasons for this. If the ad campaign is small and cheap, grouping the data will help you get a statistically significant result faster. If you have large ad campaigns and high costs, you can get data on effective low cost ad groups.
- You do not segment the results.
Ads for one city do not work as they do for a country or several countries. Advertising that a person sees on a computer screen does not bring such results as the one that a potential client reads from a phone or tablet. Women do not respond to your ad like men. And so on for each parameter. If you do not segment your data, you get incorrect results and make wrong conclusions.
- You are doing the wrong sample.
Some entrepreneurs complete the delivery of ads as soon as the number of clicks becomes more than 100. And on the basis of this data they change their advertising campaign. But it’s not right. There are many services that help conduct A / V testing . And if you are not sure which sample is needed in your case, contact them for help.
- Track invalid data
If a person looks at the wrong metric, then the result gets the wrong one. This means that the optimization of advertising will not bring him the desired results.
4. Stop tracking clicks.
Many people rate the quality of an advertising campaign by the number of clicks. But every display of advertising can be a purchase. Why not evaluate the ratio of the number of impressions to the number of conversions?
Let’s see why this ratio is needed. When you rate your ad by the number of clicks and conversions (CTR), you can do everything to increase the number of conversions, but … do not convert them into profits.
Using the ratio of the number of impressions to the number of conversions, you will get more balanced results, and begin to make effective decisions regarding your advertising campaign. So, you will get more profit.
Do you know? there are some best screenshot softwares.
5. sift out non-target audience
If there are many competitors in your niche, and your product is premium and more expensive, you just need to apply this rule. Tell us in your ad about the value of your product.
- You will not give potential customers empty promises;
- Stop losing money on clicks of people who will never become your customers.
Imagine you are selling sofas. You have only 3 models made from rare wood species and wild dinosaur skin. It is clear that your product is much more expensive than a regular sofa, covered with multi-colored fabric. But it is not always clear to a potential client. He goes to your ad, with the thought: “Yes, I want it!”. He gets to the site, and there is a price, $ 10,000. The person is upset because he did not realize his desire, and you uselessly paid for his click .
Advertising with Google Adwords is not new. And, most likely, it is used by many of your competitors. If you want to win this battle, act outside the box. One fine moment you will notice that by doing “not like everyone else”, you get excellent results.