Further to our five minute knowledge share at the Chamber this week, please find below the note and slides if you didn’t have time to note down all the key points.
On average, in the UK, up to 25% of potential revenue is needlessly lost when online advertising.
- No strategy – paid for advertising can sometimes be done on a reactive basis, in a rush and not as part of a planned strategy and plan
- Poor website – non responsive website, out of date design and content, no web analytics in place
- Lack of knowledge – the have a go world we live in, not always a bad thing
- Not enough budget – often trying things out for the first time, a small budget is used out of fear and need for guarantees on return
- Person who set it up has left – very common issue – recommend always to use a generic email address accounts@ marketing@
- Not monitored regularly – many accounts should be checked on daily if not 2/3 times a week minimum
- Tried once, failed and gave up – disheartened with results and convinced it won;t work for your business
Tracking – its not just enough to have Google Analytics in place, tracking and goals needs to be set up to measure paid for revenue streams and channels. If this is not in place then any online advertising will be very difficult to measure.
Converting traffic – the ideal is that you have a well crafted landing page to direct traffic to (example below) with clear and concise actions to take, check your own sites user experience, payment process journey, is it as easy as it can be? a good experience? Avoid directing users to your homepage, if you don’t want to create a landing page, then make sure that the product or service page you are sending them through to has all of the right ingredients to convert
Understanding all features – if you are using a tool like Google Adwords for example, spend more time gaining a better understanding on all the features you can use. Not using features like negative keywords or adgroups is a quite common omission and can cost you. Google is brilliant at providing you with step by step guides and how to videos etc.
Check in regularly – make it part of your routine, setup auto reports, daily checking is the ideal
Tweaking – if something needs to be changed, then change it, things change and reacting to that change can save you money in the long run
Ask for help –The money you think you are saving by doing it yourself may actual be costing you in the long run, you can always ask for help, even if its just for a few tips.
The Ideal Landing Page
1. Page headlines and ad copy
The landing page headline and ad copy should compliment each other. Your adwords quality score can be improved by having consistent content between the ad message and landing page text.
2. Clear and concise headlines
Being one of the first things a visitor will read, the landing page headlines should not confuse or bore, but compel a visitor to take a closer look. Addressing a specific point that is related to the content of the website will catch a reader’s attention more than having a vague and uninteresting headline.
3. Impeccable grammar
All website grammar needs to be spotless, the trust of the customer will be at risk if there are spelling errors and sloppy grammar.
4. Taking advantage of trust indicators/qualifiers
An effective way of building trust is to incorporate testimonials, reviews, press mentions, guarantee seals, and 3rd party trust and security. certification .
5. Use a strong call-to-action
After a visitor reads the landing page headline, it is crucial that they know what to do next! So buy now, contact us etc.
6. Buttons & call-to-actions should stand out
Identify the keywords people interested in your service might be searching for and use words such as new, buy, or download now, the button should be big, bright, and above where a user would have to scroll to it.
8. Always be testing
Optimise a landing page for conversion over time. Run a/b tests, change copy, images, and call-to-actions to see what resonates most with users.
9.Use images and videos that relate to copy
Implementing motivational speeches, videos of user testimonials, and product images into a home page can have a positive impact on viewers, as well as give shoppers an extra push to look further into a product.
10. Go easy on the links
Links connecting the user to a bunch of other sites or pages will distract them and have a negative impact on conversions. Lots of links may make sense on a normal home page, but on a landing page, simplicity is key.
If you think we might be able to help you please don’t hesitate to get in touch or have a browse through our blog posts as we are always knowledge sharing here. You can also connect to us via twitter and ask questions whenever you like, we love to hear from you.
Good luck with your advertising and we hope you retain all of that revenue!