A few months ago, we surveyed several thousand Amazon sellers to learn more about their businesses and ambitions. When asked about the struggles they faced in launching and growing an Amazon business, there were three responses that were most commonly given: Not enough time Not enough money No educational resources While we have yet to source a supplier of more time on Alibaba, we can at least find ways to maximize our use of the 24 hours a day we do have. In Session 18, we dig in to some productivity and time management tips and tools that we find most helpful to manage all that we have to cram into any given day. How you can do more with the time you have to build the best business possible, regardless of how much time that you have? We will offer some tools and ideas to help you get there! Here is a recap of the webinar: And the slides: Jungle Snugs Updates – Lifestyle photos are here Before we get into the meat of the presentation, let’s get some updates on Jungle Snugs. We now have some cute lifestyle photos to use: The lack of high quality … Read More
Influencer marketing has become a bit of a buzzword in the marketing industry as of late. Merriam-Webster defines influence as “the power or capacity of causing an effect in indirect ways.” From my perspective, influence, as it relates to marketing, is someone who resonates with an audience, makes an impact and provides value.
Why Should Marketers Invest in Influencer Marketing?
A recent study conducted by Content Marketing Institute found marketing campaigns that include influencers show a 10x increase in conversion rates. Think about that in terms of return on investment (ROI). That’s a potential return of over $9 for every dollar invested. Why wouldn’t you make a sound investment like that? And according to McKinsey, those customers who do convert have a tendency to stick around. They’ve reported that influencer campaigns achieve, on average, a 37% increase in retention. The numbers don’t lie. Marketers should explore how to engage influencers throughout the year. In this blog, we’ll examine what it takes to get and influencer engagement strategy started.
Things to Consider
What should brands consider when building an influencer engagement strategy?
- Resources: Determine what it will cost to implement and integrate a new influencer engagement program. And in addition, what it will cost if you don’t secure relationships with the top influencers in your industry—and the competition does.
- Targeting: Research the top influencers you want to engage with and how you want to collaborate. Outline the where and when, types of engagements (webinars, speaking engagements, tweet chats, live streams, podcasts, etc.)
- Sustainability: Think about how you can continue building the relationship beyond a single engagement. Create a long-term strategy that outlines future engagements to maintain consistent touch-points and a cadence of collaborations.
- ROI: Identify what you’ll get by investing in an influencer program. Clearly define the impact an influencer program will have on your marketing, brand, and business.
Get Your Targeting Right
One mistake I often see marketers make is thinking of influencer engagements as a one and done strategy. However, in a digitally connected world, where individuals are following and engaging with influencers on a daily basis, aligning your brand with those influencers consistently is becoming more important than ever. Let’s dig a little deeper into how to determine the best fit for your brand.
How should brands start to identify influencers?
- Observation: Look at who your target audience is following. This is a quick and easy way to identify who your audience is listening to and engaging with.
- Understand Impact: Determine who will be impactful and provide the most value to your audience. Most influencers are creating and publishing new content on a regular basis. Research and review their top content to determine if what they’re creating is relevant, consistent, and helpful.
- Understand their Voice: Ensure their tone and style matches, or complements the brand.
- Credibility: There are a plethora of qualified, knowledgeable professionals out there who would be happy to work with your brand. Why waste your time on somebody who isn’t genuinely knowledgeable and engaging?
Who Runs the Program?
Once you’ve developed a strategy and identified who you’re looking to build a relationship with, you’ll need to think about how to collaborate with the key stakeholders involved in managing an influencer engagement program. These roles will differ from company to company, but you may want to consider:
- Social media managers will be on the front lines interacting daily. Involving the influencers in tweet chats, live streaming, quotation templates, live tweets at events.
- Content marketing managers to create content that incorporates influencer responses and views in blogs, ebooks, etc.
- Corporate communication managers to negotiate contracts for event appearances, videos, commercials, 3rd party publications, etc.
- Analyst Relations interact with a decidedly different set of influencers, but they still fit the definition and should have a plan for ongoing engagement and relevant touchpoints.
- Customer marketing should always be involved. Your biggest, most impactful influencers are your very own customers. Sure maybe they don’t have 170,o00 followers on Twitter, but they do have first-hand experience to share with their peers—who are often your target audience.
- Employee advocacy to include your own internal influencers in the program and amplify the activities that you are doing with external influencers.
- A single point of contact that continues to build the personal relationship.
Make Your Program Sustainable
According to the report Influencer 2.0: The Future of Influencer Marketing by Traackr and TopRank Marketing, 55% of marketers plan to spend more on influencer marketing next year, and for those companies that already spend more than $250,000 on influencer marketing, that percentage jumps to 67%. But whether you have a big, small, or non-existent budget, it still makes sense to start influencer marketing now.
If you have a team of influencer stakeholders like I listed above, work with them to map out your big initiatives as anchors throughout the year, then craft activities and engagement points across the year. Don’t be afraid to be scrappy! Focus on making sure there is a value exchange and not simply continual asks of your influencers. You will find that as you gain momentum and success you can argue for more resources.
Measure the Impact
Let’s dig into how to measure the ROI of an influencer marketing campaign. Early stage metrics would include an increase in social media reach and impressions. You can also take a look at mentions, share of voice and new followers during the duration of your campaign. Later stage metrics can include UTM parameters that allow you to keep track of how many users are visiting your website from influencer referrals, and then further down the line convert. Another way to track the effectiveness of an influencer campaign is using a unique discount or coupon codes and then track how many of each are redeemed or submitted.
Ultimately, influencer marketing will boil down to one thing at the end of the day, relationships. Getting the ball rolling can be as simple as reaching out, introducing yourself and your product, meeting them face to face, shaking their hand and chatting about how you can create alignment between your business goals and their goals.
The post How to Tap into the Power of Influencers appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.
Optimizing bids can be the bane of many PPC’ers. We use bid sheets, formulas, macros, and other fun strategies to ensure we are winning the auction and garnering conversions. Wouldn’t it be awesome if we could set up our AdWords campaigns to automatically optimize for conversions or a conversion value without having to do manual adjustments? That is what Google is attempting to do with their latest smart bidding strategy.
The maximize conversions smart bidding strategy automatically sets bids for each auction to get the most conversions for the daily budget. This is an exciting new bidding strategy to be testing, especially with how granular it can get.
The strategy uses a mix of relevant signals and machine learning to optimize conversions for every single auction through “auction-time bidding.” Unlike with manual bidding, the maximize conversions smart bidding strategy is not bound to aggregate data. Instead, it sets bids for each individual auction, tailoring the bids to the user’s search context as well as the signals present at auction time. These signals could include remarketing lists, the time of day, the ad creative being shown, the user’s device, their location, what browser they are using, and even their operating system.
By optimizing bids on an auction-to-auction basis, the strategy can automatically optimize to a higher degree of precision, leading to increases in conversion volume and decreases in CPA, as reported by luxury decking company Trex. Implementing the strategy is easy enough. Go to the campaigns settings, and update your current strategy to the new maximize conversions strategy.
While this new bidding strategy shows promise and would be smart to test, if you are currently running on manual bidding there is one major drawback. When you switch to an automatic bidding strategy you have less control over the account and your bidding, as well as less data for troubleshooting. For instance, if the automatic bidding strategy started to go south, you wouldn’t be able to analyze the data as closely as you would with a manual strategy. So, for those of you who like having complete control over your accounts, this strategy might not be your favorite.
Overall, this is an interesting new smart strategy coming from Google. With the strategy’s ability to tweak bids on an auction-by-auction basis using user context, it lends itself to being a successful strategy to implement, as seen in the results from Trex. I definitely recommend testing to see if it improves your conversion volume. Like with any testing, though, try on a few campaigns first before scaling out.
Have you tried the new conversion strategy yet? What have your results been? Reach out to me on Twitter and let me know!
Since Apple’s introduction of Search Ads last year, organizations with a mobile app are embracing Search Ads to improve their app’s conversion rate to become more discoverable in the App Store.
Search Ads are created using an app’s store listing, including an app’s metadata and creative. While all the metadata is important for visibility, the creatives (icon, screenshots, and video), need to be visually appealing and relevant to users to improve conversion. Search Ads can only be effective and convert users if the creatives are relevant and clearly demonstrate the app’s core features.
For Search Ads to be effective, it is crucial for marketers and developers to incorporate an App Store Optimization (ASO) strategy to optimize their app’s metadata and creatives to contain high-volume keywords and relevant images based on real mobile data of user’s search trends and behavior in the app store.
Where Do You Start?
ASO is the necessary foundation to making sure an app’s Search Ads are relevant and appealing to the audience for the app to become more discoverable. Before an organization dives into creating an ASO strategy, it is pertinent that they look at the current app market and analyze their competitors and understand how users search.
By evaluating competitors and understanding how users are searching in the App Store, marketing and development teams can have a guide on how to improve their App Store listing. Users tend to search with popular terms associated to specific apps, features or categories. For the most part, targeted keywords have already been determined, but after evaluating competitors and user trends, those keywords can be adjusted to generate more visibility.
Developers need to know which keywords would be most relevant to their app and target those terms. The keywords need to be closely tied to the app’s core features that are unique to the app to target its audience. Track user trends to make sure the keywords are related to what the audience wants in an app. Keep in mind, Search Ads are based off how relevant an app is to a specific term.
App developers also have the option to bid on keywords so their app will appear more frequently in user searches. Regardless of a developer having the highest bid on a keyword, Apple still ranks apps by relevancy. If the Search Ad is not relevant to the user’s search, it will not appear at the top of the App Store.
Search Ad Variations
Apple uses an app’s store listing, metadata and imagery to create its Search Ads. While developers are somewhat limited on what content goes into the Search Ads, they can at least choose how Search Ads will appear to users on the App Store.
Search Ads will appear in one of two forms:
- Icon plus first two lines of App Store description
- Icon plus screenshots and preview video (if applicable)
Search Ads can also appear in either portrait or landscape depending on the orientation of the current screenshots and preview video.
The only way that developers can make their app listing more relevant to user searches is by improving their app’s discoverability with ASO. The creatives, which include the icon, screenshots, and preview video, need to show how the app naturally appears to a better answer with its features.
One of the key aspects of ASO is creative optimization, which is an essential part of improving conversion. Here are easy tips based off ASO best practices that will help developers streamline their creative optimization to improve conversion.
An app’s screenshots should be thought of as advertising banners that use high-volume keywords to be relevant in user searches. Screenshots need to clearly display an app’s core features and should be uncluttered. Developers and marketers need to make sure their screenshots are legible—if screenshots are too confusing, they are less likely to convert users.
- Preview Video
When an app preview video is used, it takes the place of a screenshot but holds the same level of importance to conversion. Many developers forget that the preview video is presented as a still image, otherwise known as a poster frame. On Search Ads, this means the poster frame cannot be a random image that holds no relevance to the app. Instead, developers should be careful and make sure the poster frame contains high-volume keywords and an image that represents the app’s core features.
The app icon needs to be polished and unique to stand out among competitors. If the app icon is not memorable, regardless of showing up in a Search Ad, users are less likely to convert. Some marketers and developers use their brand logo or a memorable character to retain user attention. While this strategy works, the icon also needs to demonstrate the app’s core features and be void of confusion like the screenshots.
Organizations looking to become more discoverable with Search Ads need to improve their app’s metadata and creatives with ASO prior to using Search Ads. Since the keywords that appear in App Store listing will be used for the Search Ad. Make sure that the app’s creatives are clean, clearly demonstrate the app’s core features and the icon, screenshots, and preview video contain high-volume keywords that are relevant not only to the app but to the target audience. The only way an app will become visible through Search Ads is by being relevant first.
Within AdWords, there is a tool called Bid Simulator where you can review potential keyword bids to project what type of performance changes various bid changes would make.
The simulator is meant to help guide your bidding by projecting volume and efficiency as you raise your bid. While this is a great tool to get some estimates, Google’s algorithm is fairly unknown and at times is inaccurate.
Something that advertisers have the tools to do is to create their own assessment with historical data if they’ve been adjusting keyword bids over time. Here is how to do just that!
First, you’ll want to pull raw data into a sheet with week by week data, campaign, ad group, keyword, and match type data. In terms of stats, simply pulling in clicks, impressions, cost, and conversions works for lead gen clients (you’ll want to add revenue for ecommerce clients).
At Hanapin, we use Supermetrics in order to pull all of this data into Google Sheets automatically for us to run reports from, such as the one we are reviewing today. From the raw data within Google Sheets you can create a data validation field from your keywords by going to “data > data validation” and then filling out the data validation column as seen here.
Once this is in place you should see a list of your keywords in the drop down list in the first cell of the bid trends sheet you created as seen here.
Once you have the drop down in place, we want to get the trends of the keywords performance in terms of the max CPC for each week and the statistics that followed that max CPC (clicks, impressions, cost, conversions). You pull this type of information by listing out the weeks and using SUMIF formulas. You can either manually list out weeks or use a “uniques” formula as seen here: =unique(Raw Data!A:A) – and this will pull from column A in the raw data sheet (the column with the weeks listed out) all of the unique values.
From there you begin writing your SUMIFs in order to get data by the week for the keyword selected in the data validation dropdown list. For example, to pull the CPCs:
You can see that in the first half of the formula we’re summing $H:$H (cost) if the week column aligns with $A4 and the keyword aligns wit $A$1 (the dropdown), and the backend of the formula does the same with clicks so that we can capture the CPC. You’d do the same for impressions, clicks, cost, and conversions as well (except only needing the first half of the formula). From there you’d be able to drag down and the formula will change based on the weekly performance for the keyword selected.
As you can see on the keyword: “Example G” the bids were adjusted quite frequently, and actually landed between $0.82 and $6.48 (more weeks than just 11 included). From here we can take the data given to us on a week by week basis and average this data out in certain bid ranges.
For example, here we are summing impressions when the CPCs are under $2 and over $1 and then dividing that bya number off weeks that occurred in order to get a weekly average when the bid lands between $1 and $2. Over $5 only happened once so we can take that extra data with a grain of salt) What we see is if we bid on Example G between $1 and $2 we project to receive 542 impressions, 14 clicks, and $25.11 in spend per week. We can see the lift we could receive in these stats as we raise the bid.
Conversion data is a tricky one that you can look at in different ways. You can either take the conversion data the same way you take in all of the other data and sometimes this breaks out when conversions come in by chance more when you had a bid set at a certain level (especially when the conversion data is lower). You can also project conversion rates to always stay constant which is what we did in this case.
Once you have this all laid out, it is as simple as scrolling through the drop-down list of keywords and visualizing what different bid ranges might do to your traffic and overall performance. Adding different graphs from this data can also be helpful for those who like visuals or if this is something you’d want to show a client in terms of bid ranges and performance alignment.
At Hero Conf, we strive to provide content that is actionable for PPC roles across the board, however for some, priceless value is found in the conversations held outside the meeting room. Networking and peer outreach is vital in an era of sharing. We share our cars through Uber, our homes through Airbnb, our support through GoFundMe, and inevitably our knowledge through peer-to-peer learning and conferences like Hero Conf.
Networking provides an abundance of industry advice and can allow you to learn from others’ successes and failures. It opens doors to new partnerships and opportunities and can lead to friendships beyond business. It’s not every day you meet someone equally as passionate about conversion rates and device targeting as yourself, so at Hero Conf, we seek to provide you that platform.
Take a peek into the dedicated time we’ve built into the Hero Conf experience that will land you on the inside track of networking:
- Welcome Reception: Being a first-timer or party-of -one can be an intimidating way to kick off two and a half days of learning. That’s why upon arrival into London we invite you to say hello to the Hero Conf network at an unofficial gathering of PPC’ers, old and new. Keep an eye out as we release the specifics!
- 4 Exhibitor Breaks: We’ve designed these 4, 30 minute breaks around the idea that twice a day, you simply need more time. Time to begin partnerships with our exhibitors, time to continue a previous discussion or time to set onsite meetings with industry colleagues.
- Networking Drink Receptions: Each day’s final keynote ends with a reception to follow! Recap the day’s highlights while rubbing elbows with your favorite speakers and fellow attendees…and not to mention a drink on us!
- After-Hours Activities: Just because the sessions have ended, doesn’t mean the fun stops too. Stay tuned as we rollout our plans to take over unique London venues for hours of fellowship, even after the sun goes down.
- And all the meals in between: Breakfast, lunch & snack breaks all feature local London flare and open seating. Take the time to meet some new PPC pros and expand your community.
Make connections that matter at Hero Conf London, 23-25 October. We look forward to seeing you there!
As a marketer, many of your campaigns may be built around one primary objective: getting people to fill out a form. Often, designing a compelling advertisement isn’t enough to encourage people into handing over their details. Many factors can deter someone from submitting a form, including the unwillingness to provide contact information.
Here are some content design strategies and tips that you can employ today to effectively nudge people toward conversion:
Just Say ‘No’ to Distractions
When driving people to a form, one of the biggest mistakes you can make is to distract them with detours. Landing pages should be built as simple as possible. Here’s how:
1. Drive people to a landing page—not your website.
You want people to do one thing, and one thing only: fill out that form. You must drive them with a simple and engaging email to a landing page that is specifically built for your campaign. Sending someone to your website offers a plethora of distractions, including images and text that don’t apply to your campaign’s appeal, multiple links to other information, and in some cases, flashing beacons of light that are begging folks to take some other action. If you want people to drive directly to your destination, don’t drop them off in the middle of Las Vegas where sparkling lights from competing assets beg for their attention. Likewise, steer clear of cluttering your emails with the same distractions.
2. Remove ALL navigation from the landing page.
Don’t offer an exit ramp when you are trying to capture a person’s information on a form. Doing so can make your lead stray away from your primary call-to-action. Will they find their way back to your form? Maybe. Most of the time—no. At that point, you may have lost their impulse to decide. Instead, your landing page should be designed simply, and with only ONE action they can possibly take: fill out that form.
Emails, advertisements (online and offline), and social campaigns should have a similar look and feel. Using too many different images, layouts and copy between assets can create a disconnect for people, and can even make a person feel like the content is not reliable. Instead, try to use the following techniques in design:
- Use the same (or reasonably similar) header image in the outbound email and on the landing page.
- Repeat copy from the email on the landing page—especially the headline.
- Use the same color scheme in emails, landing pages, and on the form.
- Always provide a clear call-to-action: don’t make people search for it! One of my colleagues calls this the “BOB” (Big Orange Button). Top-converting emails and landing pages always contain some version of the BOB.
Do More with Less
All too often, I have seen emails and landing pages designed with too much text, and entirely too many images. Asking people to read an entire magazine before filling out your form will certainly contribute to losing their interest. Here are some tips on how to do more with less:
Create an impulse decision.
- A compelling headline with a short summary of details in an email can create an impulse to react.
Don’t give up the farm!
- Your email should be quick, to the point, and provide just enough information to drive them to the landing page—and don’t forget the BOB!
- The juicy details should be found in the downloaded content after submitting the form, not in the email, and not all on the landing page either. Otherwise, what’s the point of filling out the form?
Keep all the important stuff above the fold.
- Remember old-fashioned newspapers? If you haven’t heard “above the fold” in the past, it refers to everything you see on the newspaper page before the paper folds. All the interesting, juicy, enticing, infomation and your call-to-action should be above the point where someone needs to scroll through the email or landing page in their browser.
- Just remember “If a person must scroll, it takes a toll.”
Use a short form.
- This may seem like a no-brainer, but I have seen a ton of long forms out there. On average, forms with five fields or less have higher conversions. Several factors can impact conversion on even short forms, however. For example, making the telephone field required is a typical detour. In some cases, simply moving the telephone field to the bottom of the form can help. Results can vary based on your content and your audience. To optimize your forms, try an A/B test and see which one is performing the best.
In this exciting new digital age, social media has impacted customer behavior in a way that creates multiple challenges for marketers. Today’s savvy internet surfers are accustomed to getting all the information they need in a short social media status message or in a brief article online. We can learn from this behavior. These micro status messages entice people to follow links to landing pages. Your content marketing strategy should do the same.
Creating short, simple, and actionable marketing messages using the techniques I described here can have a positive impact on conversion rates. While this is not an exhaustive list of conversion strategies, these basics can significantly impact your results.
Do you have any conversion strategies that you use? Please share them here!
Finding your ideal audience is the end of the rainbow for digital marketers. The more we can know about the users behind the screen, the better we can customize our messaging and capture their interest in our brands and their dollars. We’re always trying to reach our best customers and last week, Bing announced two new open betas to help us do just that: In-Market Audiences and Custom Audiences. These new targeting options intelligently leverage customer data, enabling marketers to serve better ads.
With In-Market Audiences, you can associate lists of users who are “in-market” for particular products or services with your ad groups and modify bids accordingly. There are currently 14 In-Market Audiences available:
Bing is promising that more segments will be added this summer.
There are two reasons that I am excited about this feature in Bing:
- You can capture audiences in the moments that they are most valuable to you, right before they’re about to buy.
- You can apply the lists to your campaigns with zero risk. You can layer these audiences across your campaigns without bid modifiers and see how performance shakes out before throwing marketing dollars at it.
Additionally, once you determine which audiences convert, you could test personalized ad copy to keep pace with consumer desires for tailor-made content.
To implement In-Market Audiences follow these steps:
- Contact your Bing Rep. to opt into the Beta
- In The audiences tab, select “Create Association” and then choose In–Market Audience.
- From the list of available In-Market Audiences, select the audience you want to associate with the ad group.
- Select targeting options (target & bid or bid only)
Of course, we don’t know exactly how Bing’s algorithm determines who is in market and what audience triggers it uses to create these lists and if they will be as sophisticated as Google’s. However, this new effort has a leg up over Google in that the audiences can be applied to Search campaigns, whereas In-Market audiences in Google only are only an option on the Display Network. Currently, the In-Market Audiences beta is only available in the U.S.
In another effort to help marketers reach their ideal audiences, Bing rolled out The Custom Audiences global pilot. Custom Audiences is a type of remarketing list that is generated using first-party customer data directly from your client’s CRM. Here’s a snapshot for the visually inclined.
The benefit is being able to create highly sophisticated user segments based on deeper data than what is traditionally available from Bing alone. You can then customize messaging to better target these primed audiences. Here are a few examples of Custom Audience segments that can be used as a remarketing list.
This is a tool that is pulsing with potential. However, the very obvious downside is that currently, it can only integrate with Adobe Audience Manager, which excludes a ton of clients from what could be a very valuable targeting method. It’s hard to have any enthusiasm about a product that is off limits to a lot of us, but Bing is working to integrate more CRM platforms. Another downside is that there is a hardy implementation process to integrate the API.
P.S. Bing calls CRMs “Data Platform Managers.”
Should you have a client that uses Adobe Audience Manager, here are the steps for integration From Bing:
To get started, your CRM needs to do two things:
- Integrate Bing’s Custom Audience APIs into their platform.
Depending on the DMP, they will have their own enablement steps within their software. Adobe provides this reference guide on how to enable new integrations with their Audience Manager.
You will have to connect with your DMP on additional steps needed to enable this feature.
Once the integration steps have been completed, your Custom Audiences will show up in the Audience section of the Shared Library in the Bing Ads UI. Associate these Custom Audiences to your ad groups in the same way you would associate a remarketing list.
While my initial enthusiasm for Custom Audiences deflated like a dollar store balloon, I cannot see any reason not to get In-Market Audiences applied across your Bing campaigns right away if your segment is currently available. Who knows, maybe you’ll find marketing El Dorado.
This is Dale (okay, it’s actually Corey, our Director of Campaign Strategy), but we’ll call him Dale for the sake of this post). Dale is the Manager of Paid Media at a local digital marketing agency.
Dale is an AdWords wizard, so much so that he’s optimized his clients’ accounts to the point where he can no longer get a notable conversion lift.
He’s tried everything: changing bids, testing ads, adding negative keywords, sitelinks, geography targeting — but no matter what he tweaks, he’s unable to push beyond the dreaded conversion plateau.
Dale is stuck between a rock and a hard place; he can either ask his clients for more money to send more traffic to their not-so-specific site (rock), or he can keep banging his head against his desk (hard place, literally).
But wait, Dale! There’s another way — one that doesn’t result in head trauma. One that has the potential to supercharge your client’s ad spend and help you retain more clients (not to mention make you the hero of your agency and the envy of your co-workers — ooh la la).
That “other way” is to focus on the post-click experience.
What is the post-click experience and why should you care?
Before we define the post-click experience, we need to dissect what goes into a conversion rate.
A conversion rate is the result of three very important components coming together:
- Your client’s offering (the thing or service they’re actually selling)
- Your client’s industry
- The surrounding marketing strategy (this is where you can have the biggest impact as an agency marketer)
The marketing strategy can further be broken down into pre- and post-click strategy. The pre-click experience is whatever happens before your client’s prospect clicks through on an ad — it’s what you’re already spending 80% of your day optimizing deep in the trenches of AdWords, Bing, Facebook, Twitter and Google Analytics. It’s all about getting people to the next stage in the funnel.
The post-click experience, on the other hand, includes whatever happens after your client’s prospect clicks through — everything from how accurately the landing page copy matches the ad’s promise to how well the page conveys the offer to how much the page asks of your visitors and whether the ask is aligned with the visitor’s current buyer stage.
You might be thinking, Cool, but this falls outside my job description. And you’d be right.
But let’s face it, if your agency is only focused on improving the ad experience, you’re drastically limiting the impact you can have on your client’s on-page conversion rates. Convincing your team to allocate time and resources to optimizing the post-click experience will result in converting more of those clicks you work so hard to get.
Focusing on the post-click experience (or where people land after an ad) won’t just increase on-page conversion rates. It can impact other metrics you’re trying to impact while optimizing in AdWords.
Here’s what I mean…
Let’s say your client is a Canada-wide alternative health clinic. Right now you’re running ads for each of its 18 locations, but your client has provided you with a generic, catch-all page on their website, to send all this ad traffic to. This generic website page lacks a clear call to action, and the copy doesn’t match the ads, which are hyper-targeted based on location and service.
You know that a more targeted page would perform better, so you convince your agency to create several targeted landing pages instead. You create unique pages for each service this client offers (like massage therapy, homeopathy, and acupuncture )and drive very specific ads to these corresponding pages. You can even go as far as to use Dynamic Text Replacement to ensure the search intent is reflected from ad to landing page.
In this case, by focusing on the post-click experience with dedicated landing pages, you’re indicating to the visitor they’ve made a “good click.” Your agency starts to notice an increase in on-page conversions, which results in lower cost per lead; you’re doing more with the same ad spend. But here’s the clincher: Your client’s AdWords Quality Score improves, thereby — wait for it — lowering CPC. (Insert mind-blown gif here.)
Virginia-based digital agency Workshop Digital did it. They were able to test their way up to 20-22% conversion rates — four times the leads their client was getting prior — without driving more traffic, but instead by allocating resources to the post-click experience.
What does focusing on the post-click experience look like?
The simplest and most impactful way to improve the post-click experience is to introduce landing page design and optimization as a service your agency provides.
The first step is to build dedicated landing pages for your client’s campaigns using best practices and insights about your client’s industry from the Conversion Benchmark Report. (This will take some collaboration with your client to determine which offers to roll out.)
The second step is to optimize your client’s pages to increase the conversion rate over time, like Workshop Digital did:
“We started testing everything from images to backgrounds, slideshows, videos, copy, headline placement, form placement, button placement. At first we just played around with what we thought would work. And we started slowly seeing improvements. Every landing page iteration we tested would get incrementally better.”
How to offer landing page optimization services at your agency
Working landing pages and optimization into your agency’s offering doesn’t have to be a mammoth task (we promise!).
Get everyone on board
We get it, there are a ton of people that need to buy into landing pages and optimization before your team can start running with it.
They’re like you; they need evidence that what you’re proposing will actually help the business, the bottom line or even just make their lives easier. Lucky for you, here are four reasons you can provide your team:
- Build long-term relationships with your clients by launching and optimizing specific, targeted campaigns versus one-off, generic campaigns.
- Unlock a new revenue stream for your agency (Montreal-based digital agency Webistry saw a 23% increase in revenue by offering landing pages and a 50% increase in average retainer fees by offering optimization services).
- Get ahead of (or at least on par with) your competition, who might already be offering landing page and optimization services.
- Improve your client’s AdWord’s Quality Score and break through the conversion plateau… basically impress the heck out of your client.
Price your services
Working landing pages and optimization into your pricing can be tricky, and what works for one agency may not work for the next.
Is landing page design a staple service of yours? Will you offer follow up, maintenance and optimization services? Or are landing pages simply an add-on that you’ll teach clients to maintain themselves? Here’s how a few successful agencies already do it:
- Include landing pages in your retainer fee, like Utah-based Disruptive Advertising. They include landing pages in their pricing, whether their client uses it or not. (And guess what? 95% of their clients do use it.)
- Charge your client for landing pages directly, like digital marketing agency Third Wunder, who establishes a flat fee and then makes additions based on the client’s needs, or Titan PPC, who charges a flat fee of around $500-$700 for a custom landing page.
Pitch it to your client
Getting your client on board is slightly different from getting your agency on board, although the premise is the same: Show them how it will improve their business. Here are a few points that might stick.
- Sending ad traffic to your catch-all page with a high attention ratio is a waste of money. Dedicated landing pages, on the other hand, have an attention ratio of 1:1, and therefore a higher chance of conversion.
- Landing pages increase ROI thanks to a principle called message match, whereby your ad copy matches your landing page copy.
- You can keep upping your ad spend… or you can optimize what you’ve got. Landing pages compound PPC efforts so you can convert the traffic you’ve already got, versus paying for more traffic.
And for future clients, consider doing what Webistry does and don’t give clients the option. Landing pages and optimization are an essential part their offering, and help them get the best results for their clients.
As a paid media manager, you may never have focused on the post-click experience… but it could make your job optimizing a ton easier.
Armed with the tools required to build and optimize your client’s ad-to-landing-page experience, your team will amplify your PPC efforts, impact the metrics that matter and, ultimately, impress and retain the people who matter the most: your clients.