Creating successful paid advertising campaigns is easier said than done. However, by putting best practices in place, you increase your chances of getting more views, clicks, and conversions.
Three Keys to Creating Successful Paid Advertising Campaigns
1. Targeted Copy
Contrary to popular belief, click-through-rate (CTR) is not the number one metric to measure in your ad campaign. While this number is important, the quality of people clicking through matters more than the quantity. Thus, you should focus more on increasing your conversion rate, or the number of people who take the action you want them to when they arrive on your landing page. Writing highly targeted copy ensures you attract the right people to click through and perform that action. You should state clearly and concisely why the ad exists, as well as what you intend for viewers to do when they click on it. This means you need a call to action!
2. Optimized Landing Page
An ad shows people the door, landing pages walk people through. You can have a highly compelling ad, but with a confusing, unrelated, or unprofessional landing page, people will not take the action you want them to. Your landing page should have a very specific goal. Whether you intend to sell a product or service, get people to sign up to your email list, or read a specific piece of content, make sure you dedicate your landing page to encouraging people to take that action. Including anything else will only distract them.
3. Monitor Results
The third and most important step to creating successful paid advertising campaigns involves monitoring the ad’s conversion rate, CTR, cost per conversion, and more. You may think you’ve created an excellent ad and landing page, but if the numbers show otherwise, you need to make some changes. If your CTR is low, you might be targeting the wrong demographic or might not have a strong enough call to action. If your conversion rate is low, your landing page content might not be clear enough to visitors.
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