Lead Capture
Bill McGlynn
Marketing Consultant | Unbiased | Learning Your Business and Doing What's Best For You!
The Final Step in Making Campaigns Work
I’ve often heard claims that Facebook ads, Google Ads, and Local SEO – among others – don't work for us. One concern is that although ads may be pulling in views and clicks, they’re still not seeing results.
However, it’s important to realize the issue may not be with the ads themselves, but with where these ads send users after they click them – the destination. That is, your website or landing page and it could be causing the problem. ?If your destination is ineffective, it’s likely your overall campaign will suffer as well.
What are some potential problems with your website or landing page that could be costing you lost revenue?
1. It's old and outdated
This is a top killer of money well spent on Ads. Someone is either in love with how the website/LP looks or didn't want to spend the budget on a redesign.
2. Brand content is off
Users click the ad but upon arrival, the confusing text causes them to disengage. The language you use is critical (many examples can be found here).
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3. The ad/offer doesn't connect
Your destination diverts them from what you were advertising, putting them on a tangent rather than logically guiding them to the "next step."
4. Imagery
This may seem trivial, but consider this basic example: you target women with your ad, but your destination features only photos of men.
5. Weak CTA, or none at all
You excite them to buy, but you lose them at the final decision-making stage by not guiding them to follow-through to the next step.
It's possible one, or more of these are the issue. This is where A/B testing comes into play. If you have enough traffic, you can conduct this kind of test. With a lot of traffic, multivariate testing can be done as well and it's a lot of fun.
I had a situation where the Market Research group was testing slogans for a particular market. They felt the focus group was tainted and the results were not quantifiable. I suggested testing them on our organization’s landing pages to see how our market would respond. Sure enough, the headline that was popular in the focus group also won with our group—it was quantifiable.
In some cases, having a third party review the situation can be most beneficial. They won't be tainted by internal politics, pressure, or strong personalities. And results always solve the issues.