Since you are reading this article, chances are that you are an online marketer, using one or the other form of tools such as Google CPC, Banner Placements, or Email Marketing. You either design your own ad creatives and copy, or you hire an external agency to do this for you. In either of these two scenarios, what’s your single most important objective at the back of your mind?
From your visitors’ point of view, however, they are on this page to learn how your product or service can benefit them, improve their life in some way. Your single most important objective (Conversion, correct!) can only be achieved by communicating the benefits that your service has to offer. How will your customers save money or time by choosing you over others.
To drive the point home, let’s look at the overall process of let’s say Google CPC engine. You set up a set of keyword preferences, according to which, your ad will display with the relevant search terms on the Google results page. Now, you start writing the title, body and the URL for your ad. You choose the bid price under anticipation that you will be placed just right, avoiding very high costs by choosing a relatively low position, while at the same time, not bidding dirt cheap to be buried deep down in the 10th or 12th slot.
If your business category is not one of the more prominent ones, such as Insurance or Web Design, chances are you will likely be able to accomplish both – a lower bid and a higher placement with some tweaking on your keyword choices. After putting in all this hard work, you expect visitors to start pouring in, cash registers to start ringing incessantly.
Every 2 or 3 days, even daily in many cases, you review the performance statistics in your ad-words control panel, even use the Google optimization tool and review the performance again, over the next few days.
Since this entire process is a science in itself, you really end up believing that you have done your best and are achieving the optimum return on your investment. Well, you couldn’t be more wrong, let me show you why.
When you created the multiple ad-groups, with different versions of the ad (read: different taglines , different text description) how many times did you use a different link URL for each version of the ad? If you are not running a large enterprise level CPC system within your company, I will bet my annual salary on the fact that you didn’t!
You use the same link (it’s called Landing page, BTW) for most of your advertising, unless you are selling more than one product/service. Based on whichever ad performs the best for you in terms of clicks, you run that ad over and over until it loses its juice, and then start the whole process or re-writing your ads all over again.
Let me explain a bit about conversion here. Conversion is not achieved by you being able to sell your product or service on the landing page. From your visitor’s point of view, Conversion is a whole process of experience, which begins with the visitor viewing your ad in the first place, taking an interest in your offering, and taking an action on that interest by clicking on this link. Remember, this is the first in a series of multiple actions you want your visitors to take.
Once the user has arrived on your site, the experience of the user continues in the same stream. You made a click-promise to the user at the time of displaying your ad, how much of the promise is being fulfilled on the landing page?
If your ad copy said “Get cheap Life Insurance Quotes & Discounts. Apply Now!” like the ad placement below, what does your landing page communicate?
Notice the “connecting” words in this ad- “1Cr Life Cover@Rs.647 p.m” – I say “connecting” because these are the only words that are meant to connect with a feeling inside of me – that to save money on Life Insurance. (Every marketing communication is meant to connect with a feeling inside of you, BTW, more on this topic in another article) Now, what do I see, when I arrive on their landing page.
Check out the whole placement, by clicking on the image on the left.
As you can see, the actual pricing for 1 Crore life insurance is actually Rs. 818, and the promise of Rs. 647 doesn’t even buy me a 75 Lac policy.
Do I want to spend time reading about how this company’s services are great and new to the market and will be the future of Insurace? Tell me one thing – How does it effect me, how does it connect with me, how does it benefit me? I seem to be the last person in this copywriter’s scheme of objectives.
Once I see that the message is not consistent, I am suddenly inundated with a whole body of content. A recent study reported that the internet users are accustomed to avoiding advertising. This explains the plummeting downfall in the CPM rates across the globe. Humans have been programmed to cheerfully avoid all advertising messages. Why then, in this case, after the advertiser has spent money on the Click, would they want me to read through a large jargon of text?
Thirdly, though probably of relatively lower significance is the fact that the URL on the actual ad, that was displayed to was www.ibibo.com whereas on the other hand, the site that I arrive at is policybazaar – It lacks consistency.
This is where Post Click Marketing (PCM) comes to the rescue of this campaign. With a careful choice of words on the landing page, you can establish consistency in your message, and not end up confusing your visitor.
PCM is the simple process of ensuring that your Clicks generate the highest returns for you. Effective PCM ensures that you increase your conversions within the same number of clicks, by following some basic tactics while building an ad-campaign.
I must say that I am not implying reduced focus on CTR improvements, but the click has happened, you have their undivided attention. Using this attention to effectively help the user identify the benefits of your service and feel inclined to act on your offer is achieved with the help of Post Click Marketing.
What kind of click-to-conversions do your campaigns usually generate? Do you engage in ensuring that the landing pages are optimized not only in isolation but also in sync with your advertising copy? Drop your experiences in the comments below.