Conversion optimization can seem difficult at first, but once broken down it often becomes a process of addition and subtraction. Elements that increase conversions are made more prominent, while those that reduce conversions are eliminated.
While certain page elements – from testimonials to clear calls to action – can raise your landing page’s conversion rate, others can have a significant negative effect on its conversion rate and your return on investment.
In this blog post, we’ll list five frequently ignored on-site elements that can hugely reduce your website’s conversion rate. If you notice any on your landing page, run an A/B test with and without them to see if they’re affecting your conversions.
Look at the signup forms used by sites like Facebook and Instagram – they’re only just as long and detailed as they need to be. Think carefully about how much data you really need; a lot of it can be acquired after a new user has registered.
As a general rule, aim for a maximum of five fields in your signup form. Obviously checkouts and sales-focused signup forms can be more detailed. In every case, it’s best to avoid unnecessary fields that complicate your signup or registration form.
The goal of your landing page is simple: to encourage visitors to call your business, join your email list, sign up for your product or community or make a purchase. If your landing page is filled with links, achieving this goal becomes more difficult.
Why? Because as readers make their way down your landing page, they’ll be more likely to click away to read the content that you’re linking to. Because of this, it’s a good idea not to include blog-style inline links on your landing or checkout pages.
Remember that you’re creating a path for the user to follow. Links, videos and any other on-site elements that lead them off the path you’re creating all tend to have a negative effect on your total conversion rate.
‘Busy’ website design
Is your website clean and simple or cluttered and confusing? Many businesses – B2B companies, especially – use websites that haven’t been redesigned in years, built on outdated design principles.
From cluttered navigational bars to content that’s too dense to read easily, having a ‘busy’ design often reduces your conversion rate. The most effective landing pages tend to be clean, simple and designed to optimum readability and navigability.
A great rule to follow is the squint test: if your page elements aren’t clearly visible when you squint, your landing page is too cluttered. If you use Google Chrome, you can check your landing page’s design simplicity using the Squint Test extension.
If you sell a product or service and accept payments online, sending visitors off your website could be affecting your conversions. Most of the time, on-site checkouts (an order form hosted on your website) have the highest conversion rates.
Examples of off-site checkouts include the PayPal off-site interface, which redirects users to PayPal’s checkout before returning them to your website, and other third-party payment processors such as 2Checkout and Google Wallet.
Whenever possible, keep your checkout on your website in order to maximize your conversion rate and avoid lost sales. Many customers will drop out of the process if they’re sent off your website to a checkout platform that looks unfamiliar.
Generic calls to action
The best calls to action are targeted and specific, expressing everything the user is required to do in order to complete an action. Using a generic call to action – Click Here!, for example – could be hurting your conversions more than it’s helping.
Whenever possible, your call to action should directly relate to the content on your landing page or product page. Instead of “Click here to buy,” a better call to action on a product page would be something like “Check Out Now.”
Be descriptive, straightforward and action-focused. The more closely your calls to action mirror the action that the user will be taking, the more likely it is that they will increase your conversion rate.
Ask a successful entrepreneur the key to their success and they’ll probably tell you about the importance of having a unique idea, being able to execute a strategy and manage a large team.
While these are all important aspects of business success, they all revolve around a far larger, more important element of success in business, and particularly in digital marketing: understanding your prospects.
Understanding your customers (or, in this case, your potential customers) lets you craft your marketing message to hone in on their needs, solve their problems and provide an answer to their questions.
In this guide, we’ll share five tactics that you can use to increase your understanding of the problems your prospects face, the questions they need answered and the way you can position your business to better serve them.
Poll your existing customers
One of the best ways to learn more about your potential customers is by polling or surveying your existing ones. Why? Because since your business targets the same people as it already works with, their needs are very likely to overlap.
Send out a survey to your existing customer list and ask for their feedback on what your business is doing right, what you’re doing wrong and what they would like to see in the future. With the right questions, you’ll learn a lot from your customers.
Put yourself in their shoes
One of the best ways to understand the shortcomings of your product is by putting yourself in your customers shoes – literally. Purchase your competitor’s product or service and see what they do better – and what they do worse – than you.
By studying the marketplace you operate in from the perspective of a customer, you will gain a deeper understanding of what your prospects respond to. This will allow you to tailor your product, service and marketing to better align with their needs.
Use PPC ads to collect data
PPC advertising platforms like Google AdWords are wonderful tools for promoting your business. They’re also fantastic tools for collecting data on what your audience responds to.
From product names to price points, use PPC ads to assess the level of interest your audience has in certain variables. By monitoring your clickthrough rate, you’ll easily see which of your ideas has the most commercial potential within your market.
Make an educated guess
Not all business decisions need to be data driven. Many of the most successful ideas in business have been the result of a hunch or guess. If you understand your market very well, sometimes your intuition is the best source of insight on a prospect.
Study your target market in detail and try to familiarize yourself with the needs of your prospects. With the right level of information at your disposal, a guess is often a better source of information than an in-depth, data-driven study.
Pay attention to trends
Trends are more than just wonderful marketing tools; they’re also incredibly useful for research and product development. By looking at the trends that are occurring in your industry, you can better understand the needs of your prospects.
Pay attention to what’s popular in your industry – and in complementary industries – and think about how you could position your business to take advantage of it. This is a great strategy for finding holes in the market and positioning your brand.
Ask many marketers how to increase online sales and they’ll reply with a simple and predictable strategy: generate more traffic. While more traffic does mean more sales, it’s far from the most efficient way to increase your online leads and sales.
In fact, one of the most effective ways to increase the amount of sales and leads your website generates is by focusing on improving conversions with the traffic you have right now through conversion rate optimization.
In this blog post, we’ll share five simple “conversion booster” – page elements, icons and digital assets – that you can add to your website today to boost conversions and increase the amount of revenue your online marketing efforts generate.
One of the biggest reasons people avoid buying products and services online is due to a lack of perceived trust. If your audience doesn’t trust you, the chance of them buying your product or inquiring about your service is very slim.
Testimonials prove that your business has helped people before, that your product is worth buying or that your service offers real value. To prospects, testimonials are major confidence boosters that can make the difference between sale or no sale.
When adding testimonials to your website, it’s important to be strategic. Make sure you add testimonials from clients or customers that match the type of businesses or people you’re trying to attract.
Has your company been featured in a well-known magazine or newspaper? Were you recently profiled by a popular blog? Are some of your clients large companies with branding that most people will recognize?
Logos are powerful tools, particularly when it comes to persuasion. If you’d like to build additional trust with visitors to your website and increase your conversion rate, consider adding logos from businesses you’ve worked with to your website.
Just like with testimonials, it’s important to be strategic with logos. Include logos from companies that match your target customer profile, and link the images to your coverage in those media outlets for additional social proof.
People trust businesses they can contact. If your website has a phone number and support email address that are easy to spot, people know that they’ve got an easy way to reach you should something go wrong with their order.
Many online businesses, often in an effort to reduce their support costs and replace traditional customer service with FAQ pages, keep their support phone number off their website. This is a major mistake, especially if you’re a small business.
Keep yourself accessible and list a support phone number, even if it requires you to commit more to customer service. The small additional investment in service will be paid back many times over in extra leads, sales and online opportunities.
As well as trusting businesses that are easy to contact, people intuitively trust any business that’s willing to give away a sample of its product for free. If you offer an online service, your “product” is information, and you can give it away via content.
From tutorials and guides to video reviews, creating amazing content is a good way to earn the trust of your audience. It’s also an excellent way to keep people on your website after they’ve found you and increase your brand recognition.
As a general rule, aim to have at least one hour’s worth of content on every website you product. Whether it’s a series of videos that take an hour to watch or a detailed guide that takes an hour to read, an hour of content is a good target to aim for.
Social Media Signals
Social proof matters, and while many of us wish that the world of digital business could be an absolute meritocracy, it’s often more of a popularity contest. Having a large audience on Facebook or Twitter is a great trust-boosting social signal.
Even if your company isn’t interested in social media marketing, having a Facebook Page and Twitter account for your business increases people’s trust in your brand, as well as making your business significantly more accessible.
Make sure your social media pages are easy to access from your website. Adding a Twitter or Facebook button to your top and bottom navigational bars (as well as in your blog’s call to action) is a quick, simple way to create powerful social proof.
How many confidence boosters does your website have?
Of the five confidence-boosting items on this list, how many are on your website? If you’re missing any of these powerful on-page elements, add them to your website as soon as possible to improve customer trust and increase your conversion rate.
You’ve designed a beautiful website, filled it with engaging and interesting content and optimized it for search. The traffic is starting to come in and people are leaving inquiries using your lead capture forms.
For many companies, a successful online lead generation campaign can leave them with more questions than answers. The biggest (and most important) question that newly in-demand companies as when flooded with sales: “Now what?”
Knowing how to respond to an online sales inquiry can be difficult, especially if your business is used to the slower offline sales process. Luckily, it’s very possible with a few changes to your strategy and new tactics for responding to prospects.
Respond to sales leads and inquiries as quickly as possible
The longer you take to a respond to an inquiry from a prospect, the less likely they are to choose your business. Remember that you may not be the only business that your prospect has contacted – they may also be talking to your competitors.
Responding to sales leads and inquiries quickly puts your company in the mind of your prospect and shows them that you’re interested. It also demonstrates a quick turnaround and response rate – something that every type of customer values.
Not convinced of the benefits of responding to leads quickly? According to online marketing software company Hubspot – which, in this case, sourced its data from the Harvard Business Review – following up quickly increases your success rate.
In fact, it increases your success rate by a factor of seven. Sending a response (even if it doesn’t contain a detailed quote) within one hour of receiving an inquiry gives you a 700% increase in the likelihood of earning a prospect’s business.
That’s a number that any business – even those that rarely focus on digital sales and lead generation – can see the value in. Respond to sales leads and inquiries as fast as possible; it could septuple your conversion rate.
Use tailored email templates to speed up responses
It’s tempting to respond to all leads and inquiries using a premade template. While this is a great way to save time when dealing with prospects, it can also occasionally make your business come off as impersonal and unfocused on its customers.
Strike a balance between automation and personal attention by using templates and auto-responders to simplify email, but customizing them to suit your prospect. With a few tweaks, your automated emails can look and feel far more natural.
Start by including the prospect’s name in your automated follow-up email. After the prospect has received your confirmation email and knows you’re working on their response, use personal language frequently to show that you care about them.
Address the points they raised in their inquiry, offer a customized quote or solution and don’t be afraid to ask them more questions. Form emails are very useful if you need to confirm receipt of an inquiry, but hugely unsuitable for follow-up emails.
Is your sales team tired of writing out the same sentences again and again, all with slight differences? Text expansion software, such as Texter for Windows and Text Expander for Mac, make typing custom quote emails far less time consuming.
Don’t forget to follow up to reignite the sales process
Sometimes, inquiries from prospects that seem exceptionally eager to work with you can go cold and become dormant. Don’t think of these as dead leads – they’re certainly not – but as temporarily inactive leads that can easily be reignited.
The B2B sales process takes time, even online. In fact, since your competitors are often easy to reach online, the digital B2B sales process can often more at an even slower pace than its offline equivalent.
Be patient and give your prospects several days to respond to quotes and questions from your sales team. If they haven’t returned an email within two business days – and a response is clearly expected – follow up with a polite reminder.
While it’s important not to be pushy, getting back in touch with prospects that seem to have gone cold will pay off for your business. Sometimes, even the most eager of prospects need a small nudge and reminder to move forward with a potential deal.
Learn from every successful (and unsuccessful) sale
Every deal that you close over your website – whether it’s a small one-off project or a long-term recurring sale – has a lesson. It could be a lesson in persuasion, a lesson in persistence or simply a lesson in optimizing for a certain type of customer.
When you close a deal online, think about the techniques your sales team applied and the website elements that convinced the prospect to make contact. You could even survey your customers to learn what made them choose your company.
By learning what works, you’ll be able to refine your online lead generation process using real, proven data from customers. You can also ask failed prospects why they didn’t choose you – many will be refreshingly honest if approached the right way.
Polling customers is simple using Google Docs or dedicated online poll software. If you’d like to encourage detailed responses from existing customers, offer a special discount on their next purchase in exchange for their feedback!
How quickly do you respond to online inquiries and leads?
On average, how long does it take your business to respond to new inquiries, leads and offers from prospects? Remember the one-hour rule and try to respond to any new sales leads as quickly as possible to maximize your chances of closing the deal.
Imagine you’re sitting in a café drinking a cup of coffee. Across the café from you is someone sitting on their own. Their arms are crossed, their headphones firmly in their ears and their attention focused on their notebook’s screen.
Now imagine another person at the table next to them. They’re sitting with both of their arms by their sides, their attention focused nowhere in particular. Every now and then, they look around the café as if they’re searching for someone to talk to.
Which person do you think would be more responsive if you walked up to them and started talking? Obviously, the second person – without the headphones, notebook, crossed arms and closed-off attitude – is the most open to conversation.
In business, being easy to contact is the key to success. Despite this, a huge number of online businesses act like the first person in our café metaphor and block out the outside world (and many of their potential customers) through their actions.
In this blog post, we’ll share four simple tips that you can use to make it easier for your prospective customers, clients and business contacts to reach you. This will help you close more deals, generate more leads and hugely increase your sales.
List your phone number on your website
Although email and social networking have made getting in touch with people easier than ever before, lots of business still takes place over the phone. Because of this, it’s essential that your website lists a contact number for prospects to reach you on.
If your website doesn’t have your phone number listed, add it! A good place for your phone number is in your website’s top navigational bar. Add it again to your footer – as well as to some of your calls to action – to make sure prospects notice it.
This should go without saying, but make sure you monitor the phone number you’ve got listed on your website. Far too many web-based businesses miss out on lucrative deals and new opportunities by routing all of their new calls to voicemail.
Add live chat to your business website
Do you run an online business? If the majority of your customers or clients order via email or an online order form, it’s often a good idea to add a live chat feature to your website so that you can chat with them before they buy.
Adding a live chat module to your website lets you answer common questions, offer special discounts to customers and earn their trust before a sale. It also lets you find out the most common questions your customers have about your products.
Live chat plugins are easy to install and operate, but can be time-consuming to use if your business isn’t entirely online. Because of this, they’re best used by businesses that make the majority of their sales through an online form or via email.
Add a contact-based call to action to your blog posts
Blogging is a great way to generate traffic for your website, and prominently placing a call to action at the end of each of your blog posts is a wonderful way to turn your blog’s traffic into sales.
Most businesses use their blog’s call to action to generate email list subscriptions or guide readers towards an online order form. A far better strategy, particularly in the B2B field, is to use it to encourage prospective customers to call you on the phone.
Instead of (or in addition to) promoting your email list in your blog’s call to action, add your sales department’s phone number and encourage reader to give you a call to learn more about how you can help them.
Be transparent about pricing on your website
It’s common for B2B companies to leave pricing information off their website, often in an effort to increase sales calls. The idea behind this strategy is simple; if the price isn’t listed online, the prospect needs to call you to learn more.
The informational call, of course, is an opportunity to make a sale. While this tactic can increase sales in the short term, it can also cost your business a large amount of sales from prospects that simply visit other websites for pricing information.
Instead of hiding prices to bait prospects into contacting you, list prices and offer a discount of special offer for customers that call. This way, you’ll get the call without scaring uncertain customers away or directing them to a competitor’s website.
Even the best looking advertisements, most persuasive sales copy and impressive product will fail to sell without an understanding of the type of customer you wish to sell to.
Because of this, it’s important that every business – from a local neighborhood café to a multinational B2B services provider – create an ideal customer profile to define the type of customer it’s interested in tracking.
Creating a profile of your target customer might seem like a waste of time. After all, don’t you already know who you’re targeting? Despite this, it’s the most important first step your business can make in developing its online or offline marketing plan.
In this blog post, we’ll share a simple but effective strategy for creating a customer profile for your business. We’ll also touch on how you can use this customer profile to guide your online marketing efforts in the right direction.
Who (or what) is your ideal customer?
Every business has an ideal customer, even if they don’t know it yet. A large number of businesses have more than one target customer. Think about the traits that your target customer has and the characteristics that define them.
Ask yourself questions about the type of customers you currently work with, or the type of customers you want to work with. If you operate a B2C business, write down the answers to the following questions:
- What is your ideal customer’s average age?
- Is your ideal customer male, female or both?
- How much money does your ideal customer earn?
- In which city/region does your ideal customer live?
These are the big four questions that define concrete characteristics of your ideal customer: their age, gender, income and location. With these four characteristics, you’ll be able to better target your marketing efforts.
For a B2B business, the characteristics you’ll want to define are different. Instead of thinking in terms of age, gender, income and location, think about your ideal client’s company history, revenue, size (in terms of employees) and location.
What is your ideal customer like?
The four characteristics above will help you broadly define your ideal customer. If you sell a niche product or service, however, you’ll need to further break down the characteristics of your ideal customer to better reach them.
Ask yourself questions about the type of interests and hobbies your ideal customer is likely to have. Again, if you run a B2C business, write down the answers to these questions to better define and understand your ideal customer:
- What is your ideal customer’s personality like?
- What are your ideal customer’s hobbies and interests?
- What are your ideal customer’s priorities in life?
- What does your ideal customer dislike?
Sometimes, knowing what your ideal customer doesn’t want is as powerful for you as a marketer as knowing what they do want. With the answers to these questions, you’ll have a far more detailed picture of who your ideal customer is.
How can you access your ideal customer?
Creating a profile of your ideal customer is half of the process; learning how you can reach them is the other. In order to fully define your ideal customer, you will need to think about how you can access them.
Of course, access doesn’t necessarily mean physical access, unless you’re a door-to-door salesperson. Think about how and where you can target your ideal customer using advertising or direct marketing:
- Where does your ideal customer spend their time?
- What blogs and websites does your ideal customer read?
- What neighborhood does your ideal customer live in?
- Where does your ideal customer interact with advertising?
Answering these questions arms you with not just the knowledge of who your ideal customer is, but how you can access them. This will help you plan your advertising, direct marketing or sales campaign to best reach your ideal customers.
For B2B businesses, the process of finding access is very similar. Think about your ideal customer not as a business, but as a person within the business that you could connect with using the answers to the questions above.
What problems can you solve for your ideal customer?
Every good business offers a solution to a problem. A neighborhood café solves two problems: thirst and caffeine addiction. An accountancy firm solves a clearly defined and common problem: recording transactions and filing taxes.
The questions above have helped you define your ideal customer and discover how you can reach them. Answering the questions below will help you discover why you should reach out to your ideal customer with your product or service:
- What problem does your ideal customer face which you can solve?
- How does your product or service make their life or work easier?
- What is your ideal customer’s motivation to choose your company?
With the answers to these questions, you’ll have enough information to define your ideal customer, work out a plan to target them, calculate the best way to target them and work out why it’s imperative that you do.
The importance of creating multiple ideal customers
The majority of businesses deal with a wide range of customers. An accountant, for example, might help both local businesses and large companies manage their taxes and other financial records.
A café might serve local residents seeking their morning latte, out-of-towners on the way to a new destination and digital freelancers looking for a quiet place to sit down and work for the day.
Because your business probably targets more than one type of customer, it’s a good idea to create profiles for all of your ideal customers. Define their persona, the type of problems they face and how you (or your business) can access them.
Create your first ideal customer profile now
Defining your ideal customer is the first step in creating an effective marketing plan, no matter what type of business you run. Before you think about marketing ideas or clever advertisements you could design, sit down with a pen and paper and clearly define your ideal customer profiles now.
Are you searching for new customers, users, or sales leads? Google Adwords is a fantastic platform for generating traffic to your company website, and the Search Network – Adwords’ core service – is the best place to start.
In this guide, we’ll share seven great tips for beginner advertisers getting started with the Adwords Search Network. From Quality Score to keyword match types, read on and learn the basics of running search campaigns on Google Adwords.
Include a call-to-action in your ads
Every ad, regardless of the keyword it’s targeting, should include a call-to-action phrase. A call-to-action is a sentence that instructs users on what to do once they finish reading your ad.
Your call to action can be simple and direct, like “Click here!” or “Buy now!” It could be more detailed and instructive, like “Click here to order your sample!” or “Create your account now and get started!”
Whether you go with a short, simple call-to-action or a long and detailed sentence instructing your customers, make sure you include a call-to-action in your ads. It’s an essential component of successful search marketing.
Focus on acquiring data, not just sales
When you’re first getting started with Adwords, it’s tempting to focus on keywords that you know will lead to sales. This is often a poor long-term strategy, since most of the obvious keywords in your industry will have high CPCs and competition.
Instead of focusing on acquiring customers, focus on acquiring data during the first few months of a campaign. Learn which keywords convert visitors into customers at the highest rates, and which offer the best return on investment for your business.
Once you’ve got your data, you can start focusing on sales. By acquiring data at the beginning of your campaign, you’ll discover keywords and opportunities that your competitors are unaware of, giving your business a huge advertising advantage.
Test broad, exact, and phrase match
Google offers three different targeting options for keyword campaigns: broad, exact, and phrase match. Each option results in your ads being displayed alongside unique keywords, ranging from exact matches to loose, barely relevant phrases.
Test each form of targeting to learn which offers the best return on investment for your business. You can include all three types of keyword within a campaign using Google’s “match type” option to see which offers the best conversion rate and ROI.
Sometimes, broad targeting is the best choice. In other situations, only exact match keywords will produce conversions. Experiment with each match type to learn the best option for your advertising budget.
Try to maximize your Quality Score
Is your average Quality Score seven out of 10? This is a good Quality Score, but it’s far from perfect. Optimizing your on-page content for Quality Score is a wonderful way to reduce your CPC and generate more traffic from your advertising budget.
Even if you’ve already achieved a good Quality Score, try to focus on raising each keyword to 10. Google’s highest Quality Score will give you cheaper clicks and an overall improvement in campaign performance, which could produce more sales.
Make sure you use negative keywords
Does your campaign include hundreds of keywords? Make sure you’re also using negative keywords to exclude search phrases that are unlikely to produce users, leads, or sales.
Negative keywords are keywords that automatically prevent your search ads from showing up for a particular keyword. For example, adding “cheap” to your negative keyword list will prevent your ads for showing up beside keywords with “cheap” in them.
This is particularly important for luxury products. It also prevents keywords that are unlikely to produce sales – for example, keywords that discourage users from buying your product – from triggering your ads.
Use conversion tracking to see your ROI
Add conversion goals for all of your key objectives and track them using conversion tracking. You might find one keyword that converts five times more frequently than another, even though they look the same at first glance.
Running a search marketing campaign without conversion tracking is the equivalent of starting a business without market research. Study your keywords to learn which are producing conversions and you’ll never struggle to have a profitable campaign.
Apply for monthly invoicing when you can
Is your accountant getting fed up with constant Adwords invoices? Google uses an unusual invoicing system for Adwords, with users billed when their account hits a specific credit limit instead of on a weekly or monthly basis.
If you’re spending a lot on Adwords advertising, this invoicing system can trigger a daily payment that makes accounting different. Luckily, Google offers certain users the option to pay their Adwords invoices on a monthly basis.
Businesses that have been registered for over 12 months and spend at least $5,000 on Adwords each month can apply for monthly billing. This gives you 30 days each month to pay your invoice via credit card or bank transfer, simplifying accounting.
Is your business outgrowing search and social advertising? One of the best ways to increase your website’s traffic and generate new leads and sales is by placing your display ads on blogs and online publications through media buying.
Media buying is a very different discipline from advertising through networks like Google Adwords. You’ll need your own hardware, such as an ad server, and a more focused and action-oriented approach to managing your advertising campaigns.
Because of this, media buying is often thought of as a form of display advertising that’s only suitable for experts. In this guide, we’ll show you how to get started in the world of media buying using Google’s Adwords Display Network.
What is the Google Display Network?
Most people think of Google Adwords as the sidebar ads that appear beside your search results. This is only one aspect of Adwords, and it’s known to users as the Google Search Network.
The other side of Adwords is the Display Network – the large network of websites and blogs that display Google’s AdSense ads. Using the Display Network, your ads can appear on millions of websites in hundreds of different languages.
Most Google Display Network advertisers target their campaigns using keywords, much like they would on the Search Network. Keywords dictate where ads appear; the content of the page needs to include your keyword in order to be included.
Placement targeting using the Display Network
While keyword targeting is the most popular form of targeting on Google’s Display Network, it’s far from the only option. As an advertiser, you can target users based on their demographic, their location, their approximate age, and much more.
The targeting option that’s of interest to us is Placement Targeting. Placements are unique websites within the Adwords Display Network. As an advertiser, you’re able to specify which placements you’d like your ad campaigns to appear on.
This allows you to carry out media buys through the Adwords interface without any third-party hardware or software. By targeting specific websites, you can generate a specific type of traffic that’s highly suitable for your product or service.
When should you target using Display Network Placements?
Are you already running campaigns on the Display Network? If so, you might have noticed a particular placement in your reports that’s generating a high conversion rate. These placements are ideal for targeting in a Placement-based campaign.
Likewise, you might have noticed a placement that’s generating a typical conversion rate but a high return on investment. This placement might have an unusually good clickthrough rate, or a CPC that’s far lower than your other keyword-based targets.
This type of placement is another great targeting opportunity. By adding placements that generate a good return on investment to a separate placement campaign, you’ll be able to generate more traffic from websites that result in fresh leads and sales.
Using Placement Targeting to increase your traffic and sales
Creating a placement campaign is simple. Simply create a new campaign in Adwords and select Placement Targeting from the targeting options. Make sure you select just the Display Network – there’s no Placement Targeting for the Search Network.
Once you’ve created your campaign, you can add placements to target. You can even create customized ads for each placement to increase your clickthrough rate and get the highest possible ROI from each target in your campaign.
Adwords also allows you to target specific subpages within a website. For example, you could target a specific YouTube video by adding its URL as a placement instead of targeting YouTube.com as a whole.
Finally, you can target placements and keywords in combination. This means that you could have your ads displayed alongside YouTube videos that include specific keywords like your product name, further increasing your conversion rate.
Bidding efficiently when using Placement Targeting
When you add managed placements to your campaign, Google assumes the target is particularly valuable to your business. Because of this, you’ll generally need to bid a higher amount for specific placements than you would for a keyword campaign.
Start your placement CPC or CPM bid slightly higher than you would a standard bid for Display Network traffic. If you’re already generating traffic from a placement in one of your keyword campaigns, start by doubling your existing CPC bid.
Over time, your clickthrough rate will determine the price you pay for traffic from your placements. At the beginning of a campaign, it’s best to bid high to generate a surge of traffic and determine your eCPM and CTR for future pricing.
Finally, it’s important to set a strict daily budget for placements. This is because a certain page or website that you’re targeting could experience a surge of traffic in response to a blog post going viral, which could result in a massive traffic boost.
Moving from Placement Targeting to media buying
Google’s Placement Targeting is a great introduction to buying display media on a site-by-site basis. However, it’s generally not the most affordable way to generate traffic from specific targets due to Google’s commission from AdSense users.
Many large websites offer private advertising services and use Google AdSense to monetize leftover traffic. This means that you can generate more traffic at a lower price by approaching them directly for a private media buy.
When should you transition from Placement Targeting to media buying? That’s up to you. Many advertisers stick with Google Adwords due to its simple interface and scalability, while others prefer to manage their own ad servers and media buys.
Are you ready to start using Placement Targeting?
Placement Targeting is one of the most underused features of the Google Display Network. When used properly, it’s one of the most lucrative forms of advertising available on Adwords, especially for niche products and small businesses.
Try adding placements to your advertising campaigns today. Start by using Google’s conversion tracking on your Display Network campaigns, and slowly add converting targets to your list of placements as your campaign develops.
Over time, you’ll build a powerful assortment of placements that generate leads and sales at a fantastic ROI. You may even pause your keyword campaigns to focus solely on placements in order to maximize your advertising return on investment.
While there is a huge amount of information available for businesses interested in generating business-to-consumer (B2C) leads and sales using digital marketing, it’s significantly more difficult to find detailed information on B2B lead generation.
Part of this is due to the more competitive nature of B2B marketing. A successful company is unlikely to give away its marketing secrets, and consultants in the B2B sales industry are equally unlikely to give away valuable information for free.
While B2B marketing can seem difficult, it’s far from impossible. Using four simple methods of traffic generation – Google Adwords, SEO, LinkedIn Ads, and display ad networks – your industrial business can easily generate its own sales leads.
From scalable search marketing platforms to direct-to-influencer advertising, read on to discover four digital platforms and strategies that industrial businesses can use to generate business-to-business leads.
Google Adwords: Paid Search Engine Traffic
Google’s Adwords advertising platform is one of the web’s most popular marketing solutions. Every day, billions of advertising impressions are served across Google’s large network of publishers and search engines.
For the sake of simplicity, we’ll focus on Google search advertising on the Adwords Search Network. By bidding on keywords that you think your prospects will search for, you can access valuable traffic that can turn into qualified leads.
Google Adwords is a great research tool for B2B lead generators interested in using SEO to generate traffic. By running an Adwords search campaign, you can identify the keywords that are most likely to convert into customers and incorporate them into your SEO campaigns.
SEO: Organic Search Engine Traffic
While Google Adwords gives you immediate access to traffic, it comes at a cost. Due to the immense level of competition for many B2B keywords, that cost can often be as much as thousands of dollars per day to generate just a few useful sales leads.
By focusing on search engine optimization (SEO), you can generate the same level of traffic from Google as a paid search campaign can provide at no ongoing cost. SEO is a long-term solution to the short-term traffic costs of Adwords.
Just like great search marketing campaigns depend on high quality keywords, great SEO campaigns depend on excellent, proven keyword research. Use Adwords to find good keywords before adding them to your long-term SEO campaigns.
LinkedIn Ads: Direct Access to Influencers
While networking on LinkedIn is a time-consuming, slow process, using LinkedIn’s ad platform to generate leads is quick and simple. LinkedIn Ads lets you target your prospects by job title or company, making it easy for you to generate leads from the people that matter the most to your business.
By selecting a specific job title – for example, purchasing manager or environmental manager – you can laser target your campaign and only pay for clicks from the users that are most likely to convert into customers.
Display Advertising: Contextual Traffic
While display advertising is primarily used for B2C marketing, a growing number of business-to-business marketers are running display campaigns aimed at producing short-form sales leads.
Because display advertising targets a passive audience – people navigating another website, rather than directly searching for your product and service – it’s best suited to generating short leads such as names, email addresses, and phone numbers.
Display advertising is also an excellent choice for raising awareness and building a brand for your business. Many display campaigns produce ‘view through sales’ due to people viewing ads then purchasing your product or service at a later date.
Experiment to discover the best B2B lead generation platform
Every business has a unique benefit or advantage that makes it suited to Adwords, SEO, LinkedIn Ads, display advertising, or perhaps another form of traffic. Since it’s often difficult to know which form of traffic is best for your business, treat your first few lead generation campaigns as small experiments aimed at a greater goal.
After a while, you’ll be able to identify the marketing methods that produce the best results for your business at the lowest cost. Focus on discovering the most profitable form of marketing for your B2B business, and then scale up your efforts once you’ve found the most suitable digital marketing system for your goals.