3 Tips for Optimizing Your Landing Page for Lead Generation

How many leads do you get out of your landing page? Have you even started to think about it? If not, that’s a problem. And if you’re not figuring out how well your landing page is working when it comes to search capability, then you’re missing out on quite a bit of sales data, and potential sales, too.

That whole process is called optimization of your landing page. You want to call attention to the page and use it to create some sort of action. You also want to be able to test options with the page so that you can learn more about your customers.

To optimize it, you have to do a number of different things. You have to get people to interact with the page and you have to create some links so that you can maximize your attention ratio. You have to make the action seem urgent — like, they need to do it now. What else? This graphic explains it.

3 Key Tips for Optimizing Your Landing Page for Lead Generation

Take a Fresh Look at Facebook Advertising

Don’t look now, but Facebook is an advertising juggernaut. They’re not quite Google, yet. But they are getting closer.

Latest estimates put Facebook’s share of digital advertising revenue at approximately 22%, with Google at 38%, and Amazon – the next highest company – at 7%. Facebook’s ad revenue has nearly doubled since 2016, despite the negative press that has surrounded the company for the last half-decade.

If you’re not a Facebook advertiser currently, you might be asking yourself why. Perhaps you are one of many marketers who have tried Facebook ads in the past only to abandon them soon after. Well perhaps you should look again.

There are three big reasons why Facebook continues to grow their share of the overall digital ad market:

  1. Their audience continues to grow

  2. They have invested in new options for advertisers

  3. Instagram

In truth, all three are connected. Their audience continues to grow because of apps that many people don’t necessarily think of as Facebook. But WhatsApp, Messenger, and Instagram have all seen user growth even while the main Facebook community suffers the backlash of the media. And all three contribute to Facebook’s ad revenue haul.

But none more so than Instagram, which has seen its share of ad revenue grow from roughly 10% of all Facebook revenue in 2016, to more than 20% of all Facebook revenue last year.

And that’s because it’s working. Companies are seeing success.

If your company is not familiar with all the different advertising options that Facebook offers, now is the time to dip your toe back into the water. The tools are there. And if you don’t use them, you are ceding that channel to your competitors.

How to Do Ad Copy Testing

Ad copy testing is so easy, anyone can do it. But doing it right is important. So we wanted to put together this quick guide that you can use to begin conducting ad copy testing at your company.

First, let’s review why ad copy testing is so important:

Why Your Company Should Be Doing Ad Copy Testing

Ad copy, whether in search ads, Facebook ads, or any other digital advertisements, is the language you use to sell people on what you are offering. It is your opportunity to grab someone’s attention and convince them that they should click on your ad.

If your ad copy is not good – either because it’s not convincing or doesn’t give people a reason to click – your digital advertising campaigns are not going to be effective. What ad copy testing allows you to do is find out what language convinces the highest number of people to click through to your website. The more people you can get to click on your ads, the greater the opportunity to sell.

When done correctly, there is simply no better way to fine tune your messaging and improve your click-through rate (the percentage of people who click on your ads after seeing them).

Setting Up Your Ad Copy Tests

You may be testing with Google Ads or Facebook or any number of other digital ad platforms. So the actual set up will vary. But this guide is meant to be generally applicable to all platforms.

The first thing you need to do is a full audit of current ad copy and performance. Either using the platform or an external spreadsheet, identify all existing ads. Write the headline, the description, and the call to action. Next to each one, list the impressions, clicks, click-through rate, and conversions for the last 90 days.

You will use this same spreadsheet to track your testing over time.

What to Test

Once you have your existing ad copy performance, you need to identify those most in need of help. One easy way to start is to sort your ads by click-through rate, putting the lowest at the top. Those ads with the lowest click-through rate are the ones that could most benefit from being tested.

Another common starting point would be to list them in order of highest conversions. The ads that currently generate the highest conversions might be the ones that would add the most value if you improve the click-through rate.

Whichever method you choose, the next step is writing new ad copy. There is no wrong way to do this, but the key is to cast a wide net. Perhaps there are copywriters on your team whose job it is to write your ad copy. It is a good idea to get several different people to write ad copy suggestions for you, because different perspectives usually lead to new insights.

A good rule of thumb – one that both Google and Facebook recommend – is having at least three different ads running in each campaign at any given time. So you should aim to test at least two new versions of your ad copy against the existing one.

Try different headlines. Different ways of phrasing the same idea. Test pricing and discounts. Test a new call to action. A different benefit that isn’t featured in the current ad. Whatever you think will get more people to click.

How to Measure Ad Copy Test Results

Measuring the results of your ad copy tests is as important as what you test. This is how you will determine which ad copy works best and how to proceed.

Using the spreadsheet you created at the start, you can list each test out individually. Write out each version of the ad being tested along with the date that the test began. Update it on a regular basis (weekly?) with impressions, clicks, click-through rates, and conversions. (Ultimately ad copy testing is about getting higher click-through rates, but we track conversions where possible because we don’t want to do anything that is going to negatively impact that critical metric)

Give your tests enough time to ensure that the results of your test are statistically significant. This will vary depending on how many impressions and clicks your ads get. Here is a free online tool to measure statistical significance. Generally, once a result is 95% confidence or above, you have a completed test.

Again, the key is measuring which version of the ad achieves the highest click-through rate. Most platforms will allow you to spread the impressions evenly across all ads. This is the preferred method for ad copy testing, to ensure that each version gets a sufficient amount of impressions during the test.

Track and Refine

Each time you get a statistically significant test, it is time to take the next step. You want to pause those ads that did not win, ensuring the winning ad gets the widest possible audience going forward.

You may move right from one test to another, setting up two new ads to compete against the winner of the recently completed test. Or you may let the winner run awhile, during which time you move on to other campaigns to do testing there.

There is no rule about how many ad copy tests you have running at one time. Essentially, do as many as you can actively manage. The more you do, the more likely you are to find opportunity to improve your results.

By tracking performance over time and refining your ad copy with each round of testing, you are likely to discover new versions of your ads that bring a lot more prospective customers to your website.

6 Things You Can Do to Get More Out of Google Ads

Is it any wonder that Google dominates the digital marketing space? More people than ever use Google to find what they’re looking for online. And so companies and advertisers flock to Google Ads for the opportunity to show up at the top of search results pages for people looking for products and services.

But as more and more advertisers take part in Google’s auctions, achieving success becomes harder. As competition for prime advertising space heats up, how can you make sure that your paid search efforts are adding value to your company?

Here are six things you can start doing today to get more out of your Google ads:

  1. Understand which keywords are driving results. Search marketers need to dig deeper than they used to in order to effectively manage bids and optimize their campaigns. This means knowing at the keyword level how performance looks. Where keywords exist that are not driving conversions, you are wasting money that should be spent elsewhere.

  2. Let Google’s algorithms identify new opportunities. AI and machine learning are taking over the search industry. Google already offers tools that will help you leverage the technology in order to find new audiences you may not have been able to find on your own.

  3. Nail the user experience. The most ignored aspect of search marketing campaigns is what happens after a prospective customer clicks on the ad. The landing page and shopping experience need to be perfected, and search marketers need to push hard internally to make sure the right level of attention is being paid to user experience on the website.

  4. Leverage audiences. The future of search marketing is shifting away from keywords and towards audiences. You want to deliver the right ad to the right person at the right time. It used to be that the best way to do that was with keywords. But Google’s algorithms are now smart enough to identify intent in different user groups. So instead of focusing solely on keywords, you can manage your bids based on who is using those keywords.

  5. Stay ahead of new features. Google has been busy making it easier for advertisers to grab attention and get more clicks, releasing new features like expanded text ads and site links. From adding star ratings to ads, to phone numbers and offers, successful advertisers take advantage of these new features to stay ahead of the competition.

  6. Work with a specialist. Either aim to hire someone with deep industry experience or work with an outside team that knows search better than you do. Companies like PPC PRO bring their expertise with them and make sure that you are taking full advantage of every best practice there is.

Bottom line, your search campaigns can be doing more for you. Search is still one of the most effective digital advertising channels around. And those marketers who dedicate the time and resources required to succeed in this space will continue to outperform the competition.

This post was sponsored by PPC PRO, a transparent and refreshingly different Google AdWords management service.

When Everyone is Using the Same Algorithm, What Happens to Competition?

In the future, the company with the best algorithm will win.

But in some cases, it seems likely that we will all be working with the same algorithm. When that happens, it is unclear who wins. Do we all win? Do we all lose? How can competition exist in an arena where every company is using the same algorithm?

This was a question of some debate at a recent meeting of marketing professionals in New York City. The discussion revolved around the growing role of AI and machine learning algorithms in advertising.

The truth is, a lot of advertising exists on one of only a few large platforms. Consider the fact that 2019 is the year where more than 50% of all ad spend will occur online vs offline. And consider that Google and Facebook control nearly all of the online advertising market.

Each of those companies, along with Amazon, Bing and a large number of smaller platforms, is working on algorithms that better serve the right ads to the right people at the right time. They are doing this because the future of their business relies on advertisers successfully reaching customers and driving sales. And a better algorithm, it’s thought, will be more adept at fulfilling that promise.

But at some point, we must consider that all of the advertisers on Google are running ads on the same platform, and that platform is running the same algorithm (or set of algorithms) to determine when and where to show different ads.

Here are four potential outcomes when this happens:

1) The companies with more/better data will win out over the companies with less/poorer data

When we are all using the same algorithm, the data that we are able to feed into it might determine who succeeds and who does not. Those companies who have the ability to store massive amounts of clean data, data that feeds back into the platform (whether it’s Google or anywhere else), will be better positioned to take advantage of the algorithms of the future. With more data, the algorithm will work more effectively for that company than it may for another.

In this scenario, the real level on which companies are competing is on data.

2) The marketplace will determine winners and losers

This is potentially a dangerous, anti-competitive scenario. But one we must consider. Google and Facebook already have incredible amounts of power. And if they can use their algorithms – intentionally or otherwise – to control what companies succeed in reaching new customers and what companies do not, be careful.

I don’t think any of us wants this kind of a future. Google and Facebook will tell us the same thing. But who is preventing it?

3) Branding will become more important than ever

When there is no real competitive advantage on targeted digital advertising, companies will need to rely on other areas to compete. Brands are one possible area of competition.

While brand loyalty has been trending downwards for some time, it may be that effective branding is going to see renewed importance over time. And that’s because consumers who seek out certain brands will bypass, in a sense, what the algorithms are doing.

4) Pricing will become more important than ever

This one requires very little explanation, because it is similar to #3. And while it might sound like good news for consumers (more companies competing on price and lower prices in the marketplace overall), it spells trouble in the long run.

A price war – with each company trying to lower prices to out-offer competitors – could precipitate a race to the bottom on quality and service. It could also mean that giant companies, like Amazon, undercut competitors to the point that they become near-monopolies.

This scenario is not great of competition either.

The Possibilities Are Endless

These are only four potential scenarios. They all might come true. Or none will come true. There are thousands of other ways this could work itself out.

But if you are responsible for advertising your business, or growing your business in any way, you have to start thinking about the future of competition. Because it may not look like competition today.