Uncovering advertising campaign deficiencies is never easy. But it’s a necessary step toward optimization and effective budget allocation. Though all campaigns are different, three advertising conversion problems have become common across businesses and industries. They should be among the first problems you look for at the beginning stages of optimization.
Conversion problem #1: You’re generating inadequate traffic
Advertisers today know that the post-click landing page is where conversions happen. But for some, that can lead to confusion.
When conversion rates are low, many incorrectly assume it means there’s something wrong with their landing page. But even the best-designed landing page can’t fulfill its potential without quality traffic.
Research has shown that 88% of traffic is wasted on bad keywords. Additionally, fraudulent traffic accounts for one in three dollars of wasted ad spend. If your conversion rates are low, it may not be because your landing page needs a design tweak, but because your targeting or network requires revisiting.
The more narrow your targeting, the more likely you can deliver a relevant advertising experience. Single keyword ad groups (SKAGs) can provide the granularity users look for on the search network. And if you can target individual keywords, you can tailor the landing page experience to that audience with a design strategy built around that keyword.
Single keyword landing pages matching single keyword ads can offer a significant improvement in conversion rate by delivering a more relevant experience to a tightly targeted group of users. Other factors that improve relevance are geo-location targeting, UTM parameters passed from ad to landing page, and other parameters like job title, industry, education, etc.
An Allstate search ad for the query “small business insurance” includes “small business” in the subheadline on the corresponding post-click experience:
As for fake traffic, the solution for many advertisers has been shifting budgets to private marketplaces (PMPs), which allow for a more premium ad experience with a curated group of advertisers and publishers. This significantly decreases the likelihood of falling prey to an ad scam.
Conversion problem #2: Your conversion rate is low
The average conversion rate on the Google search network is a paltry 4.40%. Facebook is higher at 9.21%, but that means that in both cases above 90% of traffic fails to convert:
Overall, most advertisers don’t reach their conversion goals. And this can be for several reasons:
- Poor landing page design: Design should follow conventions and guide the visitor to conversion. A magnetic headline should match the message of the ad and convey the benefits of the offer. Skimmable copy should highlight the benefits of the offer. Images should engage the visitor while providing value. A form should ask only what’s necessary, and the CTA should contrast the color of the page.
- Low-quality traffic: As stated before, low-quality traffic is a common conversion rate culprit. Make sure you’re routinely evaluating the networks you’re running ads on, continually updating ad design, and maintaining a personalized experience from the ad through to the landing page.
- Wrong offer at the wrong time: In the B2B industry, targeting top-of-funnel prospects with bottom-funnel offers is likely to backfire. These offers are usually high cost and high commitment, requiring team buy-in before purchasing. Make sure your audience has been effectively nurtured before you run product ads. Focus on trust and authority first.
- Inability to convey key selling points: It’s not uncommon for landing page designers to focus on features over benefits. But this is unlikely to sway a prospect to their solution. It’s always better to emphasize how the features empower the user instead of highlighting the features themselves.
- Poor conversion ratio: Conversion ratio refers to the number of outbound links compared to the number of conversion goals on that page. Ideally, it’s 1:1-through the CTA button. Links to the homepage, pricing page, and other product pages distract visitors from the conversion goal.
Conversion problem #3: Your experiences are not fast enough
To nurture prospects through the funnel, organizations have to provide quick loading experiences. There’s no room for even a second delay in load time between the ad and landing page.
Google research found that if a mobile page takes longer than three seconds to load, over half of the users will abandon it. The consequences of driving a user away before they get to experience your post-click content are obvious.
To remedy the issue, a few solutions have emerged. Eliminating unnecessary images, for example, can improve page load speed. Among Google’s findings were that images add more to page weight than any other element.
Others, like implementing asynchronous loading strategies or building pages with AMP, can also offer the speed boost businesses look for. When a page loads asynchronously, front-end content won’t be held back by the loading of back-end content. And with AMP, stripped-down coding languages combined content delivery networks by Google can make post-click experiences instantaneous to the user:
Improve your post-click experiences today
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We will review your campaigns to analyze your post-click health, compare your site against industry and competitive benchmarks, and identify the most effective opportunities to increase your ROAS. Request your analysis here.