How to Improve Your ads Conversion Rate
by Cathy Qazalbash
Published on this site: November 17th, 2006 - See
more articles from this month
Your advertising campaign is the lifeblood of your business but if your
ads are bringing low conversion rates you need to analyze the factors
that could be causing this. It is useless running an ad campaign, which
has ads that are not pulling. Your ads are in effect your salespeople
and we all know that without good salespeople businesses cannot succeed.
What are the factors that can cause low conversion rates? Here are
a few points:
- The actual ad copy
- Where you place your ads
- Type of ads
- Old and repetitive ads
The actual ad copy:
if you have weak and ineffective ad copy you are setting yourself up for
failure. You cannot expect good results from an ad that does not have
the convincing power it should. If your ad does not either sell or create
curiosity (pre sell) to your readers it is useless for your campaign.
It is like having a salesman who cannot speak to your prospective clients
and customers.
Where you place your ads:
Placing of ads is very important. Putting an advertisement in an ineffective
ezine, on a website etc is a wasted ad. This can cost you large amounts
of money and time. To say nothing of the sales that are lost.
Type of ads:
We all know that not all ads are created equal there are different types
that will have more exposure than others.
The 4 forms of paid online ads are:
- Classified:
these are small ads that are generally placed towards the bottom of
an ezine. They can also be placed in a group on a website. These are
the cheapest ads and generally get the least exposure
- Top Sponsor:
These should be placed at the top of an ezine before the featured
article, and will get good exposure
- Middle Sponsor:
some ezines run these ads and they will be placed usually after the
featured article. They will get slightly less exposure than the Top
Sponsor ads.
- Solo Ads:
These ads are sent out on their own to the entire database. These
have the highest exposure of all.
Old and repetitive ads:
Readers do need to see ads several times before buying but too many times
and your sales will be lost. Many affiliate programs and network-marketing
opportunities provide ads to their affiliates and members. However they
neglect to put new ones there, this results in many people using these
ads, over and over again. This continuous and repetitive use will result
in readers getting bored and the ad becoming ineffective.
How to detect and pinpoint your ads weaknesses:
- Tracking your ads
- Testing your ads
Tracking your ads:
Tracking ads will show you how many click throughs you are getting and
you can calculate the sales conversion from these statistics. You can
see from the results where and which ads are pulling the best. You can
use a program like Adminder http://www.adminder.com/go.cgi?id=cathyayb
to track and record your ads.
Testing your ads:
Testing your ads is critical to their success. Split testing is one of
the best ways. You will use 2 different ads for the same product and place
them in the same ezine or publication, then track them and see how they
pull. Classified ads are usually used for this purpose. You can use split
testing for several areas of your advertising campaign like websites and
landing pages but publications are the most common.
How to resolve the problems and increase conversion:
- When you get your results of your testing you will be able to find
out where and which ads are actually effective. This will allow you
to change copy and Place them in publications, websitesetc that are
responsive.
- Record all findings in detail so that you can build on successes
and avoid repeat failures.
- Tweak and change ad copy often just a couple of words can make the
difference. You will find out which ads are pulling with your split
testing.
- Try to have several ads for testing, keep a few good ads and rotate
them. Make Classifieds, and Solos. Also include some full page ads.
- Make landing pages for ads to help pre sell and get higher conversions.
You cn track them this way as well.
The 3 vital components of an ad:
- Headline: must be an attention grabbing, eye catching headline
to make sure it stands out and is read by the reader.
- Benefits: should be compelling and be able to sell or create
curiosity.
- Call for action: this should be strong and positive.
Your ad conversions can be greatly improved by following these simple
steps. When you have strong pulling ads and advertise them at responsive
places you will increase your conversion rates and boost your business.
Always remember the 3 golden steps. Track, test, and record your results.
By doing this you will make more sales and improve your profits 110%.
Cathy Qazalbash: is an experienced freelance writer/Cathy is
an experienced freelance writer/copywriter and publisher of the A-Y-B
free marketing newsletter http://advertise-your-business.com
http://copywriting-for-websites.com
http://a1-newsletters.com
|
