3 Secrets to Our Marketing Success
A Lincoln marketing agency reveals their secrets to success and unveils what they check for in order to stay on top of every campaign.
1. A/B Testing
The magic of A/B testing is the ability to compare two things with similar language or images. For example, say a client wants to use the same photo for two different ads but wants to change up the copy. Doing this will allow a marketing team to see which image performs best. The same can be said for copy. You can A/B test copy by keeping images the same and switching up the language. This way, companies can really get a sense of how customers respond to certain products, images, language, etc.
Plus, A/B testing is not limited to just ads. It can be used when sending out emails, creating landing pages, and more. The Harvard Business Review writes that A/B testing has become so popular it’s “used to evaluate everything from website design to online offers to headlines to product descriptions.”
2. Battling Low Conversion Rates
One of the main things that we do as a creative design agency is to check on the conversion rates for our ads. Finding conversions, clicks, and impressions on Google Ads is pretty straightforward. What’s complicated is how PPC agencies handle those numbers and adjust ads in order to fight low conversion rates.
If we see an ad isn’t converting well, we like to utilize A/B testing, check on the audience that we are targeting, or consider whether or not we could get better conversions using the integrity of an ad, but on another platform. Different companies tend to perform differently depending on whether they are advertising on Facebook or LinkedIn. For example, if you’re aim is to target professionals, then LinkedIn is the best website for that goal.
In terms of a good conversion rate, Wordstream says that based on research “across industries, the average landing page conversion rate was 2.35%.” This will obviously fluctuate from one campaign to another, but it’s good to have a number in mind when checking our ads on a weekly basis.
Read all about the positive conversion rates we created for a credit union right here.
3. Reversing Ad Fatigue
Ad fatigue is a regular occurrence that can happen to any campaign. In short, fatigue means that an advertisement is being shown frequently, causing a target audience to see the same ad over and over again. That audience then becomes “fatigued” at seeing the same content and generally interacts with it less often.
As a PPC agency, it’s crucial for us to check on ad fatigue and keep in contact with clients so that we might update the verbal or visual intent on an ad. By doing this, we are able to show the same audience something new, while still getting the same message across. Apart from updating imagery and copy, we also change our bids on ads. How much you are paying for an ad to run can greatly affect your outcome. As you might have guessed, the more you spend on an ad, the more people you can reach. However, there is a cost-effective method for changing bidding and reversing ad fatigue. CPM. CPM is the cost per thousand impressions. Inc. writes that “if you’re running a CPM campaign optimized for conversions, a high ad frequency won’t necessarily raise your costs.”
Want to see how we approach an entire campaign? Check out our work with Certified Piedmontese here.
As a creative design agency, we watch our ads diligently and use the above tricks in order to produce the best results for our clients. Want to find out more about working with PLAY?