Top Ways to Optimize Ads for Increased Conversion
Top Ways to Optimize Ads for Increased Conversion.
Achieving true conversion in a marketing campaign involves multiple stages of a sales funnel. Therefore, it's crucial to evaluate and optimize different angles to increase conversion rates.
In this article, we'll focus on ad optimization, which is the starting point of the digital funnel. However, keep an eye out for upcoming articles that will cover a full scope of optimization techniques.
It's important to note that ad optimization is not a one-size-fits-all approach. Ad placement can significantly influence a consumer's mindset when viewing the ad, which can impact the effectiveness of the strategy.
Facebook Ad Optimizations
Facebook's algorithm may repeatedly target the same ads to consumers, leading to ad fatigue. Therefore, it's recommended to create several variations of ads that differ in creative, messaging, and brand benefits. A/B testing these variations can provide data on how each performs with the target audience. After testing, rotate the top-performing ads to avoid ad fatigue.
Google Ad Optimizations
Optimizing a Google ads campaign involves developing effective messaging copy and carefully selecting keywords. Similar to Facebook ads, creating variations of ads can help in finding the most optimized ad options for the desired outcome.
Messaging copy should align closely with the landing page of the ad. It's crucial to ensure that the ad's topic and the landing page align to avoid confusing users. Refining keywords at the start of posting and ongoing keyword analysis can help to purge underperforming keywords for better ad dollar spending. Additionally, utilizing negative keywords can exclude specific search terms and optimize targeting and ad spending.
Tracking the click-through rate (CTR) is crucial to determine the campaign's effectiveness. A higher CTR can lead to a better ranking, a lower cost for conversion, and a better quality score formula from Google. Analyzing the CTR and keyword performance can determine changes that need to be made within the campaign.
Optimizing ads for increased conversion requires flexibility and a willingness to change. While the work is front-loaded with ad variants and targeting, it's essential to track the data and complete optimization at every step of the ad process for optimal results.
