The difference between a campaign manager and good campaign manager? The latter won’t stop just stop a campaign when the ROI is too low. He will try to optimize the landing page and conversion funnel first.
Quite often I’ve heard people say something like: “we’ve stopped with Adwords, couldn’t even break even”. There’s three main questions I’d ask:
1. did you optimize the campaign actively for 3+ months?
2. did an expert manage your campaigns?
3. did you optimize your landing pages and conversion funnels?
If one of these questions isn’t answered with “yes”, I call bullshit. You haven’t really tried to set up a profitable campaign.
So. I’ve got Adwords and a landing page. What now?
Now we’re going to optimize your landing page so every visitor will convert. Not really though, but aim for the stars, right?
Let’s start with some best practices. After that we’ll start optimizing by testing.
Does the landing page actually match the ad?
Let’s start with the most obvious question. If your ad title says “Black RC Helicopter”, people will expect this to be the exact page title they are landing on. Have a look at your ads and your landing pages. Do they add up?
If you are running display ads, does the design of the Adwords ads match the landing page? If not: optimize either the ads or the landing page to match the design of eachother.
Do you have a clear call-to-action?
And I mean one call-to-action. Not five.
People are triggered by your ad that shows a promise. With your business you solve a problem for your customer. In your ad you promise to solve that problem, if you click on the ad.
Now on your landing page, make sure you follow-up on that promise. If your goal is to sell, the call-to-action is a buy-now button. If you’d like to offer a brochure in exchange for an e-mail address, make that your CTA.
Does your landing page contain a lot of copy? Make sure that when scrolling a CTA is always visible. Be it via a sticky menu or sidebar or via textlinks of buttons breaking the text.
Are you focussed on listing benefits, not features?
If you are aware of your benefits apart from your features? Good. If you know the difference and you are focussing on your benefits, even better.
As said, with your business, product or service you are solving a problem for your customer. Listing benefits in most cases will connect better with the need of your customer.
Here’s an example. Let’s say I sell a black RC helicopter. And you need a black RC helicopter. What would work better to convert you?
- 30 cm rotator span
- Mat-black finish on the coating
- Can fly up to 30 miles per hour
- Small enough to fly indoors, strong enough to fly outdoors
- No rusting due to special coating
- It’s so fast, you’ll never get bored
See what a I did there? I listed three features and highlighted the underlying benefit in the second list. A feature most likely solves a problem, but addressing the actual solution to the problem is most likely stronger.
Think of it this way: you’re not selling a product. You’re selling a solution
Is the language engaging?
Nobody wants to read boring, long copy that just lists features. We all want to read interesting things. We want to be spoken to in our own language.
If you’re not good at copywriting, do hire a copywriter.
Here’s a few tips:
- Ask a question now and then.
- Highlight your customer’s needs.
- Dont be bland, stand out from the crowd with your copy.
- Don’t be too formal.
- Write with passion.
Does your landing page display social proof?
If other people are doing it, it must be good. Nobody will walk into an empty restaurant at 20.00. This is what we call social proof.
There are multiple ways to incorporate social proof. Here’s some tips:
- Include quotes from clients. Bonus points for adding pictures of your clients.
- Display the shares on facebook and twitter.
- Show a Facebook block with your Facebook fans.
- Display how many people have bought your product.
- Show user statistics of your products or services.
Let’s start testing
So. You think you’ve covered your grounds? Good. At this point you should have a landing page that you are proud of. You stand behind it. You’re certain this page will convert.
Now, let’s change it anyway.
Don’t hate me yet, though.
This is where I advice you to start an A/B testing tool. Personally I love using visual website optimizer. What I love is that you don’t actually need to know how to code.
The image below is for a landing page of a campaign I’m managing.
I can just click the orange button and a menu will appear. I click Change Styling and I’m off. Within 30 seconds I have made an split-test with a green and orange button. Cool, right?
And you need this.
You every-day campaign manager will take care of your Adwords traffic
A good campaign manager will try to optimize the landing page of your Adwords traffic.
An awesome campaign manager will split-test his landing pages.
Of coarse if you’re a bit bigger, you might have different people do this. If so: make sure the traffic manager talks to the landing page optimizer.
What have you got to share on optimizing your landing pages? Have you got any tips or do-nots to share? Do comment!