How To Increase Your Ad Conversion Rate
Conversion is the objective of advertising and sales. Your ads must convert to visitors and your sales pages must convert to profit. The process of advertising is to write better ads in order to increase your ad conversion rate. The rate must be high enough to deliver the amount of visitors you need to profit. Your sales page must be compelling enough to make adequate sales that pay for advertising and operating costs with profit left over.
There is a process that when applied will produce a profitable combination. Once the combination of sufficient ad and sales conversion is achieved, the amount of your profit can be increased according to your advertising budget.
Ads can appear as text, graphics or a combination of both. Basic ad copywriting includes a headline, claim, benefit, reason, proof and call to action. However, depending upon the size of the ad there may not be enough room to include all elements. So to increase your ad conversion rate you need to collect information that can indicate performance improvement.
In order to know that an ad converts to clicks you need to track and record results. Secondly, to improve your ad click rate you need to compare or split test at least two ads enough times to determine which ad works best. Each time a comparative test is run, a better ad will be discovered, and the value of your advertising increases.
The cost of search advertising is measured buy what you Pay Per Click (PPC). Each time an ad appears for a specific time or number of clicks, it is called a campaign. Campaign costs are usually measured as cost per thousand or CPM. One way to keep campaign costs low until you have collected enough data to increase your ad spend is to set a daily budget.
Although most search engines include campaign metrics for their advertisers additional tracking is important to gather more specific data that is relevant to your split or multivariate testing. For example, you may be testing the same ad in more than one search network so you need to know where the click came from.
Tracking codes can be very long and text advertising very short. In order to keep links shorter, increase ad keyword density, and include a tracking code, a popular solution is to use a redirect. For example, the location of the redirect on your site would be a subdirectory named for a keyword. In the keyword subdirectory, you place a redirect code in the index file that contains your tracking link.
When someone clicks on the link in your ad the visitor is sent to the subdirectory named keyword, the tracking code is triggered, and the visitor is then redirected to your landing page. Good tracking software not only counts clicks but can also track campaign ad sources, and other valuable information like visitor IP and what keyword was used to find the ad.
