Building profitable ad campaigns can be a tough start for every store owner trying to get back in the game of winning profits. Especially when you’re just starting out, handling the Ads manager and optimizing it for maximizing the campaign objective can get tricky.
In this article, we’ll talk exactly about that – how to optimize your campaigns if you’re just starting out.
One of the biggest challenges of our time is our generation’s limited attention span. There’s just too much to scroll down and the internet is saturated with all kinds of content. What marketers and store owners must understand is that you are trying to stop the scroll and bring the spotlight to your brand and brand objectives. And that’s not an easy job.
Competition for advertising is at an all-time high, especially on platforms like Facebook. However, with the right strategy, tools and tips, you can be on the path to profitable ad campaigns. Here are a few:
1. Know Your Audience
The first step to building a successful ad campaign is understanding who your audience is. Who do you want to reach? Are they male or female? What age group are they in? Do they have children? These questions should help you understand what type of content would appeal to them. Once you know who your audience is, you can create content that speaks directly to the target audience.
2. Nurture Your Prospects
It is often said that it takes an average of seven interactions with your brand before a consumer buys your product. The chances of converting a prospect into a consumer at their first interaction are quite low except for a few exceptions. Low-value consumer products sell faster, whereas B2B products/services are much more complex.
This is why you should nurture your ideal prospects, keeping them engaged with your brand. Experiment with quizzes, promotional offers, discounts to keep customers aware and interested. You can also tailor your pop-ups and offers to each category of consumers. To keep the marketing flow more interesting, prioritize Thank-You messages and personalize the interaction.
3. Create Compelling Copy
Ideally, you need a brilliant headline and a great description that resonates with both the customer pain point and your product benefits. When you run online ads, you just have a few seconds to make a quick impression. That’s why your headline matters more than anything – keep it simple, carve it around the customer problem and induce emotional triggers.
If a customer notices your headline, the next step is to naturally look at the description. This is where you add value by emphasizing the benefits/features/offers/USPs and diverting the attention to the end solution.
The goal of prospecting is to identify potential customers and regularly communicate with them with the aim of converting them from potential customers to current customers. There are a few ways to do this.
Target your pop-ups and links as they have a high chance of converting. Add and customize pop-ups on landing pages, sub-pages and don’t limit them to the home page. On an average level, you should aim for at least a 10% opt-in rate for pop-ups. Segmenting your prospects based on their various stages and then targeting them with personalized email marketing campaigns is also a great way to forge success.
5. Optimize Landing pages
If your ad creative determines your CTR, then your conversion rate would be determined by your landing page. The perfect combo is the ad that receives a lot of clicks and the landing page that supports the ad message well. The optimization process starts with clear language that communicates availability, product descriptions and other key details that impact a purchase decision.
Practice a mobile-first approach for your landing pages and make your copy slightly more compelling and persuasive on LPs. It is important to provide a clear value proposition to your audience and you may do so by stressing the end-solution along with the benefits & added features. Then, iterate and tailor landing pages according to consumer activity & preference.
Here’s a quick recap of our main five points in building profitable ad campaigns:
● Know your audience
● Nurture your prospects
● Create compelling copy
● Optimize landing pages
When it comes to online advertising, it’s very easy to lose your money if you are not smart about it. The above steps can help you bring down a lot of common mistakes and optimize your campaigns for better results. For more tips and tricks, check out our other blogs as well.
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