21 Jun What to Do After You’ve Optimized Your Client’s AdWords Account
This is Dale (okay, it’s really Corey, our Director of Campaign Strategy), however we’ll name him Dale for the sake of this submit). Dale is the Manager of Paid Media at an area digital advertising and marketing company.
Look at Dale’s face and inform me you don’t see your self 👀.
Dale is an AdWords wizard, a lot in order that he’s optimized his purchasers’ accounts to the purpose the place he can not get a notable conversion raise.
He’s tried all the pieces: altering bids, testing advertisements, including detrimental key phrases, sitelinks, geography focusing on — however it doesn’t matter what he tweaks, he’s unable to push past the dreaded conversion plateau.
Dale is caught between a rock and a tough place; he can both ask his purchasers for more cash to ship extra visitors to their not-so-specific website (rock), or he can hold banging his head towards his desk (arduous place, actually).
But wait, Dale! There’s one other method — one which doesn’t lead to head trauma. One that has the potential to supercharge your shopper’s advert spend and make it easier to retain extra purchasers (not to point out make you the hero of your company and the envy of your co-workers — ooh la la).
That “other way” is to give attention to the post-click expertise.
What is the post-click expertise and why must you care?
Before we outline the post-click expertise, we’d like to dissect what goes right into a conversion price.
A conversion price is the results of three crucial elements coming collectively:
- Your shopper’s providing (the factor or service they’re really promoting)
- Your shopper’s trade
- The surrounding advertising and marketing technique (that is the place you’ll be able to have the largest influence as an company marketer)
The advertising and marketing technique can additional be damaged down into pre- and post-click technique. The pre-click expertise is no matter occurs earlier than your shopper’s prospect clicks by way of on an advert — it’s what you’re already spending 80% of your day optimizing deep within the trenches of AdWords, Bing, Facebook, Twitter and Google Analytics. It’s all about getting folks to the following stage within the funnel.
The post-click expertise, alternatively, consists of no matter occurs after your shopper’s prospect clicks by way of — all the pieces from how precisely the touchdown web page copy matches the advert’s promise to how nicely the web page conveys the provide to how a lot the web page asks of your guests and whether or not the ask is aligned with the customer’s present purchaser stage.
You is perhaps pondering, Cool, however this falls exterior my job description. And you’d be proper.
But let’s face it, in case your company is just targeted on bettering the advert expertise, you’re drastically limiting the influence you’ll be able to have in your shopper’s on-page conversion charges. Convincing your crew to allocate time and assets to optimizing the post-click expertise will lead to changing extra of these clicks you’re employed so arduous to get.
The picture on the left represents the guests that drop off after they click on by way of your advert. However, allocating assets to the post-click expertise through touchdown web page optimization will help you drastically influence on-page conversion charges with out rising advert spend — extra just like the picture on the fitting.
Focusing on the post-click expertise (or the place folks land after an advert) gained’t simply enhance on-page conversion charges. It can influence different metrics you’re making an attempt to influence whereas optimizing in AdWords.
Here’s what I imply…
Let’s say your shopper is a Canada-wide different well being clinic. Right now you’re working advertisements for every of its 18 places, however your shopper has supplied you with a generic, catch-all web page on their web site, to ship all this advert visitors to. This generic web site web page lacks a transparent name to motion, and the copy doesn’t match the advertisements, that are hyper-targeted primarily based on location and repair.
Example of a generic, catch-all webpage, along with your advert’s provide circled in pink.
You know extra focused web page would carry out higher, so that you persuade your company to create a number of focused touchdown pages as an alternative. You create distinctive pages for every service this shopper provides (like therapeutic massage remedy, homeopathy, and acupuncture )and drive very particular advertisements to these corresponding pages. You may even go so far as to use Dynamic Text Replacement to make sure the search intent is mirrored from advert to touchdown web page.
Example of a focused touchdown web page, with a single name to motion and a headline which matches the advert copy.
In this case, by specializing in the post-click expertise with devoted touchdown pages, you’re indicating to the customer they’ve made a “good click.” Your company begins to discover a rise in on-page conversions, which ends up in decrease value per lead; you’re doing extra with the identical advert spend. But right here’s the clincher: Your shopper’s AdWords Quality Score improves, thereby — look ahead to it — decreasing CPC. (Insert mind-blown gif right here.)
Virginia-based digital company Workshop Digital did it. They had been in a position to check their method up to 20-22% conversion charges — 4 instances the leads their shopper was getting prior — with out driving extra visitors, however as an alternative by allocating assets to the post-click expertise.
What does specializing in the post-click expertise appear like?
The easiest and most impactful method to enhance the post-click expertise is to introduce touchdown web page design and optimization as a service your company supplies.
The first step is to construct devoted touchdown pages to your shopper’s campaigns utilizing finest practices and insights about your shopper’s trade from the Conversion Benchmark Report. (This will take some collaboration along with your shopper to decide which provides to roll out.)
The second step is to optimize your shopper’s pages to enhance the conversion price over time, like Workshop Digital did:
“We started testing everything from images to backgrounds, slideshows, videos, copy, headline placement, form placement, button placement. At first we just played around with what we thought would work. And we started slowly seeing improvements. Every landing page iteration we tested would get incrementally better.”
How to provide touchdown web page optimization providers at your company
Working touchdown pages and optimization into your company’s providing doesn’t have to be a mammoth process (we promise!).
Get everybody on board
We get it, there are a ton of people who want to purchase into touchdown pages and optimization earlier than your crew can begin working with it.
They’re such as you; they want proof that what you’re proposing will really assist the enterprise, the underside line and even simply make their lives simpler. Lucky for you, listed here are 4 causes you’ll be able to present your crew:
- Build long-term relationships along with your purchasers by launching and optimizing particular, focused campaigns versus one-off, generic campaigns.
- Unlock a brand new income stream to your company (Montreal-based digital company Webistry noticed a 23% enhance in income by providing touchdown pages and a 50% enhance in common retainer charges by providing optimization providers).
- Get forward of (or a minimum of on par with) your competitors, who would possibly already offer touchdown web page and optimization providers.
- Improve your shopper’s AdWord’s Quality Score and break by way of the conversion plateau… mainly impress the heck out of your shopper.
Price your providers
Working touchdown pages and optimization into your pricing could be tough, and what works for one company might not work for the following.
Is touchdown web page design a staple service of yours? Will you provide comply with up, upkeep and optimization providers? Or are touchdown pages merely an add-on that you just’ll educate purchasers to preserve themselves? Here’s how a couple of profitable companies already do it:
- Include touchdown pages in your retainer payment, like Utah-based Disruptive Advertising. They embody touchdown pages of their pricing, whether or not their shopper makes use of it or not. (And guess what? 95% of their purchasers do use it.)
- Charge your shopper for touchdown pages straight, like digital advertising and marketing company Third Wunder, who establishes a flat payment after which makes additions primarily based on the shopper’s wants, or Titan PPC, who costs a flat payment of round $500-$700 for a customized touchdown web page.
Pitch it to your shopper
Getting your shopper on board is barely totally different from getting your company on board, though the premise is similar: Show them the way it will enhance their enterprise. Here are a couple of factors that may stick.
- Sending advert visitors to your catch-all web page with a excessive consideration ratio is a waste of cash. Dedicated touchdown pages, alternatively, have an consideration ratio of 1:1, and due to this fact a better probability of conversion.
- Landing pages enhance ROI thanks to a precept referred to as message match, whereby your advert copy matches your touchdown web page copy.
- You can hold upping your advert spend… or you’ll be able to optimize what you’ve bought. Landing pages compound PPC efforts so you’ll be able to convert the visitors you’ve already bought, versus paying for extra visitors.
And for future purchasers, take into account doing what Webistry does and don’t give purchasers the choice. Landing pages and optimization are an important half their providing, and assist them get one of the best outcomes for his or her purchasers.
As a paid media supervisor, chances are you’ll by no means have targeted on the post-click expertise… but it surely may make your job optimizing a ton simpler.
Armed with the instruments required to construct and optimize your shopper’s ad-to-landing-page expertise, your crew will amplify your PPC efforts, influence the metrics that matter and, finally, impress and retain the individuals who matter essentially the most: your purchasers.