Improving Customer Experience: 5 Ways to Optimize PPC Ads
Advertising has already become an integral part of the Internet and is found literally everywhere. Every year, marketers are developing new strategies, improving old approaches, and doing everything they can to hit their audience right on target.
At the same time, a huge problem remains that specialists do not always pay attention to the real needs of people. In the race to increase reach and profits, hands-on user experience is often overlooked.
According to various statistics, from 60% to 70% of people perceive advertisements negatively. Some of the ads may seem overly aggressive, irrelevant, and completely inappropriate. Today the principle is “show” rather than “offer” advertising. The overabundance of such ads has already led to the emergence of blockers (such as AdBlock), with which you can protect yourself from the vast majority of intrusive ads.
To eliminate the most common mistakes from your practice, as well as improve the relationship with customers, we offer you to get acquainted with five important factors to look out for.
1. Take full advantage of your targeting capabilities
The most common mistake when implementing advertising campaigns is showing ads to a non-target audience. Showing to “everyone” is considered a waste of money, which gives minimal results, and in some cases may even negatively affect the promotion of a brand or product.
To start using your budget effectively, you must carefully set up targeting, paying attention to all its subtleties. There are several main areas of targeting, as well as a number of additional ones that are taken into account when placing ads:
age and gender;
device from which viewing is carried out;
range of interests.
For example, if you are selling strollers, your target audience might be visitors who were interested, for example, in baby cots, clothes, toys.
Keep in mind that user information, including metrics, IP addresses, cookies, completed forms and baskets, will help you better shape your advertising campaigns.
2. Express understanding
The vast majority of modern ads have low ROI. The problem is that advertisers are trying to advertise a product or service rather than solving a potential customer’s problem. In turn, people see in the ad only a desire to sell the product, and not to help the consumer.
Pay attention to the emotional burden of your ad. Dry and gray templates like “buy two for the price of one” perform much worse than creative and smart ads. Before designing a campaign, you need to carefully analyze your offer and put yourself in the shoes of a potential client.
For example, let’s say you’re selling headphones and want to advertise a new model. Ask yourself: why should a person buy your products? Beautiful design, good sound, affordable price – competitors have it all, and they regularly use these tags for their ads. You also need to stand out from their background. Try to play on emotions. Instead of delivering cost and benefit to buyers, convey the comfort they receive as a result.
Understanding the needs of the target audience and using this factor when developing an advertising campaign allows you to create effective ads that are positively perceived by people and do not cause rejection.
3. Give customers exactly what they came for
Very often on the network there are high-quality advertising campaignsattracting the audience. Visually, everything looks great, a chic proposal. However, after clicking on the link, a person is taken to a page that only partially meets his expectations.
Sometimes several ad campaigns with different offers lead to the same page. This is usually a bad practice, as a result of which the visitor can simply get lost. If you’re offering someone a product, your landing page should continue to guide the customer down the chain from interest to purchase. Adding one more link to this chain (another product, for example) can lead to the destruction of interest and desire to receive a product.
Also make sure that your resource is stable and that all its elements are ready for the flow of visitors. Be sure to double-check the posted links and information on the page. If the offer on the page does not match the ad, the visitor is more likely to use a competitor’s services.
Think back to yourself when you are looking for a specific product on the web. From the first page, you open several tabs and very quickly close all that raise the slightest doubt, are poorly optimized or do not meet your request. This is the very problem that you need to fight.
4. Interaction with users
Regardless of the source from which visitors came to you, they should feel comfortable on the site. Make it clear to your audience that you really care about them and want to make literally every step of the collaboration journey easier.
Visitors do not always stay on the landing page of the ad. Having learned about one product or service, they can go to adjacent sections to find other relevant things. These transitions and interaction with the resource should be as simple and convenient as possible.
All navigation buttons, contact details, pricing, checkout and other elements should work perfectly and stand out from less important information. Don’t forget about content as well. The more answers to potential questions you can reveal in the text, the less doubts users will have.
5. Offer when it is most relevant
Customers buy products when they need them. The rest of the time, they can postpone the proposal “for later”. Your task is to analyze the audience and offer your products in those periods of time when they are most in demand. This is not only about seasonal items, but also about ordinary goods.
Forecasting is an important skill that allows you to anticipate a person’s need even before making a purchase decision. By showing your ad at the right time, you can significantly increase the likelihood of purchasing a product.
Google Ads has tools that help simplify this task, allow you to get acquainted with historical or statistical forecasts. Modern possibilities go so far that an interest in reading certain books can very likely mean a desire to buy some kind of shoes or clothes. Theme stores can take advantage of this forecast to get a potential customer interested in advance.
Think about how conventional advertising works. It starts broadcasting when a person has already viewed thematic resources or made a search and could already make a purchase. And this is absolutely not what you need.
Experiment and practice, analyze your audience, and always try to be one step ahead. Use these guidelines to optimize your ad campaigns, explore new approaches, and remember the importance of each customer.
The author of the article is Anatoly Ulitovsky, director of SEOquick