March 31, 2020
How to Optimize Online ADs and Convert Them into Sales

How to Optimize Online ADs and Convert Them into Sales


I’m going to talk today about how to optimize your conversion rate from a social media platform or Google Ad Words to a sale. There’s really three steps — three primary steps. There’s more than that, but let’s say there’s three steps in order to monitor the overall conversion rate. The first one in the social media platform or when a user or customer is on Google. And that is their view to click through, and that’s click through rate. The second one is when they land on your landing page or when they arrive on your landing page, they have a conversion rate to actually fill out the call to action form that you have for them, such as, “book your appointment now,” “click here,” whatever it is your call to action where you get their contact information so you can then follow up. And the last element that you need to track is key performance indicator is simply their conversion rate, sales conversion rate of that lead. So when you put those three together, you get an overall customer acquisition cost, whether you are using paid or organic I really recommend using paid, you get an overall cost association with that view to conversion on the landing page, there’s dollars that was probably spent on creative that you need to take into account for again, that conversion cost, and then over here on the other side, we have a sales rep that is returning a phone call, is getting a commission, all of those cost, those fixed cost and variable cost, will go in the customer acquisition cost, or CAC for short. The way that I recommend that company start their optimization is not with optimizing the landing page, but optimizing through what is working in the creative AD space. I like using Facebook, it has a brilliant AB system integrated into the AD purchase or the AD acquisition. For example, you can create specific target markets. I usually start with three different target segments or personas, and then I’ll create three different AD sets around those personas, which gives me nine different data points. I’ll simply just test those, I won’t even care about the conversion on the landing page, All I care about is the click through. That then informs who my audience is and what messaging is resonating with that specific audience, then use that information to populate my landing page, And then, once the landing page is informed, and correctly aligned with the creative and the messaging that the Facebook AD has given me. Simply just dump more money into Facebook and continue to refine and play with different elements in order to optimize that click through rate, and then I really start paying attention to the conversion rate of the call to action or CTA for short, and so I can optimize is it 10%? How do I make it 11%? How do I make it 12%? How do I make it 20%? Right? So continuing to refine that messaging as well. And then the last part, probably the most important part, is how do I get that conversion rate for that customer? When the sales rep contacts the person through email, is there an alternate way they can communicate that has greater impact. All three things are important. Again, I recommend starting over here with your Facebook ADs that will give you information about who your target market is, what’s resonating with them. It will inform your call to action landing page, and then from there, your sales rep really need to be dialed in to maximize that overall conversion rate, We’re seeing customers that are moving from a $2,000 cost per acquisition. That is starting over here at the front of the funnel, all the way to the bottom of the funnel. They’re decreasing that from just a few hundred dollar per customer in a very few short few week window. The way they’re doing that is continuing to pay attention on a daily basis to those three different key performance indicators or KPIs. I hope you found this useful. If you have any questions, feel free to comment down below.

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