Creating and running an online advertising campaign requires detailed tracking in order to keep it as effective as possible. Measuring the effectiveness of ad campaign is the same as measuring its Return on Investment (ROI). There are different kinds of data to collect and analyze in order have the overall understanding of the campaign outcome and one of the most important type of data is the bounce rate which plays a vital role in your ad performance.
Bounce rate is the percentage of the visitors of particular webpage who immediately navigate away after viewing only one page or leaving without completing any action.
1. Optimize your ad campaign targeting.
Firstly, you have to make sure that the advertising arrows are accurately set towards your target audience.
If it is a search advertising run on Google AdWords choose your keywords carefully. Select relevant keywords through keyword planner tool. It will help to see the average monthly searches, competition level and suggested bid of particular keywords. Keywords can have different meanings in different contexts or industries and if you want your keywords bring you right traffic use negative keywords to reduce the risk of unwanted visits.
While running a display campaign your targeting depends on third party webpages where your targeted audience can be reached. In AdWords this webpages can be found in the Google Display Network. Before selecting particular websites do a proper research which will help you find both websites hosting your targeted audience and webpages used by your competitors to place their ads.
2. Make advertising content as relevant as possible.
After identifying your targeted audience and making necessary steps to target that audience you will need a creative and maximum relevant advertising content which will deliver a message your potential customers are looking for.
To do this you need to create a advertising content which is relevant to your keywords your targeted segment is Googling or websites where they are tend to surf. Here the relevance of the advertising content consists of two interrelated categories (one internal and two external).
- Internal category is the content which you use to target the segment of users you chose (i.e. keywords).
- The external ones are the content of your ad and landing page.
All these three categories of content must be solidly interrelated and maximum relevant to each other to have maximum effective online advertising campaign.
For example, when you are running a campaign containing a keyword ‘rent a car in London’ targeted to tourists from EU you may include that the keyword in the text of your ad as well as include some discount information on your Landing Page tailored special for tourists from European Union.
If they search for ‘rent a car in London’ and see a text where it says ‘Rent luxury cars. Find the best deal today.’ will be less relevant than the one which says ‘Rent a car before you arrive. Make your trip to London unforgettable.’
3. Optimize your Landing Page.
Now when we went through targeting and ad content creation strategies it is the right time to take into consideration the last part of the process which ensures that targeted users land on the right page.
To monetize your traffic you need to make them complete the desired action while they visit your website. To do it you must have a landing page which is optimized correctly. It must have a clear and simple design which content give answers to major questions of the visitor and is coherent with your ad content. Also, best landing page must contain content which is engaging and trustworthy.
Another thing you must take into account very seriously is your page load time. Page load time is vital for your landing page performance as it users tend to abandon the webpage if it loads longer they expect. For instance, 79% of online shoppers say that they won’t return to the website to make purchases which pages load longer than they expect and 40% of users close the page if the load time exceeds 3 seconds.
Read more about how to optimize your landing page here
11 steps to create a perfect Landing Page
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