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Any time you spend money advertising, you are
taking a risk that it might not increase sales.
Ultimately, the goal of advertising is all about
the ROI (Return On Investment). Publishers aim
to make more money than they spend. For every
dollar you spend in advertising, you usually want
to make a profit of $2.00 or better. In many cases,
that means that you will need to monitor any changes
in sales and web traffic, and determine what specific
actions are resulting in the increased sales.
Why pay for keyword terms that are not converting?
Pay particular attention to what keywords result
in website traffic only, and what keywords result
in actual sales. Anyone can purchase traffic with
a keyword phrase like "free money", but how many
of those who click are going to translate to the
desired action on your webpage? By using qualifiers
and very targeted keyword terms, you can often
reduce the number of non-purchasing visitors you
are paying for. If the correct terms and phrases
are purchased, more website visitors will have
a genuine interest in your software, and that
will help maximize your ROI.
Use these tips to increase conversion rates...
Landing Page Design
When designing the landing page, think about
the action you want, emphasize it, and remove
all other distractions from the page. Using unique
URLs or special landing pages can be instrumental
in tracking the success of an advertising campaign.
Landing pages are also helpful when you conduct
A/B split-testing, sending users to different
web pages, and then tracking the actions that
result.
Keyword Advertising
In order to increase the conversion rate of keyword
advertising, create continuity between your keyword
and your landing page. Use the same keywords in
the advertisement and the landing page. Keep in
mind that landing pages do not have to be part
of a websites normal navigation. Webmasters can
customize landing pages to cater to a specific
audience, advertisement, or search term.
Other Items To Consider When Contemplating
Advertising:
When evaluating advertising campaigns, consider
whether the results will be long-term or short-term.
Long-term results from a short-term expense could
involve a website design. Short-term results are
generally things like ezine advertisements, that
result in sharp sales spikes that don't generally
last very long.
Also, consider whether the expense is a one-time
cost or an ongoing one. Equally important, determine
whether you can reliably track and measure the
results of the advertising campaign. Can the results
be reproduced by spending more money?
And finally, if you are unsure of where to begin,
and/or nervous about spending money, consider
running a test. If you are interested in buying
keywords, try setting a low budget for a couple
of keywords and see how they do. If you are interested
in buying banner ads, ask if there are any inexpensive
options to allow you to test the results. If you
are interested in email marketing, send a small
sample mailing. In any case, the sampling should
be large enough that the results will be meaningful,
but small enough that you are not risking a significant
amount of your money.
Ultimately, developers who spend advertising
dollars intelligently will make the most profit.
Related Articles:
How
to Locate Good Keywords
What
is a Sales Funnel?
Keyword Research
Tools
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Developer
101
Keyword Advertising