RESOURCES & LINKS:
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CrazyEgg: https://www.crazyegg.com/
4 Reasons Your Facebook Ads Don’t Convert (and How to Fix Them) [article]: https://neilpatel.com/blog/4-reasons-your-facebook-ads-dont-convert-and-how-to-fix-them/
Why Your PPC Ads Aren’t Making You Any Money (and What to do About It) [article]: https://neilpatel.com/blog/why-your-ppc-ads-arent-making-you-any-money-and-what-to-do-about-it/
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The first thing I want you to do is look at your landing page.
There’s tools like Crazy Egg which show you heat maps where people click, where they’re not, where they’re getting stuck.
This is really important because when you look at things from a visual perspective, you’ll understand what’s stopping people from converting.
And when you know what’s stopping people from converting, you can then tweak your landing page.
Not all of the issues with the ads are related to the ads.
In many cases it’s related to the landing page.
The second thing I want you to look at is your ads.
Who are you targeting?
Yes, copy’s important but if you’re targeting the wrong people it doesn’t matter.
With a lot of these ad platforms like Google and Facebook, you can do things like remarketing, which tend to have a higher conversion rate.
That’s when people already landed on your site, you can remarket them and get them to come back and the eventually buy.
Or you can do things like lookalike audiences.
It takes all your existing customers who are the right fit, who have bought from you, and it finds other people who are like them and it shows the ads to them.
When you do that, you’re more likely to target the right people so you’re generating more sale from your ads.
The third thing I want you to do it test your copy.
And not just test your copy in your ads, but also test your copy on your landing pages.
If someone’s going on Google and searching a keyword like MacBook Air, and you don’t have that keyword on your landing page.
You’re less likely to drive conversions.
Not only do you need it in your ads, you also want it on your landing pages, keeps a cohesive message, and you’re more likely to boost your sales.
The next thing I want you to do is survey your audience.
Majority no matter how good your advertising or CRO, they’re not going to buy from you.
So surveying them, finding out why they’re not going to buy, and you can use tools like Survey Monkey, once you figure this out you can make those adjustments.
You still won’t get 100% of the people who come to your site to buy, but you can improve those numbers.
Google Analytics and Crazy Egg doesn’t tell you everything, you need to talk to people as well to get their feedback.
The fifth thing I want you to do is try dayparting.
With dayparting, you’ll find that hey, if you’re in certain sectors like B2B, and your customer only buys from you from eight a.m. to five p.m., why would you show ads at seven p.m.?
Yeah, you may get clicks, but in most cases they’re going to be irrelevant and you’re going to be wasting money.
This way you can spend majority of your money during the right hours.
The last thing I want you to look at is what regions are you targeting?
If you’re not targeting the right regions, and you only serve certain amount of them.
You’re not going to really generate sales.
For example, if you’re a plastic surgeon in Beverly Hills, but you’re showing advertising in Florida, well Beverly Hills, California’s all the way on the other side of the United States from Florida.
So if you’re not targeting the right areas, you’re also not going to see any conversions and sales.
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