If you spend thousands of dollars every month on your Google or Facebook Ads or SEO, I’m sure you’ve asked yourself how you could improve your ad performance. The problem that I’ve seen is that advertisers run ads, and designers build websites. So you end up with a lovely website, that looks nice and has lots of flashy pictures and sliders, but generally isn’t optimised to turn traffic into leads or sales.
Some of the “nicest” websites I’ve seen were the slowest and had the worst conversion rate. And some of the “ugliest” websites I’ve seen and worked with were blazing fast and converted like crazy.
Please don’t misunderstand me here. I do like nice websites, but how a website looks is secondary to how it performs. That is how fast it loads and how well it converts.
There is only so much you can do from an advertising site if the website is letting you down.
I’ve worked on hundreds of ad accounts, and I can assure you that your best ads won’t turn in sales if your website stinks.
On Facebook, for example, when you compare “click on ads” metrics with “landing page views” you want to see 100 clicks on ads result to 100 views of the landing page. However, I often see 100 clicks result in only 60, 40 or even 20 landing page views. So by fixing your website, you could get two, three, four or even five times as much traffic.
And it is not that difficult when you know what you’re doing.
So step 1: Check your website performance.
Step 2: Get the copy right.
Once your website loads fast enough with the content, you want to work on your copy.
Are people finding what they’re looking for?
Let’s say someone clicked on your kitchen renovations ad. Did they land on a page talking about kitchen renovations or bathrooms? Or cabinets? You wouldn’t believe how often there is a mismatch of an ad to the landing page.
And once you got that right, are you talking to your ideal customer, or are you talking about yourself? And how you’ve been around since 1992. There are many things you should and shouldn’t say at this stage.
Finally, do you have a call to action? Is there a way for people to get in touch with you?
Step 3: Conversion tracking
The only way you can optimise your ads is by tracking which ads convert and which ones don’t.
This is so foundational. I don’t think you should be running ads before you got this in place.
And finally, Step 4: This is when you want to start thinking about your design and how your site looks. The truth is, though, that this is where most web designers start and stop. So you never get a website that delivers what you want.
Many smaller businesses I’ve worked with over the years spend maybe $1000 a month on their ads. And often they’ve spent maybe $2000-$3000 on their website. I get it that money is tight when you run a small business. Still, suppose your foundation is not correctly built. In that case, any money you spend on ads won’t get you the returns you need to run a profitable business. The worst I’ve seen is when people spend tens of thousands on flashy websites that take forever to load. No joke, I talked to a business owner, that just launched his new website and wanted to run ads. His website took 45 seconds to load.
So, how do you find out if your website loads fast enough? First, you can go to Google Page Speed Insights and check your website. Or you can get in touch with us and we’ll have a look. https://cloudclicks.com.au/discovery