There’s A Very Quick Way to Waste Your Money With Pay Per Click Ads – Here’s How To Avoid It!
Every business online needs people to actually see their offers and one of the quickest ways to get that online traffic is through using paid advertising – aka Pay Per Click (PPC) ads.
Google of course is the ‘big Daddy’ of paid ads with Google Adwords, but more recently Facebook ads have been growing in popularity with businesses.
A lot of business owners mistakenly think that Facebook PPC ads are easy to do because Facebook makes it oh-so-tempting to dip your toe into advertising-waters with their handy ‘Promote Page’ and ‘Boost Post’ buttons!
But before you fire up your ads with money-burning abandon, let’s look at one VERY important thing which will drastically impact on the success of your ad…
Let’s assume that you’ve got a tempting offer, you’ve clearly identified your target audience (which could simply be the people who’ve liked your Facebook page or better still the thousands yet to discover your business!), you’ve got an eye catching image, you’ve figured out the hook in your ad headline, you’ve got a compelling description and a strong call to action…..
You lovingly craft your Ad.
Now let’s assume the purpose of this ad is to take someone from the ad to a page on your website (as this is a very common ‘most wanted action’ that you’d create an ad for). This is typically called a Landing Page as it’s where the person ‘lands’ from your ad. The Landing Page is where you’ve got the space to expand on what you want the person to do as a result of seeing and clicking on your ad : which could for example be to enter their email in exchange for a free something or other (free report, free estimate etc), to pick up the phone and call you, to watch a video then request more info via an email optin form, to sign up for a special offer – you get the drift.
You’ve created an Ad Funnel
So, the Person (let’s call them Stevie) sees the ad in their Facebook newsfeed >>> Stevie likes what he sees in the ad and ‘does’ the call to action by clicking on the ad >>> Stevie gets taken to the Landing Page…..
And that’s where the whole ad funnel falls apart.
WHY? Because the Landing Page is NOT congruent with the Ad.
The landing page must be congruent with the ad message, because it’s the ad message which has attracted the attention of your prospect. The ad has created curiosity and desire – the landing page must then deliver accurately on what’s promised in the ad because if it doesn’t you’ve created confusion and disappointment instead.
Which in turn does NOT result in Stevie opting in or calling you or taking up your offer. Which means you wasted your ad spend and you lost a prospective customer (and most likely annoyed them in the process)
Let me show you exactly what I mean :
This ad was from the Farmers Guardian in my mobile newsfeed (yep, when it says we help Rural Businesses with their marketing here at More Business Buzz it means we like all things Farmery!!)
The Promise in the ad is for a Free Bodywarmer AND 20% Off my subscription.
Nice! I like that offer….
I click on the ad….
I find……. articles about Dairy Crest and pig prices, and an ad for Lamma Xchange farm machinery equipment.
Say what???? Where’s my free bodywarmer then?? Where’s my invitation to subscribe with a 20% discount??
I scroll down the ‘landing page’….
BUT I find nothing relating to the ad that caught my eye just a moment ago….I click away and get on with my day. And the Farmers Guardian just LOST the chance to make me a subscribing paying customer, with my nice free bodywarmer. I didn’t click on the ad to find out about Dairy Crest and pig prices, but that’s what I was given on the landing page.
They lost my custom AND it cost them my ad click. Ouch!
And sadly this is such a common occurrence you wouldn’t believe it. Business owners set up an ad but then they drive the traffic from the ad to a generic page on their website which is nothing to do with the ad. In the hope that the person arriving from the ad will then hunt around on the website looking for what the ad related to.
Sorry – it aint gonna happen, and you will have burned through your adspend and declared that ‘pay per click ads don’t work’ quicker than a hungry piglet running for its trough at feeding time! (Apologies here to the Farmers Guardian for using you as the example – trust me you are NOT alone in making this mistake! Hopefully you will use this tip to save money on your adspend – Happy to help you out if you’re interested see below )
Simple and congruent is what works with PPC ads. Show me the offer in the ad. Show me the SAME offer on the landing page.
And when I say ‘the same offer’ I mean the SAME offer. Seriously.
If your ad promises a free e-book on 3 Ways To Calm Your Horse Through Better Diet, don’t take me to a landing page all about how to improve your horse’s Performance through diet. You might think I’ll be delighted that you’re talking about performance as well because all horse owners want a better performing horse, right? Wrong! I clicked on the ad because I wanted to know about how to get calm behaviour in my horse. Calm behaviour and better performance are two different things. You just created a disconnect and when that happens you will always sabotage the results of your ad. [Hint – that’s not to say you can’t mention performance on the landing page at all, but the primary message MUST be about calm behaviour to deliver on the promise made in the ad]
Here’s an example of congruency between an ad and its landing page :
So to wrap up.
If you’re going to use PPC ads (and I highly recommend them if you want to grow your business and improve your lead generation) congruency is KEY between your ad and its landing page. Keep the message matching from the ad through to the landing page and that way you’re improving your chances of the cost of each ad click resulting in your most wanted action from the ad.
This is turn will improve your conversions, which will give you better ROI on your adspend and help keep your ad costs down.
Do You Want This Level Of Sales Boosting Attention To Detail Using Ads In YOUR Business?
If you are a business owner and you want to grow your audience and increase your leads and sales using Facebook advertising (whilst also growing your email marketing list and website traffic), on Facebook we can get this set up for you within a week.
Maybe your current marketing budget is being used for SEO, or Print/Radio ads but it’s not pulling in the leads and sales results you want? Whether you’ve been dabbling in pay per click ads and Facebook advertising or it’s all new to you that’s OK.
Why not book a free, no obligation consultation about how we can grow your leads and sales FOR you, while you get on with day to day business! If this type of advertising isn’t right for your business (truthfully, it’s not the best option for a small number of certain types of businesses) we’ll be straight with you and tell you. So book a time to chat and let’s find out.