Advertising on the internet is a sure-fire way to grab eyeballs. However, the purpose is not over by just making the ad visible to a greater number of people. You have to ensure that the people who see the ads click on them, visit the landing page of your website and finally turn into potential leads. The whole cycle must be completed before you finally pat yourself on the back for creating a successful ad. Let us now look at this cycle closely and examine the minute features of each stage in this cycle.
First up is the display or SEM ad. There are two key points here: creating an ad copy and visual that will appeal to users who are used to looking at internet ads by the hundreds and placing the ad in a space that will break through the clutter and make itself visible to users. Both of these points have to be considered while developing and positioning the ad. The ad copy must make it clear to the users what they can expect to find on the landing page that this ad leads to. There must not be any differences between what you promise them on the ad and the landing page that receives them.
The landing page is the next hurdle. Landing pages fail to make an impression if they deviate from the display ad that we talked about. Landing pages must make good what the ad talked about. These pages have to visually appeal to the users and also make for a good read. Additionally, you have to be concerned about the SEO perspective as well. Landing pages must have the right keyword balance and back-end optimization for search engine algorithms to detect them easily. If you don’t find the conversion rate of your landing page satisfactory, look at them with fresh eyes.
If your user leaves the landing page without making any clicks, you can make a last ditch attempt with another display ad. That apart, you have to look at your landing page and display ad in unison. It may be that the users are not getting what they are looking for or your landing page is packed with too much information. In that case, change the format of your landing page and test again. Keep testing till you hit a higher conversion rate.