Where to optimize? Landing page CTR? Offer conversion rate? CPC?

I'm running a campaign right now and trying to find ways to optimize. I won't go into specifics but I'm running native ads that send users to a landing page on my website and the links in my landing page go to a free supplement trial offer. Pretty standard stuff.

Now, my campaign is squeezing out a thin profit margin so I'm trying to figure out where I can optimize. Around 12% of my landing page visitors are clicking through to offer page. Of the visitors who hit the offer page 3% are converting.

So I'm trying to decide where I should be focusing attention. Is 3% a good enough conversion rate or should I try another offer? Should I be seeing more than 12% of my visitors click through to the offer page?

Further, should I care about how effective my banners are if I'm paying CPC, not CPM?

Ask the AM what the average CR is. How expensive is the product? If you are pleased with the traffic then focus more on the landing page than the ads ctr.

It's a $0.99 shipping trial offer. I think the rebill is around $70 monthly. The offer is relatively new so the AM doesn't have a lot of data on it. I'm told 3% is pretty average for these types of offers but I'm not totally sure.

This is where the magic of split testing comes in.

Make new landing pages or make slight changes, drive some traffic, analyze the results.

Do the same with your ads.

Are you using a frontend tracker?

Dig into your metrics and see if you can see certain KPI's not working. Example - Android / iPhone may be doing really well but Windows phones arn't. You can redirect none converting metrics to new offers / landing pages.

For the clicks that are converting - start split testing your landing page to see if you can squeeze a bit more CVR out of it.

Some good advice here. Thanks all. I'm working on some changes to my LP. I'll keep this thread updated with progress.

So google analytics showed about 90% of my traffic is mobile. The offer page isn't optimized for mobile at all so I'm going to try a new offer I found that is. I've also made some optimizations to my landing page to make it look/function better on mobile. I'll update once I've gotten some new data in.

thadudeabides said:

So google analytics showed about 90% of my traffic is mobile. The offer page isn't optimized for mobile at all so I'm going to try a new offer I found that is. I've also made some optimizations to my landing page to make it look/function better on mobile. I'll update once I've gotten some new data in.

Click to expand...

A tip get yourself some better tracking tools. Google analytics alone won't cut it. Take a look at this post: https://ppcmode.com/marketing-tools/

Also, never just make a change - always split test as you never know what is going to happen. If people had the ability to "know" something was going to perform better than the previous page, then their wouldn't be much work for us marketers

12%*3%
Dude,you should find another campaign.

Work on the Google Adwords campain. How many keywords are you running your ads for?

Re-target the other people that are not buying.