1. This site uses cookies. By continuing to use this site, you are agreeing to our use of cookies. Learn More.

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

Discussion in 'Media Buying' started by thadudeabides, Oct 25, 2015.

  1. thadudeabides

    thadudeabides Newbie

    Joined:
    Sep 6, 2015
    Messages:
    10
    Likes Received:
    1
    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?
     
  2. karupoiss

    karupoiss Elite Member

    Joined:
    May 16, 2012
    Messages:
    1,870
    Likes Received:
    595
    Gender:
    Male
    Location:
    Europe
    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.
     
    • Thanks Thanks x 1
  3. thadudeabides

    thadudeabides Newbie

    Joined:
    Sep 6, 2015
    Messages:
    10
    Likes Received:
    1
    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.
     
  4. asap1

    asap1 BANNED BANNED

    Joined:
    Mar 25, 2013
    Messages:
    4,961
    Likes Received:
    3,185
    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.
     
    • Thanks Thanks x 1
  5. Optic88

    Optic88 Regular Member Premium Member

    Joined:
    Nov 6, 2008
    Messages:
    314
    Likes Received:
    319
    Occupation:
    Fullstack Marketer @ PPCMode
    Location:
    KCMO
    Home Page:
    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.
     
    • Thanks Thanks x 1
  6. thadudeabides

    thadudeabides Newbie

    Joined:
    Sep 6, 2015
    Messages:
    10
    Likes Received:
    1
    Some good advice here. Thanks all. I'm working on some changes to my LP. I'll keep this thread updated with progress.
     
  7. thadudeabides

    thadudeabides Newbie

    Joined:
    Sep 6, 2015
    Messages:
    10
    Likes Received:
    1
    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.
     
  8. Optic88

    Optic88 Regular Member Premium Member

    Joined:
    Nov 6, 2008
    Messages:
    314
    Likes Received:
    319
    Occupation:
    Fullstack Marketer @ PPCMode
    Location:
    KCMO
    Home Page:
    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 ;)
     
  9. jesseidvert

    jesseidvert Newbie

    Joined:
    Nov 18, 2015
    Messages:
    25
    Likes Received:
    9
    12%*3%
    Dude,you should find another campaign.
     
  10. kubikdanon

    kubikdanon Jr. VIP Jr. VIP

    Joined:
    Mar 29, 2015
    Messages:
    244
    Likes Received:
    18
    Work on the Google Adwords campain. How many keywords are you running your ads for?
     
  11. IamNRE

    IamNRE Jr. VIP Jr. VIP Premium Member

    Joined:
    Aug 18, 2010
    Messages:
    4,786
    Likes Received:
    7,182
    Occupation:
    Generate Leads With FB Ads For Just $1
    Home Page:
    Re-target the other people that are not buying.