Why Landing Pages With E-commerce Buttons Won’t Work?

Why Landing Pages With E-commerce Buttons Won’t Work?

“I want a landing page with a buy now button”

“Build a set of landing pages — one each for our products — so that we get sales”


I see this day in and day out. I get requests like this every time I get to work with a client looking to run Facebook ads or Google Ads. Maybe it’s something to do with the Human psyche? 


Or is it pure greed? Or is it impatience? 


How is it that you expect people to see your ad, click through, and then buy?

Why is it that we expect things to be different online when whatever it is that you expect never happens offline (say, if you had an actual physical store?). 

How do you expect people to buy from you, off of your landing pages with e-commerce (especially if they don’t know you yet, they trust you enough, and they aren’t exactly sitting with a pile of credit cards waiting to swipe)?


If you ever hoped to create a landing page showcasing your product or service and expected that people will buy directly off of that page, it’s only going to cost you time, money, opportunity cost, and a big fat set of bills to pay while you have nothing to show for it all. 

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Promoting landing pages expecting people to buy right away is a lost cause.

That’s not how it works. 


Here’s why: 

Your website visitors arrive with mistrust 


Given the way we are, we’ll first arrive at a website not knowing what to expect or at least with a big ball of mistrust.

The only way to ease your visitors’ lack of trust is to ensure that their experience (while they are on the site) be as smooth as possible while you do everything you can to gain their trust as soon as possible. 


Everything from how well your website is designed, how easy is it to navigate your website (and find what they came to find), and how quickly you can establish trust will matter. 


Of course, it goes without saying that your website should also load fast (because slow loading websites only go on to let customers know how sloppy you are)


Read: How to Increase WordPress Website Speed (10 Proven Platforms)

People don’t buy on the first date 


Unless you are selling alcohol, emergency medication, cigarettes, or something else that people don’t think twice before buying, your potential customers are not going to buy from you the first time they visit your website or e-commerce store


Your potential customers somehow found you online. They’ll arrive (with a tinge of doubt), they’ll browse, they’ll read a blog post or two.

They’ll visit your pricing pages, and they’ll let their experience dictate as to whether or not they should trust you (see above).


Whatever it is that they might do while they are on your site, chances are that they aren’t sitting there with their credit card in hand waiting to buy right off the mark. 


They’ll choose to wait. They’ll want to check you out more. They want to compare. They’ll want to look for alternative solutions. They’ll want to just sit, reflect, think, and worry. 


Stop expecting transactions with the Cha-ching sounds just as yet. 

Landing Pages are for Generating Leads 


If you have an e-commerce store or if you are building landing pages for marketing your products and services, the only allowed use case for your landing pages is to build landing pages for lead generation. 


That’s it. 


Here are a few popular ways to generate leads for e-commerce businesses

Read: 15 Ways To Create a High-value Lead Magnet In 30 Minutes or Less (No Tech Skills Required)


You can’t blame Landing page builders like Unbounce or LeadPages to make some “e-commerce landing page” templates available — they do it for popular demand.

But that exact popular demand for e-commerce landing pages is the reason why I am writing this to you — just because there are templates available with Unbounce or LeadPages doesn’t mean that you should use them.

If you are to use landing pages, use them for lead generation.

As you sign up leads, send emails to nurture them and then send them offers occasionally. This way, you have a more sustainable way to sell your products and services.

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How to Integrate MailChimp With Unbounce

How to Integrate MailChimp With Unbounce

Chances are that you are using MailChimp as your email service provider. It’s popular, and so I could almost guess. Integrating your Unbounce Landing Page(s) with MailChimp is one of the first things you should do to ensure that you collect all your leads in not only within Unbounce but also as a “list” within your MailChimp account.

As soon as leads sign up on your Unbounce Landing Pages (or Unbounce Pop-ups or Sticky bars), those lead details are automatically pushed into the specific lists that you’d specify.

If you’ve never done this before, please note that you’d have to create a list (or have a list ready to be integrated with Unbounce)

  • Unbounce natively integrates with MailChimp. Plus, it integrates with a few other Email Service Providers, marketing automation platforms, and also Zapier (which in turn helps you connect Unbounce with several other popular email service providers such as Drip, marketing apps, CRM systems, and more).
  • Be sure to have admin level access to your MailChimp account as you go about integrating your Unbounce landing pages with MailChimp.
  • You only have to Integrate your Unbounce account with MailChimp once. After doing so, Unbounce automatically helps you connect with one of those specific Mailchimp lists that you’d have created earlier
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Once your Unbounce account and Mailchimp account are connected, you can:

  • Trigger autoresponders (Using MailChimp automation) to deliver lead magnets, coupons, or whatever it was that you promise on your Unbounce landing pages or coupons).
  • If you aren’t sending out autoresponders, welcome messages, or customer welcome sequences (and I wonder why you aren’t doing that yet?), you’ll at least have a list of people who’ve signed up on your Unbounce landing pages or pop-ups.
  • Use these lists (as CSV files downloaded from Unbounce or as MailChimp lists) to create Facebook audiences (by uploading these lists as custom audiences within Facebook). This is will be a crucial Facebook audience which you can include or exclude while launching Facebook ads (similarly applicable for Google Ads).

Exclusive for fetchprofits readers (not available elsewhere): If you don’t have an Unbounce account yet, sign up for a 30-day free trial and also get 20% off for the first three months

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How to Run Facebook Campaigns

How to Run Facebook Campaigns

Ever looked at the options available for you within your Facebook Ads Manager?

It’s bewildering, to say the least.

Seasoned pros (me included) often struggle with the ever-changing Frankenstein that the Facebook ads platform could be.

If experienced pros could find the Facebook ads platform perplexing, ever imagined how a non tech-savvy business owner or rookie marketers could feel?

But then, you can’t avoid Facebook at all.


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The behemoth that it is, Facebook gives you the potential to reach about 2.1 billion people in the world. On top of that, you also get access to a cool million on Instagram.

Before you get anywhere near Facebook ads, you need to understand the various campaign types and objectives available to you

Read this, grab a cup of coffee, and plan your campaigns better.

Here’s what you should know before you even try to find out how to start Facebook campaigns:

Install The Facebook Pixel

Without installing the Facebook Pixel, there’s no point in trying to learn how to start Facebook campaigns.

Absolutely everything you do with Facebook beings and ends with the Facebook Pixel. Don’t even proceed without getting this part right.

So, let’s start with the basics:

Facebook provides you with a two-part javascript code that you’d need to install on your website.

The Facebook Pixel is a Javascript code that comes in two parts:

A generic part of the pixel should go on every page of your website.
The event code that should show up right below the base pixel on pages that only show up when certain actions are taken — such as when a lead signs up, or when a product sale happens. More often than not, these are “.thankyou.html” pages. The exact URLs of your destination pages really depends on the platforms you use.

Watch this video to find out how to add your Facebook Pixel properly:

Think Strategic: Ask Yourself The Right Questions

If starting Facebook campaigns was easy enough, everyone would profit from it. But the truth is that not everyone gets it right. The reason? You are not being strategic enough about your Facebook Campaigns. You are thinking “How to Start Facebook Campaigns” instead of thinking “Why Should My Potential Customer Care?”

Before you go anywhere near your Facebook ad campaigns, you’d have to sit down and think about a few things:

  • Given your market (and your competition), where does your business stand in terms of reach and branding?
  • At the moment, what’s your digital marketing setup like? What do you do now to get traffic to your website?
  • Why should your customers consider your business or buy from you? What’s your USP?
  • What are you selling, at what price, and what’s your profit margin on each sale?
  • Will your customers place orders on your website or do they make transactions offline, or a mix of both?
  • Without even considering Facebook Ads (or Google Ads), what’s the marketing flow like? How does it all work?
  • If you do put up Facebook ads, what’s the offer you are willing to make? Will you make some free offers? Give something away? Deliver a coupon for your e-commerce store?
  • What are the exact campaign types you’ll start with?
  • What is your marketing setup like? What are the various tools you’ll use to make it all work for you? In short, what does your marketing stack look like?


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Landing Pages: How To Use Them (& When Do You Not Need Them)

Don’t waste time chasing designers and developers to get your landing pages built. Just use Unbounce or Leadpages. That’s it. The discussion ends here.

For certain Facebook Ad campaign types, there might not be a need to use landing pages at all. Facebook Lead Ad Campaigns, for instance, will make use of Instant forms triggered by regular-looking image or video ads.

You don’t really need landing pages when you use Facebook Lead ads since the Instant forms will work like landing pages and they’ll imitate the functionality of a landing page.

You also don’t need landing pages when you create Facebook Instant Experiences (but it won’t hurt to still use landing pages, just in case). When you use Facebook Collections (mostly for your e-commerce stores), you’ll make use of the “e-commerce landing page” like native Facebook experience to send traffic straight to your e-commerce store.

With the exception of Facebook Lead ads, you’ll need landing pages for every other type of Facebook ad campaign.

Read More:

Do You Need e-commerce Landing Pages? 

Importance of Landing Pages: Why Even Bother?

 

Start With A Proper Sales Funnel

Starting with the pixel (above) and your landing pages (unless you are using Facebook Lead Ads), you’ll need a proper sales funnel or a lead generation funnel (depending on your objectives).

For Facebook advertising objectives such as traffic, reach, and branding, you’ll need to optimize your landing pages and/or websites to do proper justice for those campaign objectives.

If you are using Facebook lead ad campaigns, be sure to have a strong offer, a compelling call-to-action, and a well-designed Instant form.

The rest of the campaigns (especially the conversion objective) you’ll need a proper funnel consisting of one of many landing pages, an ability to sync your leads to your CRM, an email marketing automation system, and a robust way to nurture your leads (done with email marketing).

Read More:

5 Steps to Create Sales Funnels That Convert

7 Stunning Examples of Sales Funnels That Work


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Embrace Email Marketing Automation

When you run Facebook ad campaigns, your primary motive isn’t to “sell stuff”. You are basically running Facebook ad campaigns because you want to generate leads (lead gen ads), bring more people to your website (reach & traffic), drive more people to your store (or offline location), or have people sign up for your offers off Facebook (on a landing page usually, using conversions objective).

Regardless of which campaign type you use for Facebook and how you generate leads, it’s email marketing as a channel that actually contributes to your sales. It’s the emails that’ll finally push your regular subscribers into customers.

Since you can’t be manually sending emails out each time someone signs up, you’ll need email marketing automation. You can easily accomplish this by using popular email marketing providers such as Drip.

Read More:

Sell Smart With Advanced Email Marketing Automation

Email List? Screw That. Build an Email Marketing Strategy That You Are Proud Of


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Understand How Facebook Campaigns Work

Let’s say you choose a special audience to target, targeting the United States. Assume that you were running a Facebook Lead ad campaign. “Leads” will be the final result on Facebook.

It goes without saying that you are paying for impressions or that you’ve chosen a particular target amount per lead acquired.

The moment you launch your campaign, Facebook gets into “learning” mode for your campaign. It tries to determine exactly what you are trying to achieve and tries to use machine learning and artificial intelligence to figure out who should be the right people to see (or act) on your ad.

As such, Facebook needs at least 50 conversion events (could be landing page views, leads, sales, viewcontent, pageviews, button clicks, etc. — whatever it was that you choose as a conversion event).

Facebook will need your conversion event to fire at least 50 times before it knows what to do with your campaigns.

Guess what? Most people end their campaigns even before they get a single conversion of any kind. They don’t let Facebook learn about their own objectives. Facebook doesn’t even get a chance in most cases (assuming you did everything right).

So, once you launch your campaigns, stick on (and avoid doing any major edits) until you reach about 50 conversion events.

Read More: 

How to Create & Run Facebook Ads Like a Maverick 

Facebook Ads for Shopify Stores: How to Sell Smart, Forever

 


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Drip Email Marketing Software: Sell Smart With Advanced Automation

Drip Email Marketing Software: Sell Smart With Advanced Automation

Email marketing has an ROI of 4300% (now, it might be even more). Email marketing didn’t die.

If you aren’t doing email marketing or if you are still focused on managing social media accounts or doing SEO like there’s no tomorrow, you are literally throwing money away.

Email marketing is the single best thing you could do for your business. Email Marketing just works. It’s also the reason why I write posts like why you should drop everything you are doing right now and embrace email marketing completely.

Of all the email marketing software you and I are both aware of, there are only a few worth considering: MailChimp, Drip, and Convertkit. Of course, Mailchimp is everyone’s favorite but you could quickly run out of its feature set. Convertkit and Drip are both powerful email marketing tools.


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Drip, if you look deep enough and if you work with it for as long as I have, offers the best value for money (especially with the host of features they recently added). Here’s how Drip email marketing software truly helps you sell products or services smart and with advanced email marketing automation:

Subscriber Timelines

Drip Automated Timeline
You’d know when an email subscriber signs up, but do you know what that subscriber did before he or she signed up?

Normally, you wouldn’t.

With Drip, however, you get a complete timeline of a subscriber — what your subscribers did before they signed up, the pages they visited and how many times per page, and more. This timeline continues even after your subscribers sign up — what campaigns they received, what tags have been applied to them, and precisely what they did with each email they get.

Think of it as magic.

Visual Automation

We are marketers and not logic gurus. For the life of us, we can’t seem to work with complicated code and APIs to create advanced automation workflows nor do we want to spend any extra time doing that.

Right at the outset, you get Visual automation and the ability to build automation workflows with Drip. You can do these visual automation workflows and build email automation workflows with Infusionsoft too, but we also know that InfusionSoft is also known as “confusionsoft” and that it’s way too much for regular businesses, bloggers, online businesses, and service-based businesses.

Email Automation Workflows

What makes Drip really powerful is the way you can create advanced (or simple) email automation workflows.

Trigger points (event triggers, sign up sources) lead to specific actions, delays, and decisions. Again, based on what subscribers do, you also have options to branch out into simple “Yes/No” paths that you can ease your subscribers into.

Drip Automation Workflows

Here are a few pre-made visual automation workflows you can check out and visualize as to how they work.

Liquid-based Personalization

Here’s something Drip does that absolutely no other email provider can: advanced personalization.

Drip uses Liquid templating language (popularized by Shopify). As such, you can do some really smart things with Drip with respect to email personalization.

But wait… why bother with email personalization?

According to RichRelevance, personalized emails lead up to 3X in clickthrough rates and in 3.8X in revenue per click. Event-triggered emails or emails that are relevant lead to more than 119% higher click-through rates than the regular “business as usual” emails.

When you send out personalized emails, you are really connecting with your email subscribers. Like, connecting one-to-many at scale. With Drip, you can do this:

  • Address people by their names by using something like {subscriber.first_name}. If you aren’t sure if you have the names of all your subscribers, you could do this: {subscriber.first_name | default: friend }
  • Use can use bits and pieces of liquid templating language for advanced inclusions such as countdown timers, or showing dates relevant to each subscriber (based on when they sign up, for instance).
  • You can edit a single email and add snippets to show up (or not) based on the status of your subscribers. For instance, a piece of content like “Buy my course now” won’t show up for people who already purchased your course. Instead, for existing customers, it’ll say something like, “Liked my course? Please leave a review here”.

Learn more about how you can use Drip for advanced email personalization.


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Visual Email Builder

Drip Visual Builder

Drip originally only had text-based email styles for us to use. I am a huge proponent for emails written and delivered this way minus the fancy HTML and images since these emails would look more personal (like you are writing to a friend), you get better email deliverability, and your emails would look much less spammy.

If you wanted to use a fully-designed HTML template then, you’d have to depend on an email design specialist or use a tool like Designmodo to create emails in HTML and import them to Drip.

Drip, however, did introduce a “Visual Builder” which is very much like the Mailchimp’s email visual builder that you might be familiar with.

You now have the option of just sending plain-text emails (which I recommend) or build complete HTML-style emails using the Visual Builder.

Shopify + Drip = Magic

MailChimp has always had a great focus on e-commerce. Open up the MailChimp dashboard and you’ll see just how your email marketing contributes to your e-commerce sales. None of the email marketing providers (Including Drip) had that before.

Now, however, Drip has taken a route that’s more e-commerce centric. It’s working to be known as an ECRM (E-commerce Customer Relationship Management) tool instead of just an email service provider.

Featuring deep integration with Shopify, connecting your Drip account with Shopify unlocks powerful benefits for you to use with email marketing:

  • Drip natively integrates with Leadpages (the parent company that owns Drip) — so you get landing pages and email marketing software at the same time. Plays nice.
  • When you connect Drip and Shopify, your whole order history will be automatically synced — a comprehensive order history means you can beef up your segmentation possibilities. Want to pick out all of your customers who’ve placed more than $100 in orders over the past year? Well, now you can.
  • You get complete and detailed records and behavior of visitors. When did visitors first arrive at your Shopify store? What are the pages they browsed? How many visits did it take for a particular visitor before a transaction happened? Earlier, you had to copy a script from Drip and put it on all the pages of your store. Now, it happens automatically.
  • Trigger automation within Drip for product page views on Shopify. Say, your potential customer is checking out Leather jackets, send an email about five hours after they are done browsing. It’s like magic, you see?
  • Segmenting your customers is powerful, and you can do it easily with Drip and Shopify based on your customer activity. Segments could be just subscribers who grabbed a coupon, customers who purchased product X but not Y, customers who purchased product Z at least 6 times in the last 12 months, etc. Once you tag your customers or segment them, you’ll be able to send completely targeted and relevant emails.

Learn more about how Shopify + Drip Creates Magic For your Business

Direct Integration with Facebook Lead Ads

Drip + Facebook Lead Ads

You can connect your Drip account with Facebook Lead ad campaigns directly by choosing Drip as the CRM from within your Facebook Lead Ads CRM integrations. Leads collected from your Facebook Lead ad campaigns are directly sent to your Drip account so that you can grow your list, nurture your leads, and use email marketing automation to sell your products and services.

On top of that, Drip also allows you to build custom audiences with Facebook so that your email list syncs in real-time with Facebook custom audiences (and this audience is constantly maintained).

As more people join your list, they are automatically added to your custom audiences on Facebook.

Now, you can include your special “email list based custom audience” in your campaigns, create lookalike audiences using this audience, or even exclude these specific audiences from your future Lead ads campaigns.

Automated Lead Scoring

Drip lead scoring
None of the email service providers have anything close to Lead scoring. Lead scoring is like adding a wee bit of gamification to your email list subscribers. By assigning points to specific actions your subscribers take as they join your list, an average lead score is determined for each subscriber.

Based on those lead scores, you can automatically prune or purge your list (by setting up automation or rules), filter subscribers out while sending them messages and send out special campaigns for those with high lead scores.

Lead score feature alone is worth the monthly fee you pay for Drip. Period.


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Conversions & Analytics

As far as analytics go, every email service provider lets you see KPI pertaining to email marketing such as the number of emails sent, how many people you sent your emails to, open rates, click-through rates, click rates and more.

Both MailChimp and Drip, however, have a fantastic focus on e-commerce now. Using “conversions”, you can clearly see just the sale transactions resulting from your email campaigns.

Again, you’d have all the data you need based on the actions your subscribers take as in whether they purchased, or purchased for the third time in a row, or if they added an item to the shopping cart and left without doing anything.

Conversions and analytics with both Drip and MailChimp are the best in the industry and there are no second thoughts about that.

Note: If you were planning to use Drip for your email marketing automation, use this Drip pricing calculator to reflect their pricing changes starting January 14th, 2019.

 

How to Create & Run Facebook Ads Like a Maverick

How to Create & Run Facebook Ads Like a Maverick

Facebook will make it easy for you to believe that all it takes is an image and a bunch of text (we call it copy) to set up and launch a campaign on Facebook Ads. It’s easy. It takes almost no effort, and it’s almost a sin if you didn’t launch because you can launch a campaign even for a dollar or two.

Maybe, maybe not.

If you wanted to launch “any” campaign for the sake of it, it’s incredibly easy, really.

If you wanted to make sure that you get what you want (read: results), then it’s hard. It takes a lot more effort to make sure your Facebook campaigns work. We are assuming that’s what you really want out of your Facebook campaigns.


Ultimate Resource KitHere’s how you create and run Facebook ads that really work for your business:

Don’t Start Without Clarity

For your Facebook Ads to be successful, it’s not about the technical nuances of actually running and managing your Facebook Ads (though that’s important too). To ensure that your Facebook Campaigns are successful, you’ll need:

Customer Persona & Audiences: You are in business. Your products and services appeal to a certain type of audiences (if your business is for everyone, it’s a wrong business to run). Your job is to identify who that ideal customer is. For instance, your broad customer persona could be (you could get as deep and specific as you like):

  • White Male, lives in the U.S, aged between 22-35, loves sports (and hence brands like Nike, Reebok, etc.).
  • Caucasian Female, aged between 30-66, hardworking, lives in American Suburbs, loves magazines like Cosmopolitan.

Objectives: What exactly are you running the campaign for? What do you want out of this campaign? [No, sales aren’t always the only objective]

Offer: What offer are you making to generate leads, likes, interest, brand reach, or sales? Everything else you do below (for the campaign) depends on this offer you’ll make.

Forget Photoshop. Use SaaS tools

We still see a lot of clients stuck with Photoshop for creating Facebook Ads, among others. Don’t get us wrong; we aren’t against Photoshop. In fact, we have a never-ending love for Adobe’s Photoshop and what it can do for creatives.

Facebook Ad campaigns demand speed of implementation along with creative assets that work. For that, you don’t need to use Photoshop. You could use any of the several tools available on the market today that could help you create ads in minutes (not hours, and not says or weeks).

For your regular Facebook Ads, use tools like:

Canva
Crello
Visme
Bannersnack

If you want video ads, use:

Shakr
Biteable
Animoto
Vyond (called Goanimate earlier)
Animaker

Always Create Ads in Pairs (Do A/B Testing)

Whether you are experimenting with Facebook Ads or if you are a veteran advertiser solely depending on Facebook ads for the money, create ads in pairs. There’s no way to tell whether your ad will really work or not if you just depend on intuition, opinions, suggestions, or expert inputs.

Your own target market will tell you whether or not your ads are working, and you do that by creating your ads in pairs (like versions A and B) for split testing (or A/B testing your ads).

Want an example? The folks at Adespresso love to use Illustrations in their Facebook Ads. But because they know better, they also used an image of a real person as another version for the same ad (the one with the illustration).

When they tested both ads in a real campaign, see the difference the image of a real person made in the campaign as against their favorite mascot (an illustration).

Here’s that example by Adespresso:

Facebook Ads A/B Testing

As you can see, their “lookbook download” campaign led to a reduced $1.68 instead of their usual $3.13 per download (or lead generated).

Use Landing Pages, always

Using landing pages is not optional. It doesn’t matter if you don’t like landing pages or if you thought it’s a little much of a hassle to run your campaigns with them. I don’t care if it costs you to build landing pages. If your IT team or the developer duo you’ve hired on Upwork talk to you “against” using landing pages.

Without landing pages, your campaigns will lose even before you start.

Now, just because you do decide to use landing pages, don’t make the mistake of building landing pages with HTML/CSS3. I love websites built with HTML/CSS, but just not for landing pages.

You’ll have many landing pages to build and your landing pages will have to be built fast (like in days). You’ll also have a need to integrate your landing pages with a central system where leads are collected (like a CRM) and you’ll also have a need to trigger autoresponders and email marketing automation.

Just use Unbounce or Leadpages to get your landing pages built. Bonus: both these tools — Unbounce and Leadpages also come with several other features to help you generate leads and also have A/B testing for landing pages built right in.

Email marketing Automation Follows Campaigns

Your Facebook Campaigns (or any other campaigns) don’t directly make you money; they only help you get highly-focused, targeted, and relevant traffic. They help get you exactly those people who are primed to buy your products or services.

They still aren’t going to buy.

Not unless you put email marketing to good use.

By using email marketing automation — just use Mailchimp or Drip — you’ll nurture your leads. You’ll keep them ready to buy from you when they are ready to buy from you. Make use of campaigns, broadcasts, RSS-to-email campaigns, and several other campaign types to keep your leads nurtured and ready to buy. Email marketing automation isn’t something fancy;it’s just something you have to do now.

There are no shortcuts to this. Period.


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Top PPC Ad Campaign Mistakes You Should Never, Ever Do

Top PPC Ad Campaign Mistakes You Should Never, Ever Do

Running PPC campaigns well-enough to make them work for your business is ridiculously hard — not because it’s really hard, but because a lot goes into a campaign and businesses don’t usually take their time out to ensure that they implement PPC best practices.

Google ads or Facebook Ads might appear as if it all it takes to launch your campaign is just a few clicks.

The reality is far from that illusion. Understandably, many businesses and even seasoned marketers do PPC ad campaign mistakes that’d have been easily avoided. Avoiding those mistakes could mean much less budget spent, better ROI, more customers, and profitable campaigns.


Ultimate Resource KitHere are a few top PPC ad Campaign mistakes you should never, ever do:

Launching With Defaults

Google and Facebook are massive platforms. The only reason why they exist is to make money off of your advertising. In fact, advertising is their only revenue model. As such, the default settings on those platforms for launching campaigns are designed in a way to make “them” money.

You can’t be careful enough here and that’s why you should start with only those campaign settings that make sense for your business.

For instance, consider this:

  • Run one campaign for one country. Don’t lump multiple countries into the same campaign.
  • Instead of choosing an entire country, choose only major cities. Or drill down deeper and target using specific cities, pin codes, or your locality (depending on your business).
  • Don’t choose “everyone” in a city. Only choose those who “live” in the city and not those who are “visiting” or those that are “interested” in that geographic area.
  • Choose to show all ads, all the time (and not just show popular ads) because you want to be testing your ads (so, you’ll need ads to rotate equally).

See what I mean? This will be covered in detail in another blog post.

One ad? Two ads? Three ads? Just how many?

If you are launching a campaign — whether it’s Google Ads, Facebook Ads, Twitter Ads, or LinkedIn Ads — always create ads in pairs. Like Ad A and Ad B; Ad 1 or Ad 2; or Ad X OR Ad Y.

Create ads in pairs because you’ll be testing ads from the word go.

Don’t let testing be an afterthought since you’d need a lot of data to make decisions and you have a better chance of gleaning enough data if you did split testing right from the start of the campaign.

Blowing up (or Starting with) Big Budgets

If you were a trillion dollar company like Apple, I’d suggest that you start with the smallest possible budget where you’d account for the budget for the main campaigns along with budgets for retargeting campaigns.

Campaigns of small businesses or startups run by egoistic entrepreneurs usually bite the dust because those specific business owners thought that running campaigns with big fat budgets is a matter of pride (something similar to buying a big ass car just to prove to the world that they’ve arrived).

You’d need to start with small budgets (just as much needed for your specific demographics and as long as the needle moves) because you’d want to test, measure, get a feel for the campaign’s response, make necessary tweaks while the campaign is live, test landing pages, and be sure that your email automation sequences are triggering alright.

Not using Landing Pages & Funnels

You are better off not running your campaigns at all without using landing pages and funnels. The only page people (your potential customers) should be visiting after they click on your ads should be your landing pages (or funnels).

Landing pages provide focus. Let grab your visitors’ attention, entice them with good design, make them take action thanks to your copy, and help people sign up for the offer you’ll make.

Read more:

LeadPages Review

Leadpages + Drip: The Ultimate Combination For Lead Gen & Marketing Automation

The Importance of Landing Pages: Why Even Bother?

What’s the number?

If there’s a phone number in your ad, you are likely to get much more engagement from that ad (and hence more bang for your buck) than without.

Ryan Shark of PhoneWagon writes:

“Mobile search will generate more than 73 billion calls (that’s a B). Google reports that ads with phone numbers in them lead to at least 8% better click-through rate than those without phone numbers. ”

“Call-focused search ads are one of the growing forces behind high returns from digital ad spend. In fact, BIA Kelsey estimates that $64.6 billion is spent each year on localized ads meant to generate calls to businesses”

Make use of Phone Call Tracking Software to give yourself dynamic phone numbers or numbers eligibile for inbound call tracking.

No nurture? No Future

The last step of the lead generation machine is to enable an email marketing automation sequence to nurture all those leads who just subscribed to your offers on your landing pages or funnels (above).

This doesn’t have to be hard at all. Using leading email marketing automation tools such as Drip or Mailchimp, you could easily create simple and effective email workflows to start nurturing your leads.

Marketing automation might sound fancy, but your business has no future without these nurturing sequences in place.

Lost without Retargeting

Not everyone who visits your website or landing pages will do anything that has intrinsic value for your business. Most people check you out and leave.

You paid money (or you’ve put in the effort) for them to arrive. Now, when they leave without taking any action, you owe it yourself to have them come back.

Do that with retargeting.

Retargeting causes an average lift of 1046% for branded search.

The CTR of an average retargeting ad is at least 10 times more than a regular ad
Online buyers certainly notice retargeting ads and consider revisiting or buying.

Be sure to split your total advertising budget in a way that you also account for retargeting.

What kind of PPC ad campaign mistakes are you doing?


Ultimate Resource Kit

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