In the paid conversion world, the clicks can be like the holy grail. But if you really think about it, the clicks only tell you if people are coming to your content. They do not disclose whether they stay or not.
But how do you know if your content is compelling and emotionally resonant enough to convince your audience to stay and ultimately buy your product or service? One metric that’s supposed to be the clearest indication of this is conversions – if your ad convinces someone to download or even buy something, it’s worth selling.
In your ad campaigns, the best way to measure your content’s conversion power and, in turn, its resonance is cost-per-conversion. Read on to learn more about what exactly it is, the formula it calculates, how the bidding process works, and some guidelines for creating creative and compelling ad copy.
Cost per acquisition (CPA)
When brands choose a cost-per-conversion pricing model while advertising on online advertising platforms, they pay for any conversions, such as sales or form submissions, or ad campaigns. their fox will generate.
Most conversion marketers prefer a cost-per-conversion pricing model because they can set a definition of a conversion before advertising starts, and only pay when their desired action or conversion occurs. out.
The per-convert auctions are not the same as your typical antique auctions. Advertising platforms, like Google, want to level the playing field when leveraging the size of their reach, so instead of the highest bidder always winning the auction, the bidder has a Rank. The highest ad always wins.
AdRank is calculated by multiplying the maximum cost-per-conversion bid by the ad’s quality score, which is calculated by measuring the page’s relevance to the keyword, user experience, and clickthrough rate. This means that organizations cannot get top rankings for whatever keyword they want just because they have the largest advertising budgets. Their content should be compelling.
Google wants to encourage the best advertisers to advertise the best content on their search engine results pages, so they reward the ads with high quality scores with higher ad rankings and lower cost per conversion.
Likewise, they also want to discourage bad advertisers from promoting bad content, so advertisers with a low quality score will usually only get a high ad position if they pay a large cost. per conversion bid. If they wanted to pay a lower cost-per-conversion bid, they would have to settle by being at the bottom of the ad rankings.
To generate as many conversions as possible within the limits of your ad budget, consider using Google Target CPA bidding. Target CPA bidding uses machine learning to analyze campaign historical conversion data, suggest optimal average target CPA, and optimize all of your eligible bids automatically. to meet the average target CPA you’ve set for all of your campaigns.
If you use target CPA bidding, some of your conversions may cost more than others because your quality score or your ad auction competition may fluctuate, but Google will do its best to keep your cost-per-acquisition as close to your average target CPA as feasible.
The cost-per-acquisition formula
To calculate your ad campaign’s cost per conversion, take your total ad spend and divide it by the number of conversions generated.
How to optimize your cost-per-acquisition
Because your quality score, which measures the positivity and relevance of the experience your content provides, is the most influential determinant of ensuring top ad rankings and hence, by generating more conversions, the best way to optimize cost-per-acquisition is creating compelling landing pages and ads.
When you sit down to write an ad or landing page copy, your goal should be to write something compelling that will capture the attention of a distracted younger generation squatting down in front of the TV. , with a smartphone handle and a slice of pizza.
So what’s the process of convincing your audience to skip the pizza, click on an ad, and convert on your landing page? Check out this three-step process for creating compelling ad copy and landing pages.
1. Arouse the curiosity of the audience
A little bit of scams helps a lot in marketing. Human is is biologically motivated to investigate our world rather than react to it. And if you can elicit enough curiosity from your audience that they can’t be dissatisfied, they’ll click on your ad. So don’t reveal too much about your offer – but make sure to highlight its benefits clearly and convincingly.
2. Selling feeling
Psychology tells us that Emotions drive our behavior, while logic justifies our actions after reality. Marketing confirms this theory – people associate Personality traits are as similar to the brand as everyone else. Choosing between two alternatives is like choosing your best friend or other significant person. The people we decide to live with make us feel something.
This is also the reason why introducing product features was a terrible persuasion attempt. Features that appeal only to the logical part of your brain, which science has shown barely motivates action or engages the emotional part of your brain. So don’t just get creative with your copy – get emotional too.
3. Design a simple yet convincing landing page.
Just because you’ve caught someone’s attention with your ad doesn’t mean your job is done. You still need to design an attractive landing page that clearly conveys the value of our offer.
To do this, consider piquing your audience’s curiosity with a compelling headline and subheading, removing any external links from your landing page so that visitors can only leave. Get out of your paid conversion funnel if they bounce off the page or convert and preview the video, which might explain the value of your offer in a way more compelling than text can be.
If you want to learn how HubSpot created it landing pages convert at 35% rate, see this blog post.
Instead of chasing clicks, pursue conversions.
Marketers will chase frivolous metrics for the rest of the time, and you may feel pressured to do the same, especially when your colleagues complain about massive turnaround growth. view or click their mouse.
But if you feel like jumping on that train, remember that, in marketing, the goal is to persuade someone to take your desired action. So, encourage your brand to resonate with your audience – that’s what really gets people to follow your content and drive them to take action. And make conversions, not clicks, of your carrot.