Marketing isn’t what it used to be. The goal is no longer to get as many impressions as possible and people will eventually visit your store. There are now so many businesses that are entirely contained online and don’t have storefronts that can attract random passers-by. Traffic is no longer the number of people who see your ads, it’s the number of people who visit your website.
Attract Your Customers
To attract customers, you need to know who your audience is. You should already have a general idea of who will want your product because you created the product with people in mind. Getting the right ads created and targeted can be more difficult than it seems. If you have the right keywords, images, and verbiage in your ads but they are going to the wrong audience, or vice versa, you will not see good site-conversion results.
Focus, Focus, Focus
There are so many business owners that believe the best route is to get their ads out to as many people as their product could serve. Say your business sells ankle and knee braces. Think about every single type of person that could possibly need these products — almost anyone at any point in life. So, the key is to focus on two parts of your potential audience, like runners/certain athletes of the age range 25-50 and arthritis sufferers age 50-65+, then create two ads. If you try to encompass high school athletes and people with other conditions, then your target audience will not be well defined. The two ads will cater specifically to those demographics.
A big problem that business owners have with this tactic is they start panicking that they aren’t reaching everyone. Instead of seeing that their ads have reached 20,000 people and 150 website clicks, they see they’ve reached 11,000 people with 50 website clicks. What they might not see is that the first attempt had one purchase and the second had 15 purchases. Now the owner can see exactly who was clicking which ad the most and perhaps expand on that specific audience.
Reel ‘Em in With (Good) Keywords
There are a lot of spam marketers out there that bid on big, “most searched” keywords to try and gain you as an accidental customer. Consumers see this every day when we search for something and are lead to possibly the least helpful website. This is not a way to good a customer base. Sure, you have a lot of website clicks which looks good on initial viewing, but you also haven’t sold anything. Worthless keywords are more dangerous than you might think. According to Entrepreneur, “The conversion-less keywords in an account typically produce 72 percent of its clicks and eat up 76 percent of ad spend.” That’s a wad of money down the drain. So, finding the right traffic will make you money while keeping your advertising costs down.
Now that you’ve optimized your keywords and defined your audience, you can do A/B testing to find out what else you can do to increase your profits. This kind of testing takes time. Small improvements over a few months is a nice rate to expect. A/B testing is a subject in itself, though. For now, you have the starting knowledge to begin to get better conversions to your website.