2. 與創建角色驅動的內容一樣，品牌應該將障礙內容直接納入其登陸頁面。障礙內容解決了可能阻止用戶轉換的障礙。障礙可能與成本、風險、緊迫性、質量等有關。障礙有兩種類型：隱性和顯性。顯式障礙是指有人在他們的查詢中包含障礙。例如，假設您的品牌是 T 卹訂閱盒服務，並且有人搜索“dad bod t shirt”，那麼您可以圍繞 T 卹製作一些非常適合“dad bods”的內容。這也與 #1 相關，確保登錄頁面符合用戶的意圖。隱性障礙是隱含或假設的障礙。再次以 T 卹盒服務為例——假設客戶最關心的問題之一是領子下垂，而您的襯衫領子不會下垂。當用戶在“添加到購物車”按鈕的視圖中時，這將是一個很好的區別特徵，可以用於產品描述。關鍵是，無論你賣什麼，障礙都存在。將他們放在首位和中心——以及早期——是增加訪客轉化為客戶的可能性的最佳方式。
一種已被證明非常成功的策略是使用出價修飾符。出價修改器允許對我們的廣告設置更高的出價，以吸引潛在消費者的更多點擊，同時仍將自然搜索結果的可見度保持在可接受的水平。This way, we can guarantee high CTRs without sacrificing organic search traffic volume or quality rankings. You can also use optimization techniques such as keyword placement and niche selection if you have limited budget constraints .
Johannes Larsson, JohannesLarsson.com
10. Get Creative With Your Ads (After You've Covered the Basics)
The first thing you need to do is get the ad messaging right. What's in it for your potential customer? How can you present this clearly and concisely so the value jumps right off their screen?
I think the most effective strategy to optimize PPC traffic performance is to focus on the ad copy. The goal of your ad copy should be a strong call-to-action (CTA) that will either drive people to a landing page, or encourage them to click through to your website. I find that having clear, concise messaging in your CTA tends to result in better click-through rates (CTRs). You can also use keywords in your ad copy to help drive people towards landing pages that are relevant to the queries they're typing in. This is especially useful if there's a specific theme or product you want them to land on—for example, if someone types in “red t-shirt,” you can use that term as part of the CTA (ie, “Get your best red t-shirt here.”).
Arkadiusz Terpilowski, Primetric
Take this same message to your landing page. Ensure your ad creatives carry the same message. Your ad can't be saying “A” while the headline on your landing page says “B”.
Your call to action, images, and videos have to present the same compelling value. Not only does this add to your quality score, it's also trust-inspiring when visitors see your campaign is promoting one central idea. It means you have your act together.
Use clear and descriptive headlines so readers can tell what the rest of your article is about. This way, they can find it easily when searching for similar topics using keywords.
Some tips for writing great headlines:
Use active voice
Be specific and concrete
Use keywords
Keep it short and snappy
Use strong calls to action.
End your article with a solid call to action, telling readers what you want them to do next. This could be anything from signing up for your newsletter to checking out your latest product.
Make sure your call to action is specific and clear so that readers know exactly what they need to do. You can also use persuasive language to encourage them to take action, such as “Don't miss out on this great opportunity!”
Use images and videos.
Make your article more visually appealing by adding images and videos. This will help to break up the text and make it more interesting to read.Images and videos can also help to illustrate your points and make them easier to understand. Make sure that all of your visual content is relevant to the topic of your landing page.
Idrees Shafiq, Marketing Research Analyst, Astrill
When creating your ads, remember to sell the hole, not the drill. People buy the transformation your product gives them, not essentially the product itself.
And if like most marketers you're stuck with blank page syndrome and googling “[insert platform] [insert niche] ad examples” isn't giving you the inspiration you need, you can get inspiration from competitors.
No, that doesn't mean you should copy them. This is how you do it:
You can even take inspiration from this impressive TikTok ad breakdown below. Don't worry, the principles of persuasive ads are not platform-specific. You can use what you learn here to build your landing page copy.
11. Analyze Competitors
One of the most effective strategies to improve your PPC game is to learn from close competitors. Analyze their weaknesses and strengths. See what has worked for them tremendously. If you use their strategies as building blocks, you'll have fewer chances of failure. There are two ways to analyze competitors: you can either manually dissect their ads, which is time-consuming but can give you a better understanding. Or you can use tools to scrap their data, which will obviously save you time and can provide near accurate numbers.
Andrew Priobrazhenskyi, Discount Reactor
A paid tool like SEMRush has a powerful competitor analysis feature for dissecting what your competitors are up to in search engine marketing.
You can learn many Shopify ecommerce ads lessons when you take notes from the historical analysis of the PPC ads that ran for certain keywords.
Here's a look inside SEMRush's ads history
12. Monitor Campaigns
Set it and forget it? No, not with PPC ads for your DTC brand. At least, if you want to profit from PPC. Successful campaigns are monitored and tracked, carefully.
It's frustrating when your campaigns are underperforming and you're unaware of how to make them profitable. The first thing you need to do is to track different metrics; for example, impressions, CTR, CR, or bounce rate. Now, start working on the areas which are least performing. For instance, if CTR is low, you need to work on the ad copy itself. If impressions are low, maybe you need to work on your keyword quality score. If conversions are low, you need to improve your landing page experience. Depending upon different metrics, start improving.
Josh Tyler, Tell Me Best
Create a cadence for monitoring your ads. In the first couple of weeks, when you aren't sure everything is set up to a tee, you can do this twice a day, every day. Then, when things are pretty stable, check your ads 3 times a week.
13. Utilize Dynamic Search Ads
Dynamic Search Ads, also called DSA, can be a valuable ally for an ecommerce ad strategy.
It can crawl your website to cover your product inventory and valuable keywords you might be missing out of.
