Category: General

While your PPC ads might bring traffic to your shop, your only guarantee is that you will pay for each click! That’s why you need this Ad Copy series to save you cash & increase your returns! That begs the question, are you gambling that your Ad Copy is excellent, or are you testing for the stats that prove success?

So, while in Part 1 of our series, proven tips for writing PPC ads, we presented methods to weed out bad traffic with effective ad copy, here we want to introduce the first steps to A/ B testing the effectiveness of your Ad Copy. And, stay tuned for more, in Part 3 of our series, we will go even deeper to show you how to further perfect your Ad Copy.

Why Should You A/B Test Your Work?

A/B testing, also known as “split testing”, is when you split your audience and compare their reactions to 2 versions of a campaign. Often, the two ads will resemble a photocopied image where there is 1 difference you need to spot. Now, while this might not seem significant, effective A/B testing can help you discover the words, phrases, punctuation marks, and images, to name a few, that could significantly impact your conversion rates. That’s why it’s essential to leave your Ad Copy ego behind and learn some fundamental guidelines to A/B Testing your advertisements, where data rules. And, don’t skim too fast! Included are the top mistakes that could ruin all your hard work!

Step 1: Define Your Goal

This step might sound easy enough, but it’s worth looking over a list of different types of conversion goals. Just like A/B testing, this is a chance to notice what you might be missing. So, take the time to decide if it’s more important for someone to complete a purchase, to track averages, or another conversion goal.

Step 2: Define How You Will Measure Results

Once you’ve defined your goal it’s time to pick a system for measuring your data. Thankfully this is easier than ever with the experimentation platforms that easily integrate into most campaigns. The following have proven track records worth researching:

Step 3: Select Elements To Test

Building off Step 1, it’s time to select the specific detail you want to test. Keep in mind, details such as colors, fonts, and time of year can all make a distinct difference to each of these points. So take your time, do your research, and pay attention to the details!

Step 4: Create Your Test Ad – Define Your Campaign

After selecting which element to test, such as the color red vs green below, it’s time to put your control and your variant (test ad) into action. Keep in mind, to be sure you are correctly sampling your audience, they should randomly receive 1 of your 2 ads.

Step 5: Define Test Length

To be sure you have created a test that can bring about significant results, it’s important to give yourself enough time. 2-3 weeks is considered a standard. Keep in mind though, statistical significance doesn’t happen overnight, so pay attention to your measurement tool and how large your sample size is. Since sometimes it isn’t about the length of time, but rather the amount of traffic tested.

Don’t forget to consider how A/B testing during Black Friday might deliver more exciting results than another “holiday” or non-holiday period. Or, how a hurricane might affect your sales in a place like Florida!

Step 6: Check Your Results & Act

After receiving results, you might see that one Ad has significantly outperformed another. This could make your life easier but you still should consider what other elements can be changed. To craft a truly excellent ad, you could go through countless ad variations. Keep in mind, your audience decides how successful your ad copy is, so leave your ego behind and let the data dictate your promotions.

Avoid The Following 4 Big Mistakes That Will Ruin Your Testing

Mistake №1: Your Test Has Too Many Variations

Problem: The more variations used, the higher the risk of a false-positive winner (insignificant ad being marked as significant)

Solution № 1: Have only 1 variation running at a time

Solution № 2: Be sure you will have significantly high traffic levels that would guarantee an effective test

Mistake №2: You Stop Your Test Too Early Or Too Late

Problem № 1: Tests that last for more than 4-weeks are at considerable risk of traffic leaving the test and then reentering due to deleted cookies, causing a polluted sample

Problem № 2: Tests that last for less than 1-week might miss important traffic

Solution: Use a test period of about 2-3 full weeks (a common standard) -or- end the test when you reach a representational sample of viewers

Mistake №3: You Run Your Test At The Wrong Time

Problem: You did not consider unique events which significantly impact results:

• Weekday versus Weekend traffic
• Biweekly & Bimonthly Payroll Periods
• Holidays and other Seasonal Factors

Solution: Check your calendar and adjust your test periods to gain accurate data

Mistake №4: You Change Your Experiment Settings Mid-test

Problem: If settings are changed mid-test, it will skew your data- giving you incorrect results

Solution:  Don’t do it. Be patient or start a new test with your updated settings so that your results are never corrupted

Remember To Advertise

Even with the best A/B Test Design & Ad Copy, you are still going to need to reach your audience. That’s where AI-driven advertising for e-commerce stores steps in to customize and then automate processes for cross-channel advertising as well as bid and budget automation. That means you can rest assured that your ads will reach shoppers on Google, Facebook, and more.

The Ecommerce marketplace is quickly changing and, by using AI, you’ll know you won’t be left behind. Sign up today and receive a Free 14-Day Trial!

Запустить входящий трафик на ваш сайт очень легко, даже если у вас небольшой рекламный бюджет. Правда, единственная гарантия, что вы вдохновите покупателей зайти в вашу воронку продаж –  это оплата за клики. Таким образом, чтобы контролировать каждую копейку своего рекламного бюджета и обеспечить себе трафик самого высокого качества, необходимо использовать приемы копирайтинга (написания рекламных текстов)  на каждом этапе клиентского пути.

Для начала, давайте рассмотрим основные приемы по написанию продающих текстов, которые действительно помогают конвертировать посетителей в покупателей:

Свяжите Свою Рекламу И Лэндинг

Само собой разумеется, что «ваши клиенты всегда должны попадать туда, куда кликают». Но достаточно часто копирайтеры забывают, что все ваши рекламные объявления, целевые страницы лэндинга и другие точки в воронке продаж должны быть последовательно связаны между собой. Связать все это в единую систему – непростой и утомительный процесс, однако, это увеличивает вероятность того, что клиенты не выскочат из воронки продаж. Рассмотрим пример. Представьте себе, что кликая на такую рекламу: «Купи X сейчас» или «Скидка 30%» или даже «Женская обувь» вы заполняете регистрационную форму, а затем обнаруживаете, что предложение больше недоступно или вам вдруг предлагается посмотреть на товары для кемпинга. Жутко бесит, не правда ли? И это не просто слив бюджета на рекламу, особенно, если у вас оплата за клики или потерянные деньги за создание креатива. Это также портит репутацию бренда и  негативно сказывается на  сарафанном радио. Поэтому всегда проверяйте, чтобы ваша реклама вела на правильные целевые страницы.

2 Способа Связать Вашу Рекламу И Клиентов

Теперь, когда у вас есть более четкая и последовательная цепочка сообщений, пришло время улучшить ее, предвосхищая реакцию клиента. Этого можно достигнуть за счет комбинирования двух простых приемов копирайтинга:

1. отражать мысли вашего клиента
2. использовать соответствующие теме описания.

Комбинация этих двух стратегий поможет  вам привлечь целевую аудиторию, фильтруя ненужный трафик.

Совет: не используйте слова, без которых вполне можно обойтись, пустые и ничего не значащие. Создавайте четкую связь со своими клиентами, используя специфические слова, относящиеся к вашему бизнесу.

Способ 1: Отражайте мысли клиента

Сравните два примера:

Пример 1:      Проблемы с запахом от домашних питомцев?

Пример 2:      Устраните запах домашних питомцев уже сегодня!

В то время как первый пример задает вопрос, заставляет задуматься о проблеме и найти решение, второй пример показывает результат, который клиент может достигнуть прямо сейчас. Ваша рекламная кампания должна отражать желания вашей целевой аудитории, подумайте о том, что они ищут у вас на сайте: решение, конкретную информацию или что-то еще. Это прекрасная возможность для проведения A/B теста (подробнее об этом позже!) и для того, чтобы попрактиковаться в разговоре на языке клиента. И это именно тот язык, который приводит нас ко второму способу.

Способ 2: Используйте понятные описания

Чтобы рационально расходовать средства на рекламу, ваши описания должна быть такими же конкретными, как и намерения ваших клиентов. Вот где пригодятся четкие описания продукта и инструкции по его использованию. Чем конкретнее вы будете в своих описаниях, тем выше у вас будет качество трафика. Протестируйте различные типы заголовков, чтобы найти ключевые слова, которые больше всего подходят для вашего продукта. Имейте в виду, что рекламные объявления с акцентом на результаты и преимущества существенно повышают конверсию. Отличная площадка для тестирования ваших идей  Google Keyword Planner. Вы можете завести себе бесплатный аккаунт  и начать подбирать слова, чтобы улучшить текст вашего объявления.

Помните, (1) решение, в котором нуждается покупатель это (2) ваш продукт, пусть это вдохновляет вас на протяжении написания рекламного текста.

Фильтруйте Неактивных Покупателей, Используя Призыв К Действию

Как мы уже обсуждали “давайте своему клиенту только то, что он хочет” и “пусть ваша реклама отражает потребности клиентов”. Теперь убедимся в том, что эти две стратегии дадут нам отличный результат.  В первую очередь за счет того, что будут фильтровать некачественный трафик, который не конвертируется в покупки. Здесь там поможет призыв к действию. Помните, вы создаете рекламное объявление с оплатой за клики.  И вы хотите, чтобы посетители выполнили некое конкретное действие на вашем сайте. Теперь, четко сформулировав какое именно это действие, вы будете стимулировать качественный трафик и отсеивать тех, клиентов, которые пока не готовы совершить покупку. Все достаточно просто, верно? Другими словами, такой призыв к действию как “Узнай больше” или “Купи сейчас!” создаст прочную связь между целью вашей рекламы и вашим лэндингом, стимулируя как можно большее количество целевой аудитории оставаться в вашей воронке продаж.

В Следующий Раз: A/B Тестирование

Эта простая и проверенная стратегия улучшает качество вашего рекламного объявления и помогает вам тратить на клики меньше, но диджитал-маркетинг всегда стимулирует появление и тестирование новых рекламных приемов для достижения наилучших результатов.

Наша следующая статья расскажет вам об  A/B тестировании рекламы.

Еще Одна Очень Важная Деталь:

Даже с отличным рекламным объявлением вам нужны гарантии того, что эту рекламу увидят только нужные вам клиенты. Вот когда вам понадобится AI для интернет-магазинов для того, чтобы настроить и  автоматизировать весь процесс многоканальной рекламы, а также ставки и бюджеты. Рынок электронной коммерции меняется очень динамично, но с AI вы можете быть уверены, что вы идете в ногу со временем. Зарегистрируйтесь прямо сейчас получите бесплатную пробную версию на 2 недели.

Vladimir Godelman an AdScale exclusive partner in Russia, Ukraine, Belarus & Kazakhstan.

Driving traffic to your site is easy, even with a small budget. But while your PPC ads might encourage customers to enter your sales funnel, your only guarantee is that you will pay for it. So, in order to make every penny count and assure the highest quality traffic, it’s essential to implement best practices for copywriting at every step of the customer journey. That’s why we put together this quick series on Writing Ads That Convert to show you how to implement strategies proven to reach your goals- not just cost you money. To begin, let’s focus on the basic ad copy tips proven to drive traffic that converts:

Connect Your Ads & Landing Pages

It goes without saying that “your clients should always get what they click for”. But often enough Ad copywriters forget that this means your ads, landing pages, and other essential stops in your sales funnel should be consistent. It can be a tedious job, however, it increases the likelihood that your clients will stay within your sales funnel. Consider the following example:

Imagine clicking an ad that shows “Buy X NOW!” or “30% Off” or even “Women’s Shoes”, and then discovering a signup form, the offer is no longer available, or suddenly you’re staring at camping supplies. Pretty frustrating, right? And this isn’t just money misspent on PPC ads or wasted characters in your Ad copy, it’s also bad for your branding and word of mouth. So always check that your writing is consistent and up to date with your landing pages.

2 Methods For Connecting Your Ad Copy To Your Clients

Now that you have more consistent writing, it’s time to improve it by anticipating client intent. This can be achieved by combining two easy copywriting practices: (1) mirror how your clients think & (2) utilize descriptions that connect.

Combining these two strategies will help you to convert more of the specific clients you want while further filtering the traffic you don’t.

Method 1: Mirror How Your Clients Think

Compare the following 2 examples:

Example 1:      Having Pet Odor Problems?

Example 2:      Eliminate Pet Odors Today!

While the first example asks people to think about the question and make a choice, the second example states what your client can immediately achieve. Your ad copy should mirror the intent of the client you want by thinking about what they need to end their search on your website: information, a solution, or something more.

This is a beautiful place for A/B testing (more on that later!) and to practice using a specific language. And it’s exactly that specific language that leads to our second method.

Method 2: Utilize Descriptions That Connect

To maximize your ad spend, your ads should be as specific as the intent of your clients. This is where using clear descriptions of the product and its use(s) come in.

The more specific you are, the higher the quality your traffic will be. So, test a variety of descriptions in your headlines to find the keywords that best convert for your products. Keep in mind that ads focusing on results and benefits are shown to drive higher conversion rates.

A great place to start your tests is with Google Keyword Planner. You can create a free account to begin researching keywords and improve the specificity of your ads.

Remember, (1) the solution your customers’ needs are (2) your specific product, so let that inspire every step of your ad copywriting.

Filter Low Quality Traffic Using Calls To Action

So far we have discussed “giving your clients what they click for” and “connecting what you write to your clients”. We should focus on ensuring that these two strategies can achieve the best results possible by further weeding out all that low-quality traffic that costs money but doesn’t convert. This is where an effective Call To Action steps in.
Remember, you create PPC ads because you want your visitors to complete a specific action. Now, by clearly stating that action, you will create a gatekeeper that encourages good traffic to come on in while discouraging the traffic that is less likely to convert. Simple enough, right!
In other words, a call to action such as “Learn More” or “Buy Now!” will create a stronger link between the intent of your ad and its anticipated landing page, encouraging more quality clients to remain in your sales funnel.

Next Time: A/B Testing

These quick and easy-to-follow strategies are proven to increase the quality of your PPC Ads while lowering your ad spend, however: the digital market will always require you to test new and more competitive ads to deliver the best results possible.

This is where our next article steps in to teach you the best practices in A/B testing to optimize your ads. See you next time!

One More Important Detail To Remember:

Even with the best Ad Copy possible, you are still going to need a guarantee that the best audience possible is reading it. That’s where AI-driven advertising for e-commerce stores steps in to customize and then automate processes for cross-channel advertising, synchronization, as well as bid and budget automation.

The e-commerce marketplace is quickly changing and, by using AI, you’ll know you won’t be left behind. Sign up today and receive a Free 30-Day Trial!

You’ve put in the work. You’ve checked and rechecked every detail a dozen times. But, your store just isn’t getting the sales that it deserves. Don’t be surprised, but you aren’t alone.
Almost 80% of all Shopify stores fail because they miss the details that matter the most to their customers. To keep you from ending up on the wrong side of a statistic, here are 9 ways to improve your store:

1. Unique Shop Domain

Personalizing your store on Shopify is a breeze, but don’t be fooled. Often new store owners don’t change their Shopify domain, losing out on an important step.
This might seem like just a detail, but using a unique domain improves the performance of your ads by helping your store to stand out. Remember, your ads should promote your store on Google and Facebook, not promote Shopify. This further improves your client’s awareness of your store brand, improving your credibility and professional look.

2. Logo & Branding

Once your Shop Domain is set, it’s time to start thinking logos. This is an essential step towards customers associating your brand with certain products while improving the success of your ads. An effective logo significantly Improves Google & Facebook Ads performance on both Google display ads and Facebook ads by increasing brand visibility and memorability. That means you are taking a step towards building brand awareness that helps new and old customers make a quick connection between your store and the products they want most. Your store will appear uniquely to a crowd of people, showing you as a credible source for your products.

3. Return Policy

But what good is looking the part if your customers don’t know if they can trust you? That’s where a Return Policy page makes an essential difference. UPS has reported that 88% of shoppers will check out a Return Policy page with 66% of them doing so before making a purchase. That means having an effective and related policy will help you to capture more of the traffic that is willing to hit that all-important buy button. More importantly, it’s a mandatory requirement to advertise with Google Shopping, which accounts for over 76% of retail search ads.

4. Your Contact Info

Now that you have your Return Policy page, your customers should have multiple ways to contact you with questions, issues, or order follow-ups. This is essential to building relationships with your clients which opens the door to learning more about what you need to convert more traffic into sales. If that hasn’t sold you, remember, Google Shopping ads require that contact details be displayed to begin advertising.

5. Product Images

High-quality product images make people think of high-quality products. Your store should always look like a credible source for what your clients need. Consider how 71% of potential buyers are more willing to make an order if they see high-quality and detailed images of products. This also affects your ads on platforms like Facebook where pictures are taken directly from your products.

6. Product Description

Once those high-quality images have caught your clients’ attention, they are going to want to know the details that make your product worth buying. Your customers want to know why your product is exactly what they need, and there should be no guessing about it. A quality description stops customers from guessing and helps them to know that hitting the “buy now” button is the right decision.

7. Product Meta Titles

Even with the fastest website on the internet, you need something to grab the attention of potential clients. That’s where meta titles step in. By writing an effective Meta Title you’ll increase the chance of targeting the best attention for products, which significantly improves organic search reach on Google by properly indexing while improving the search rank of your product pages.

8. Barcodes

While you technically don’t need barcodes, the benefits make them well worth the effort! Barcodes help you to effectively manage your inventory which can be especially important when running a brick and mortar store as well as your online shop. But, when it comes to advertising your products, Barcodes shine at helping you to outbid and rank your direct competitors. Not to mention it’s a mandatory requirement for advertising on Google Shopping.

9. Product Reviews

Your customers are looking for confirmation that your products are as good as advertised. That’s where product reviews help you to build trust. Product reviews improve your store credibility while also showing that you are taking feedback seriously. And when studies have shown that 88% of potential buyers trust online reviews as much as personal recommendations, there’s a clear connection to improved store conversion rates. Your product ads can also display your reviews and star rating to attract even more traffic to your site.

How To Get Started

Improving those sections in your store might be an overwhelming task. This is why we’ve created a FREE Store Checkup Tool that analyzes your store, reports on your store readiness, and provides a list of actionable items to fix all the relevant issues in just a few simple steps. Checkup on your store, and optimize it to deliver the best shopping experience possible to your customers.