Post by account_disabled on Feb 18, 2024 4:58:54 GMT
First, some definitions. PPC Success Pillar #1 – Attention Ratio Attention ratio is the ratio of interaction points (links) to the number of calls to action on any given page. On a homepage this is typically around 40:1 meaning that there are 39 distracting actions and 1 desired action. A focused landing page on the other hand has an attention ratio of 1:1. Let’s take a look at the diagrams below. The homepage is based on Virgin Mobile USA and it has 57 links on the page. If the campaign you’re promoting with your PPC ads is “Promo 2” (highlighted in red) then not only will it be hard to find amidst all the clutter (the attention ratio is 57:1), there are so many competing elements that your prospect will either hit .
Attention ratio of a homepage What’s wrong with them clicking another Buy TG Database promo? Surely a sale is a sale. NO. If they don’t interact with the campaign you’re promoting your AdWords statistics will reflect a failure as “Promo 2” wasn’t the one that converted. Next, take a look at the landing page below. It’s very clear that there is only one thing to do here, so the attention ratio is a perfect 1:1. Attention ratio on a landing page Using a campaign-specific landing page for your ad campaigns is the first step to success, but in and of itself, it will only improve the attention ratio.
If you don’t improve the message match you will still fail, just not as much. PPC Success Pillar #2 – Message Match Message match is a measure of how well your landing page headline matches the call-to-action that was clicked to arrive on your landing page. For paid ads, this is the headline of the ad. How hard is that?! It’s not hard at all. Which is why it blows my mind that so many people are missing the boat. Follow through on your ad’s promise.
Attention ratio of a homepage What’s wrong with them clicking another Buy TG Database promo? Surely a sale is a sale. NO. If they don’t interact with the campaign you’re promoting your AdWords statistics will reflect a failure as “Promo 2” wasn’t the one that converted. Next, take a look at the landing page below. It’s very clear that there is only one thing to do here, so the attention ratio is a perfect 1:1. Attention ratio on a landing page Using a campaign-specific landing page for your ad campaigns is the first step to success, but in and of itself, it will only improve the attention ratio.
If you don’t improve the message match you will still fail, just not as much. PPC Success Pillar #2 – Message Match Message match is a measure of how well your landing page headline matches the call-to-action that was clicked to arrive on your landing page. For paid ads, this is the headline of the ad. How hard is that?! It’s not hard at all. Which is why it blows my mind that so many people are missing the boat. Follow through on your ad’s promise.