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Data-Driven Ways to Choose Effective CTAs for Your Display Ads

Display ad CTAs are important!

Not every digital marketer has a Coca-Cola ad budget. In fact, I’ve never worked with a client who could spend crazy amounts of money on persona and audience studies. But, it’s never bothered me much because I really don’t need big studies. I can get some good data for free in Google Analytics, and you can too.

If you’re running Google campaigns on the Display Network to boost awareness of your brand, it’s likely you want to drive this traffic to your landing pages. The call to action (CTA) you choose for your ad can be critical because it’s the first interaction a visitor has with you, and helps set expectations for what they’ll encounter next.

Below I’ve outlined a few tips I have for testing which call to action you should use in your display ads. You may find, for example, that the hard-sell “contact us” CTA isn’t what your prospects want to see right away, but you can actually use your analytics to determine if you should try a “chat with a specialist”, or even a “see plans and pricing” prompt instead of a “buy now”.

My first tip?

Look at Actions Visitors Take on Current Landing Page(s)

If the final URL for your display campaigns is a landing page you already have live, see what current visitors like to do when they land on this page. Even if you have an idea of what the ideal CTA is based on your intent and current setup of the page, visitors can always surprise you with what plays out in reality.

To see this information, check out the Landing Pages report in Google Analytics. Simply navigate to Behavior > Site content > Landing pages. When you find your landing page, you can view each conversion action a user has taken to see which one the majority typically prefers.

the landing page report in Google Analytics

While Google Analytics is a good option for this, the new Google Ads interface gives us another way to view landing page conversions too. The new interface (for those of you who still refuse to use it) has a cool feature that will show you landing page performance on the campaign or ad group level, like this:

a segmented view of your landing page goals

If there are multiple actions a user can take on your landing page (like call you directly or fill out a form, for example), you can see in Google Ads what the best performing action actually is. And—if that landing page is being used in several different campaigns or ad groups—you can combine all the data to get a more accurate view of performance.

This report can ultimately help inform more useful CTAs for your other pages, or the CTAs for particular ad groups’ display ads.

Remember: Understand the Target Audience of Your Landing Page First!

It is very easy to assume the top converting goal action (once you find it in GA) would be the best route to go in choosing your ad’s CTA. However, if you’re using the same landing page for multiple steps of your funnel, you might not be picking the best CTA for display this way.

First-time visitors to your web properties may prefer higher-level, less commitment heavy actions, like signing up for a newsletter, whereas users who have interacted with your brand several times might be more likely to fill out your contact form.

If you use one landing page to cover several audiences, make sure you’re finding the appropriate actions your target audience likes to do the best at each stage of engagement, and maybe consider using multiple landing pages and ads to address these different stages where necessary. You can get a closer look at this in Google Ads under the audience tab when you segment the data by conversion name.

Segmented data by conversion name

Research What Specific Audience Segments Like to Do on Your Site

There are a lot ways to target users on the Display Network. You’ve got topics, affinity categories, in-market segments, and more. Here’s an example of what the top of the list looks like for in-market audiences:

Let’s say you wanted to create an awareness campaign targeting users who match the Apparel & Accessories audience. How do you know what actions users in this category like to perform? A good way to find out is what they do on your site, and the answer can be found the same way as before in Google Analytics.

Every affinity and in-market audience breakout you can select in Google Ads for your display campaigns can be reviewed in Google Analytics in the Audience portion of the tool. You can review what targeting bucket your past visitors fall under, as well as how those audiences converted in the past. This is helpful as you may find certain segments behave differently and some might be especially valuable to your business over others.

in market segment in Google Analytics

Using the image above, let’s say the Apparel & Accessories/Activewear segment converted the best. If we find out via this report that these visitors preferred to chat instead of submit a form, I’d likely choose a CTA for my display ads encouraging users to chat with a specialist (and have this reflected on the resulting landing page). If you already have your target options picked out, this is a great way to confirm any of your already selected display ad CTAs are in line with what your chosen audience actually likes to do.

Double Check Visitors Perform the Same Actions Across Devices

There are a couple of websites I visit daily. Depending on where I am, I could be visiting those sites at home on my laptop or anywhere else from my phone. When I’m on those sites, I notice the ad placements differ a lot between each device type (I’m a nerd, and I pay attention to this stuff all the time). But keep this in mind when creating a display campaign.

Ad placements and user behavior differs for each device. Here’s one example of the landing page report and how user behavior differed for one goal type when I was running a display campaign.

Remember to segment by device type

We saw users on their phone didn’t want to fill out the form. Compared to those on desktop, they preferred to call or use the chat tool. If we didn’t segment out our data like this, it would have looked like the preferred CTA for this display campaign would have been to push form submissions no matter the device.

Once we segmented the data, however, we realized we should switch up our mobile display ad message to lower the perceived friction to those using mobile devices. In this case we tested out a different mobile landing page prompting the mobile-friendly goal action instead of the form fill.

Get Into Your Data and Experiment

Any experienced marketer should have the mentality of constant testing, and hopefully you’re already testing multiple sets of display ads. As I’ve shown today, let Google Analytics help make those testing decisions easier.

For a head start on new campaigns, look at the data you already have from current campaigns and visitors to see what your audiences prefer to do on your landing pages. Use this data to craft the perfect CTA that will have the most impact on a potential new customer.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.


#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)


#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.


Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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