In the marketing world today one of the most important factors for success is clickthrough rates. As mentioned in our piece on online marketing strategies that’ll make you a marketing unicorn is having a solid clickthrough rate:
“Yes, organic Clickthrough Rates do matter. And they matter now more than ever.”
While companies can focus on other metrics, clickthrough rates (CTR) are all that matter at the end. It’s what’s going to keep your business afloat and growing.
But what sort of strategies are best for marketing campaigns? After all, we didn’t discuss too much details on the matter. So here are some effective methods you can put together for your marketing campaigns.
Timers have been around for a while and they are the greatest strategy for marketing campaigns.
Because they create a sense of urgency. People have this innate dread of missing out. There’s actually a whole thing revolving around it. It’s called FOMO (or Fear Of Missing Out). But to understand how it really works, the whole idea is to create urgency. A timer ensures there is only a limited amount of time for people to take action. It’s the same concept as having limited edition items in stores.
People feel pushed to act now or deal with that fear of missing out on that chance.
What’s also amazing about timers is that they are easy to generate. Founder and CEO of KlientBoost Johnathan Dane put together a how to guide on creating a timer here.
Using Ad Extensions
For those not familiar with these these are extra bits of information that are added to links that you find through Google search. From small quotes to excerpts of positive reviews, ad extensions are incredibly helpful.
This process is also really easy to do because of Google alone. This makes sense because if your ad succeeds, Google can make money too. So it’s in both parties interests to help one another in various ways.
And that’s not just me saying that. In their ebook Creative That Clicks, Google encourages us to use these for our campaigns explaining: “Review extensions recently became available and showcase positive third party reviews, rankings, and awards from reputable sources in your ads. Seeing a review from a credible source gives users valuable info that builds trust in your business. El Al, a leading airline in Israel, tested the extension last month and saw a 10% increase in CTR.”
That’s pretty impressive and well worth considering.
The third strategy is the use of symbols. Now symbols are highly situational, but using them in the proper manner can yield massive results. To best explain how this works here is a scenario:
There are millions of ads posted all vying for people’s attention. Out of the sea of options, which would you think a customer would click on first? Either an ad that uses text and followed by a symbol (i.e. 70% off, or a company name followed by a trademark) or an ad with plain text.
In that sea of ads, a symbol is going to cut through it all and people are more likely to click on the ad with a symbol. And that’s not coming from only me. Founder and CEO of Market Domination Media Jonathan Long wrote a post on how symbols are a good choice.
Even if your ad is at the bottom of a Google search, a symbol can still make a difference.
Putting the Main Keyword in the URL of your Ad
This strategy is about building trust with the people who see your ads. This idea is putting the main keyword you are bidding for in the URL of your ad. The idea with this is to give the searcher one more clue about what you do.
Not only that but it also confirms to that person that you are relevant to what they’re looking for. They feel confident that you can provide what they are looking for.
Time and again this idea has remained true and people are starting to catch on. If you are looking to attract specific people, use a general keyword that ties in with your campaign and have it in the URL of your campaign.
Looking for people to take your fitness challenge? Have fitness challenge in the URL.
Want people to consider your cleaning services? Input cleaning service in your URL for that campaign.
Using a Call to Action
The last tip is a simple one: give your leads a call to action (CTA). In fact, people today expect some kind of call to action to be in any sort of advertisement these days. Why is that though?
In a post on the psychology of CTA, conversion consultant Jeremy Smith explains:
“One of the most powerful underlying forces is curiosity, however, is not satisfaction alone, but arousal. The idea of curiosity arousal occurs when a person can almost but not quite see, hear, or interpret something. For example, a child wants to see over a fence but is not quite tall enough. What do they do? They jump, climb, or cry. Their mind’s curiosity demands that their body satisfy it.”
How does this play into people clicking our ad or taking any action though? Well we can capitalize on that curiosity. This gives them a reason to click and even take that action. It’s the same sort of logic behind signing up to email lists. We feel compelled to do that with arguments like “click this button to find out more” or “download the ebook now.”
These create curiosity because we don’t quite know what other information they’re providing or what’s in the ebook. We feel compelled to sign up or buy to sate our own curiosity.
Start Boosting your Clickthrough Rates
All of these ideas also encompass one other strategy I’ll bring up now and that’s knowing your audience. When you understand how people – and specifically your audience – works, you can figure out what’s the best way to attract them. Not only that but these strategies can help you to get those clicks and the sales to boost your business.