Slam dunk your online advertising game during NBA

Slam dunk your online advertising game during NBA

Will the Toronto Raptors be able to defend their title or will there be a new champion by the end of this season? NBA season is starting up again and the viewers are already on the edge of their seats. Advertisers and publishers both have a lot to gain from these games, that’s why it’s time to slam dunk your online advertising game during NBA with Adcash.

Who wouldn’t want to have as many rings as Bill Russell from the Boston Celtics? Those rings are earned though. So, amp up your performance marketing strategy, because now’s your chance to piggyback on the success of the NBA game season. 

 

How to advertise during NBA

We’ve got a huge high-quality sports supply that can boost your ad revenue significantly. If you want your ad strategy to be as good as Lebron James’ NBA preseason vision has been then take note of the following tips. 

 

Countries to target

The best countries to target during the games are the USA, Canada, the United Kingdom and Australia.

Based on the last season’s results, these countries also had great NBA related traffic – Asia: Philippines, Taiwan, Hong Kong, Singapore, Indonesia, New Zealand; Europe: France, Poland, Germany, Turkey; Central and South America: Brazil, Mexico. 

 

When and how to run your campaigns 

There’s a game every day, so basically there’s no wrong time to run your ads. We do recommend to definitely run your ads around the time of the bigger televised games, which will most likely bring in more revenue. You can check the full game schedule out here.

 

The key dates of NBA season:

If you’re only targeting our sports verticals then be sure to run your ads with an open budget and no spread during the games. Have a wide enough daily budget to reach the crowds. Our Advanced campaign creation tool allows you to target more granular website verticals making sure that you’ll be reaching the most ideal audience for your sports ads. As shown in the example below:

Ad content

Make sure that your ads have a basketball theme. Be prepared for the games and create eye-catching, even flashy ads with NBA thematic. Sports season allows you to be slightly more out there with your creatives. In addition, use NBA or basketball-related content and designs on your landing page(s).

As long as you tie your product to the theme in a clever manner there are really no limits on what offers you can advertise. E.g. e-commerce ads about basketball jerseys might work as well as news ads promoting your website’s sports section. Nevertheless, sports betting offers are the best match for this traffic type.

Ad formats

Most of our sports supply is on Pop, Banner and Interstitial formats. There’s huge opportunity to get a lot of traffic during the games, thus build up your views before the games take place. 

We also recommend using Push Notifications together with other ad formats. Push ads are extremely effective in reaching a specific target audience via attractive offers that grab users’ attention on the fly. That’s why your call-to-actions have to be on point. Including the team names in your Push ads will improve your click and conversion rate significantly. This type of campaign is extremely effective when you’re using them leading up to and during the game. You might also want to increase the frequency of ads show when the event is getting closer.

Payment models

If you’re able to track conversions, use our CPA Target payment model. The extremely advanced automated optimization technology generates the best results based on your conversion target.

In case you cannot track your conversions, we recommend using CPM for Pop-Under ads.

We recommend using CPC for Banner, Interstitial and Push. This will ensure that you’re only paying for the users who show interest in your creatives.

In order to reach the highest quality and volumes of traffic within the sports vertical, we suggest to either double or triple the average bid.  

 

Monetization strategy for the NBA season

Before Drake got involved with the Raptors the team hadn’t made the playoffs in 5 years. Did they get good because Drake became their “global ambassador” or will the #Drakecurse eventually follow the Raptors as well? Don’t leave your monetization results up to chance. Take control and make sure that you receive the best benefits possible. 

There’s great demand on the advertisers’ side, as we have a huge amount of advertisers who are interested in sport-related supply and are running related campaigns. Adcash offers the highest eCPM value per user, plus fast and flexible payment options. In terms of formats, some are more popular for sports than others. We especially have a large chunk of Pop-Under ads matching your community’s interest.

Use NBA related keywords

Use specific game or NBA related keywords in your content and page URL. However, there’s much more to keyword visibility than this! In order to find out more, please contact our team.

Create a perfect setup for NBA

There’s a fine line between monetization effectiveness and overwhelming your community with tons of ads from many different ad providers. Adcash keeps the high rates up to 10 impressions per user. Having only an Adcash tag with no frequency capping brings much better results than to spam your community with a mixture of intrusive ads from other ad networks throughout the event.

Adcash’s sports-related setups are available on request. If you want to be confident that you’re getting ultra well-optimized ads then please get in touch with your Publisher Manager or our Support team to get the full benefit (read: more 💰💰💰).

 

You got it! 

Now, all there’s left to do is to get ready for the season. Trust us, that way you’ll be enjoying the benefits real soon. Start and slam dunk your online advertising game during NBA with Adcash. See ya at the courtside seats!

Why are Push Notifications the trendiest ad format?

Why are Push Notifications the trendiest ad format?

Push Notifications have been one of the most popular ad formats since they first appeared on the market in 2018. Now it’s clear that they’re here to stay. For this reason, we’ve made updates on our platform, to offer you even more features that generate the best results. Find out why are Push Notifications the trendiest ad format.

You have to go way back to 2003 to find what is often credited as the first-ever push notification – BlackBerry’s Push Services, designed to inform users of their incoming emails. Back then, the only way to read an email on a train was with a BlackBerry in hand, but fast forward 16 years and push notifications are a part of everyday life.

Research has found that the average opt-in rate for push notifications in 2018 was 53.3% – a huge market in which advertisers can operate globally. Push notifications have become part and parcel of everyday life, with media buyers now widely investing in this ad format on both desktop and mobile devices. But what makes push notifications so popular for advertising teams? And what are the challenges they need to overcome in order to use them so effectively?

 

An Advertiser’s Dream

What sets push notifications apart from other digital ads is that they not only look like alerts that users are used to seeing on their home screens – calendar appointments, email alerts, or Skype messages (or any other notification that prompts a user to take action). Yet, they’re not placed in web pages, where users are expecting to see ads. As a result, people are more likely to click on push notifications rather than ads on websites or social media. While the average click-through rate for shopping ads on Google sits at only 0.86%. Push notifications, on average, achieve almost double that number, at 1.5%.

Push notifications have been recognized by many for their ability to not directly disrupt the user experience, whilst providing flexibility and urgency to show targeted content at the right time. This is why they’ve become so effective for advertisers. When executed correctly, these native notifications are delivered directly to a user’s device. Thus, offering advertisers direct access to target audiences without any intermediaries.

The benefits for advertisers don’t end with how well-received Push Notifications are, either. This style also creates high visibility and reach for ads. According to Accengage, the average reaction rate for Push Notifications is an impressive 7.8%, making it an effective tool for acquiring new users. Immediately grabbing the attention of users without being intrusive, it allows advertisers a means of re-engaging audiences, generating higher engagement and improved click-through rates.

We have recently updated the Push Notification campaign creation on Adcash’s DSP+ platform and separated it from Native ads. That gives our customers access to a larger set of features that will able you to create more eye-catching ads that will deliver better. For instance, with our Push campaigns, advertisers can now add an additional image and button to the advertisement. The extra creative will be visible when the user swipes the Push message on the mobile phone. Moreover, the button can be used for desktop ads using Chrome, as it’s currently the only web browser that allows this ad extension. In addition to the previous, Push Notifications is our first ad format with what you can use emojis in the text. These new changes have shown an increase in user-engagement and CTRs for Push, making the ads perform better

Furthermore, advertisers can choose from our macros (country, city, OS) to tailor ads to target relevant consumers, using our wide range of targeting options to show the right content to the right audience, at the right time. You can find out more about our bidding features here.

Improving Brand Appreciation

Digital ads, in general, receive a large amount of flak in the modern world. Consumers often share the same experience of the pair of shoes that follows them around the internet, which feel both intrusive and irrelevant as they make an appearance on almost every site they access. However, Push Notifications can often be of great benefit to users. Though advertisers have to be careful not to bombard consumers with notifications, last-minute coupons, offers and deals can make a user feel valued by a brand – and can even add another touchpoint in a company’s marketing funnel as a result.

Push Notifications also play a prominent role in improving user experiences with brands. Keeping users updated with time-sensitive, well-targeted information can be of great benefit considering the unintrusive nature of the tool. Through this the alerts don’t feel like ads, rather they’re there to give customers more information, or to let them know about upcoming promotions or offers. Amidst the sea of marketing competition, a gentle reminder goes a long way.

It may seem simple, but subtle alerts help to enhance brand consistency and improve customer care strategies. They spark interest amongst consumers without negatively impacting the overall user experience.

 

A Great Opportunity for Publishers

Advertisers aren’t the only ones who can benefit from Push Notifications, which actually offers publishers another way to monetize their audience. As well as bringing high eCPMs (effective cost per mille) for publishers, this user-centric ad format also offers a range of opportunities.

Push Notifications offer a non-intrusive ad experience to website users. Because they can be used alongside other ad formats, Push Notifications also produce easy monetization for publishers. Enabling additional revenue without affecting any other active ads.

Furthermore, because users don’t necessarily have to be on the publisher’s site when notifications show, publishers receive high visibility and engagement even when users aren’t actively clicking through. Adding to this, Push Notifications don’t take up any ad space on a publisher’s website as they’re not placed on the site itself, offering a smart way to make money as an alert instead.

Finally, this can all be achieved with one simple step. With Adcash, publishers only need to copy and paste one single script on their website in order to integrate Push Notifications. 

 

To learn more about our range of services, get in touch at [email protected].

Introducing: New Bidding Features

Introducing: New Bidding Features

Advertisers often struggle to choose in which countries they should run their campaigns and how much they should bid on different GEOs. Our new pre-set tier structure makes it easier to target specific GEOs and tailor bids per tiers/countries all in one campaign. It gives media buyers more flexibility to easily optimize their campaigns and achieve performance targets.

What are country tiers? 

Country tiers are grouped GEOs and each tier consists of different countries. Tiers are widely used in the affiliate marketing industry but the way the countries have been grouped varies a lot. The difference between Adcash’s tiers and other ad networks/DSP platforms is the fact that our complex algorithms group countries in tiers based on the country’s competitiveness and performance results. Most networks manually choose their tiers by just “developed and developing” countries or use non-transparent logic to group them. Therefore, our tiers are dynamic and countries might occasionally move from one tier to another. This gives performance marketers a better overview of traffic quality and the average price on the platform. 

Tiers are based on:

  • Competitiveness
  • Price offers (current bids on the platform)
  • Traffic quality
  • Traffic price

Let’s look at the countries in different tiers. Remember though that the list of countries in the tiers might change often as it is based on real performance results.

Tier 1 

Tier 1 is considered the most desirable tier for many affiliates and that’s why it’s the most competitive one with the highest minimum bids. The countries in this list are wealthy with high internet speed but there might be very strict rules for advertisers in some countries and verticals. For example in the UK, financial services and gambling are highly regulated verticals.

Tier 1 Targeting

Example of tier 1 countries

The competition in tier 1 is fierce and costly but it’s worth it as you then reach high-quality traffic which will translate into higher ROI. Also, tier 1 mostly consists of English speaking countries, so it’s easier to run most campaigns in English. 

Tier 2   

Tier 2 is the middle ground between tier 1 and tier 3. This tier is a bit less competitive with lower bids compared to the top tier but it’s working very well for many of our advertisers. 

Tier 2 Targeting
Example of tier 2 countries

However, this tier might require a localized approach. We highly recommend creating your ad creatives and landing pages in the local languages to tailor your ads to the right audience. That way you won’t waste your budget on people who have no intent to purchase/sign up.

Tier 3

Tier 3 has very low competition and the cost of traffic is relatively cheap. The audience in this tier tends to have a lower income, little access to mobile phones and sometimes online payment systems aren’t available. For that reason, this tier isn’t for everyone and it will depend on the product and service you’re offering. But it isn’t always the case, as sometimes very developed countries might end up in tier 3 as the tiers are based on dynamic performance

Country Tiers - Tier 3
Example of tier 3 countries

Again, localization is key here and advertisers need to also think about the different religions and cultures. However, it’s the perfect tier to split test different things as the traffic is cheap and you could reach a lot of people with your offer at a very low cost.

Which tier to use? 

It depends on the offer you’re running and whether your campaigns are suitable for multiple tiers, single tier or even only for a specific GEO(s). Tier 1 is the most expensive tier to use but also the most rewarding one. Everyone wants a slice of this tier but at the same time don’t forget that it’s only a small slice of the world’s population. Tier 2 and tier 3 can also be very rewarding as the traffic is cheaper and there are fewer restrictions to run finance, betting and dating offers for example. So, don’t limit yourself with just one tier or location and test your campaign in different GEOs. Run A/B tests, use the data available and optimize accordingly. 

Tiers and GEOs bidding strategy

The Adcash platform displays the minimum bid per tier/country, and we’d always recommend bidding higher than the minimum bid. We also show the average bid per tier/country, and it’s good to start with this suggested bid to receive a high volume of traffic. If you bid lower, then your bid will be less competitive and you’ll not get the amount of traffic you might have wished for. Thus, it might damage your overall campaign performance. If you want to see the full list of current tiers and their minimum bids, then please click here.

 

Tier/Country Bidding

Advertisers can choose an overall tier bid for all the different GEOs in one tier but sometimes it isn’t often enough for media buyers to optimize their campaigns and find the sweet spot for their offering. Hence why advertisers can now also set specific bids within the tiers. For example, if you’re targeting all tier 1 countries, then you might want to set a higher bid for the US or any other well-performing GEOs Therefore, you could set a specific bid for any country you wish and again bid higher than the minimum bid or even higher than the average bid on that specific country. That way your bid will be competitive and you’ll receive better results. 

 

Custom Payout Per Zone/Source

And this isn’t it – you can also go one level deeper and apply custom payout (bid) per zones/sources. If you see that a specific zone is particularly profitable, then you should bid higher on this zone. Contrarily, if there are zones that aren’t performing at all then you have an option to blacklist these zones. The choice is yours!  

 

Let’s not forget about the CPA Target! 

Also, all affiliate marketers know that the more granular you go with your bid strategies, the harder it is to manage your campaigns. It’s very time-consuming to constantly monitor campaigns’ performance and optimize them. Consequently, you could also use our CPA target bidding method that will do all the manual work for you. It automatically optimizes traffic by whitelisting/blacklisting unprofitable zones/sources and making sure that you’re achieving your set acquisition goals.

Read more on how you can apply a specific country bid or custom payout per zone/source.

Please note: specific country bids and custom payouts per zone/source are only available when you create campaigns using our advanced campaign creation wizard.

We hope this new country tier bidding feature will bring some great results for our advertisers. You will now have the full power to set specific bids for different GEOs and fully optimize their performance. But if you haven’t tried our online advertising platform yet, then it’s time to do so.

Sign up today and start your successful online advertising journey with Adcash.

 

 

The most used shady practices of website monetization

The most used shady practices of website monetization

The online advertising industry is extremely competitive and publishers are always on the lookout for ways to increase their ad revenue. But do you know what metrics influence your earnings? Do you know how much your traffic is really worth? Are you sure your monetization partner isn’t cheating? We are about to shed light on some shady practices that might seriously affect the process of picking your monetization partner. A bit provocative? Read more and find out if you’re getting fooled!

What metrics influence publishers’ earnings?

Before we can get to the “juicy” bit about shady practices, we need to go back to basics. Firstly, publishers have to know what metrics are important to analyze their overall performance. Knowing that publishers will also have an easier time choosing the right partner to work with.

Publishers tend to use earnings as the key performance indicator (KPI) when comparing different networks. However, it is also necessary to know more about other important variables that influence publishers’ earnings such as ad impressions and eCPMs.

Impressions also known as ad views, is a term used to show how many times an ad has been displayed to the user. The total number of ad impressions depends mostly on the website’s audience size (eg. number of page views/visits) as well as the number of ad placements on the site.

Also, fill rate is a metric that indicates the ratio of the number of ads displayed divided by the number of ad requests.

Alongside these two important metrics, publishers need to think about frequency capping. With more intrusive ad formats, most publishers tend to enable frequency capping to control their negative impact on user experience while maximizing their earnings. That being said, it’s important to note that frequency capping settings need to be taken into account when comparing ad statistics against your website analytics.

Lastly, let’s talk about eCPM (sometimes called “eRPM”). It represents the publishers’ average earnings per 1000 ad impressions. The eCPM of a specific ad placement mostly depends on the chosen ad format, its placement and how users engage with the ad. To get a more thorough overview of website monetization details, read our monetization guide.

What are the most common shady practices used in website monetization?

Understanding the monetization performance is key to having a good balance between user experience and earnings. Therefore, having a good content and high number of visitors isn’t simply enough to start monetizing. It is vital to find an advertising partner who understands the importance of user experience and offers you the most efficient monetization strategy.

However, the highly competitive online advertising landscape has triggered some players to adopt shady practices in order to achieve a competitive edge. Don’t let yourself be fooled – let the evidence reveal the truth!

Networks disrespecting frequency capping agreements

As previously mentioned, advertising platforms offering intrusive ad formats are usually recommending their publishers to set rather restrictive frequency capping. That is done to find the sweet spot between performance and user experience (eg. Pop-Under limited to 1 impression per IP/day).

That being said, it is an “open secret” that in order to generate more revenue, many networks who offer such intrusive ad formats aren’t respecting the frequency capping rules that they agreed on with the publisher. Oftentimes, the network should show 1 impression per IP/day, but this capping is only respected in some countries including the country the publisher is actually located in. Meanwhile, visitors from other GEOs (i.e. the USA) are seeing 2 or more Pop ads per day instead.

In this case, the publisher benefits from this shady practice by getting paid for those extra ad impressions. However, it will hurt the site’s user experience in the long run and the publisher might lose more visitors.

There are ways to ensure that your monetization partner isn’t cheating. Use a VPN to check the behaviour of the chosen ad format in different locations (we’d recommend using a residential IP to do so). 

 

EXAMPLE:

Context: www.website.com is testing 2 different platforms offering the Pop-Under ad format. 

Advertising platform 1: Generates 100K ad impressions
This is a legitimate platform that respects the frequency capping agreed with the publisher.
Statistics shown on your publisher account: 100K ad impressions, $100 earnings, $1.0 eCPM.

Advertising platform 2: Generates 130K ad impressions
This is a misbehaving player that doesn’t respect the frequency capping the publisher agreed to.
Statistics shown on your publisher account: 130K ad impressions, $130 earnings, $1.0 eCPM.

In such a scenario, a publisher that’s not familiar with such malpractice will definitely end up picking Advertising platform 2 since it seems to provide higher earnings. Yet, it’s important to remember that the misuse of frequency capping often results in loss of visitors. Also, in such a context, the earnings generated via Advertising platform 1 and 2 aren’t comparable as they’re not given the same chance to perform.

Impressions shaving

As stated earlier, “understanding the monetization performance is key to have a good balance between user experience and earnings”. While this is true with any type of advertising, this logic is further reinforced when it comes to more intrusive ads. For instance, it’s obvious that a website having an abusive usage of full screen type of ad formats, should expect some of its visitors to:

  • Leave the website due to overwhelming ads 
  • Find an alternative website that provides the same content with better user experience
  • Keep on using the website as their main access to such content but not engaging with the ads

With that in mind, most publishers understand that eCPM is the metric they should look at to understand whether or not the financial return is worth the impact on the user experience. 

Some dishonest players in the ad tech industry have started manipulating their statistical data to boost up their publishers’ eCPMs. How is that done? Simply by not showing 100% of the ad impressions they have generated in their publishers’ panel statistics (aka “impressions shaving”). Let’s take a look at the examples below:

 

 

EXAMPLE 1

Context: www.website.com is testing 2 different platforms offering Pop-Under ad format.

Advertising platform 1: Generates 100K ad impressions
This is an honest platform that doesn’t manipulate the statistical data.
Statistics shown on your publisher account: 100K ad impressions, $100 earnings, $1.0 eCPM.

Advertising platform 2: Generates 100K ad impressions
This is a shady player that manipulates the statistical data (shaving 60% of ad impressions).
Statistics shown on your publisher account: 40K ad impressions, $100 earnings, $2.5 eCPM.

In this case, a publisher that is not familiar with such dodgy practice will most likely end up picking “Advertising platform 2”.  Because it seems to provide similar earnings while having less impact on the user experience. In reality, Advertising platform 2 isn’t providing better user experience, they are simply misleading their publishers by manipulating their statistics. 

 

 

EXAMPLE 2

Context: www.website.com is testing 2 different platforms offering Pop-Under ad format. The publisher is expecting to get a “fixed CPM” offer from both platforms after the initial test.

Advertising platform 1: Generates 100K ad impressions
This is a trustworthy platform that doesn’t manipulate the statistical data. Also, they respect the frequency capping that was set in agreement with the publisher.
Statistics: 100K ad impressions, $100 earnings, $1.0 eCPM.

Advertising platform 2: Generates 130K ad impressions
This is a malicious player who doesn’t respect the frequency capping that the publisher agreed to. In addition, they manipulate the statistical data (shaving 30% of ad impressions).
Statistics shown on your publisher account: 100K ad impressions, $130 earnings, $1.3 eCPM.

Following the test period, the publisher ends up picking Advertising platform 2 since it has offered a fixed CPM of $1.3 to the publisher, while Advertising platform 1 made a fixed CPM offer of $1. In reality, a dropping user experience is hiding behind the higher earnings as it is received by showing more ads than the publisher allowed. Further, as Advertising platform 2 is shaving 30% of the publisher’s ad impressions, the actual fixed CPM the publisher gets is not $1.3 but rather $1.0.

By now, you should understand that in those 2 cases, the owner of www.website.com is getting fooled again by “Advertising platform 2”.

Misbehaving ad tag/ad script

Last but not least on the list, providing “misbehaving ad tags” to publishers is a shady practice that seems to be getting some momentum in recent years.

In order to create an environment where they can get a competitive edge over clean platforms, some players in the industry don’t seem to care about the user experience of their publishers’ websites. As well as thinking that it’s okay to provide their customers with ad tags that hijack their websites. For example, ad tags that allow networks to trigger Pop-Under or Pop-Up ads through a tag that was only meant to display Native ads.

Such deceptive practice allows the advertising platform to:

  • Show publishers higher performance than any other clean partner offering Native ads can provide.
  • In the worst case, not pay the publishers for the unexpectedly displayed Pop-Under or Pop-Up ads and make a lot of profit at the expense of the website’s user experience.   

Similarly to the frequency capping case, we recommend using a VPN (with a residential IP) to test different locations and the behaviour of your ad tags. 

So, there you have it! Now you have all the knowledge to spot the industry’s shady players and make sure that you’re not getting fooled by your monetization partner.  

Here at Adcash, we believe in honest business principles and for the sake of transparency, we felt necessary to share those bad practices.

Are you being fooled by your advertising partner? 

 

Our publisher team is here to help you find out whether your earnings are being shaved and share more tips on how to be more profitable.

 

Let’s investigate together!
Score a touchdown during NFL with Adcash

Score a touchdown during NFL with Adcash

Score a touchdown during NFL with Adcash! Our platform has secured premium sites and exclusive campaigns, so there’s good news for advertisers and publishers both. We’ve written down some must-dos during the game period plus uploaded a FREE GAME SCHEDULE!

NFL pre-season has already started and the games will follow next week! We’ve gathered the essential info for advertising and monetizing during the NFL season. This is your chance to ace your performance marketing strategy!

 

NFL game schedule:

Ad campaign setup 101 

Now’s the time to get your ads ready for the games and score big with us! Make us of our premium sports inventory that’s simply waiting for your ads.

🌎 Target the following countries: USA, Canada, United Kingdom, Australia, Mexico and Brazil.

📆 The games will start next week, so be sure to push your ads live according to the schedule (shown above). We also recommend to start running your campaigns a couple of days earlier, during the pre-game buzz.

🖼️ Update your ads with NFL related content. Or better yet, create completely new eye-catching images with strong Call-to-actions and landing pages to capture the users’ attention!

🎛️ Pop-Under, Interstitial and Banner ads have proven to bring the best results with our sports traffic!

🎯 CPA Target and its automated optimization will generate the best results. With big sports events, it’s better to use custom frequency capping and set it for example: 3 times per 24 hours.

Our complete sports advertising guide can be found here.

 

Examples of great sports ads:

How to efficiently monetize 

Earning cash during NFL is quite simple! Monetize your website with Adcash during NFL and reap the benefits of our high-budgeted campaigns! Now’s the time to put your tags live for the game season and score a touchdown during NFL with Adcash! In case you need more tips, the ultimate sports monetization guide is here.

🔤 Use event related keywords in your content and page URL, that’ll make it easier for advertisers to target your content more accurately.

💻 Take a closer look at your setup to make sure it’s tweaked to perfection! In case you’re not convinced about it get in touch with our Publisher Managers or support team at [email protected].

 

Here’s why you should monetize with Adcash:

Why monetize with Adcash

 

That’s how your site would look like with high-quality sports ads:

Score a touchdown during NFL with Adcash monetization

Score a touchdown with Adcash

With all these tips you should be all set for NFL! Go to our platform and set up your campaigns or put your tags live. It’s time to get in the game!

How to create a landing page that works

How to create a landing page that works

Landing pages should be part of every advertiser’s performance marketing strategy. Knowing how to create a landing page that works will automatically result in higher ROI and better visibility. No matter how cool your ads are or how well you’ve optimized them, you won’t succeed without a great landing page.

So – what’s a landing page? To keep it really simple, it’s a dedicated web page that usually has a single focus and is mostly used for lead generation. It’s the first thing potential customers see and can be the launch pad of a successful advertising campaign, or a brick wall that stops them going any further.

When your campaigns get visitors to your landing page, you have a matter of seconds to convince them to stay on your site. You must give them strong and compelling reasons to linger and explore further.

If that doesn’t happen, you can have impressive figures for your website traffic but poor lead conversions. Having lots of website visitors who don’t go on to buy, book, enquire or register represents a colossal amount of wasted opportunities – and wasted money!

How can you boost your ad performance with a great landing page?

Who are you talking to?

As an advertiser or affiliate marketeer, having drilled down insights in to your target market is always step one. It’s always good when your page views are high but when you’re interested in conversions that’ll eventually bring in money then you also need to know how to design a site that appeals to your target audience.

A landing page will grab the attention of visitors if it answers the most basic of all customer questions: “What’s in it for me?” To sell the benefits of your product and service well enough, you need to know who they are and what they’re looking for.

Segmenting your audience – and working up a typical customer profile – is vital when planning and scheduling performance marketing campaigns. Your ad spend will be better focused, driving genuine leads to the landing page.

Pick the best platform and tools

The actual creation of a landing page is much easier than you think if you’re using the right tools. A lot depends on how much of the design, build and update work you’re outsourcing, and how much you’re doing in-house. Also, which platform your website uses eg. WordPress, Squarespace, Weebly, Shopify, Drupal etc.

With most platforms, you can create “drag and drop” pages but some landing page creators will make your life even easier (if your HTML and CSS skills are limited).

Research all the options – such as Unbounce, Clickfunnels, Landigi, Thrive (great for WordPress users) and Instapage – to find the one that best suits your business goals. Maybe you already have a landing page included in your box of marketing tools? Some marketing automation solutions and CRMs have landing page builders included in their packages such as Hubspot, Act-On, Zoho, Salesforce and many others. So, you don’t have to waste your budget on extra tools.

The platform and tools you opt for will offer a series of plugins. These are extra functions to help you interact with landing page visitors. Don’t use too many, as that can slow your site down too much.

Mobile First

A few years ago mobile traffic took the lead ahead of desktop for the first time. Making it necessary for marketers and advertisers to adopt Google’s “mobile first” strategy. Make sure your website is mobile-friendly! Because Google is penalizing sites that are not mobile-optimized and your site won’t be ranking as high as it could in SERP (search engine results pages).

What’s more, if you’re buying a lot of mobile traffic then it’s absolutely crucial that your landing page is fully mobile optimized. That way it offers a great user experience that will lead to a sign up or registration. Therefore, it is a must to invest some time in mobile landing page optimization!

Landing page layout

Whether you’re building a new page or improving an existing one, content and design are going to be the key! This includes creating a landing page that grabs and holds visitors’ attention.

Make sure your page design is clean – avoiding overpacked or “fussy” content. Choose a few hard-hitting images, rather than lots of complex slideshows.

Research has shown that users are more inclined to read content that is combined with bold attention-crabbing imagery.

Xerox

Consider content placement on your landing page too, such as menu bars and quick links. The more distraction there is, the less likely the user will finish the desired action.

This is all to make sure that your website landing page is quick to load, and easy to navigate. Your ultimate aim is to improve user experience (UX). Site visitors will find what they’re looking for, without working too hard!

This is mainly supported by lead capture forms. These forms generate leads, as you ask people to fill the form out with their contact information and offer them a deal, ebook, or something similar in return. It’s important to carefully think through the form’s design. It should be easily findable, including only essential questions and not too lengthy. Lead capture forms can be often combined with calls to action (CTA). For example, if your visitors like what they see, how can they buy, register or enquire? A well placed “button” can promote your call to action and capture initial interest. It’s smart to place it above the fold or top of the page.

It’s essential to create ad creatives that match your landing page, to make the transition seamless when users click through to the website from the ads.

Landing page SEO techniques

In order to succeed in online marketing your content must be visible. So, the aim is to get your website as high as possible in the search engine results.

Make sure that your landing page contains keywords – both long and short phrases that customers use when searching for a relevant product, service or location.

Whether you’re confident with SEO techniques or not, it’s important to at least access some of the basic tools to boost your page ranking. Look at these ones – such Yoast SEO (great plugin for WordPress sites), SEMrush, Google Search Console, Google Keyword Planner, Moz and Screamingfrog – to get SEO insights.

Testing, testing – measurement matters

Even if you do all of the above, there’s no time to rest on your laurels. The internet is a complex and ever-changing entity. If you don’t create a fresh and dynamic landing page, it will be outdated from day one!

Testing and CRO (conversion rate optimization) are the most important elements of a great landing page! It’s vital to test your content for understanding what on your site is working and what’s not. Keep checking call to action buttons and links are working. Don’t forget to test out different offers, colors, images, copy and call to actions to see what works best for your audience.

Having your targeting and testing on point can increase conversion rates by up to 300%.

Steelhouse

A/B testing your landing pages is the easiest way to see which one is the most effective. For that, create two different landing pages and use them simultaneously. Analyze the results afterwards and look into details to discover which one of the pages works better and what you should change to further improve the performance.

There are some fantastic tools out there that help you to understand even further how your site visitors are interacting with your landing page. For example, with Hotjar and CrazyEgg you can see the heatmaps, site recordings and analyze users’ behavior and see where they click and scroll. This helps you to test and optimize accordingly.

Also, keep on tracking your results and checking your page analytics regularly, for visitor numbers and the length of time they are staying. The best tool to use for that is Google Analytics, it provides you with all the necessary data. From these insights, you can make changes that continue to make your landing page effective and productive. Many of our affiliates are using powerful trackers, such as Voluum, PeerClick, RedTrack, Appsflyer and many others that give them full visibility of their ads’s performance.

We hope that you found this article useful and will start editing your landing pages to get even better results with them! Remember, your ads are only as good as your landing page!

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