My ads are driving a lot of traffic, but I’m not seeing the ROAS I expected. What can I do to get more value from the traffic being driven to my website?
It’s not just about the ad, it’s about the ad experience.
Today, the majority of businesses depend too much on the ad units they pay for. They simply expect that the ads should not only drive traffic to their websites but drive that traffic to convert simultaneously.
It’s not that simple, however.
Consider the experience after SuzieQ is captivated by a Facebook ad for WebsiteShoe.com and clicks through to the website:
What went wrong? WebsiteShoe.com didn’t meet the Facebook ad halfway. The ad started the conversation with SuzieQ and brought her to the website. From there, it’s up to the business to turn that preliminary conversation into action.
So, what should the experience look like instead? Start by acknowledging that in clicking your ad, the facebook user is not only being redirected to a new website but is simultaneously making a mental transition – from Facebook browsing mode into Buy Mode. Help the user make this transition smoothly by providing a continuous experience from the Facebook ad to your website.
Let’s try a new experience with SuzieQ:
This time, WebsiteShoe.com provided a seamless experience from the ad and into the website. SuzieQ’s initial interest that encouraged her to click through the ad is nurtured by the continuity of experience,
In the above scenario, WebsiteShoe.com utilized an ad-based landing page to guide SuzieQ from the Facebook ad and into the conversion funnel on WebsiteShoe.com. While ad-based landing pages are the recommended strategy for maintaining and furthering the ad experience, it will likely be difficult to run unique landing pages for each and every ad campaign.
There remains an alternate approach to creating a consistent ad experience, and it arrives in the form of Behavioral Marketing. With Behavioral Marketing tactics in play, you’ll lock the ability to identify where your visitors are arriving from, which ad they’ve clicked through, and create reactive experiences accordingly.
Let’s take one last look at SuzieQ’s experience – this time with Behavioral Marketing:
Check out our full guide on Facebook Advertising to learn how you can unlock the most value from your Facebook ads: A Marketer’s Guide to Facebook Advertising – Designed for eCommerce.