1. Is the message clear?
Your message is represented through the images, text and call to action used in the ads. It is essential that the language used be very clear, you want the person to know what to expect. Having a misleading ad, even if it’s unintentional can result in a high bounce rate. A bounce rate is the percentage of people that click an ad, view the page, and then leave the site probably because they weren’t interested. The cost of those unqualified clicks adds up and can be avoided. Represent your particular product or service accurately, think about how it benefits your customer and convey that through the ads.
2. How are you going to isolate the “serious shopper” clicks from the “just looking” clicks?
Your ad creative should serve a call-to-action and an audience qualification filter. You want the click from a qualified and informed visitor not just a click. We often see ad creative that focuses on only one of these attributes but the reality is we want a balance between these two. A common example is using a price point to filter out those whose budget doesn’t match your product or service. A filter in your design also saves your budget for those that truly have an interest in what you have to say.
3. To click, or not to click, that is the question
- To Click
Image ads designed to get clicks have a call to action that compels the viewer to see what else you have to say. This method is used if you have a new product or service to showcase or even an old product or service that needs more exposure, etc. If used with remarketing – this method can be used to remind the viewer to return to your site.
- Not to Click
Image ads intended for no clicks are designed to create brand impressions so the value is the display of the brand not the click interaction. These are used to remind people of your location(s), the benefits of your product or service, or your brand image. Even if the image ads are designed for no clicks they probably still will be clicked which is a good thing – they need some in order for Google to keep them running. If the ads are getting absolutely no clicks, Google doesn’t make money from them, so they’ll give up your ad space to someone else. Again an issue of balance.
4. What’s the next part of the journey – after clicking the ad?
If the image ads are for general branding, then the home page is a good spot to deliver the user after they click. However, if the image ads are for a particular offering the home page is most likely too general. You want to lead your potential customer to the page that gives them exactly what they want to know to make a purchase– they should not have to search the website; which is what they would have to do if you led them to the home page. If the website doesn’t already have a landing page with content that is ad-specific, you should create one or at least add some relevant information to the page that is most closely tied to the ads’ content. Remember this is a conversation that starts with the ad and is continued by the landing page.