Beyond a Meta Ads or Google Ads campaign. Comprehensive strategy for success
5 min of reading time
Index:
1st Landing Page
2ND CRM
3rd Remarketing
4th Artificial Intelligence
5th Data Analysis
6º Errors to avoid
Introduction: The mistake of focusing only on the advertising campaign.
Every day, thousands of companies launch their Google Ads and Meta Ads campaigns in the hope of attracting customers and increasing their sales. However, the harsh reality is different: Most of them fail. This is not because the advertising platform does not work, but because the strategy goes beyond focusing only on ads.
Launching an ad with a top design is no guarantee of success. Behind the campaign there must be a solid infrastructure. For example, having an optimized landing page, an efficient CRM with automations, remarketing strategies or even artificial intelligence strategies. This approach will help you to have sustainable results in the long term.
In this blog we are going to talk about how a complete strategy can be the icing on the cake that helps you get results, or be a complete failure. The focus should be on growth and profitability.
1. The importance of a landing page focused on conversion
Why shouldn't you drive traffic to your home page or main website?
This mistake is one of the most common in Google Ads and Meta Ads campaigns. Many companies create ads and direct traffic to a web page, rather than to a landing page designed specifically for conversion.
Landing pages are designed to guide the user to perform a specific action. The action can be completing a form, downloading a resource or even making a purchase. If a user lands on a generic home page without a conversion-focused structure, the conversion rate plummets.
Key elements of a specific landing page
● Must have a clear and persuasive title: To capture attention and also state the benefit clearly and directly.
● An optimized form: Ask for only the essential information and be easy to complete.
● Attractive and responsive design: Adapted to all devices, including mobile devices.
● Messaging aligned with the ad: If an ad promises a discount, the landing page should reinforce that promise.
● Social proof: Reviews, testimonials and real cases build trust. It also increases the authority of the service you are offering.
A powerful CTA: It should be clear, visible and generate urgency. It should even be located in different strategic places on the landing page.
A well-designed landing page increases conversion considerably. If you don't have a specific landing page for each service you offer, you will be leading your leads through a tunnel with the lights off.
2. CRM: The key to managing and nurturing leads Why is a CRM critical to your strategy?
Capturing leads is the first step. And then, how do you manage contacts efficiently?
If you don't manage them efficiently, you will surely lose sales opportunities. This is where having an efficient CRM comes into play, a tool that allows you to organize, segment and automate communication with leads and even customers.
Benefits of integrating a CRM into your advertising strategy:
● Follow-up automation: automatically responds to leads that have realized the conversion goal of your campaign.
● Customer segmentation: You can classify leads according to their interest and buying potential.
● Personalization of interactions: Improve communication with user-specific messages.
● Data analysis: Facilitates decision making with performance metrics.
If your business depends on conversions that don't happen immediately (such as B2B sales or high-value services), a CRM is an essential tool for converting clicks into real customers.
3. Remarketing. If leads go cold, you may lose them.
What is remarketing and why do you need it?
98% of users who visit a landing page do not convert on the first interaction. Remarketing is a strategy that allows you to impact those users again through ads on different platforms.
Advanced remarketing strategies
● Interaction targeting: impacts users who clicked on the ad, but did not complete the conversion.
● Dynamic ads: Shows specific products according to the user's behavior. That is, depending on the action they have made, a different type of ad or strategy is shown.
● Recovery emails: If a lead left their data but did not complete the purchase, send them a reminder email.
● Multichannel campaigns: Use Google Ads, Meta Ads and email marketing to reinforce the message.
4. Artificial intelligence, applied to digital marketing How AI revolutionizes advertising strategies.
The use of AI in digital marketing has comprehensively revolutionized the optimization of companies' campaigns. The most obvious applications so far, are:
● Predictive segmentation: AI analyzes data and determines which users are most likely to convert.
● Real-time ad optimization: platforms such as Google Ads, Meta Ads and more already use AI to adjust bids and even improve campaign performance.
● Advanced personalization: AI algorithms create specific messages for each user.
● Intelligent chatbots: They answer queries in real time and improve user experience.
5. Data analysis and continuous optimization
Don't launch campaigns without measuring results
Many companies launch paid campaigns without properly analyzing their performance. Without accurate data, it is impossible to determine what is working.
Essential KPIs that you can measure to analyze data
CTR (click through rate): Measures the effectiveness of the ad. Depending on the advertising platform, this metric is different. In Google Ads an 8% CTR may be quite optimal, while in Meta Ads being around 1% may be the norm.
● Conversion rate: How many users have performed the desired action we want to carry out with our digital marketing campaigns?
Cost per acquisition (CPA): This KPI measures whether or not the investment is profitable. If the CPA is higher than the value provided by a lead, you have a profitability problem. ● Landing page dwell time: This KPI can indicate whether the page is relevant to each user who lands on it.
ROI (return on investment): Measures the total profitability of the campaign. If your main objective is to sell, it should be the main metric you should take into account.
6. Mistakes to avoid in your integrated marketing strategy.
Not optimizing the landing page: If the user experience on the landing page is not smooth, and it is not focused on conversion, you will most likely lose many conversions.
Failure to follow up on leads: This is where having an efficient CRM comes into play. Without a good CRM, many leads can be lost along the way.
Do not perform A/B tests: Each element must be tested and optimized. You can A/B test campaigns, ads, landing pages, automations, etc.
Not having a post-campaign strategy: Paid advertising should go hand in hand with other tactics, such as email marketing and loyalty. You must have a good resale strategy and increase the LTV of your customers.
Conclusion: If you focus only on the ad, you are at a disadvantage with the competition. A good strategy is complete and comprehensive.
Investing in Google or Meta Ads without a comprehensive strategy will most likely lead to very poor results. To achieve real and sustainable results, you must go beyond the campaign and make sure you have an infrastructure in place that converts traffic into customers.
Think about the whole journey a lead goes through: from seeing an attractive ad, to clicking, entering a landing page, converting, and much more. The ads part is the first one, which of course should be as optimized as possible. But what happens after that? You must also make sure that everything that comes after that works perfectly.
Think of your marketing strategy as an orchestra. If, of all the instruments, the violin is out of tune, it can ruin the great work behind it. It's the same with your marketing strategy. You must tie all the strings together, and work efficiently on all the pieces that make up the strategy.
Investing in Google Ads or Meta Ads without a comprehensive strategy is like trying to fill a bucket with holes in it. To achieve real and sustainable results, you must go beyond the campaign and make sure you have an optimized infrastructure that converts traffic into customers.
To make your marketing investment profitable, the way is not just to launch ads. Create a solid strategy that converts visitors into customers, and customers into repeat buyers.
If you have any questions about how your marketing strategy should be, do not hesitate to contact us.
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