Keep Your (Ad’s) Promises!
February 2, 2013
If you sell lots of different stuff, and your ad prominently features one item — even if that item is merely a stand-in for a whole category — guess what prospective customers want to see after they click your ad and arrive at your landing page?
The pictured item. Really.
But more often than not, the very cool, funky, and unusual item pictured is no where to be found. I’ve seen it happen for Zappos Ads, Amazon Ads, Facebook ads for fashion and design retailters, and plenty of others. It’s an epidemic of failed promises.
See, every hyperlink is a promise: a promise to take the clicker to the place they expected to go to when they clicked, a place that’s implied by the hyperlink text or the ad.
When the clicker ends up somewhere else, they feel duped and betrayed. Not a good way to begin a sales conversation.
Here’s a perfect example:
So, here’s a pretty solid ad for Joss & Main, prominently featuring a very solid teak club chair not only in the picture, but also in the headline and body copy.
So what do you think I was expecting to see post-click?
Unfortunately, here’s what I actually saw:
No teak chair!
Now, I understand the desire to have the sign-up form as a gateway to browsing. I don’t necessarily recommend it, but I understand it.
But what’s to stop them from showing the teak chair in the background of the page, promising the prospective customer a closer look if only they’ll fill out that pesky form?
Yeah, the extra step of filling out the form would still feel annoying, but the picture of the teak chair would at least let me know that filling out the form was worthwhile because I was on-track to get that additional information I clicked-through for in the first place.
Plus, I’d feel a whole lot better about the trustworthiness of the retailer. As it was, I ended up feeling like a bait and switch had been pulled on me, so I left the site for good. Sale lost.
Don’t let that happen to your Facebook Ads: make sure the post-click experience keeps the promises made by the ad and you’ll end up with much higher CPI scores.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.
[New Whitepaper!] 4 Ways To Survive PPC Campaigns for the Healthcare Market...
This whitepaper will highlight four examples of how thinking at the corners can help boost your PPC performance in the healthcare industry.
Create Visually Appealing Reports With Google Data Studio
When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You may want to explore another option - Google Data Studio.
Liveblogging 2016 DoubleClick Announcements
Today is the day we learn more about the latest DoubleClick updates. Follow along live as we share DoubleClick's announcements as well as our opinions.
The 2016 Top 25 Most Influential PPC Experts
After a month of voting, rigorous research and data analysis, we are excited to announce the wildly anticipated list of the Top 25 Most Influential PPC Experts for 2016.
[New Webinar with AdEspresso!] 4 Effective Strategies for Facebook Lead Gen...
In this new webinar, AdEspresso and Hanapin experts discuss four effective strategies to use Facebook Lead Gen Ads for your business.
PPC Hero Launches New Site!
We're excited to announce the launch of a brand new PPC Hero! We've redesigned the site to be more search friendly with a better navigation system and more opportunity to find the right resources quicker.
How To Get More Out Of Excel Solver
Excel Solver is a fantastic tool, but most examples only cover simple marketing use cases. We’ll cover the next steps of enhancing your models and how to automate the process.
Where You Should Focus Your Facebook Brand Awareness Efforts
Learn the basic metrics to focus on when you want to build awareness on Facebook.
Google To Release New Shopping And Travel Features
Several upcoming changes to Google Shopping and travel-related ads can be expected in the near future. Read to find out more.