Optimizing Advertising for Increased Sales
Profiting from media buys is not as simple as posting an ad and then waiting for the sales to roll in as many new ad buyers quickly discover when they learn the hard way about the need for ad optimization.
“Ad optimization is [the] key to lower CPC prices, higher click-through rates (CTR) and conversions, and a greater ROI,” Miranda Miller wrote for Search Engine Watch. “Even the lowest budget campaigns must be scalable and balance top-notch creative with ongoing analysis and optimization.”
Miller cites a BoostCTR report recommending action items such as having multiple writers write for the same ad group to allow simultaneous testing of multiple perspectives, and to attract attention using dynamic keyword insertion (DKI) in ad headlines. Other tips include testing a stronger call to action and shifting the ad’s focus from features to user benefits — being sure to test multiple approaches to learn what will work best and what won’t — and then applying that knowledge to similar ad groups.
It is all about understanding the process and refining it through testing and statistical analysis. Doing it all yourself can be a chore, but some market-leading adult entertainment companies are now making it easy for porn promoters to find a highly qualified audience at an attractive price.
For example, adult website traffic network TrafficForce.com recently released its new Automated Ad Optimization tool to help its advertisers understand their customers better. This offers a way to improve ad performance and profitability through real-time statistical tracking of all ads on a per account basis in order to select the most profitable ads.
According to Ross from Traffic Force, the company delivers 10 billion premium impressions monthly, providing it with a deep understanding of the importance of an ad’s click-through ratio (CTR) — or the percentage of clicks an advertisement receives in comparison to the number of times it is displayed.
“Displaying the best ads, as dictated by actual customers rather than assumptions is providing a significant boost for several clients who have started using the system,” Ross stated. “Instead of pausing ads manually and swapping creatives to chase traffic trends on your account, Traffic Force can now do it all for you automatically, increasing or decreasing the visibility of specific ads in your campaign based on their current performance level.”
Ross notes that better ads and faster response to information lead to higher CTR and greater profits, but because ads boasting the best CTR may not be the most profitable ones, Traffic Force’s Automated Ad Optimization program enabled on an opt-in basis only. The system is compatible with both new and existing advertisements and can be activated or deactivated on a per-ad basis for greater flexibility.
By weighting ads to prioritize impressions to those with the highest CTR, the system allows users to optimize their ad campaigns, eliminating the poorest performing advertisements while identifying those that are the most profitable.
“Best of all,” Ross concluded, “the data clients can track from the CTR of top performing creatives in an account is also useful for understanding the target audience and fine tuning the overall message of your marketing campaigns.”
Regardless of how you go about it, optimizing your ads to maximize CTR will put money in the bank.