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[Think about it] How come Amazon.com and Orbitz don’t
just show their home page in a pop under ad? Because it wouldn’t
work! What if a department store showed all the products inside
of their store, or worse, the entire strip of stores in the mall
they were located at, and put it all on a billboard? Would the average
driver focused on their destination have time to understand the
message the advertiser is trying to convey? Not many of them at
all. What kind of results do you think that billboard campaign would
achieve? ===================================
Remember,
your home page is used to navigate people to all the many different
parts of your site. There is not usually any one specific theme
or offer but, rather multiple offers, animations, buttons, and a
lot of different paths to take. This is way too much for a person
to comprehend in just 2 seconds.
So
since most people didn’t ask to see your ad in the first place,
the subconscious response is: “Since I didn’t ask to
see this site and there is no distinct offer, there might as well
be no offer at all.” Click close [x].
[==SUCCESS
TIP==] Make a great landing page that directs people where you
want them to go. I assure you it will increase your response.
K.I.S.S.
- Keep it short and sweet. Don’t try to close the sale,
get the sign-up, etc in the first 2 seconds. Be compelling, get
the viewers attention, and draw them into your offer. Take them
through a sales “process”, not a sales “slam”
- you will have much better results.
3. APPLES-TO-APPLES. One frustration common among advertisers
is the difference between the response to a pop campaign and a pay
per click campaign. There are many, many reasons for this difference,
but a main reason is they are not the same type of advertising.
One is active, the other is passive. Remember we talked about that
earlier in this article? In general pay-per-click (Overture Precision
Match www.overture.com, GOOGLE ADWORDS www.Google.com, Find What
www.Findwhat.com, etc) will always yield a higher conversion rate
than a pop campaign. It is also much more expensive and difficult
to track to use this form of advertising.
One
key reason there is better response rate in PPC (a passive form
of advertising) is these are people who took the time to type in
a phrase into a search engine and click a link. They are actively
looking for your service. Pop type ads are active forms of advertising
and show up on a related site, but the viewer, who is passive about
your service at the moment, was in the midst of doing something
else.
This
is the same reason Yellow Page inquiries are more expensive, and
generally will yield higher response than say Radio Advertising.
This is due to the different focus of the viewers at the time of
seeing the ad.
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KEY POINT: DO NOT compare your pop ad results to your PPC
results, they will NEVER match, nor should they. That would be an
apples-to-oranges comparison. Both methods should be implemented
as a part of a well-rounded marketing plan.
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4. FOLLOW-UP. This is where over 97% of web sites miss it.
They make an ad, they buy the traffic, but don’t tell people
what to do when they arrive. Here are some important questions to
ask about any web site being advertised:
1. What happens after they click your
ad and arrive?
2. Can they navigate the site easily to find what they are looking
for?
3. Is your site compelling?
4. Does it draw them in deeper?
5. Does the site itself SELL?
6. Are People encouraged to contact you?
7. Is it easy to contact you?
8. Is it easy to buy?
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Improve
The Results Of Your Pop-Under Campaign