Preventing Casual Searchers From Clicking Your Digital Marketing Ads

The format of a digital marketing advertisement and its ad creative can send certain messages to a customer, in addition to its textual meaning. It is important to note that your ad is not only a tool to convince a set of interested buyers, but also a tool to sort out interested prospects from non-buyers.

If you are doing digital marketing in the right way, your ad should be able to capture the interest of prospects whose eyes rapidly flit down a search results page, searching for a suitable company with which to do business. Remember, for every user who intends to make a purchase, there are scores of people who are just casually browsing around the Internet.

The main purpose of digital marketing advertising is to garner better user responses, and increase your CTRs, conversion rates, quality score, and return on investment. Below are some categories of meta-messages, which could be applicable to your advertising tactics:

. Attract the customer: If you are not a big brand, with your name in the display URL, your work may be an uphill task. You will have to find other reasons for customers to be drawn to you, which are different from your competitors. This includes having a USP, offering competitive pricing, running promotional contests, or introducing attractive special offers.

. Do not be repetitive: If your customers are already aware about certain features of your business, there is no need to waste space, by adding it in your digital marketing ad. For example, if you have a guaranteed turnaround time of a week, which everyone in your service area should know about, there is no need to continuously shout about it in your ads.

. Ad links: Google has experimented with various ad layouts, to make digital marketing ads blend in with generic results. An ad unit is a tasty menu of links, of which one could be yours. Most Internet users who are leisurely browsing the net realise that these ads are different from natural search results, and avoid clicking on them. However, those who are interested in buying a product will actually click on these very ads. Experiment accordingly.

. Ask them to buy: Nothing is better than having a shopping cart with the blue 'Google Checkout' icon on your digital marketing website. If you are not using this system, you should consider using strong calls to action, like 'buy now', purchase today', or 'free shipping' in your ad. Such digital marketing messages tell users that you do not only provide information, but are a means towards making a purchase.

. Tell people how to buy: If you feel that a prospective customer may be confused about how to use your selling interface, include simple, concise information to make it easier for him or her. For example, if there is a way for customers to customise a product on the purchase page, put some text in your ad asking customers to 'scroll down to customise their order'. Casual browsers should not click through, and you will get a better return on investment.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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