Insights, observations, and stories from the front lines of ecommerce and online marketing

Whiteboard Wednesday: How to Tie Your Paid Advertising to Your On-Site Campaigns

Hey everyone! For this edition of Whiteboard Wednesday, we’re talking about how to tie together your paid advertising and your on-site campaigns to create a consistent experience for your visitors.

Watch the video below to learn more or keep reading for a full transcript:

 
 
 
 
 
 
 
 
 
 
 
 
 

 

Transcript

If you’re spending money driving traffic to your website or online store with Facebook, Google, or Instagram ads, then chances are you know exactly who you want to reach and where you want to send them.

To make the most of your ad spend, make sure you’re delivering the right click through message for your advertising campaigns.

  • Pop Ups: The second is to create targeted pop ups and overlays that speak directly to the content of your ad without bloating your website. You can target your campaign based on the exact URL someone visits or include your UTM codes in that message to make the targeting work. This is a great choice if your ads are more about browsing your site, have to do with a wider range of products, or are about content.
  • Landing Pages: One is to create a unique landing page for each ad or set of ads you might be running. With a landing page, you have a unique URL that you can point your ads and more room to tell a complex story that leads to an on-site submission. This is a good choice if you have more information you want to convey, a more complicated offer, or your call to action on your ads are about one specific product or purchase.

The good news? You can do both of these at Privy.

Example: FairyTale Cakes

I’ll illustrate some best practices with an example. Let’s imagine that I run a bakery that specializes in over-the-top fairytale themed cakes. Since my cakes are really visual, Instagram is a great medium for me, so I take out some Instagram ads advertising an offer for 20% off someone’s first order.

Once I start running that ad, I’ll want to make sure to match my advertising messages with the messages that a visitor sees when they land on your site.

The three components of message matching are:

Connecting your Headlines

Use the exact same words so that a visitor knows that they have come to the right place. This is easily done with Facebook and Google. For Instagram, you’ll want to make sure your headline is directly related to whatever the text in the caption or overlaid on the image was. Let’s say my Instagram ad read, “Get 20% off your first order.” Then I’d want my pop up to say the exact same thing.

Connecting your Calls-to-Action

Whatever offer was in your ad—whether that is a discount, a chance to learn more, or some piece of content—it should be the primary offer that someone sees when they click through to your site.

Connecting your Imagery

You know how they say a picture is worth a thousand words? Make sure you’re using the same or very similar imagery so that the message makes sense across channels. In my case, I’d want the exact same cake to be featured on my pop up as on my Instagram ad.

Why does this matter? The concept of repetition in marketing and advertising is nothing new; in fact, marketing rules about how many times someone needs to see a message before they buy the product have existed as far back as 1885.

Get Specific

If you’re spending on advertising, you’ll want to build a mobile-specific version of your on-site campaign.

You can do this by:

  • Setting the device targeting to mobile only

  • Using a pared-down version of your message so it’s easier to read on mobile devices

  • Choosing a mobile-specific template that’s easy for someone to tap rather than click

Building a cross-channel marketing campaign can sound intimidating, but it doesn’t actually take that much more work. With a little coordination and a few handy targeting rules, you can create a seamless experience for your paid social and advertising in no time.

Thanks for watching, and see you next time!

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audience targeting, eCommerce, paid social media, Whiteboard Wednesday

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