Why aren’t my ads performing as I thought? And how long can I keep this up before I run out of cash?
When your advertising campaigns aren’t performing to your liking, you might default to your instincts for resolution. But businesses can’t compete with decisions made by instinct alone. And guessing what the end-user wants doesn’t do anyone any favors.
You clicked this article. So our guess is that you are consumed and confused by a lack of return on your ad spend. This suggests you’re also plagued by:
We could tell you that data will help you make more informed business decisions and that without a quality standard and a method of measurement, you will never identify where your ads are going wrong. But you already know this. You’ve heard it countless times before.
If the digital advertising struggles we discuss below sound familiar, don’t panic. First, we’ll break down the problem. Then, we’ll explain how to use the insight gained from ChipBot to eliminate the problem, generate more leads, and develop the content your audience craves.
Why are so many people bouncing? If they clicked the ad, they are clearly interested, so what’s wrong? Your problem could lie with the landing pages or the ad itself.
Something must be done, unless you want to continue your backward slide in Google’s search engine preferences, among other things.
High clickthrough rates coupled with high bounce rates might suggest your page is irrelevant or confusing to visitors. But don’t go redesigning everything just yet. Remember that bounce rates only tell you that someone left your page, not how they interacted with it. This is why it’s important to dig into other metrics and pieces of your web presence using an analytics dashboard.
When clickthrough rates are high but bounce rates are also high, you probably have a content messaging problem. This means your messaging — in some way, shape, or form — is unclear to the reader. Either:
In some cases, both forms are ineffective. Whomever the content culprit, you need a “message match” to encourage people to stick around for longer. Do your best to ensure your user doesn’t get sent on an unexpected and confusing journey after clicking your link. (Here’s a great resource for how to validate ad content messaging for better conversions.)
Without insight on who is spending time on your site, how long they’re staying, and whether your content/experience are aligned, you will continue to guess where you’re going wrong.
Maybe your area of business requires a lot of questioning, but you don’t want to mess up a well-designed page with more text to address said questions. Many view support bots as the end-all to website problems in messaging and process.
The only thing is that traditional support bots have dangerous limitations such as:
Think: “What made them ask this now?” or “Hmm, four users asked the same question in one week. Why?”
Getting several inquiries through live chat or email forces your new support staff to answer the same questions repeatedly, but more importantly, you forgo key information that might highlight certain visitor doubts that are contributing to a higher bounce.
It’s a one-off solution for one user. It doesn’t proactively attack the issue in the long run: your user is feeling uncertain about something and leaving your site for another. (Your return policy, details about your process, how they can pay securely, etc.)
If it’s not clear by now, leveraging data is the key to tackling overspending, minuscule conversions, and missed opportunities in digital ads. But what many fail to do is gather that data in a way that feels less invasive to the user and creates a more enjoyable experience.
Solution for high bounce rates (Problem #1): Use a tool to capture points of friction that correlate with bounce rate. Specifically, capture how people feel before they leave the website. Get their questions, their input, and their intent. Then analyze all the negative points on why would they leave based on their behavior.
This is what ChipBot does in a nutshell. First, add ChipBot to your landing pages. Then, integrate ChipBot with Google Analytics and track important landing page metrics in real-time to create high-converting landing pages and ads. ChipBot will bring to the surface knowledge like:
Your visitor won’t know it’s there unless they activate it for help (more on that below), but you’ll know it’s working behind the scenes to track key metrics that help churn a higher return on ad spend.
Bonus tip: what’s considered a good SMB bounce rate? One study suggests anywhere from 40 to 55%. A bounce rate that approaches 60%, suggests a key opportunity for improvement.
Solution for effective messaging (Problem #2): Promote thoughtful, concise, and transparent messaging by transitioning from reactive support to proactive support.
What if, instead of letting the user come to you (common in live chat support), you remained ever-present for your users practively? Even better, what if you could do this without forgoing functionality?
Solve intricate questioning and messaging hurdles by letting ChipBot store all necessary information without destroying a well-marketed or designed landing page. Just add ChipBot on all your pages. Then, observe the user behavior and support trends it highlights naturally to optimize key areas on your site.
The power remains with the user, as they can stay on the page you want and engage with one tool to:
And you? You can keep your customer experience positive by promoting a website that’s concise, functional, and efficient.
Your growth and marketing efforts are pointless if you aren’t measuring them. You can make smarter decisions by examining your customers, their buying habits, and the results your existing work generates.
Try ChipBot for free now and start tailoring your ads to the customer’s needs better than anyone else.
Lauren Hamer is a Digital Content Writer and Copy Editor who helps top companies and small start-ups to define their brand through quality, conversational content.