Improving Your Ad Spend

I’m in the midst of clearing out my inbox and combing through all the newsletters and white papers that I haven’t had a chance to read in the past few weeks. 

I came across an article from ClickZ titled, “Improve Your Ad Spend with Innovation”. While many marketing budgets are tightening, online advertising continues to be the most measurable and accountable form of marketing, and companies have continued to pour money online, while pulling away from offline mediums. ClickZ columnist Shawn Atchison says,

“Clearly, the overwhelming consensus is to keep putting ourselves out there and reaching our customers. Competition is likely to get tougher, and companies will focus more on holding their marketing departments and agencies accountable for that spend, just as they’re being held more accountable. In that light, measurement looks even more critical.”

Shawn continues to explain how to improve one’s ad spend with landing page optimization. 

“Pick one page, form, or promo that isn’t performing well and look to improve that. You can start with a basic A/B test or use a multivariable test. Go through the steps, evaluate the impact, and make changes from there.”

As marketers, we can actually do better than that and improve the ROI of our online advertising spend significantly by i) going beyond the single page format with multi-page landing experiences and ii) eliminating the use of web development & IT resources. 

1. Optimizing within the confines of a single page (landing page optimization) isn’t innovative anymore. It’s landing pages 1.0. Instead of testing within the confines of a single page, test creative, engaging multi-page landing experiences. Extraordinary post-click marketing goes beyond form page testing and tests your market segments, strategies, and messages. Multi-page landing experience conversion rates trump single landing page conversion rates 9 times out of 10. Shawn was right — post-click is key to maximizing your online ad spend. But you can really move the needle and see triple digit improvements by going beyond the confines of single page testing.
2. Landing page ad hoc adds up! Coding, IT, hosting, testing. For most marketers, it takes time, money, and intense internal resources to test and host landing pages. A post-click marketing platform, such as LiveBall, frees marketers from the internal roadblocks that prevent them from focusing on what they do best — marketing. I often hear how it can take some marketing departments weeks (or even months) to get a landing page up, hosted, and testing. Scary. By eliminating the IT middlemen, you can save your company serious amounts of time and money.

See for yourself! Calculate how you can be an ROI rock star for your company. Check out our brand-new Online Marketing ROI calculator.