If you want to make the most of your ads, one of the first things you have to master is improving your click-through rate. After all, the more people that click your ad, the more people see your intended message and, likely, the more people take the action you want them to take.
Well, if you’ve been paying for ads for any amount of time, you’ll know that calling improving CTR (click-through rate) “simple” is pretty laughable. It’s tricky and sometimes downright hard.
Which is why I wanted to share with you a tactic that I’ve been watching other businesses use and I’ve been using to increase my click-through rate on Facebook ads and, not incidentally, decrease my negative comments from crazy strangers on ads.
People are pretty jaded on the internet, and especially so on social media. When they see ad posts, they’re primed and prepped to doubt whatever the message is. Even if you’re posting an ad that drives to the most useful content you have, people are suspicious because it’s your content and your site.
So how do you fix that? I mean, what, are you supposed to send people to content that’s on someone else’s site?
The interesting trend that I’ve been noticing (and taking advantage of for my other business) is using ads to send traffic to write-ups about your, your products/services, or your company on other people’s websites. The keys, of course, are that the write-ups need to be very positive and they need to have at least one or two direct links to your site.
For example, I’ve noticed Elysium Health running ads that drive people to this article on Well + Good:
Now, you and I, being savvy marketers, quickly spot that this is a sponsored post and, so, likely to be very positive about Elysium Health’s products. But you’d be surprised at how many people don’t spot that! Or even if they note that it’s sponsored, they’re often still positively swayed by the content.
And, even though it’s sponsored, driving people to another site gives the impression of third party approval.
What can you learn from this? If you’ve been interviewed on another site, or someone’s written up a positive review about you/your business/your services/your product, you can test sending traffic there.
(Quick reminder caveat: That site’s article must link back to your site! You have to give people an easy way to get back to your site.)
Of course, you can also go the Elysium Health route and pay for a sponsored post and test driving traffic there.
If you have some extra spend in your ad budget, you can also pay for the company to run ad spots to traffic in order to drive them to that ad, too (see below). The ad is theirs, the post is on their site, but the bump you might see in traffic is significant.