2. 与创建角色驱动的内容一样，品牌应该将障碍内容直接纳入其登陆页面。障碍内容解决了可能阻止用户转换的障碍。障碍可能与成本、风险、紧迫性、质量等有关。障碍有两种类型：隐性和显性。显式障碍是指有人在他们的查询中包含障碍。例如，假设您的品牌是 T 恤订阅盒服务，并且有人搜索“dad bod t shirt”，那么您可以围绕 T 恤制作一些非常适合“dad bods”的内容。这也与 #1 相关，确保登录页面符合用户的意图。隐性障碍是隐含或假设的障碍。再次以 T 恤盒服务为例——假设客户最关心的问题之一是领子下垂，而您的衬衫领子不会下垂。当用户在“添加到购物车”按钮的视图中时，这将是一个很好的区别特征，可以用于产品描述。关键是，无论你卖什么，障碍都存在。将他们放在首位和中心——以及早期——是增加访客转化为客户的可能性的最佳方式。
一种已被证明非常成功的策略是使用出价修饰符。出价修改器允许对我们的广告设置更高的出价，以吸引潜在消费者的更多点击，同时仍将自然搜索结果的可见度保持在可接受的水平。This way, we can guarantee high CTRs without sacrificing organic search traffic volume or quality rankings. You can also use optimization techniques such as keyword placement and niche selection if you have limited budget constraints .
Johannes Larsson, JohannesLarsson.com
10. Get Creative With Your Ads (After You've Covered the Basics)
The first thing you need to do is get the ad messaging right. What's in it for your potential customer? How can you present this clearly and concisely so the value jumps right off their screen?
I think the most effective strategy to optimize PPC traffic performance is to focus on the ad copy. The goal of your ad copy should be a strong call-to-action (CTA) that will either drive people to a landing page, or encourage them to click through to your website. I find that having clear, concise messaging in your CTA tends to result in better click-through rates (CTRs). You can also use keywords in your ad copy to help drive people towards landing pages that are relevant to the queries they're typing in. This is especially useful if there's a specific theme or product you want them to land on—for example, if someone types in “red t-shirt,” you can use that term as part of the CTA (ie, “Get your best red t-shirt here.”).
Arkadiusz Terpilowski, Primetric
Take this same message to your landing page. Ensure your ad creatives carry the same message. Your ad can't be saying “A” while the headline on your landing page says “B”.
Your call to action, images, and videos have to present the same compelling value. Not only does this add to your quality score, it's also trust-inspiring when visitors see your campaign is promoting one central idea. It means you have your act together.
Use clear and descriptive headlines so readers can tell what the rest of your article is about. This way, they can find it easily when searching for similar topics using keywords.
Some tips for writing great headlines:
Use active voice
Be specific and concrete
Use keywords
Keep it short and snappy
Use strong calls to action.
End your article with a solid call to action, telling readers what you want them to do next. This could be anything from signing up for your newsletter to checking out your latest product.
Make sure your call to action is specific and clear so that readers know exactly what they need to do. You can also use persuasive language to encourage them to take action, such as “Don't miss out on this great opportunity!”
Use images and videos.
Make your article more visually appealing by adding images and videos. This will help to break up the text and make it more interesting to read.Images and videos can also help to illustrate your points and make them easier to understand. Make sure that all of your visual content is relevant to the topic of your landing page.
Idrees Shafiq, Marketing Research Analyst, Astrill
When creating your ads, remember to sell the hole, not the drill. People buy the transformation your product gives them, not essentially the product itself.
And if like most marketers you're stuck with blank page syndrome and googling “[insert platform] [insert niche] ad examples” isn't giving you the inspiration you need, you can get inspiration from competitors.
No, that doesn't mean you should copy them. 这就是你的做法：
You can even take inspiration from this impressive TikTok ad breakdown below. Don't worry, the principles of persuasive ads are not platform-specific. You can use what you learn here to build your landing page copy.
11. Analyze Competitors
One of the most effective strategies to improve your PPC game is to learn from close competitors. Analyze their weaknesses and strengths. See what has worked for them tremendously. If you use their strategies as building blocks, you'll have fewer chances of failure. There are two ways to analyze competitors: you can either manually dissect their ads, which is time-consuming but can give you a better understanding. Or you can use tools to scrap their data, which will obviously save you time and can provide near accurate numbers.
Andrew Priobrazhenskyi, Discount Reactor
A paid tool like SEMRush has a powerful competitor analysis feature for dissecting what your competitors are up to in search engine marketing.
You can learn many Shopify ecommerce ads lessons when you take notes from the historical analysis of the PPC ads that ran for certain keywords.
Here's a look inside SEMRush's ads history
12. Monitor Campaigns
Set it and forget it? No, not with PPC ads for your DTC brand. At least, if you want to profit from PPC. Successful campaigns are monitored and tracked, carefully.
It's frustrating when your campaigns are underperforming and you're unaware of how to make them profitable. The first thing you need to do is to track different metrics; for example, impressions, CTR, CR, or bounce rate. Now, start working on the areas which are least performing. For instance, if CTR is low, you need to work on the ad copy itself. If impressions are low, maybe you need to work on your keyword quality score. If conversions are low, you need to improve your landing page experience. Depending upon different metrics, start improving.
Josh Tyler, Tell Me Best
Create a cadence for monitoring your ads. In the first couple of weeks, when you aren't sure everything is set up to a tee, you can do this twice a day, every day. Then, when things are pretty stable, check your ads 3 times a week.
13. Utilize Dynamic Search Ads
Dynamic Search Ads, also called DSA, can be a valuable ally for an ecommerce ad strategy.
It can crawl your website to cover your product inventory and valuable keywords you might be missing out of.
