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Transcript

The Secret to Turning Ad Clicks into Real Leads 🔥🚀 · Marketing For Tradies

• 0:00
  SPEAKER_00: See when it comes to advertising, setting up the actual ads is only one piece of the puzzle, and this is where so many people go wrong.
• 0:06
  SPEAKER_00: Make sure that you have the right calls to action.
• 0:08
  SPEAKER_00: The calls to action are what you're asking your potential customer, your prospect to do in order to become a lead.
• 0:15
  SPEAKER_00: If you don't have conversion tracking set up, you're basically flying blind.
• 0:20
  SPEAKER_00: You're putting money behind ads that you do not know whether they are working or not.
• 0:24
  SPEAKER_00: The service-based trades businesses, phone calls and form submissions on your landing pages are the two things that you want to be tracking as conversions.
• 0:32
  SPEAKER_00: Because welcome to Websites That Convert, the podcast where your website stops being a liability and transforms into your greatest asset.
• 0:40
  SPEAKER_00: I'm your host Shannon and I'm going to guide you through the strategies and insights you need to build a website that not only attracts but converts.
• 0:49
  SPEAKER_00: Let's dive in.
• 0:52
  SPEAKER_00: If you're a business that's currently running ad campaigns trying to generate leads and they are not performing, you're not getting the results that you want.
• 1:01
  SPEAKER_00: In this episode, I'm going to share three essential factors that are probably impacting your ad performance right now.
• 1:07
  SPEAKER_00: Even if you feel like you've tried everything, you've hired an agency, or are already spending thousands every single month.
• 1:13
  SPEAKER_00: See, when it comes to advertising, setting up the actual ads is only one piece of the puzzle, and this is where so many people go wrong.
• 1:20
  SPEAKER_00: It's relatively easy to set up an ads campaign.
• 1:23
  SPEAKER_00: Even if you don't know what you're doing, you can click a few buttons and you can have an ad campaign live within a few minutes, essentially.
• 1:31
  SPEAKER_00: These platforms generally will guide you through how to do it, but the problem is that when you set it up this way, often they are not optimized to actually get results, track conversions the right way.
• 1:41
  SPEAKER_00: And many, many people will waste thousands or tens of thousands of dollars on campaigns that do not work to generate leads and new customers for their business.
• 1:50
  SPEAKER_00: And they come to the conclusion that maybe ads just don't work for their industry.
• 1:54
  SPEAKER_00: But when we audit these types of accounts, whether it's DIY or you've worked with a budget agency or a marketing provider that doesn't know what they're doing, more than often we find issues with the way that ads have been set up, but also these three essential elements to ensure that any ad campaign is going to have the highest chance of getting you the result that you want and the conversions and leads coming through consistently.
• 2:19
  SPEAKER_00: The first essential thing that your ad campaign needs or a common problem that we see is that you're not sending traffic to the right place.
• 2:27
  SPEAKER_00: So many ad campaigns are set up to send traffic to a website homepage instead of a dedicated landing page that's speaking to the problems, pain points, goals, and desires of the audience you're targeting with your ads.
• 2:41
  SPEAKER_00: So when you send someone to a generic page such as the home page on your website that contains a ton of different information about all of the different services that you offer and has a lot of distractions on it, you're more likely to lose people in that process because it's not relevant to what they're looking for, they get confused, lost, and ultimately do not convert.
• 3:02
  SPEAKER_00: So you want to create a landing page that is specifically designed for the offer that you're trying to sell with your advertising campaigns.
• 3:10
  SPEAKER_00: Because when you get that click onto the landing page, you want that messaging to be completely congruent and consistent to the messaging of the ad.
• 3:18
  SPEAKER_00: So if you are selling kitchen renovation services, you want your traffic to be sent to a landing page that's speaking to kitchen renovation services in the geographical area that you've targeted those ads to.
• 3:31
  SPEAKER_00: So if you only service people in Brisbane or the Gold Coast or Sunshine Coast or Melbourne or wherever your business is, you want to make sure it's really, really clear that you sell that service to that area because those people will then realize that they're in the right place.
• 3:49
  SPEAKER_00: You have the service that they're looking for, and as a result, you get the lead and you make sure that that click that you've paid for through your ads is actually generating a result for you and a conversion.
• 3:59
  SPEAKER_00: This can make a huge difference to the results that you're getting with your advertising campaigns for all of the reasons that I've just mentioned.
• 4:06
  SPEAKER_00: But we've seen this proven time and time again when advertising campaigns or the page that traffic is being sent to from an advertising campaign, if it's just a home page or a generic page on a website, we've seen, you know, campaigns converting around 5%.
• 4:22
  SPEAKER_00: We change it to a dedicated targeted landing page that's speaking to the target market and the offer that you're trying to sell.
• 4:30
  SPEAKER_00: And these pages can convert three, four, five, or even seven times higher than a website home page.
• 4:37
  SPEAKER_00: So as a result, this is going to generate a ton more leads that you can then close into clients, then get a much better cost per lead and return on your ad spend, which are the most important metrics when it comes to your advertising campaigns.
• 4:52
  SPEAKER_00: The second most essential thing with any paid advertising campaigns is to make sure that you have the right calls to action.
• 4:58
  SPEAKER_00: The calls to action are what you're asking your potential customer, your prospect to do in order to become a lead.
• 5:05
  SPEAKER_00: So if you're a trades business, generally we see the best results from get a quote, get an estimate, or book a site visit, something along those lines.
• 5:13
  SPEAKER_00: The point is that we're using terminology and actions that are relevant to your industry and what the customer is actually looking for.
• 5:22
  SPEAKER_00: So the first thing is to make sure that the terminology and the action that you're asking that prospect to take is relevant to you and to them.
• 5:29
  SPEAKER_00: The second thing you want to do with your calls to action to ensure that you are getting the best results from your advertising campaigns is to make your calls to action accessible.
• 5:38
  SPEAKER_00: What I mean by that is that as soon as someone lands on your landing page, which we now know we don't want to send them to your homepage, we want to send them to a dedicated landing page, we want that call to action to be the first thing that they see.
• 5:50
  SPEAKER_00: So have it in your hero banner, which is that top section of the landing page.
• 5:55
  SPEAKER_00: In the right hand side, have a form that they can use to submit their details and get their quote, get their estimate, or start the site visit booking process.
• 6:04
  SPEAKER_00: This is going to ensure that whether someone wants to read more about what you do, which they have the option to scroll through the page, they will know exactly where to go to leave their details and become a lead.
• 6:16
  SPEAKER_00: But for those people that are just ready to take action straight away, it is front and center and easy for them to take action on.
• 6:23
  SPEAKER_00: So making it accessible, not just at the bottom of the page, is so, so important.
• 6:28
  SPEAKER_00: You also don't want to ask too many questions when it comes to the form that you are getting people to submit.
• 6:34
  SPEAKER_00: So generally, what we've seen perform best is simply just name, email, phone number, what they're actually looking for.
• 6:41
  SPEAKER_00: So if you have different variations of the service that you offer, for example, one of our roofing clients, they do roof replacements.
• 6:49
  SPEAKER_00: That's the main service that we are marketing for them.
• 6:52
  SPEAKER_00: But under roof replacements, there's metal to metal or tile to metal, tile to tile, or maybe a prospect isn't sure what they need.
• 7:01
  SPEAKER_00: But asking those questions up front are relevant and easy for someone to answer.
• 7:06
  SPEAKER_00: And it's not asking too much, and it's also optional as well.
• 7:09
  SPEAKER_00: But generally you would ask for name, email, phone number as a base, and then one to three questions that are relevant to the service, and no more than that.
• 7:19
  SPEAKER_00: Even three additional questions is a lot, but at least one is fine.
• 7:23
  SPEAKER_00: The more questions that you have, the more friction you're creating in your process.
• 7:28
  SPEAKER_00: So the more questions is going to reduce the number of leads that you have coming through, but it can also increase the quality of leads that are coming through and ensure that you have all the information that you need in order to close that lead into a client as well.
• 7:42
  SPEAKER_00: But to start with, if you're just getting something set up right now or if you're having trouble generating leads, I would just have name, email, phone number, and one question, and then you can expand from there.
• 7:53
  SPEAKER_00: Just keep in mind the more questions that you ask, the more friction you're creating, which is gonna reduce the number of leads.
• 7:59
  SPEAKER_00: So you can always add more questions and test different things, but the form shouldn't be too long or too many questions, and it shouldn't just be name, email, phone number, because you might not have the quality coming through from the leads that are being generated.
• 8:13
  SPEAKER_00: Now, going back to some examples of how we've seen this help advertising campaigns that we have been running for our clients, there's been multiple instances where we've worked with businesses that have had advertising campaigns set up, say Google Ads campaigns, and you know, they're generating some leads, but the cost per lead is high and they're really not getting the volume that they're looking for.
• 8:37
  SPEAKER_00: But when we audit their funnel, if they have one, more than likely they're just sending traffic to a home page, which then we go on to create a landing page, which uh increases the number of conversions and the results that they're getting almost instantly.
• 8:49
  SPEAKER_00: But when it comes to more specific things and the calls to action we're using on these landing pages, having the right terminology, massive deal, massive thing.
• 8:58
  SPEAKER_00: It will definitely make a difference.
• 9:00
  SPEAKER_00: But the accessibility with the form being in the header, we've seen conversion rates skyrocket just from this one change.
• 9:08
  SPEAKER_00: So many clients that we see, even if they have a landing page, the forms down the bottom.
• 9:13
  SPEAKER_00: We move the form into the hero banner, and we've seen conversions go from three per week to three per day just from that one change.
• 9:21
  SPEAKER_00: So you can see how significant the changes in results can be by making sure that your calls to action are accessible and they're the right thing for your audience and for your business too.
• 9:32
  SPEAKER_00: Okay, the third most essential thing to ensure you're getting the best results from your campaigns is to have conversion tracking set up.
• 9:39
  SPEAKER_00: Conversion tracking is the way that you are going to know how your campaigns are performing.
• 9:45
  SPEAKER_00: If you don't have conversion tracking set up, you're basically flying blind.
• 9:50
  SPEAKER_00: You're putting money behind ads that you do not know whether they are working or not.
• 9:54
  SPEAKER_00: Now, many accounts that we audit either don't have conversion tracking set up or they have conversion tracking set up for the wrong things.
• 10:03
  SPEAKER_00: Your conversion tracking should be tracking the most valuable actions that you want your prospect to take as they're going through the process to becoming a customer.
• 10:13
  SPEAKER_00: So this is submitting forms.
• 10:14
  SPEAKER_00: So the lead form, the primary call to action that's on your landing page, getting a quote, estimate, booking a site visit, whatever it is for your business.
• 10:23
  SPEAKER_00: Your result or conversion should be one of those actions.
• 10:27
  SPEAKER_00: In your ads platform, you should see how many conversions you got, and this should line up to the number of forms you had submitted on your landing page, how many quote requests you got or estimates or whatever it is for you.
• 10:41
  SPEAKER_00: It should also track valuable actions such as phone calls.
• 10:44
  SPEAKER_00: So in many trades businesses, you're gonna get calls from prospects and leads who are interested in your services.
• 10:50
  SPEAKER_00: This is still a really valuable action that someone can take as they're finding your business and they're searching for your service.
• 10:57
  SPEAKER_00: So we definitely wanna track those.
• 10:58
  SPEAKER_00: But generally for service-based trades businesses, phone calls and form submissions on your landing pages are the two things that you wanna be tracking as conversions because, like I said, this is gonna allow you to know how your ads are performing.
• 11:12
  SPEAKER_00: But in addition to that, these ad platforms also use your conversion data to ensure that they're showing your ads to the right people.
• 11:20
  SPEAKER_00: So we have a lot of control over who we're showing ads to through targeting and the keywords that we're bidding on.
• 11:27
  SPEAKER_00: But the platforms such as Google will also take the conversion data and make sure that they're showing more people, your ads, who are likely to convert.
• 11:37
  SPEAKER_00: And the only way that they can know who these people are is when conversion tracking is set up.
• 11:42
  SPEAKER_00: So you don't just want to have your conversion tracking set up so that you know how your ads are performing, which is obviously important, but also so that these platforms can ensure that they're sending your ads out to the right type of people because they base that information on the conversion data that's being tracked inside your account.
• 12:01
  SPEAKER_00: So the three most essential things that you need to ensure that your advertising campaigns are getting you the results that you want is to make sure that you are sending traffic to the right place, not your website homepage, not a generic landing page, a landing page that's created specifically for the market and the service that you are looking to sell.
• 12:22
  SPEAKER_00: You want to make sure that you have compelling, easy to use, accessible calls to action that are relevant to you and your audience.
• 12:32
  SPEAKER_00: And you wanna make sure that you are tracking conversions accurately.
• 12:36
  SPEAKER_00: So if you have these three things set up inside of your advertising campaigns, especially your Google Ads accounts, then you're gonna have a much higher chance of having a campaign that converts and gets you results and performs at the level that you want it to and need it to.
• 12:52
  SPEAKER_00: So you generate consistent leads and get customers coming through and book jobs for your business.
• 12:57
  SPEAKER_00: If you want us to audit your advertising campaigns, especially your Google Ads accounts, then please feel free to get in touch.
• 13:05
  SPEAKER_00: We can do an audit and see how your website, your funnel, and your campaigns are performing right now.
• 13:13
  SPEAKER_00: And especially look at where the traffic is being sent, making sure you have the right calls to action inside of your landing pages and in your funnel, and also that conversion tracking is set up properly because it's honestly one of the most common things that we see and can really impact the results that you're getting.
• 13:29
  SPEAKER_00: So stop spending or throwing thousands down the drain with ads that don't work.
• 13:35
  SPEAKER_00: Make sure you have these three things inside of your account and in your advertising campaign so you can make sure that you can get the best results.
• 13:43
  SPEAKER_00: But that's all for this episode, and I'll see you next time.
• 13:45
  SPEAKER_00: Thank you for listening to Websites That Convert.
• 13:48
  SPEAKER_00: If you found value in this episode, please give us a five star review on Apple Podcasts and Spotify.
• 13:53
  SPEAKER_00: Follow us on all social media.
• 13:55
  SPEAKER_00: And if you're a service based business owner that's looking to double their website conversions, book a call with my team using the link below.
• 14:03
  SPEAKER_00: I'll see you in the next episode.