In the paid acquisition world, click seems like the biggest trophy to acquire for your hard work. But looking at it deeply, we see that clicks only inform you that people came around to view your content, but it didn’t actually tell you if they stayed or not. Converting clicks to sales is known as a conversion, and this is one of the most difficult parts. If your content is creative enough to create a sale or convince someone to download, then it is good.
So the big question is this, how do you know if your content is engaging and sound enough to persuade your audience to stay and eventually buy your product to hire your service.
Below are processes and some principle to guide you in creating a creative and persuading ad copy:
Cost Per Acquisition (CPA):
Brands that choose the cost per acquisition pricing model for advertising on online advertising platforms, they are charged for every acquisition just like a sale form their advertisement campaign generates.
Most marketers use this model due to the ability to set their definition of an acquisition before they begin the ads campaign. So they only pay when their set acquisition or action happens.
Cost Per Acquisition Bidding:
Cost per acquisition auctions is totally different from your normal auction for antiques. Some advertising platforms such as Google want to make the field leveled when it comes to leveraging the size of their reach. It’s not the highest bidder that wins the auction; rather it is the bidder with the highest Ad rank that will always win.
Cost Per Acquisition Formula:
The way to calculate your advertising campaign cost per acquisition is by taking the total advertising spends; divide it by the number of acquisitions generated.
How to Optimize Your Cost Per Acquisition Costs:
The quality score measures the positivity and relevance of satisfaction your content provides, and it is the most influential catalyst in securing a top ad ranking, which will eventually result in more conversions. The best way for optimization of cost per acquisition cost is by creating persuading ad and landing page copy.
Here are a three-step process in creating a persuading ad and landing page copy:
1. Pique your audience’s curiosity:
Creating curiosity among the audience can be proved as a smart marketing strategy which can go a long way in marketing your product or service. Natural humans are interested in anything that will give them knowledge of the unknown. If you can awake this curiosity in your audience, they can’t help themselves than to find satisfaction which is gained only by clicking on your ad. So it’s not about talking much about your offer but the benefits people stand to gain if they use your product. These benefits should be clear, and very persuading.
2. Sell a feeling:
According to psychology, it is believed that emotions drive our behaviors and logic justifies our actions after the fact. Marketing also confirms this theory that humans portray this same attitude with brands which is similar as they do with people.
This is why pitching a product feature is almost a useless attempt at persuasion. Highlighting features only appeal to the logical area of the brain, and science believes this area doesn’t drive action compared to appealing to the emotional part of the brain. Hence when creating content, you should have the agenda of reaching out to the emotional part of the brain. Hence don’t just get creative, but also get emotional.
3. Design a simple yet convincing landing page:
Getting the attention of your audience with your ads doesn’t mean you’ve made conversion, you need to also create a compelling landing page that will clearly inform the consumer the value of your offer.