The affiliate landscape is evolving as consumers’ internet habits are changing due to the dominant use of mobile devices. Ad placements are moving from typical banner positions on a website to things like toolbar, mobile pop-up, and in-content advertising. With new ad types and placements come additional difficulties in maintaining great CTRs (click-through rates). A solid CTR is essential to any PPC (pay-per-click) campaign as it reflects how many consumers are viewing your landing page. Some affiliate networks will even reward high CTRs with lower CPCs (cost-per click). Here are some suggestions to increase your CTRs and help keep you competitive in the space.
Branded products provide a sense of comfort and are often more trusted by consumers than non-branded products – it is the reason why we “Google” something or ask for a “Kleenex” when we sneeze. Using ® or ™, depending on the applicable type of trademark, establishes authority with your advertisement which will lead to more clicks to your landing page. Of course, the use of registered trademarks requires permission from the trademark owner.
It’s easy to tell someone to select an eye-catching creative and to include a call-to-action in the copy. The important part is to understand that creating a successful campaign isn’t as simple as making it and turning it on. You need to continue to test in order to maximize your campaign’s effectiveness. If the option is available to A/B split test, do it. Being able to see how your target audience responds to your advertisement is invaluable.
Incorporating geo-targeting into your campaigns can be a huge CTR booster. One option for geo-targeting is having your ad appear only to users who live in selected locations. Depending on what offers you’re running, CTRs and conversion percentage can be higher for customers in particular areas if the products are more relevant (i.e. auto insurance in states where it is more expensive). This may also save you money on clicks from users who are less likely to purchase your products. Don’t forget that using geo-targeting can lengthen copy and affect character limits enforced by ad networks.
Is your ad pertinent to the here and now? Is there an upcoming holiday or shopping season? Use relevant seasonal references in your ad’s headline or body such as “Black Friday Deals” or “Christmas Blowout”. This can be especially helpful if you’re already geo-targeting specific locations. It’s one additional thing that will differentiate your campaign from others on a site.
