The first part of any conversion funnel is getting people from Google onto your site. I’ve seen many mistakes made here by many people using Google AdWords. In fact in one industry I’m in it’s apparent that no one has ever taken the time to learn about AdWords or hire anyone to do it correctly for them.
Everything needs to be congruent. Having a proper conversion funnel is almost like writing an essay. Your headline needs to match your first paragraph. And, your primary paragraph needs to tell us what your latter paragraphs are going to say. Finally, the conclusion should be in line with what you’ve been telling them all along.
So let’s get started with the headline of your Google Ad. The majority of small businesses try and come up with catchy headlines that they think people will click on. What they don’t think about is the disconnect between what one funnel away results someone is clicking on and what happens after they click on it.
1. Headline should tell them what they are going to see next.
2. Sub headline should give them more details into what they are going to see next.
3. Web address should use a domain that is congruent with the former two.
By following this 1,2,3 step formula you are going to have a much higher conversion rate on the second part of your funnel.
So if your ad headline is “How to Fix Bikes”
And, your sub headline is “Get a Free Bike Fixing Report”
Then your Landing Page (next part of the Conversion Funnel) should offer them a Free Report on Fixing their bike!
You would be surprised at how many people don’t understand this concept. I’ve seen ads that offer a discount and then send you to the home page. Well, where did my discount go? That’s what everyone is going to wonder. I’ve seen people tout their awesome warranty and then send someone to the home page of their site and not the warranty page.
A web based CRM software system isn’t going to write your ad for you but it’s going to work for you in the next step which is creating the landing page.