Optimize Your Calls To Action with Google Ad Manager
Did you know that Google has a great free tool for optimizing the Calls To Action (CTA) on your website?
(Hint: it's not Google Website Optimizer).
It's called Google Ad Manager - or at least it was until Google cunningly renamed it to Google DoubleClick For Publishers Small Business.
First things first though: What is a CTA and why would you want one?
Well, a CTA might look something like this:
The purpose of a CTA is usually to grab the attention of visitors and encourage them to click through to a page where they can be captured as a sales lead via a form.
Tip! Think of a CTA as an internal ad on your website.
However, which CTAs work best in which locations on your website?
That's where Google Doubleclick For Publishers Small Business can help. And despite the long name, it's a pretty useful tool. We'll call it Google DFP from here on in.
Basically, you can use Google DFP to define ad slots on your sites (known as your ad inventory). Then, rather than selling those slots to outside advertisers, you fill them with your own CTAs.
Google DFP can automatically rotate the CTAs in the ad slots on your website and show more of the one's that get a higher clickthrough rate.
Here are the juicy details:
If a slot has more than one CTA and you select the optimized rotation option, DFP Small Business will give roughly 75% of the impressions to the CTA with the highest clickthrough rate, and the remaining 25% to the other CTAs.
This continually-updated rotation is calculated after thousands of impressions have been served. If a CTA that originally received only 25% of impressions starts to earn a higher CTR, the weighted delivery will shift in favor of that CTA.
Exciting huh!
So rather than having to monitor and test different CTAs manually, Google DFP will optimize what CTAs perform best (and where) automatically.
Make sense?
To be honest we consider this a more advanced tactic and probably not worth struggling with unless:
- You're already getting good traffic.
- You want to fully optimize lead generation on your website.
But if can get your head round it Google DFP it can be well worth the effort.
Interested? You can sign up for free here.
Got any questions? Don't hesitate to contact us.
And while we're on the subject of CTAs - here's another one for you...
