From the beginning, we knew we had to rethink the website. With a young audience, short attention spans and 95% of traffic on mobile, the website needed to be simple, engaging and attention-grabbing. We structured the website to convert cold traffic into leads for the sales team, build brand trust and cover off major buying reservations.
25.5 million ad views
1.8 million people reached
54,200 link clicks
1. Strong call-to-action (CTA) ads work to convert people with a high likelihood to buy, but strong CTA ads can also scare away people with low brand awareness.
2. Awareness ads are needed to educate people with low brand awareness otherwise they won’t convert, but awareness ads can be wasted money on those who already know our product.
If you lead your campaign with a really strong call-to-action you risk alienating a huge part of your audience who might otherwise become buyers. People see your ad, click through without any context of your product, are confused by what they find, and no amount of follow-up ads can convince them to return to the site. In saying that, for people who already roughly know what you sell, a strong CTA ad can be your best source of cheap, profitable traffic. For cold audiences (people unaware of our brand) hype, product information warm people up so they’re more likely to click on our conversion ads and not bounce off our website.
It was also often cheaper to get someone to view 5 different ads (educating them on our major benefits) than get 1 click and hope people educate themselves on our website.
Personalised ads (example):
12 ad touch-points, 3 website visits, 1 purchase.