本文的核心要点还是强调了广告创意与着陆页的一致性，文中举出了一个很好的案例参考。翻译细节上可能有点乱，神翻译即乱翻译，哈哈哈！
去年我的良师益友，Bryan Eisenberg发表了一篇文章，PPC营销最大的谎言：
“不是关键字不能转化！而是我们不能把这些关键字来源的访客转化”
Bryan的观点如下：
- 关键字是与你业务相关联的，并且
- 关键字匹配的广告是相关地，足以让你期望访客会点击它们
转化失败的原因是缺乏说服力的网页内容以及（或者）广告承诺与实际呈现的并不匹配。
换而言之，问题不是销售机会来源，而是你在线销售能力。
在Facebook广告投放上面，我的观点如同在谷歌Adwords上面一致。甚至更多，因为营销人员看上去更喜欢抱怨Facebook流量垃圾，几乎不转化，而不是认真地去看点击后的用户体验。
下面这一则来自leftlanesports.com的展示广告就是一个很好的案例，不是因为下面自夸点击的用户体验，而是因为他们并没有做的很好。看一下广告吧：
注意他们如何使用一双五指鞋加上70%折扣标题来抓住用户的注意
实际上VFF做的很好，吸引眼球而且他们也没有打折过，至少我看到如此。
现在我们可以清晰地认识到70%打折不是全场打折，而是折扣最高达到70%，所有的跑鞋和自行车品牌，并不是只有图片上的这个VFF五指鞋。但是我认为这张让人精神无法抵抗图片会使得所有点击的人们认为，就是买一双五指鞋。正常地来说一双鞋要卖到100美金，值得注意的是很便宜，甚至它可以打折到70%的一半，也就是优惠$35。
于是我们来看看点击广告进去后看到了什么？是这个：
这个着陆额页面好处在于Left Lane Sports立刻明确地强调大额折扣。如果你点击广告是冲着70%折扣来的，你会立刻看到实际上大约有多少折扣。这些折扣是有品质，有品牌的东西。
做的非常好。
你认为还可以做的更好吗？
好吧，他们或多或少会有一些VFF五指鞋库存用来打折销售。但是他们可以在其他不用穿袜子的跑鞋展示折扣？他们会在页面上添加可以赤脚穿的鞋子选项
不。blablabal，他们可能使用可与的地方来展示折扣Inov-8或者其他轻重量或者赤脚跑鞋。那样会增加感觉匹配广告承诺与页面的点击体验
你的广告如何呢？你是否通过点击体验来最大化转化，或者你还是在那里抱怨从Facebook广告来的低转化垃圾流量？
Converting Facebook Leads into Sales
Last year my friend and mentor, Bryan Eisenberg, exposed the biggest lie of pay-per-click marketing:
“Keywords don’t fail to convert!!! It’s we who fail to convert visitors from those keywords.”
Bryan’s point is that as long as:
- the keyword phrase is relevant to your business, and
- the keyword-based ads are relevant enough to your prospects to cause them to click on the ads,
then failure to convert is caused by poor persuasive web content and/or a mismatch between the promise of the ad and the delivery on the post-click experience.
In other words, the problem isn’t with the lead source, it’s with your online salesmanship.
And my point is that this applies every bit as much to Facebook Advertising as Google AdWords. Even more so, in my opinion, because marketers seem more likely to blame Facebook traffic as “non-converting” than to take a hard look at their post-click experience.
The displayed ad for leftlanesports.com is good example of this — not because the blow the post-click experience, but because they do a fair-but-not-perfect job of it. Here’s the ad:
Notice how they use a pair of Vibram Five Finger (aka VFF) shoes combined with the 70% off headline to catch the viewers attention.
This works well because VFFs are, in fact, eye-catching, and because they also aren’t ever discounted, at least that I’ve seen.
Now the messaging makes it clear that the 70% off is an “up to” 70% off that applies to all sorts of running & cycling brands, not just the pictured VFFs. But I think the overwhelming mental image that would cause most people to click would be the idea of getting a pair of Vibram Five Fingers, normally about a $100 shoe, at something significantly cheaper, even if it was “only” discounted half of 70% for, say, a solid $35 off.
So what shows up when someone clicks on the ad? This:
The good thing about this landing page is that Left Lane Sports definitely emphasize the large discounts right away. If you clicked because of the “up to” 70% off, you instantly see that the discounts are indeed in that ballpark. And that those discounts are on quality, name-brand stuff.
This is good.
How do you think it might be better?
Well, they may or may not have Vibram Five Finger shoes available at discount. But perhaps they could show discounts on other barefoot running shoes? Would they have to fill up the page with barefoot running options?
No. But rather than plugging the asics, they might use that space to show discounts on Inov-8 or other lightweight or “barefoot” running shoes. That would increase the felt “match” between the promise of the ad and the delivery of the post-click experience.
What about your ads? Are you managing the post-click experience for maximum conversion, or are you blaming low converstion rates on “non-converting” Facebook Ads?
原创文章，作者：jessegold，如若转载，请注明出处：https://www.hero4u.cn/blog/2012/08/%e7%a5%9e%e7%bf%bb%e8%af%91%e6%8a%8afacebook%e9%94%80%e5%94%ae%e6%9c%ba%e4%bc%9a%e8%bd%ac%e5%8c%96%e6%88%90%e9%94%80%e5%94%ae%e9%a2%9d/
