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Test and scale marketing tactics that increase ROI across every channel
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853
Growth Tactics
Across Every Channel
4
Tactics Added
In Last 30 Days
29%
ROI Increase
Reported on average
  • traffic
    Bid Optimization Target
    Depending on which networks your campaign is targeting, consider optimizing your Google AdWords bids to focus on increasing the overall number of clicks, conversions, views, or impressions your ads receive. For instance, if you want to generate more traffic to your website, focusing on Cost-per-click (CPC) bidding. Likewise, to increase views or interactions with your ads, you can use cost-per-view (CPV) bidding.
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    +71%
  • traffic
    Multi-Target Audience
    When the goal is to test a very specific persona, you may only be able to isolate this audience with multiple layers of targeting. Get granular by layering targeting options one on top of another, combining geography with demographic and behavioral data to narrow down your reach to the specific persona you’re trying to target. This will help you better cater your creative for the smaller audience you’re trying to reach without wasting money on too broad a reach.
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    +52%
  • traffic
    Scarcity Ad Copy
    By indicating that an offer is due to run out or an item is going to run out of stock, you're more likely to inspire action. People won't want to miss out on something they think will soon be gone, so they'll be driven to click. Try running an ad referencing a time-limited offer or a "last chance to get X product" to drive up click through rate.Examples:“Only 15 limited edition razors left!”“Last chance to get the designer-branded jacket line!”“Only 10 spots left in our email marketing webinar!”
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    +12%
  • traffic
    Negative Keywords
    Adding negative keywords to your AdWords / Bing campaigns can help you get higher quality clicks for your spend. If you look at Dimensions in AdWords you can see exactly which search terms landed you clicks and conversions. Finding that a keyword like "B2B marketing plan template" lands you a lot of clicks but no conversions, for example, might be a strong sign that you should add that keyword as a negative so your ads don't appear on that keyword. This can save you a ton of budget for higher quality clicks.
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    +72%
  • traffic
    Distributor Interest Audience
    This tactic focuses on targeting an audiences that is a fan of a distributor and will likely be interested in your product or service. Selling makeup products? Target fans of Sephora or Mac. Selling books? Target fans of Barnes & Noble. You get the idea!
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    +78%
  • traffic
    Complement Keyword Audience
    Target audiences with keywords that complement your product category. For example, target luxury products if what you sell is also a luxury product - i.e. people interested in Porsche are likely to be interested in expensive watches. Consider what other items and item categories your audience buys and make ads that target those keywords.
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    +36%
  • traffic
    Feature Showcase Ad Copy
    “Wide base titanium head for maximum surface area”Showcasing the important features of your product in your ad creative can be a way to successfully differentiate yourself from your competitors. Focus on features that may not be immediately visible in images but would be considered important to potential customers. This lets the most important attributes of your product do the selling.
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    +30%
  • traffic
    Business Model Ad Copy
    It’s possible to quickly validate different business models by split-testing in your ad copy. If you’re trying to decide whether to charge a monthly subscription or a flat yearly fee for your service, for example, A/B test ad copy that references each model to see which one performs best with your audience. You’ll quickly learn what it is your customers would prefer.
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    +13%
  • traffic
    Highly Specific Ad Copy
    If you offer multiple products, or a broad category of products, test honing in on just one specific product or aspect of your product offering. You can target a different product or category to each audience. For example, if you’re a fashion retailer, target men who love watches with ad copy and creative showcasing men’s watches.
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    +60%
  • conversion
    Deep Linked Advertising
    Take users to the exact app content that is featured in an ad. Use deep links with your ads to make the user's journey from seeing your ad to clicking on it and arriving at a product page destination seamless. You can use this tactic with any ad platform, from search to social.The ad's landing page is as important as its copy, so getting users to the right page will help increase conversions.
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    +10%
  • traffic
    Event Keyword Targeting
    Targeting keywords for an upcoming event can be a great way of driving relevant traffic to your site. Find events in your industry where you know that your target audience will be present and set up ads that target them directly. For example, if you’re selling high fashion for women, in New York City, targeting keywords related to New York Fashion Week is a well-timed way to reach your audience.
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    +14%
  • traffic
    Product Keyword Audience
    Targeting people who are searching for the product you sell can drive highly qualified users. For example, if you sell employee training software, target keywords like ‘training software’. You’ll access an audience searching for exactly the product you’re selling.
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    +42%
  • traffic
    Speed Benefit Ad
    If a major benefit of your app is speed over its competitors, use that to your advantage. Write copy that highlights how fast your app is to set up or how quickly users can do something major. Use an image that shows that speed - try a timer next to your app’s dashboard or a casual photo of your phone next to your laptop timing your use of the app.
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    +15%
  • traffic
    Urgency Ad Copy
    Using urgency in your ad copy can improve the likelihood of someone clicking and taking action. There are many ways to do this, but make sure it's a credible reason for urgency. For example is your sale ending soon? Is the product only available for a limited time? Is there a limited amount of stock? Are there additional benefits to buying now?
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    +59%
  • traffic
    Category Keyword Audience
    Targeting people who are searching for the type of product you sell can drive highly qualified users. For example, if you’re a travel booking site, targeting terms like ‘cheap flights’ or 'Spain vacations' will have your ad show up in front of people searching for exactly the services you’re offering.
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    +54%
  • traffic
    New Ad Platform
    Different advertising platforms take different approaches to the way they reach audiences. Targeting the same audience with the same creative across multiple platforms can be a good way to determine relative volume and efficiency. You’ll be able to see how your audience on each network responds to your creative and adjust your ad spending and copy.
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    +60%
  • traffic
    Day Of Week Exclusion
    Believe it or not, chances are the performance of your ad could be affected by the days it is displayed. Consider removing certain days of week to determine if they perform better for your company than others.  
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    +83%
  • traffic
    Title Tag And Meta Description
    One of the main ways to increase SEO traffic is to experiment with the meta title and meta description you have on your page. Flexing this can increase your clickthrough rate from the search engine results page, and can affect what keywords you rank for. Your Google Adwords adcopy testing is a great source of inspiration for what to write here.
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    +57%
  • traffic
    Value Proposition Ad
    There are multiple benefits to buying or using your product - are you sure which one is most engaging? With the advent of the various major ad platforms, it's now trivial to A/B test various value propositions for each of your audiences and figure out what works (or doesn't).
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    +61%
  • traffic
    Discount Copy
    To improve performance and increase customer acquisition, try adding a % discount or amount of money off for your products. This can be tied to an email capture form or a banner presenting a limited time offer. The offer can make interested visitors more likely to browse further and make a purchase rather than miss out on a deal.
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    +54%
  • traffic
    Site Extensions
    Adding site extensions to your Google or Bing ads is a great way to direct interested ad viewers directly to a highly converting section of your site. Instead of just directing them to your landing page, you can also send them to a pricing page, a signup page, a webinar registration, a demo page, or any other part of your site. This is especially helpful when targeting users who may already know you and need to be directed to a more relevant part of your site.
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    +77%
  • traffic
    Supplier Brand Keywords
    Bidding on the brand keywords for the suppliers of the products you stock usually yields relatively cheap traffic. You do have to be careful as many supplier or affiliate relationships expressly forbid this and either way they may tell you to turn this off. However this tactic works so well that it's common practice amongst aggregation sites.
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    +39%
  • traffic
    Search Query Report
    Remove negative matches from your search terms. Google AdWords has a search terms report that can show you how your ads perform when they have been triggered by specific words. Mark words that aren’t as relevant to your business as negative words and avoid spending money on people who aren’t interested in your ad.
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    +17%
  • traffic
    "Alternative To" Keyword Audience
    Targeting the terms “alternative to [competitor]” or “[competitor] alternatives” can land you right in front of their audience. Being the top ad on that search term can bring you a highly qualified audience and is especially effective when they’re sent to a you vs. competitor landing page.
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    +53%
  • traffic
    Quality Ad Copy
    “Highest quality razor on the market”Comparing the quality of your service against the alternatives can be a good way to position your product. Whether comparing on price, customer service, ease of use, or quality, a favorable comparison against your competition can drive customers to buy from you instead. A great way to do this is to target alternatives to your service based on their negative customer feedback i.e. 'tired of lousy service?'.
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    +64%
  • traffic
    Loss-Aversion Ad Copy
    Pointing to a potential loss of not buying your product can be an effective way to drive clicks. Ad copy like “Only X items left!” or “Sale ends in X minutes!” drives a sense of urgency for a customer to avoid losing out on an item they’re interested in or a money-saving opportunity. This is because people are naturally risk averse and would prefer to avoid losing out on an opportunity to get a better deal or miss out on an item they want.
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    +56%
  • traffic
    Factoid Ad Copy
    A good way to get clicks on your ads is to include a fact in your ad copy. Facts backed up by research provide proof of the value of your product or service, so including them in your ad can draw additional attention to it.Example:“89% of men say our razor is better than the competition”
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    +38%
  • traffic
    Location Exclusion
    Stop wasting ad spend. Exclude certain locations in your advertising targeting to avoid serving ads in areas that historically do not convert. Also exclude locations that do not fit your target audience's profile. E.g. don't advertise a luxury product in a poorer area.
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    +20%
  • traffic
    Narrow Keyword Audience
    Narrowing down your target keywords by creating ad-specific groups will help you reach a more targeted audience. Create specific groups with specific ads for high-intent niche search terms, catering your ad copy and imagery to the specific audience you’re targeting. This lets you serve unique ads with targeted copy and creative to each segment of your audience.
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    +82%
  • traffic
    Question Ad Copy
    Try rephrasing your ad copy as a leading question to give your customers something to respond to. The answer should indicate why your service is valuable to them! i.e. "Want more customers?" "Need higher conversion rates?"
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    +63%

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