Using Data to Craft the Perfect Call To Action

Having a solid call to action can make or break an ad campaign – it’s honestly not a secret, and it makes a lot of sense. The main idea is this: if your CTA is compelling enough, it will get your target audience to convert and actually do what you want.

Depending on your campaign goals, you may want to direct people to a special promotion, sign up page, consultation form, live chat window, video media, or any number of marketing assets or landing pages. If your ideal customer doesn’t want to click on that button and get what you’re trying to sell, it’s time to rethink the call to action strategy.

Unbounce are preeeeetty incredible at what they do (landing pages and conversions that actually work) and they have a ton of actionable, data-based tips for where to start with your call to action buttons on ads.

1. Look at Actions Visitors Take on Current Landing Page(s)

If there are multiple actions a user can take on your landing page (like call you directly or fill out a form, for example), you can see in Google Ads what the best performing action actually is. And—if that landing page is being used in several different campaigns or ad groups—you can combine all the data to get a more accurate view of performance.

This report can ultimately help inform more useful CTAs for your other pages, or the CTAs for particular ad groups’ display ads.

2. Research What Specific Audience Segments Like to Do on Your Site

Let’s say you wanted to create an awareness campaign targeting users who match the Apparel & Accessories audience. How do you know what actions users in this category like to perform? A good way to find out is what they do on your site, and the answer can be found the same way as before in Google Analytics.

3. Double Check Visitors Perform the Same Actions Across Devices

Ad placements and user behavior differs for each device. Here’s one example of the landing page report and how user behavior differed for one goal type when I was running a display campaign.

We saw users on their phone didn’t want to fill out the form. Compared to those on desktop, they preferred to call or use the chat tool. If we didn’t segment out our data like this, it would have looked like the preferred CTA for this display campaign would have been to push form submissions no matter the device.

4. Get Into Your Data and Experiment

For a head start on new campaigns, look at the data you already have from current campaigns and visitors to see what your audiences prefer to do on your landing pages. Use this data to craft the perfect CTA that will have the most impact on a potential new customer.

You can read the rest of the article on Unbounce’s website right here >>

What are your tried-and-true methods for calls-to-action? We can’t wait to hear from you on Twitter.

AdWords Competitor Targeting: Guidelines & Best Practices Before You Dive In

AdWords Competitor Targeting

Mastering Google Adwords is seriously tricky business – essential, but tricky. For digital marketing strategies to perform successfully, however, it’s pretty important to find someone who considers themselves a master of it. For B2B companies out there, you may have tried out or heard about a practice that some might consider controversial: competitor targeting. It’s been around for as long as Adwords has existed; before the Internet even existed, targeting the competition has been a tactic that some have gained true, long-term success from. As Unbounce puts it:

Sneaky as this tactic may seem, online advertising is still a far cry from those “10X better than the leading brand” television ads that are plaguing primetime to this day.

While an effective way to get ahead in the Adwords game, there are still a few guidelines and best practices for competitor targeting on Google Adwords. Unbounce – one of our favorite companies and tools for folks like us – wrote a fantastic article on how to know if this practice is right for you, as well as how to do it well. Take a look at just a sample here:

Proceed with Caution

Targeting competitor keywords might be common, but it’s best to get your ducks in a row before you jump straight in. After all, just because Brand X is doing this, doesn’t mean it’s right for you.

The number one thing you need to keep in mind about competitor targeting in AdWords is that it’s competitive. Before you tell your boss or your client that you’re launching a competitor campaign, check if your competitors have already done the same.

First Stop: Auction Insights

To know who’s bidding on your branded terms (and how well they’re doing it), click into your Campaigns (in the new AdWords experience), then navigate to the Auction Insights tab and filter for your branded campaigns.

If you’re not seeing any suspects, hurrah! You now have a decision to make: whether or not you want to risk starting a trend by being the first to target your competitors’ terms. If they catch on, they could return the favor by coming after your terms and potentially driving up your cost-per-click. Even in the Search world, you can’t have your cake and eat it, too.

Seeing some familiar names in the list? If competitors are already bidding on your branded terms, it’s fair game for you to enter the ring. After doing your homework, of course.


Want more? Head to the Unbounce blog >> 

If you’re ready to get started on your own Adwords campaign, give us a holler! Miguel, our resident Adwords expert, is always ready to help.

How Can I Create Ads That Avoid Ad-Blocking Technology?

People are blocking ads at an alarming rate. Long gone are the days where you’d be made to sit through a long YouTube ad totally unrelated to your chosen video or be visually violated by refulgent call-to-action buttons in display ads.

Consumers are tech-savvy nowadays, especially the Millennials and Generation Z. With studies estimating that 18-24 year-olds are 3x more likely to have ad blocker software installed than not and with 91% of people saying ads these days are more intrusive today than one or two years ago, just what can we do as marketers to make sure our curated content reaches the youth of today?

The Game Changer for Digital Advertising

The study pulled out another interesting statistic that  73% of people said they would be willing to pay for content to avoid ads. BINGO!

To get on the right side of our tech-savvy consumers, we’ve got to be creating great content that will interest and engage them. No gimmicks, click baits, or bolshy buttons in sight, just honest, interesting targeted content that will be inherently valuable to a consumer.

The Solution to Our Ad Woes: Native Ads + Adding Value

What is a Native Ad and how do they work?

Native advertising – in which the ad experience follows the natural form and function of the user experience – is being used more and more by big brands and startups alike. Native and branded content placements neatly combine with the content on the site to look like one and the same, with correlating form and function with the native user experience. It’s so clever that sometimes it’s even difficult as a marketer to spot some native ad campaigns. As a result, these ads have a higher click-through rate (CTR) than traditional display ads as it is non-interruptive content for the interested consumer.

Take a look at the other advantages of native ads, through Sharethrough’s infographic:

Ad-Blocking TechnologyAd-Blocking Technology

Non-interruptive has become a form of intelligent ad design.

Check out a mobile example below:

Ad-Blocking Technology

Source: Sharethrough

As seen in this example, the native Google ad is placed within the consumer’s ‘Auto News,’ and is only recognized when clicked on, or when the consumer is paying very close attention to all the content. Even then, the content is by no means strongly oriented towards a hard sell. Rather, it’s valuable content with the objective to builds up awareness of a brand and to prompt the consumer to click.

What content should I be advertising?

These can be in the form of anything that you feel would be of value in the eyes of the consumer. Mediums such as blog posts, product updates, and industry expert information all work well as native ads to engage your target audience.Be savvy in the way you introduce your calls-to-action within the copy in your chosen medium. Don’t bombard your reader with sales jargon; instead, position external links naturally and cohesively within your writing. Inviting a reader to opt-in to an email list or to learn more about a product or service in the copy of the blog post is a great way to engage their interest. Additionally, as your content is jammed packed full of value, there is an increased likelihood that the reader will go ahead and share your content, at no cost to you! Win, win.  

The relationship between consumers and branded online advertising is only going to get better. Producing better ads requires a partnership between publishers/platforms, advertisers, and consumers. Collectively, we need to make ads less intrusive and more relevant for consumers. As users become more accustomed to a less interruptive way of receiving ads, we can then re-establish the trust lost between consumers and brands.

Do you need help with your Facebook ads or Google ads and want advice for ‘going native?’ Get in touch with us to talk shop!

Why Using Landing Page Builder ‘Unbounce’ Will Increase Your Google Ad Quality Scores

Google Ad Quality Scores

We believe Unbounce should be a marketing agency office staple – It’s pretty unique to us at Oliver and Sons. If you haven’t heard of it, and you’re in the digital marketing profession, stop what you’re doing and take note.

Have you ever been in a situation where you’ve created an insanely optimized Google Adwords campaign, but your quality score is detrimentally low? Has your landing page been classified as unrelated to the content of your ads? We’ve seen this happen countless times with clients who have come to us for help. Quality scores cost money, so you have to improve them, and fast.

Why do I get low-quality scores?

Google is smart, and so should you be. Think about it, as a consumer you would get instantly turned off if you’d clicked on a specific product ad and instead you’re met with a rather incongruous homepage. Bleurgh. It’s just not smart marketing.

Don’t get mad at Google. Get even.

How will Unbounce improve my scores?

With Unbounce you can change all that. Implementing Unbounce landing pages will help you get smarter with your paid advertising. How? By creating separate landing pages related to each high performing keyword, and connecting these to each corresponding keyword in your search campaign, your quality score will increase. It’s that simple. Nothing too fancy pants, but it’s just making sure that you have everything ticked on Google’s checklist.

I’m not an experienced UX designer, is this a problem?

No, Unbounce has been created thinking of us in mind. If you know the basics of landing page design and have some idea of what CTAs work best on a landing page, then you’re sorted. The exciting thing about Unbounce is that their software actively encourages A/B testing. Therefore,  if you are afraid your landing page design doesn’t quite cut-the-mustard, you may be pleasantly surprised when you check your conversion rates on the page.  

Additionally, let’s talk about Unbounce’s world-renowned customer service. They take it super seriously, and it means they do stand out in the virtual workspace landscape. No problem is too big or too small, so don’t be afraid to ask them about your desired integrations, Unbounce functions or even give your comments for improvements.

If you’re losing your head with your Google Ad quality scores and you’d like our budding landing page designers to create keyword-specific pages for your business… get in touch!

A Crash Course in Google AdWords


Google AdWords is an essential for digital marketing strategies today, but that doesn’t make it any easier to get a real grasp of. Because of this reality (and because we’re helpers), we partnered up with our friends at Social Buzz Pros to put together a comprehensive crash course.

Get a complete overview of everything you need to know about Google AdWords, including:

  • CPC & CPA Pricing
  • Re-marketing
  • Target by Keyword
  • Campaign Set Up
  • Effective Ad Copy

View the full presentation below, or check it out on Prezi.

Any questions? Looking for more help with Adwords? Feel free to drop us a line.