Optimize Nonbrand Campaigns

How do you optimize non-branded campaigns if they don’t convert often but you know they drive sales down the road?

You must optimize towards website traffic and/or website actions that are further up in your marketing funnel than a purchase as well as high value audiences.

First, you have to identify some high value behaviors on your website that indicate an interest in your business but stop short of actually purchasing, like a click on a CTA button, you can make virtually any website behavior a conversion goal as long as it’s important to your business. I would recommend that you work closely with your data analytics team to understand your website behavior and see if there are any website actions you can pull out that are indicative of someone highly interested in your product or service.

Next, you’ll want to understand what segments of your website traffic drive the highest lifetime value and create similar audiences based on those customers to layer on to your non-branded campaigns.

Lastly, you’ll need to think about what information a potential customer needs to be comfortable purchasing your product or service and make sure that information is on your landing page.  Make the benefits of your product/service clear and give potential customers multiple chances to choose a CTA button to move further down your marketing funnel.