Advertising CPM Online to the Maximum
There is one thing that, no matter the website or the business, will negatively affect the cost per thousand (CPM) rate of the site's advertising. This one thing is done wrong more often than it's done right and is fundamental to a site's turnover rate.
Before we look at what that is, an explanation of what CPM is and how it works is important.
The Cost Per Thousand (CPM, M being the Latin symbol for 1,000) of a website or marketing campaign is referencing the cost required to get a click through to the site. It usually refers to the cost to get a visitor who purchases a product.
Some sites or marketers will claim huge CPM percentages or costs. These unscrupulous people are usually referring to the cost to get a visitor (CPV) rather than the actual CPM.
Remember, CPM refers to the costs involved to get a visitor to the site and then through the shopping experience. The CPM rate is the cost to get a customer, not a site visitor. That's a big difference, obviously.
The trick is, any advertising campaign will get visitors. It's possible to spend a few thousand dollars on an ad campaign and end up with hundreds of thousands of visitors. Unless they buy something, though, they are a waste of money.
So what are most websites missing that fails them converting larger numbers of their visitors into customers? Obviously the advertising and marketing worked fine, since they arrived at the site.
There must be something that is causing the visitors to leave without becoming customers. It's one thing in almost every case, every time, no matter the site. Know what it is?
It's the site's copy. The writing, descriptions, and other text on the site. It's filing to convert.
Advertising CPM Online: One of Two Ways
The copywriting on a website is often done in one of two ways: the site's owner wrote it or the site's designer/developer wrote it. Neither of these people is likely to be a good copywriter.
If you're wondering what a copywriter is, let us explain.
Advertising CPM Online: The Copywriter
A good copywriter is someone who takes standard information like product descriptions, company information, and so forth and turns it into something else. A good copywriter takes that benign information and turns it into sales.
How does this work? Usually with a lot of practice and experience. A good copywriter will take that information and make it interesting, compelling, and will (quietly) lead the customer to the sales area to purchase.
Advertising CPM Online: Hire the Best
A great copywriter, however, adds one more thing. A great copywriter will ad sizzle, interest, pizazz. That intangible that turns good copy into magnificent copy. In short, that writer will turn good stuff into highly converting sales.
The difference between site copy, good site copy, and great site copy can literally be double-digit percentages. Site copy might convert 1.2% of the visitors into customers. Good site copy might convert 4%. Great site copy could be converting 15 or even 20%!
We here at Wag the Dog Marketing understand the differences between standard, good, and great copy. We also know how to take your marketing to the next level.
Once your site is converting properly, we can design a campaign that will drive more visitors to it. More visitors plus high conversions mean huge sales. That's what we do.
Read more advertising cpm online tricks of the trade.
