What if you had a methodology that could help you consistently lower your cost per acquisition (CPA) just by changing the copy and images in your ads?
In this YouTube Live replay, Flint McGlaughlin dissects a simple heuristic that the MECLABS team uses to optimize the messaging in display ads.
ea = 2at + i + as ©
- ea: Effective advertisement
- at: Ability to capture attention
- i: Ability to turn attention into interest
- as: Force of the “ask”
He uses the heuristic to achieve three tasks: 1) Attract attention, 2) generate interest, and 3) ask for the click. (Remember, the goal of an effective banner ad is NOT to make a sale, but to get a click.)
McGlaughlin also explains how to use five important design elements — size, color, shape, motion and position — along with good usage examples.
Watch the video to learn how to optimize your ads and lower your CPA consistently.
Related Resources
Search Marketing: 46% more conversions from PPC ad test
The MECLABS Conversion Heuristic Applied
Display Advertising: 4 common mistakes marketers make with banner ads
Selling the Click vs. Selling the Product: Which strategy is more effective for a text-based PPC ad?
Display Advertising: 3 basic questions every marketer should ask themselves about banner ads