Kyle Sulerud - January 13, 2020Today’s question comes from Siva:
“I’m getting enough clicks and enough click-through rate (CTR)-between four to five-for a wedding photography client, and the conversion really sucks. I’m working on their landing pages. Do you have any other thoughts or suggestions?”
In other words, what Siva was basically saying is:
“It seems like I’m getting good traffic, my click-through rate seems to be high enough, but my conversion rate is not very good.”
There are a few different things I want to address with this question.
First off, make sure that your tracking is in place and working.
You want to make sure that you are tracking people who are submitting a contact form and also people who are making phone calls.
In this particular campaign, since wedding photography is so visual, I actually would not even use a call extension. I would want people to actually come to the website to see the examples on the website before they made the phone call.
Assuming that everything is in place and you’re just not getting enough conversions, tracking is important. Really, you’d need to track: the calls from the website and the people submitting contact form or whatever else you’re using to capture leads on the website.
About the landing page: yes, you want to make sure that’s in order.
I mentioned, wedding photography in particular is very visual. You need to make sure there are lots of examples on the landing page of the client’s work. I wouldn’t simply link to a portfolio. I would actually put a lot of examples on the landing page. Make it easy for people to see how good this photographer is.
And really, I wouldn’t put much more on the page than that.
Put some other things that people might care about. Talk to the client. If you happen to be the wedding photographer, what is it that people care about? when they call you up, what’s the first thing that they ask? Put that kind of stuff on the landing page, and not much else. Just put the essential information and a contact form. Perhaps the form would be the way to claim your free engagement session. So that would be the lead generating mechanism on landing page. They can either fill in their information there, or they can call you.
Even if you don’t have the best landing page, if you have good examples of wedding photos, that’s the main thing that a customer is going to care about. So make sure those are very obvious and easy to find.
Another thing to consider is the search terms that people are typing in before clicking on your ad.
These might be the same as your keywords or maybe you have a set of keywords, but there are also additional search terms that are causing people to click on your ad. So you really need to look at the search term and consider:
- How high of quality are these terms?
- What is the intent of the people typing them in?
You said you’re getting enough clicks. So now it’s time to trim away things that probably aren’t working as well. Certainly, if you have conversion tracking set up, and you spent a lot of money on certain keywords or search terms, you would consider removing those. Even if that’s not the case, and you don’t really have much data to go by yet, you can look at the search terms and figures this out.
So if you’re getting traffic from a keyword like “wedding photos”, that is not a high-intent keyword. People who are typing that keyword are generally just looking for examples of wedding photos, and they may or may not be planning a wedding.
Even “wedding photography” isn’t the most high-intent keyword. If you were to modify that to “wedding photography, Dallas” (or whatever city you’re in), that would be a high-intent keyword. So, anytime you’re adding locations to the keyword, those are going to be very high intent and usually worth targeting.
Also, keywords like “wedding photographer” or “wedding photographers near me”, those are going to be very high intent.
It could be that you’re just getting a lot of traffic from lower intent keywords and that’s why you’re not getting many conversions. Trim it down, focus on the highest intent keywords and see if you can increase your conversion rate that way. You can always add more keywords back in later if you’re just not getting any traffic.
Focus on what you know has the highest chance of working the best the highest intent keywords that you can find.
Lastly, I mentioned a campaign like this for a wedding photographer should really have additional retargeting campaign to go along with it.
This is not a decision that people always make immediately about their wedding. This is something that they’re probably going to take some time considering. They’re going to be looking at a lot of potential photographers.
The ads for this business are going to be so easy to set up. All you need to do is get examples of weddings that you’ve shot and set those up as the retargeting ads. If it fits, I’d put like an actual testimonial from that customer whose wedding photo you’re using, something about how good of an experience it was for them. That’s as simple as a retargeting ad needs to be for something like this.
Again, since it’s such a visual thing, and since you know that these potential customers have weddings on their mind, if you’re showing them retargeting ads of wedding photos that you’ve done and inviting them back to your page, that’s going to help you capture a lot of this traffic that didn’t contact you right away just because they were still browsing.
You need to remind them that you exist.