The CPX Performance Marketing Summit took place on February 13th and 14th, 2017 under the hashtag #cpx2017. Our Head of Business Development Tobias Schweighöfer was present on the first day with an exciting presentation.
The topic of his presentation was “Performance Optimization: How to effectively reduce bounce rates of google shopping Ads and co.” About 100 visitors eagerly listened to the current trends in search and social.
A lot of marketing decision makers and SEA specialists know the problem: A customer clicks on a google shopping ad and is led directly to a product detail page. He doesn’t like the product and does not navigate within the shop to a more suitable product, but leaves the website immediately. Despite good CTRs of such Product Listing Ads (PLA), the final result is often sobering – the user becomes a bouncer instead of a buyer.
With only a few simple onsite actions you can counteract this trend. In various forms you can advertise e.g. other products and current promotions of the shop on the landing page. This can be done directly when entering – or leaving the page (via a so-called Exit Intent Layer).
Since CPX is not only directed at SEA professionals, but also at social media connoisseurs, Tobias also provided a good example for the social channel. He showed how to attract fans and followers to the website, for example by means of a nice raffle, and how to specifically address them there.
A case study with our customer Airberlin Holidays was also presented. A simple integration enabled us to generate a number of leads, which could then be addressed again via newsletter. Another exciting way to direct traffic back to the website.
Besides his presentation Tobi had the opportunity to meet with existing customers and many interested parties. Talking shop with other tool providers and agencies did not fall too short either.
The get-together in the Ver O Peso Bar provided a nice conclusion to the first day of the event. A successful Internet World event, which we will be happy to visit again next year.