So the traffic sequence is...the ad à the lander à the offer's sales page...Or if you're direct linking - the ad àoffer's sales page
Scenario 1: the ad's garnering clicks but you see no conversions.
Like in "RunMarty's" case in his post "No Conversions, Now What" - his post actually inspires this one you're reading.
His ads garnered 300 clicks but brought no conversions...
If this is your case then you've got yourself a "clicker" ad - Yes; all they do is garner clicks, there's also a "converter" ad, they bring in conversions and lastly what I like to call Kaput ads - they just don't work.
When all you've got is a clicker ad(s), a high bounce rate on your lander is usually the problem... (in RunMarty case 300 people came to the offer's salespage through the ad and figured it wasn't worth their time)
Going deeper...see the image below, it says Free Beer, right? Not! What it really says is Free wifi-cold Beer. This can be tricky especially when people spot it on a hot sunny day from afar!
This might be working for the shop that's got the sign since when you walk in there's always someone to talk to, who would sell to you, gauge your response and sell to you... (it's got me thinking about the day your wallet's at home and thought you're going to get a free beer! Not, I'd bounce right back out the door even if I would have loved to pay for it!).
It leads us to Rule No 1 - stop trying to trick people into clicking your ads showing the stuffs on the ad which isn't reflected going to be reflected on the lander - this isn't no offline biz where most of what you needed was to get people in the door then some silver-tongued person gets the sale.
Isn't that what you're trying to do - just send 1000 clicks to the lander? If people don't find what they want that's got them to click on the ad in the first place they'd bounce off.
A good example is a "chat dating offer ad"...you must have come across those dating ads, they show a "Jane Doe" online ready to chat with you. If you've tried that angle, you'd know they convert especially with facebook sounds.
Here's the ad below:
When the users click on the ad they don't expect to find a block of text, few bullet points about a dating site with millions of girls. No they want to find "Jane Doe"...so you give them that - you put pictures of Jane and a few good write ups about her and what she likes and how she's on the "other side" eagerly waiting to hit up with you. But they have to sign up first...
Now can you grasp the essence of "rhyming" the ads with the lander?
Simply put ads are nothing but extensions of the lander
Scenario 2: Kaput ads...
This is the dreaded situation where nobody clicks on the ad - but before you think; dumping the campaign...a lot of things might not be set for it to garner clicks - since in the first place your instincts told you that the campaign should work on that traffic - isn't that what we get by on at first with no tested data? "Pure predator instinct going in for the kill"!
Now here are the main reasons why people don't click on the ads...
Statistical significance - what does it mean? It's the probability that an event doesn't happen by chance...you need to allow the ad run for at least a day to conclude statistical significance. You might never know if people are really passing up the ad if you keep changing it by the hour. So let it run and you might just discover something called "day parting".
What's that? It's presenting your ad -- at the right time - to the right people. You might not get clicks during the morning but might in the afternoon or in the evening. How would know that if you don't let the ad run for a considerable amount of time.
Position: Is your ad's positioned "Above the fold" or "Below the fold"? - I think if you're running PPV or Facebook; that don't matter - but you need to make sure your ad is in a great position to be seen.
What I like to do is use a "float or layer ad", have you seen one? They get in front of the users' content like those PPV pop overs. If still they don't click then I can only conclude 1 thing - it's not going to work!
Not grabbing attention: How do this thing work? Your ads get noticed, then gets read, then the users follow the CTA...but what if perhaps your ads are invisible to the users?
Here are the few tricks to increase its visibility.
Use opposing colors: your ads shouldn't blend in the site you're placing it on but should stick out like the purple ad below.
Use Animations - since animations are moving elements, it gets them noticed!
Other things like creating an ugly ad can increase its visibility.
And lastly sometimes a campaign wouldn't work because of where the traffic is coming from so you need to find another traffic source or change up the offer.
That's pretty much it - it's more like plumbing! If the traffic gets clogged up at one junction, you go clear it up and let it flow.
You don't just keep your eye on the conversion when for all you know the traffic isn't getting pass the lander to make a conversion.