It´s normal for us to blame everything else for our low conversion rates, but the fact of the matter is that the majority of the time, poor response rates come from poor local online advertising. Even if you don´t want to admit it, chances are that your poorly converting ads are really at fault.
Poorly performing local online advertising can be a good lesson, though. Use it to figure out what doesn´t work and then never use that technique again. You often only need to tweak the wording of an ad in order to make it work. If you like, test your ad in your email newsletter, switching them up every couple of newsletters. You can then track the results and figure out which ad works best before spending huge money on local online advertising that doesn´t even work.
Never assume that you have hit the highest point in your local online advertising. When you find a gem, use it, but continue to test variations. Does your latest ad get a 6% conversion rate? Then keep trying, maybe you can boost that number to 10% or even higher! You won´t know unless you continue to test and track.
Local online advertising is a science that is constantly being refined. You should never figure you have what it takes and sit back on your laurels, always change things, tweak and you never know where you might end up!
