Optimizing conversions with Google Adwords is really working but only if done correctly. Simply running your PPC campaigns with Google Adwords doesn’t guarantee a high ROI. In addition to emphasizing on designing, there your PPC ads; you need to stretch your efforts to ensure you can get the maximum possible conversion rate.
This article will provide you a brief overview of how you can increase your conversion rate with the help of Google Adwords. Let’s start rolling the ball.
Set up Conversion Tracking
To improve your conversion rate, first, you should know the exact status of your current conversion rate. Fair enough? Yes, without knowing what is lacking, how will you plan to improve something?
With Google Adwords, the best part is you have got an in-built feature of “set up conversion tracking.” This allows you to get a ready report on how your campaign is performing. Unfortunately, only 57% of account os Adwords have set up conversion tracking.
Conversion tracking feature helps you to analyze the overall performance of your PPC campaign. It further can breakdown into individual Ad performance or Ad Group performance.
And this, of course, will make it easier for you to find the appropriate ROI on your investment while measuring the exact count of conversions.
Yo need to include:- Phone calls you received.
- emails your clients wrote to you
- Queries from social media platforms
- Or any responses you got from contest forms or polls your cerated.
Consider every lead generated; only then you will get a clear picture of your current conversion rate. Further, you can decide on what amendments you need to improve the current count.
Use The Goodness of Negative Keywords
Negative keywords are the keywords which you do not want to target as you think these will not benefit you anyway. For example, if you do not produce platinum jewelry; you will add “Platinum Jewelry” as a negative keywords phrase. It could benefit you in two broad ways.
First, your add will not be displayed to the people looking for platinum jewelry that saves unnecessary wastage of clicks on your PPC Ads. Second, it will reduce the bounce rate; which otherwise would have shot up when such people visited your website and left immediately. In a nutshell, your Ad quality score will remain unaffected.
Adding negative keywords ensures your PPC ad will be displayed to relevant search terms only. That could further be a more promising scenario to get a higher conversion rate.
Elevate Love for A/B Split Testing
To improve your conversion rate, you should keep testing diverse elements on your website, while focusing on your landing page. The practice of testing distinct aspects is known as A/B testing.
The A/B testing process goes like; two variants of the same webpage are exposed to a confined (same) group of people while running PPC Ads on the both. Then after a specific period, the results from both PPC Ads are compared to check the performance of each page. The webpage that performed better on various parameters like user engagement or conversion rate is selected for running the rest of the PPC campaign.
Various elements that you should try to create different copies of your landing pages (Ads) could be:
- Background color
- Images/Graphics
- Font color/style
- Call-to-action buttons
- Contact form fields
You can’t ignore the fact that the landing page design could lead the campaign’s conversion rate either upward or downward. Therefore, be versatile in testing various Ad elements to get a better mix for increasing conversion rate.
Match your Landing Pages with Your Ads
One primary concern or better say the reason that could result in your PPC campaign failure is creating exaggerating Ad copy. People tend to create an Ad with sky-high promises; this work but just to get people on your website.
But they didn’t find what they had been promised they immediately terminate their visit.
Practicing this exercise will surely cut down in your conversion rate and will increase in bounce rate as well.
You need to be as realistic as possible in your PPC ADs. Try to match the information on your Ads and your landing pages.
For example, if you write FREE SHIPPING in your Ad and when people visit your website; they will find Free Shipping in a particular region only. Of course, they will leave your site; you have lost your business lead because of fake/unclear Ad content.
Leverage Mobile Marketing
A report explained the mobile purchasing trend is growing with every passing month. Thus, ignoring mobile optimization will be a sin and kicking off a significant share of sales that you could get through mobile marketing.
Optimizing your ads for the mobile platform can increase your chances of boosting conversion rate. People find it really convenient to click and explore the things they liked in the ads displaying on their mobile screen.
Comparing to computer/laptop buying behavior; the mobile Ads have more capacity to perform for a local business or shop as far conversion rate is concerned.
Conclusion
Following the above-stated steps to increase conversion rate with Google Adwords will surely get you on the right path. If you play consistently and wisely, you will achieve your sales goals through your PPC ad campaigns.
Try to be patient, persistent, analyze your efforts, and make changes to move forward in the right direction.
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