Do your Google Ads campaigns seem to be draining your wallet but not providing you with satisfactory outcomes? If so, you aren’t the sole entity finding that they have struggled with lower conversion rates. However, you can convert those clicks!
Below are 5 easy yet effective tips for increasing your Google Ads conversion rate and getting a better value for your bid:
1. Refine Your Keywords: Precision Over Volume
The most popular reason for low conversion rates is targeting the wrong keywords. While generic or broad keywords can drive a ton of traffic, no conversions will happen because these users aren't actively looking for the product you are selling.
Go Long-Tail: keyword phrases like "emergency plumber Brooklyn" are more specific than merely "plumber" and therefore indicate higher intent to purchase (compared to general intent).
Audit Your Search Terms: Look at the "Search Terms" report. remove junk traffic from your ads by adding these keyword(s) to your Negative Keyword list.
Check Your Match Types: If you are using Broad Match, Google ads may be delivered on keywords that are only loosely related to your business/category; consider switching to Phrase or Exact Match for more control over display placements.
2. Craft Compelling Ad Copy: Speak to Your Audience's Needs
Your ad copy will determine how your audience perceives “you”. Short, Sweet and to the point; immediately convey the value you have to your audience
Highlight Benefits, Not Just Features: Don’t just tell people what your product or service does; explain how it helps them. Examples: Will it save them time or money or will it solve an existing problem?
Include a Strong Call to Action (CTA): Clearly tell the target audience what they need to do next in order to take advantage of your offer. Use action verbs like “Shop Now”, “Get A Quote”, “Learn More”, and “Download Today”.
Use Ad Extensions: Ad Extensions provide additional information and useful links that can help make your ad stand out. Consider using site link extensions; callout extensions; structured snippet extension; & call extension to appeal to potential customers.
3. Optimize Your Landing Pages
Your landing page could be the best ad vehicle in the world, but if it isn’t built properly, it won’t convert. The landing page needs to be a natural extension of the ad’s message and provide a clear path to convert.
Message Match: Ensure that the message on your landing page is the same as in your ad, if the ad says “20% Discount,” this should be the first thing they see when landing on the page.
Speed is Revenue: A one-second delay in mobile load time can result in a 20% decrease in conversion rates.
Remove Navigation: On dedicated landing pages, remove the main navigation/menu of your main site; the user should have 2 choices: convert or leave.
4. Implement Conversion Tracking: Know What's Working
You cannot make improvements until you measure. To analyze and track how effective your advertising efforts are, you must set up proper conversion tracking first.
Track Key Actions: Identify actions you expect people to take on your site (buying something, filling out a form, calling your business, downloading something) and designate those conversions in Google ads.
Understand Your Data: After you have established conversions, you will be able to track which keywords, ads, and landing pages produce conversions. This will allow you to allocate your budget wisely and focus on what really gives you the best return on your investment.
5. A/B Test Everything: Never Stop Optimizing
Marketing is an iterative process and as such, we do not simply create our campaigns and ignore them.
Test Ad Copy Variations: Create as many different ad copy versions as you can, each with unique headlines, descriptions and CTAs. Google Ads will automatically begin to favor the ad which performs best over time.
Experiment with Landing Pages: Test different headlines, images, button colours (on call to action buttons), forms etc., to determine which combination produces the highest conversion rate. You may be surprised by how a minor change can dramatically impact conversion rates.
Analyze and Iterate: Regularly analyse the results of each of your A/B tests and use the outcome to further improve your campaigns. You want to create a culture of continuous improvement.
When you apply these tips to improve your Google Ads campaigns, you will turn your campaign from a budget sinkhole into a high-powered conversion generator. You will achieve higher conversion rates and maximize your return on ad spend through constant effort and data-driven decisions.
To stop making guesses and start growing? Check out our professional paid ad services to learn how we can help you optimize your results immediately.
By Shafaq - ScaleOxperts