When it comes to planning and preparing for a PPC campaign, you’ll no doubt identify the keywords and phrases that your target audience will be searching for. While this is one of the most fundamental elements of PPC, it is sometimes more beneficial placing greater emphasis on streams of traffic that actually produce conversions.
Even though this is usually implemented further down the line when a campaign is in full swing, it should be a key consideration during the initial stages too. But whether you’re creating a new account or optimising an existing one, here are some ways to optimise your PPC conversion rate.
Specify your objectives and the conversions you intend to track
What is the purpose of your PPC campaign? From tracking email sign-ups and products sales to increasing engagement or downloads, there are numerous things you can track. But conversions will only come about if you have specific and precise objectives.
By analysing current and desired metrics, you can see how much change is required to achieve your primary goal. If you’re almost there, some slight alterations to the copy or a more defined call-to-action could suffice, but a complete website or landing page redesign might be required to fully optimise your conversion rate.
Use every tool at your disposal on Google AdWords
Along with the ability to measure advertising consistency across channels, Google AdWords also enables you to see where conversions are taking place in relation to campaigns, ads, keywords and other areas. Capitalise on these metrics and use them to your advantage.
What time of day are you getting most conversions? Are all of Google’s search partners producing enough conversions to justify your ad? Where are your clicks coming from? What devices are your conversions using? What ranking position is giving you the most conversions? All of these can be found under ‘Segment’ on Google AdWords.
Think carefully about remarketing and retargeting
Even if potential customers leave your site and do not convert, they aren’t necessarily dead leads. There is every chance they’ll search again for the products or services you provide, visit your website at a later date and see the brand’s advertisement through Google’s Advertiser Network.
So think about retargeting those buyers and remarketing in different ways. On Google AdWords, you can segment your remarketing lists and deliver ads to users based on the landing pages they previously visited.
Don’t forget about Google’s Product Listing Ads
With the increased click-through rates that you can achieve from Google’s Product Listing Ads (PLAs), you’ll be more successful with the other conversion rate optimisation techniques that are already being implemented. Google made changes to the overlook look and feel of PLAs last August, but the benefits are still incredibly far-reaching.
Try and get the right balance between titles and descriptions that are keyword-rich but also read naturally. Furthermore, Google will penalise you for inaccurate pricing, broken images and low-quality product data, so make sure all of these elements are up to scratch.
Bear in mind the importance of landing pages
Your actual PPC advertisement might not be a problem, as it could very well be the landing page it leads to. This is your opportunity to speak directly to your target audience and provide them with exactly what they’re looking for. Disregarding this objective will render any PPC campaign null and void.
Therefore, align your ad copy with its specific landing page. Don’t assume that traffic will simply stumble upon the content you talked about in the ad. Instead, take them to it directly. Include content on your landing page, such as case studies, frequently asked questions or videos, which will convince the visitor to make a decision. Conversions have a perpetual habit of increasing if you implement these tactics.
Implement ways to increase click through rates too
But along with the possibility of improving conversions, you’ll also reap the rewards of an overall lower cost per click because a higher quality score can be achieved. Your campaign ROI is bound to benefit too, as you won’t be wasting unnecessary budget on non-targeted clicks. There’s a strong chance of outperforming the competition as well.
Make provisions for special offers
This can sometimes be a risky strategy, but leveraging the power of special offers is an approach any PPC campaign can exploit and put to good use. It is slightly hazardous, as visitors might become accustomed to sales and promotional deals. As a result, they may only decide to buy from your site when there are incentives to do so.
But by making special offers available to those who signup or make an initial purchase, more leads and sales will be achieved in the long run. From the top down, make every part of your campaign about that particular promotion and don’t leave anything to chance.
Use negative keywords to your advantage
In some respects, this is one of the very best ways to optimise your PPC conversion rate and will lead to a more efficient campaign. For keywords that are not producing or triggering ads they shouldn’t, attach them to your negative list. Your budget should last longer and the overall cost per conversion will come down. Consequently, conversions escalate so it’s a ‘win win’ all round if you get them right.
Surplus and redundant keywords can be found in your search terms report. All you need to do is add them as a phrase in the negative keyword list and favourable outcomes will occur.
PPC conversion rate conclusion
Regardless of your PPC campaign intentions, there is always some room to optimise the conversion rate. Some of the aforementioned tips might be fairly obvious to you, but hopefully you haven’t heard or considered some of them. But whatever your chosen course of action may be, always have that initial objective in mind.
Good luck and thanks for reading this article, we hope that it has helped you in some way, happy optimising!