The dynamics of digital marketing are undergoing tremendous changes. Social media is taking the industry by storm, and organic content is becoming more and more accessible on every platform. That means your current marketing campaign may not be up to par with stiffer competition. Furthermore, you might not be sure where to invest additional resources in your pay per click (PPC) campaign.
Before giving up, it might be encouraging to know that PPC tends to bring in good returns and has a successful track record. Google reports the strategy can bring in double return on investment for a typical advertiser. However, increasing PPC conversion rates is no mean feat, and it requires time, patience, effort, and resources to yield tangible results. This article will provide you with some pro hacks on how to increase conversions in AdWords, so you don’t spend too much time in the trenches waiting for things to pick up.
FACT: The first five seconds of page-load time have the highest impact on conversion rates. Website conversion rates drop by an average of 4.42% with each additional second of load time. (HubSpot)
Improve Your CTR with Headline Tips
There’s this adage that states ‘never judge or choose a book by its cover.’ Yet whenever we are out shopping for a book, the first thing we look at is the cover. The emphasis here is on outward impressions. The more alluring the cover of the book is, the more we’ll be hooked and compelled to buy it. That’s how headlines work with PPC. They’re the very basic elements of Google PPC ads that first impact a buyer’s subconscious mind leaving a specific impression. Here are a few hacks to help you create attractive headlines on your ad that will leave a good impression and encourage clicks.
a) Learn End User Language
There’s more to language than just communicating. Word usage enables the reader to identify and relate with you. Your choice of words can significantly improve adwords conversion rate or kill your prospects. For instance, an ad with something like “Grab this limited offer and enjoy 25% off your first purchase” might sound more encouraging compared to a similar ad with words like “don’t forget to make your purchase and get 25% off”.
While both encourage the reader to make a purchase and earn some discount, the first ad sounds more urgent and compelling. When writing your headline, always imagine the type of language and words your reader can relate to and how it influences their purchasing decisions. You can use a tool such as Grammarly to be more effective in this approach. For example, you can use the Goals feature in the software to align your writing based on your goals and audience. You can provide ideas for your writing, and the software will provide word suggestions that are compatible with your writing style, intent, and audience.
b) Work with a Headline Analyzer
Creating great headlines that leave good impressions and encourages action is critical in increasing Google AdWords conversion rates. Working with a headline analyzer such as CoSchedule can be advantageous. This analyzing tool rates headlines according to word choices, length, keywords, and how the words appear in search engines. If your headlines are not impressive, you can use this tool to tweak them a little to improve adwords conversion rate. For example:
(Image Credit: CoSchedule)
c) Take Advantage of the Characters Provided
When creating a headline for your ad, Google will provide you with at least 90 characters. You should make the most of these characters to make sure you avoid the wastage of precious space. Remember that the space you use for your ad is not free nor is it cheap. Within these characters, be sure to increase everything we have covered in this first pro tip to increase Google AdWords conversion rate. In summary, use strong language, add a call to action and utilize your characters effectively.
2. Design Custom Landing Pages for Each Section
Are you running ads for several different sections? If yes, then inform and reassure your audience that they need to look no further. For example, you may have software with a landing page for different segments, each targeting a specific client. Let’s say you have software like Housecall Pro, which has landing pages for diverse clients, including contractors, plumbers, pest control services, cleaners, and real estate agents. Each segment provides options for a specific client to book appointments, automate job flow and connect/interact with clients. Here is an example of a Housecall Pro landing page:
Such landing pages are called target landing pages. They address the unique needs of clients from each segment while giving them a sense of belonging. And that is how to increase conversions in AdWords within a landing page. Advertisers who have implemented this strategy have reported a solid 15-20% in Google AdWords conversion rate. However, designing custom landing pages is just the tip of the iceberg. More to come.
3. Optimize Your Landing Pages
Having covered the first steps on how to increase conversions in AdWords, it’s time to move to the next step. Maybe when you embarked on your PPC ads campaign, you did everything you were supposed to do by the book. You tested your ads, tweaked your headlines to encourage action, and learned the art of word usage. Maybe you even played with unique visual effects and images. Still, are your AdWords not converting?. Relax, as the battle is only half won. The next step is to optimize your landing pages. Here are some quick hacks to fix this:
Ensure you provide direct answers to solutions: People who visit your site only come because they are looking for answers to a specific problem. Make your offers short and straight to the point, as beating around the bush is not the smartest thing to do in such a scenario. Why is the visitor on your page? What are they looking for? Find out and answer them right there and then.
- Remove visual clutter: Make sure the content, from text to images, is scannable and easy to read. Apply visual effects on buttons to make them easily noticeable.
- Use the same language and tone: Do not use a language or tone that’s different from the one you’ve used on your ad, so you don’t confuse your customers.
- Retest your landing page: This helps you determine if your headline, images, and language can help you stand a better chance of increasing conversion rates. Here is an example of a landing page A/B Test:
(Image Credit: OptimizePress)
4. Improve Quality Score with Single Keyword Groups
Single keyword groups or SKAGs are techniques you can use to match single keywords with specific AdWords to an effective PPC marketing campaign. For instance, let’s say you sell different home appliances such as TVs, Refrigerators, music systems, or computers. When you use SKAGs, your ad for a TV set would pop up if a buyer searches for a digital or smart TV set but not a desktop computer. Pairing each keyword with a specific ad ensures that your paid words match the words you bid for. It keeps your ad more relevant, boosts quality score, and guarantees return on investment.
An increase in your ad’s relevance also increases your Quality Score on Google’s rating system. Google’s Quality Score works by calculating the relevance of every ad, the efficiency of your landing page, and the overall performance of your AdWords. For example:
(Image Credit: Instapage)
So there you have it. That’s how to increase PPC conversions. Note that Google does not reveal how it detects Quality Score, but you can notice that your ad’s relevance has a significant impact on your Quality Score, which also impacts your PPC.
5. Focus Only on Mobile Ads
It’s no secret that mobile phones have taken over all aspects of the internet. If you doubt, take a look around you. People are ever on their phones, chatting, scrolling through social media, browsing, or making purchases. A decade ago, no one would have believed such a remarkable phenomenon would transform the technology industry.
According to a recent report, mobile phones use toppled desktop computers for the first time in 2017. By 2018, the internet traffic stood at nearly 53%. That was a tremendous development compared to 2009 when similar research recorded only 0.67% of all mobile related internet traffic. It was also a clear indication that mobile phones are the present and the future.
So how do mobile phones impact pay per click ads? First, people use their mobile phones for different purposes. Its primary use is communication, but some use it for fun, work, and making purchases. As an advertiser, you can use mobile ads that target specific audiences then aim for high internet users. For example, if you are selling organic groceries, you can rope in single key terms such as “organic groceries near me” as opposed to “buy organic groceries.”
Additionally, internet users approach content differently. Some users may opt to read a 2000+ word content on how to increase conversions of AdWords on their PC or laptop and not on their mobile phones. When you target only mobile users, you can develop ads and customize them based on how users interact with content on their mobile devices then tailor those content to suit their preferences.
6. Work Toward Brand Loyalty
Sales funnels don’t always look alike.
The traditional landing page to sales funnels approach is not effective anymore. If that’s what you are using, then you could be missing out on other opportunities that increase both conversion rates and brand loyalty. One important point to note is that prospects who visit your website don’t always make purchases with the first click. To change this norm, you can try the less trodden path, which is to utilize keywords that are less likely to encourage action.
Use them to drive traffic to your landing page or a page with exclusive content. This approach works better with webinars, podcasts, and e-books. An
estimated 67% of Americans tune into podcasts monthly. Using podcasts to educate prospective tune into clients about the products will encourage them to make purchases on their first interactions with your ad/content.
The same approach works effectively with e-books and webinars, both of which have grown tremendously in recent years.
Alternatively, you can drive traffic to a PDF download and provide a few hacks and tricks to assist your audience in taking specific actions. Note that this method only works if you have your own SaaS company. That’s how to increase PPC conversions rate.
7. Improve Your Audience Targeting Tactics
So far, we assume your ads are doing quite well. They’re all getting clicks, and even your landing pages are doing wonderfully. But still, there is this dark cloud hanging on your beautiful horizon: AdWords not converting. The dough isn’t rolling in yet, and you can’t tell where the problem is. You could retrace your steps and check if everything is as it should be, from headlines to strong language to the landing page and brand loyalty. Otherwise, you might discover that you have identified a problem and provided a solution to the wrong people. Yes, that could be it. You could be targeting the wrong audience.
For instance, you sell some nice lingerie popular with young women, especially those aged between 21-40. Your lingerie business could be doing just fine. But if you want to sell them outside a nursing home, you can bet you won’t even make a single sale. The problem could be neither your products nor marketing techniques but your audience. So you need to identify and refine your target audience then work toward turning intent into conversions. To do this, start by identifying your target audience, even in places with low CPC, such as Facebook. Next, move to a platform with high CPC and intent such as Google Ads.
Additionally, take advantage of the custom affinity audience provided by Google. They enable you to focus on specific places where people are more interested. For instance, since you are selling designer lingerie, you could opt for audiences interested in “fashionistas.” Here is another example:
(Image Credit: WordStream)
8. Target Lead Generation Campaign with Strong Leads
You are in this for the money; we get that. But you are probably aware that not all conversion techniques bring in instant cash. It would be a good idea to focus on leads that will transform into a slow but steady stream of conversions in the long run. You should then reevaluate the type of lead magnets you are using to drive traffic and pull in your leads. Otherwise, you may wake up one day only to realize you’ve been drawing in the wrong audience and wasting your valuable time and resources.
To create effective, result-oriented magnets, consider incorporating visual effects into your lead generation campaign. Remember that bit about impressions and conversions? Naturally, a video ad or content with colorful effects is highly likely to influence people’s purchasing decisions than plain, simple content. Use graphs, infographics, charts, and even photos of the products you’re selling to achieve this. Always ensure that your lead magnets address customer pain points and provide both a solution and a value they cannot refuse. The image below shows infographics used for a lead generation campaign:
(Image Credit: Visual Capitalist)
9. Build Trust and Credibility with a Strong Social Proof
People tend to judge our character by how we express ourselves or how we relate with others. Therefore displaying your transparency and social proof where it is easily accessible for everyone to see not only builds your trust and credibility but can increase conversions by over 150%. That is especially true with online reviews. You can include multiple social proofs on your landing page where every visitor can see them. If you are affiliated with any top brands or relevant industry players, then proudly showcase those in your loan space.
For example, say you are sourcing products from top designers like Louis Vuitton or Richardo Carvelli. It will instantly prove that your products are genuine, especially if you are dealing with designer lingerie and targeting high-end clients. Next, include testimonials from happy clients who explain what they love about your products, your customer service, and their overall customer experience. Social proof reassures your clients that they can trust you and your products. And that is how to increase conversions with strong social proof.
Embark on Remarketing
So far, you’ve learned nine pro tips to increase Google ads conversions. You’re almost there! The final step is how to leverage remarketing in your Google ad conversion campaign. Remarketing is a proven effective strategy in today’s pay per click advertising. A slump in conversion rates could be due to wrong audience targeting. However, remarketing is all about targeting potential customers, especially those with an initial interest in you or your products, in one way or another.
They may have visited your website, clicked an ad, or left their shopping cart. Remarketing aims to pull back those prospects and, this time, make a conversion through Google remarketing. Incorporating remarketing with carefully calculated retargeting is an effective way to give customers that little nudge or push they need to make a final decision to convert.
Bottom Line: Increase AdWord Conversions with Diib®
In conclusion, the answers on how to increase conversions in AdWords are all listed here. Implementing these tips requires a blend of some science and creativity to send those conversion rates surging upwards. Partnering with Diib Digital will provide you with an added measure of security that you’re getting the job done. Here are a few of the features of our User Dashboard that set us apart from the crowd:
- Technical SEO monitoring, including Conversions for your Adwords
- Bounce rate monitoring and repair
- Social media integration and performance
- Broken pages where you have backlinks (404 checker)
- Keyword, backlink, and indexing monitoring and tracking tools
- User experience and mobile speed optimization
Click here for your free scan or simply call 800-303-3510 to speak to one of our growth experts.
When looking at what a good Adword conversion rate is you must first look at the top 10% of Google Advertisers. These advertisers average a conversion rate of 11.45%. However, most advertisers average around a 2.35% conversion rate.
Below are a few tips to increase your conversion rate:
- Add a live chat to your website where customers can ask you questions.
- Display testimonials and reviews.
- Delete any distractions from your page.
- Strengthen your Call to Action.
- Consider adding a pop up.
A conversion is when a user takes a specific action. This can be anything from making a purchase to downloading an app or reading an article.
The formula for calculating conversion rate is the number of conversions divided by the total number of interactions of that ad. For example, if you have 30 conversions and 1,000 total ad interactions your formula would be 30 divided by 1,000 which would equal 3%.
To begin tracking conversions in Adwords you must first create a Google Adwords account. Next, go to the upper right corner and click on the icon labeled tools. After that, find measurements and go to conversions. When you get to the conversions page you can locate what you want to track.