If you can spare the expense, running a Google Ads campaign is worthwhile. Pay-Per-Click (PPC) campaigns allow smaller businesses to increase their foothold online.
But you’ll want to see some bang for your buck!
The problem is that Google Ads conversion rates can be low, especially for small businesses. What’s more, the amount of money needed to compete with big businesses for the same keywords is well beyond the means of the one-man show.
Thus, you find yourself wondering whether the money you are paying out for a PPC campaign could be better spent on some new lighting for your shop window!
Then again, maybe it would be better all-round if you just avoided online campaigning altogether and just put your money in a low-interest savings account.
But we do understand your dilemma. And fear not; there are ways to make a campaign work well. So, if you want to begin a PPC campaign we’re going to share with you a few pointers.
To avoid wasting your time and money, you need to direct your attention towards long-term goals. And that means being savvy with your Google Ads and making them work in your favour.
You may not want to consider an AdWords campaign just yet but you ought to know that Google’s PPC platform is known to generate the highest conversion rate around. So if you can get it working for you, you’ll be laughing!
Without further ado, here are some simple hacks to increase your Google Ads conversion rate.
1. Be Laser-Specific
Picture the scene:
You drill a hole in the seabed and you find oil. Plenty of it. Millions of barrels, says the geologist. But if you don’t know what to do with the oil that comes up through the pipe what’s the point?
The same can be said of PPC advertising.
You know there are customers out there and you know you need to tap into the market. But it’s not enough just to drill a hole in the prospect by way of a Google ad. To do so is to waste your time and money.
Instead, be clinical in your approach to ads.
Don’t target a huge swathe of customers, target customers who you know are interested in what you do, or what you offer.
Google’s display networks are seen by over 80% of users. So to tap into just a small yet laser-targeted fraction of that amount could yield a pretty penny.
Understand how your customers work and what terms they use to search for products that are similar to yours.
Entice them by way of a promised discount or free competition entry, for example. Then work out to where you will send the person who clicks your ad.
Finally, work out what you will do with the details your potential customer provides you with. Do you have a newsletter you can send out? Or email-able promotions?
Head for the Google Analytics dashboard where you will find the Behaviours tab. Use the metrics from this tab to determine where to drill your first hole!
2. The landing page is the engine
Here’s a hack for Google Ads conversion rates that is often overlooked. But in essence it’s one of the easiest ways to improve leads and conversions.
If you don’t get the landing page right you are YET AGAIN wasting your time and money on Google Ads.
You may think that the page you’re leading your visitors via the ad looks great, is nicely balanced, colourful, eye-catching, etc.
But does it speak to the visitor? Does it answer their questions? Does it tell them what they should do next to enjoy your incredible services?
Include relevant and well-researched keywords on your landing page, both long-tail and short-tail, and some very specific a call-to-action (CTA); perhaps a competition entry button, a video followed by a sign-up form, links to newsletter registration and so on.
All of these things make a landing page more capable of converting a visitor to a lead and eventually into a customer.
Try to look at the bigger picture and remember that keywords are important, but you’re not trying to get them ranked so focus on keywords that appeal to the audience of your ad rather than Google’s algorithms.
Also, user experience and the optimisation of UX is a big deal these days. Better the user’s experience of your site and you’ll be onto a winner.
Make the user’s experience as good as it can be – easily navigable, enjoyable, entertaining, informative – and you will find the money you spend on your PPC campaign goes a much further distance.
When your landing page is this good you will find clicks and traffic increase, but they increase in a valuable and profitable way. Get this bit right and you’ll see a lot of improvement in your AdWords conversion rates.
3. Ad copy must match page copy
Sticking with the landing page for a moment, let’s take a different tack.
The landing page must also be relevant to your Google Ad. The language and intent you’ve used in your ad must relate to the language and intent on the page.
So, although you may want to include in your ad some fabulous deals or a competitive edge, if you do not pay attention to relevance, nor link it to what a visitor may find on your landing page, then you may find a big drop off (i.e. good click-through rates on your ad but poor conversions of your landing page CTA).
Google Ads uses certain metrics and algorithms to decide whether an ad is worthwhile or wasteful. And it will want to relate the wording of the ad to the page it links to. If the Google bot doesn’t understand why the ad is there, then it’ll favour someone else’s ad over yours.
When the copy in your ad matches with its landing pages, Google is happy, because it knows that the ad is placed there for one reason alone: to generate useful leads to the recipient company. Matching copy with copy improves your Google Ads conversion rates.
In short, your landing page copy should mirror the copy in your ads, and everything you do to align your ad copy with the copy of your landing page is for the benefit of your users.
If they are happy, and if they sense that they have reached the right place then you are happy.
4. Be catchy and inventive
To stand out from the crowd has always been a motivation of advertisers.
There have been millions of adverts on television over the years but it is likely at least a couple will stand proud of the others in your mind. Take for instance the old Cadbury advert that included the drumming Gorilla.
Now here’s your chance to be the advertising guru.
You have an opportunity to make your business shine, albeit in limited space and with limited characters. Nevertheless, your Google ad is a little window into what your business is all about. So make the most of the opportunity.
Be compelling, be controversial, be disruptive, be emotional, but most of all:
The content of your Google ad must be wizard enough to urge internet users to click and to find out more.
Use capital letters for your first line if you must but you don’t always have to. As long as there is a positive call to action and the second line of the ad supports the first you will be in with a chance.
Importantly, try to include a USP in the ad, to entice the user to find out why they cannot possibly live without your product or service.
5. Attend to negative keywords
In order to get the most out of your Google Ads campaign – and improve your Google Ads conversion rates – it is worth you spending a little bit of time understanding the power of negative keywords.
It may seem like a nonsense to talk about how negative keywords can work with you rather than against you, but there is logical to you including them in the background work of your Google Ads.
Negative keywords are those keywords which relate to your business and are likely to entice visitors but those visitors are of no use to your Big Picture.
In other words, supplying Google with a list of keywords that you would not want to pay a click on is a great way to ensure that your campaign is exact and precise and, above all, as inexpensive as can be.
Some negative keywords include: free, torrents, porn, sex, cheap… you get the message. Such words will entice a lot of users to click (that’s just the way the internet works), but most of the clicks will not lead to valuable conversions.
The success of your campaign will rely on a set of keywords that will entice the right kind of person to your page.
We’re not assassinating anyone’s character here. We’re simply saying that in order to keep all clicks relevant and useful to you and to stem a bleed of the budget you should include such negative keywords in your campaign settings.
After all, even shop owners get fed up with people coming into their stores and not buying anything!
So there are five hacks for you to get your teeth in to but, in truth, there are numerous others that you can choose from. Keep an eye out for more from Assertive relating to strategies to improve Google Ads conversion rates.
And don’t forget that in order to boost your footfall and thus your sales the very best is still to grow your business online organically.
Some key take-away messages:
Try to keep your Ad campaign running for as long as you can. Once you reach a set target – for instance 100 or 200 clicks and some worthwhile conversions – then you can pause your campaign and re-order your adverts to suit the growing business. You may even decide that you don’t want to run a campaign any more.
Test your landing pages to ensure that they are relevant to your ads; that users are not bouncing straight off them but are staying around to see what goodies you can offer them.
Remember, conversion rates rely on landing pages that entice the visitor deeper into the sales funnel. If a visitor leaves without any interaction then you have wasted a click. You will be able to tell how long people are spending on your site by referring to Google AdWords’ metrics.
Keep an eye on your statistics. Google supports its AdWords campaigns with a raft of metrics. From a study of performance you will see where improvements should be made. You may also put a hold on certain keywords in order to tighten up the focus of the ad.
Create ads for search and display networks. Both serve a purpose and one is not a more effective customer enticement than the other.
Monitor the effectiveness of a campaign will allow you to tailor your ads to your potential customers and will prevent you from paying through the nose for clicks that are wasted on visitors who have no intention of engaging with you.
Be Google Ad savvy and you will succeed.