The ultimate goal of any PPC campaign is very clear and that’s to improve visibility to achieve conversions. One of the most frustrating things of running a PPC campaign is to follow all of the best practices from guides on the internet and trial-and-error, only for it to fail in the end.
With that said, is your campaign generating lots of impressions that aren’t turning into conversions? If so, then you have a very common problem. Achieving impressions is simple.
It’s literally as simple as using the keywords Google Ads say will lead to specific traffic volume. However, you can never anticipate conversions, which makes successful campaigns hard to achieve.
Nonetheless, there are several effective strategies for transforming watchful eyes into paying customers. This guide will delve into a bunch of different high-octane strategies that will help you receive more conversions from your campaign, optimize your ad spend, and improve your ROI.
Let’s get started.
The age old proverb says that no one should “judge a book by its cover”. However, this is misleading when it comes to digital marketing and paid search. As a matter of fact, many people actually choose books based on the title, which isn’t completely unreasonable.
In the same way, the headline or title of your ads will play an integral role in its success. Case in point — if you come across a digital ad with a boring or irrelevant headline, are you going to click?
Of course not, and that doesn’t even matter if the product or service is phenomenal. Likewise, if the headline is engaging, you’ll be more likely to click and convert. It’s essential to pour a lot of time and effort into making sure that your headlines are perfect, and here’s how:
Your headline is arguably the most important aspect of your ads, and it can make a great first impression for your campaign.
The most successful PPC campaigns are segmented into different types of prospects based on who they are and how far they’re in your sales funnel. In order words, use a different landing page for different types of customers.
For example, let’s say that you’re selling accounting software. Clearly, different kinds of people will respond to this ad, ranging from freelancers to large businesses. Freelancers may have different questions, pain points, and expectations of what your product will provide as compared to large businesses.
Therefore, create a different landing page for different parts of your target audience. This is true even for specific products, such as accounting software for small businesses.
For instance, you can produce landing pages to reach freelancers, restaurant owners, and entrepreneurs. By achieving this level of personalization, you can create highly-relevant copy for incoming leads and convert them more efficiently.
Here’s a scenario that may sound familiar. You’ve conducted A/B tests for your ads, tried different photos and headlines. You’ve even rewrote most of your ads all to no avail.
If you’ve done this much work to repair your ads, chances are that your ads aren’t the problem. The problem is most likely your landing pages. It doesn’t matter how much money you spend on Google ads and how many high-performance keywords you’re bidding on.
If your landing pages aren’t correctly optimized, your ads will simply waste money. To avoid this possibility, make sure you employ these four strategies to properly fine tune your landing pages for success:
Single keyword ad groups (SKAGs) is a common paid search strategy that allows advertisers to create specific campaigns for single keywords. This results in highly-targeted and relevant campaigns.
Here’s what adding a SKAG would look like in Google Ads:
You may be wondering, “how will SKAGs help my campaign”. Let’s say that you’re selling athletic equipment, which include:
When you use SKAGs, you can ensure that your ads for water bottles will only reach people who were searching for it. This way, you can avoid wasting money on ads that aren’t properly targeted to the right audience.
So, how will using SKAGs improve your conversion rate? The answer is that it will improve the quality score of your campaign. Thus, you can achieve a higher ROI. Basically, if I want to buy yoga pants, then I’m going to click on an ad that sells the product.
In the early 2000s, desktop computers ruled the world. Nowadays, mobile devices like smartphones and tablets are in control. In fact, most people use mobile devices to surf the internet today.
This isn’t all too surprising since you can’t go a full day without seeing people use their phones to check their emails, use social media, call friends and family, find businesses, and shop for online products.
Now, why does all of this matter in regards to Google Ads management?
People use the internet with different goals in mind with mobile devices. For example, a person is more likely to research the best mattresses on the market on a desktop computer.
This way, they can sit in a comfortable chair and read all of the content they want. Think about it — there aren’t a lot of people who will read a 2000-word blog post on “how to select the right mattress” on a smartphone.
Instead, a person using a smartphone will most likely try to buy something almost immediately. Therefore, mobile users usually have a higher buyer’s intent. Thus, you should customize your ads accordingly.
By using mobile-only ads, you can reach an audience that is more likely to convert. This will produce more sales opportunities for your business. It’ll also give you a great advantage over competitors who haven’t made this adjustment.
Run mobile only ads and start creating content that will appeal to people using their smartphones over desktop computers to interact with you.
Not all sales funnels are created equal, and they certainly don’t always look the same. Many businesses stick with the standard sales funnel format: online ad → landing page → purchase.
If your campaigns don’t have much more imagination than this, then you could be wasting opportunities that will help your organization achieve higher sales or brand loyalty.
To put it simply, not everyone is willing to visit a landing page and make an immediate purchase. To open the door to more conversion opportunities, try targeting keywords with low buyer intent.
Next, drive traffic to landing pages that will offer valuable resources in exchange for their email address. This way, you can advertise to these leads any time you want and keep close tabs on them.
You can promote content such as:
144 million Americans listen to podcasts everyday. This is a great way to reach and educate people that aren’t ready to buy yet. If you’re running a SaaS company, you can promote eBooks to educate leads on how your service will benefit them.
Google Ads don’t always have to be one-dimension. When used correctly, they can also elevate your inbound marketing strategy.
Here’s another common scenario — your ads and landing pages are working well but your conversion rate is still in the toilet. What’s the issue? The problem could be that your target audience just isn’t interested in the services and products you’re providing.
That’s a targeting issue.
For example, let’s use the previous example of selling accounting software. Let’s say that you’ve targeted freelancers and even created a separate landing page that addresses all the information they’ll need to know about your product.
The problem is that you aren’t getting as many conversions as you’d hope. Try refining your audiences to fix this problem. Not all freelancers are the same. Some may make more money than others, and it’s very easy to just call yourself a freelancer if you’re in between jobs.
For this reason, your targeting needs to be more specific. Instead of targeting freelancers, target entrepreneurs. Use Google’s custom affinity audiences feature to add interests and different behaviors.
For example, you could target entrepreneurs who are in the beginning stages of starting their business and pitch your product to them instead of casting a wide net to all types of freelancers.
Improving your conversion rate isn’t always about making a sale right now. Some people have a sudden impulse to buy and others do not. Your conversion rate will only soar when you can reach both types of consumers.
As a result, your goal should be to generate leads from your PPC campaign and begin the steps in nurturing them into sales. The most important aspect here is the lead magnets you’ll need to use.
Essentially, if you attract the wrong types of leads, you’ll only waste your time and money, while reducing your conversion rate even further. It was just mentioned that eBooks, podcasts, and whitepapers are great selling aids.
However, lead magnets like these have to be captivating to your target audience. No one is going to download a boring whitepaper. It has to catch their eye. With that said, visual content may be the key here.
After all, 80% of people are more likely to engage with content that includes vibrant visuals.
Whatever lead magnet you choose to use, make sure that it’s visually appealing. If you’re operating in a competitive industry, your lead magnets need to stand out.
One of the drawbacks about promoting products and services online is the lack of trust many people have with businesses they don’t know. For example, if you need marketing services for your company, it can be hard to take an agency’s word that they’ll provide you with the highest ROI for your budget.
Your hard-earned money is definitely on the line.
As such, you should include social proofs that showcase your credentials and qualifications in your expertise.
Displaying customer reviews have proven to increase conversions by as much as 270%.
The more willing you are to include testimonials, reviews, and logo images of the brand you have worked with, the more your audience will be capable of trusting you with their private information and money.
PPC campaigns are a wonderful way of attracting online leads to your website where they can convert. The problem is that you can still be wasting money while trying to repair your campaign on your own.
When you choose to work with us, you’ll receive help from an industry-leading PPC agency. We help with more than just PPC management, but also help with issues like recovering from a Google Ads suspension and tailoring Google PPC remarketing to tie in with your Facebook ads campaigns. Contact us today to receive a free proposal and start boosting your Google Ads conversions.