7 Hacks to Track and Improve Your AdWords Conversion Rate
AdWords advertisers tend to be concerned with whether their AdWords conversion rate will increase and whether the cost of conversion will decrease.
These are the main goals that are looked at by the marketer. It is important that one invests in these goals but through techniques that will not lead to the loss of the investment.
AdWords can prove very useful as it is still recognized as the major generator of conversions and ROI. Google AdWords conversion can always improve when the right conversion tracking tools are used.
AdWords Conversion Rate #1: Reverse-engineer The Path Of Purchase
When the strategy used is bringing returns, study the process so as to implement it on your own.
Reverse engineering the path of purchase in this case suggests that one should take note of the outcome they want then select keywords to use on the ad before making changes on the landing page and achieve the final goal of a conversion action.
Make sure you have conversion tracking so that the data remains useful. Never assume everyone knows of you so always describe your product as seen below.
Reverse-engineering is done with the aim of converting visitors of the site into email subscribers, customers or even leads despite the fact that they don’t click on your ad.
A ‘behaviors’ is usually available on every Google Analytics dashboard so that one can understand prospects needs when they access the site.
Acquisition and conversion rates are also made available. Track the conversion code to ensure results received remain consistent.
AdWords Conversion Rate #2: Remarketing as a CRO Tool
Using of a good tracking code could prove helpful in gaining access to potential customers. Remarketing will improve CRO as it helps convince on-time visitors to the site to revisit.
A good conversion tracker is however required before this happens. Conversion will always increase where there is consistent retargeting.
When retargeting, aggression is necessary as initial interest has been seen. The tracker tools work better attached to the click used to direct potential customers to the site.
A quality score is used by google to determine efficiency and effectiveness of the PPC campaigns.
The higher the score the better the campaign quality; better scores help decrease ad costs, provides the ads with more exposure and ensure the ad will be well positioned on both display and search networks.
Google AdWords conversion rate will see an increase. Try to align an ad copy with a landing page that corresponds to ensure that bounce rate can reduce after a particular conversion type.
AdWords Conversion Rate #3: Test the Landing Page Design
Ensure you split-test the landing page. Click-through rate is generally controlled by the ad copy while conversion rate is mostly affected by the landing page.
Always maximize your clicks and traffic whenever the landing page is high converting.
This will lead to a constant improvement of Google AdWords conversion rate. Every aspect of the landing page should be tested including the CTA. Testing will help determine what best suits your needs.
AdWords Conversion Rate #4: Align the ad Copy With The Landing Pages
Whenever the ad copy is in alignment with the landing pages, a meaningful impact will be created by the clicks and the quality score will see an improvement.
The quality score will show the performance of previous PPC campaigns and will help with the prediction of performance by the future campaigns.
The conversion code should be altered with any changes that have been done to the campaign. It should be noted that any changes to be done are meant to benefit the user.
AdWords Conversion Rate #5: Implement click-through Rate Best Practices
Click-through rate can be defined as the frequency to which people will see and click through your ad and visit your landing page.
The more the number of people who click on the ad, the better the chance of converting them.
Improving the conversion rate is infinitely more important than having multiple ads. Some of the practices that can improve click-through rate are:
i. Use of title capitalization on the ad copy as seen below:
ii. Take note of the marketing search funnel. Ensure that the right keywords are targeted so as to get the best results.
The keywords should be those that can generate income. Adopt click-through rate (CTR) conversion practices such as bidding and brand keywords that will suggest that you want to interact with the right audience.
When you slightly alter your ad copy, headline or placement, you can make a huge improvement to your CTR.
iii. Take note of your ad placement. When the ad has prime location, your ads could have better CTR. In scenarios where the brand keywords have search volumes that are reasonable, an AdWords campaign could be set up for them.
Test out your ads position and use a tracker for the conversions. The frequency of the ads will always make a difference.
iv. Test the match types. They tend to provide insight on where a particular ad will rank.
Group and organize your keywords well. This will help improve on conversion rate.
Keywords can be organized by use of effective structure or groupings, focus on having small ad groups and lastly experiment with different variations.
AdWords Conversion Rate #6: Incorporate Negative Keywords
Certain negative search terms will lead to the display of your ad. They will help improve on the Google AdWords conversion rate.
The addition of negative keywords will help avoid a scenario where the visitor is not interested and is unlikely to convert.
The addition of negative keywords can be done using the steps below:
1) Access your Google AdWords account and log in. select the tab that has been indicated campaigns. Click on the ‘+’ sign that is in proximity to new negative keywords list tab.
2) On the space provided, add the negative keywords.
Negative keywords not only make an appearance when it comes to ads on search networks but also on those on display networks.
The ways in which one can gain from the use of negative keywords includes the increased CTR, reduction of CPC and the ROI boosting.
In situations where one is having paid ad campaign running on the site, quality of the visitors proves to be more important than the number of visitors.
AdWords Conversion Rate #7: Making Use Of A Customer-oriented Approach
An audience can quite easily be included in an ad group when it comes to Google Display Networks.
Targeting should not be done for all audiences. One should always find out their potential customers and thereafter come up with content that will appeal to this group when content marketing.
The focus should be on the needs and appeal of the select group. The audience can always be targeted by taking advantage of available demographics as well as top interests.
Ensure that you have the right message, target the right audience, and that the ads will be viewed by the intended audience to increase conversion.
To receive traffic at a fast rate to your site, Google AdWords will always prove quite useful. Tracking can be done to keep you informed on how useful the ads are.
One can always make good use of both display and search networks. Display networks will help with building a brand, while search networks tend to result in direct response results.