8 AdWords Traffic Hacks to Double Your Conversion Rate
Google AdWords is an online advertising service developed by Google to help marketers where they have to pay to display brief advertising copy, product listings, and video content within the Google advertisement network to web users.
When someone searches on Google for a particular term, Google shows a list of searches. But if you give a closer look, you will notice that the first and the last results are generally ads.
Google AdWords system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages where they think it might be relevant.
AdWords offers services such as pay-per-click (PPC) advertising and cost-per-acquisition (CPA) advertising. AdWords contributes upto 96% of Google's revenue.
To excel your enterprise/business through an AdWords Search campaign, you need people to click on your ad. Driving qualified leads using pay per click (PPC) advertising is a great way to generate more leads.
According to Sitewit (a leading Marketing and Analytics Developer), “Businesses make an average of 200% in revenue for every $1 they spend on AdWords.” Paid ads are 56% more profitable than social media, which roughly has a 44% rate of Interest.
However, PPC ads are not very cheap. So, you have to make sure that your search meets a wide match and that you include the right ad extension to get the desired results.
Most advertisers face the typical scenario of starting a new campaign and not getting the expected amount of clicks and traffic to their website.
The problem with low traffic is that if you’re not driving qualified traffic to your campaign, even after implementing a thorough list of negative keywords, then you’re probably not going to have enough clicks that will turn into a sale for your campaign.
No matter what industry you’re in, you can target and reach an audience motivated to buy from you on a daily basis based on understanding consumer search query patterns.
Here are 8 easy to follow and cool hacks that you can implement to make the best out of your expenditure on AdWords and divert more traffic towards your business –
Adwords Traffic Tip #1: Increase the Daily Budget
Increasing the campaign budget is one of the most straightforward ways to achieve more clicks. AdWords calculates how often to show your ads during the course of a day based on the delivery method that you’ve selected (Standard or Accelerated).
With Standard delivery, AdWords tries to ensure that ads are shown over the whole day, so your ads may not show for periods during the day to ensure there is some budget left for later in the day.
With Accelerated delivery AdWords shows your ads as fast as possible until your budget is reached. If the budget is reached early in the day then your ads won’t be shown for the rest of the day. Again this means missed opportunities for clicks.
Raising the budget will increase the number of impressions that your ads receive, which improves the opportunity to get more clicks.
Adwords Traffic Tip #2: Target a Greater Geographical Area
A campaign’s location settings determine the location of people who can see your ads in their search results. Expanding the target geographic area will increase the size of the audience that your ads can target therefore, increase the amount of times your ads can be shown, and the clicks achieved.
A lot of times people that are new to PPC want to start “small” to try it out. But by using such a timid approach, they miss out on potential lead generation. You should focus on setting a radius of operation for a business.
This approach is perfectly fine, assuming you get a decent amount of clicks to generate potential leads for your business. But if you’re not driving enough traffic, you should definitely consider increasing your targeted area.
Adwords Traffic Tip #3: Increase Maximum Cost Per Click Bid
Ads in higher positions in search results, for example in the top 3 or 4 positions above the organic search and local results, get seen far more than ads appearing below the free search results due to easy visibility and effortless reach.
If your strategy is to maximise clicks, aim for positions 1 to 4. Increasing the bid should raise the average position of the ad, which will help you get more clicks. But note that the average cost per click is also likely to increase.
If your average ad position is 5 or lower, there’s a good chance that your ads aren’t getting a fighting chance to capture your visitors’ attention.
Also note that you need to have good Quality Scores for your ads to appear in the top positions – improving your Quality Score can also lead to a higher ad position.
Adwords Traffic Tip #4: Optimize Quality Score
The 1-10 Quality Score reported for each keyword in your account is an estimate of your ads and landing pages triggered by that keyword.
Having a high Quality Score means that AdWords analyses your ad and landing pages are relevant and useful to someone looking at your ad.
Your quality score is important for a number of reasons. According to Wordstream, “Google rewards high quality score advertisers with lower CPC and higher ad positions.”
When your QS are higher for your AdWord campaign than that of your competitors, you’ll end up paying less to acquire clicks and leads. Any one online ad is cheaper and you increase your chance of conversion.
Adwords Traffic Tip #5: Outsmart the Competitors
In every industry, there are competitors. An AdWord campaign is no different. If your competitors’ Google ads are ranking high, analyzing their secrets will help your ads to perform better. Use spy tools to see which keywords you’re not bidding on, but your competitors are.
Online tools like iSpionage, SpyFu, SEMrush are great to use to see what keywords your competitors are bidding on; allow yourself to get more traffic, faster. Look at your competitors’ ads and make yours better.
Don’t be afraid of making your ads look uncommon to stand out.
Adwords Traffic Tip #6: Optimize Your Mobile Platform
More searches are being conducted on mobile devices these days. To generate more leads, you need to utilize all of the available platforms that Google AdWords provides.
Mobile already has the upper hand in total search volume for a keyword match. It’s a lot easier to convert mobile users who click your Google ads, whether on the search networks or display networks. Some of your desktop competitors are not on mobile.
Because of that, you have an opportunity to get more traffic from mobile than you did before.
Make sure you’re bidding to be at least in the top 2 positions for your mobile ads. Otherwise you’d be at the bottom of the Google SERP page.
Adwords Traffic Tip #7: Pause Low CTR ADS
Pause your under performing ads based on lower CTR, and allow your better ads to run more often. But don’t do it if your ads have great conversion rates. Keep both stats in mind. (CTR is the clickthrough rate, i.e. click/display rate)
Adwords Traffic Tip #8: Introduce Special Offers in ad’s
Including new special promotions highlighting special benefits that your product or services have will help you become more competitive and differentiate your campaign ads from those of your competitors.
Use discount codes or coupon codes. You can even make these up, but make sure you’re ready for people using them.
Bonus AdWords Traffic Tip: Use Different Landing Pages for each ad
It's easy to forget when you're optimizing your AdWords account that you also need to message match your destination page too. The destination page is your landing page. It needs to be devoid of any extraneous information and requires that you place the keywords that you're bidding for in the content.
Use a similar headline, like in your ad, on the landing page as well as expanding on that headline further within your subtext. Building an AdWords campaign is only a part of the puzzle - a complete marketing campaign which includes the requisite landing page will boost your conversion rates!
Google AdWords PPC is a formidable force in lead generation. But, you need to know how to bid wisely and to launch a campaign that will lower your cost per click.
When you’re making adjustments to your AdWords campaigns it is important to monitor your account’s performance even more frequently so that you can check if your outcomes are improving, and if further updates are needed.
Work on your landing page first and foremost. It is the prime thing that needs to be user-friendly; otherwise all your investment in Google AdWords traffic will go in vain.
You’ve seen the eight hacks for driving more qualified leads. Wisely put these into practice.