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3 Tactics to Improve Conversions on Your PPC Ads

3 Tactics to Improve Conversions on Your PPC Ads

The ideal way to get traffic on your site would be to set a well-designed SEO campaign and get heaps of organic traffic due to that. However, the rules of engagement are completely different in reality, where the brand with the biggest marketing budget is the one to get the most visibility.

Luckily, money is not the only factor that matters and everyone has a chance of success, regardless of the size of their marketing budget. PPC ads are a great example of a tool that helps small and medium-sized businesses make a name for themselves and attract customers. In fact, PPC marketing has proven time and time again that it works. According to Google’s data, advertisers can double their return ($2 revenue for every $1 spent).

However, it’s not that easy to get to that result. In fact, PPC ads are far from easy to figure out, which is why many SMB owners and managers don’t find it an effective way to spend their marketing budget. This tends to happen when users focus more on the keywords they choose for their campaigns and less on conversions (turning visitors into customers).

Therefore, today we will list the top most common tactics one should follow to increase conversions while using PPC ads.

Track and Analyze Your Conversions

First and foremost, decide what a conversion means to you. The classic scenario says a conversion happens when a visitor turns into a paying customer, but depending on your campaign’s goals this can change. Therefore, a conversion can be complete when a user subscribes to your newsletter or when they click a certain button on your page (or reach a certain level of browsing your site).

Once you know what triggers a conversion, it will be easy to set trackers in Google Analytics or other platforms you are using. As soon as you have some data gathered (it’s best to have at least a few months’ worth of data to understand the trends), run a comparison between high-performing and low-performing campaigns. Also, don’t forget to keep track of your emails, chat systems, and phone calls from new customers (also conversions).

Quick tip: when there’s only one campaign, look for insight into the data gathered from previous months.

Get a Software Management Tool

In an effort to save some money, many new entrepreneurs keep their PPC data in Excel sheets. While this is a way of doing things, it is also a time-consuming task that doesn’t offer any benefits like automated actions and insight.

On the other hand, a PPC software management tool is specially designed to help users keep track of all their campaigns, perform some basic automated tasks, and send notifications as goals are hit or if there’s a need for assistance. Moreover, if you browse this list of PPC software, you will notice the investment is quite small, especially when compared to the benefits.

Matching Ad Copy and Landing Pages

If your ad copy doesn’t match the content of your landing page, users will consider it misleading and leave. As a result, the conversion rate will go down instead of up, and you will be paying for this outcome (each time a user clicks on your ad, you pay for that click).

Therefore, make sure the ad is representative of the content available on the landing page. Additionally, focus on delivering relevant and valuable information in order to keep users on the page longer and tempt them to become customers.

Quick tip: The quality score of your campaign is a great indicator of performance as it shows just how effective your ads are in fulfilling the set goals. So, work to keep this indicator as high as possible (it also plays a role in reducing the overall cost per click).

In Summary

Overall, once you have the data behind previous campaigns and are correctly tracking conversions, you should get useful insight on what worked and what didn’t. PPC ads take constant tweaking, but once you get it right, it’s easier to understand how things work.

Still, the best strategy is to work on several marketing paths at the same time. This way, when the PPC campaign is paused, your page(s) will have the support of other marketing outlets.


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by Brian Perry // Brian Perry is a contributor to Businessing Magazine.

Opinions expressed by contributors are their own.