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5 Ways to Improve Your PPC Conversion Rate [Infographic]

Ellie Gunville
by Ellie Gunville on Aug 29, 2012 8:55:00 AM

When running a Pay Per Click advertising campaign, it's essential to define clear goals for the program. Setting up conversion tracking allows you to easily measure your goals and even calculate the return on investment from your PPC campaigns.

Once you have conversion tracking set up, you want to continually improve your conversion rate. But what do you do if your conversion rate is dropping? What steps should you take if your conversion rate has been stagnant for several months? Here are 5 tips to help you improve the conversion rates of your Pay Per Click advertising programs.

    1. Include a Call to Action in your ad copy.

A Call to Action should lead the searcher to take the step you want. An individual who is still in the research process likely won't click on an ad that uses strong action verbs like "Buy" or "Shop". Including a Call to Action allows you to qualify searchers who are interested in what you have to offer, making them more likely to convert when they get to your landing page.

Examples of strong Calls to Action include:

  • Buy Widgets Today. Only $9.95!
  • Download Free Whitepapers Now
  • Request a Free Quote Today

 

  • Develop conversion-friendly landing pages.

A great PPC campaign includes landing pages that support the ad copy, and vice-versa. The offers displayed in your ad should also be clearly displayed on your landing page. If a searcher clicks your ad because they're interesting in a free quote, then make sure it's easy for them to find the free quote information on your landing page.

  • Make your conversion forms simple.

Long, complicated conversion forms turn visitors away. Try to limit the amount of required information needed to complete a form. Be sure to minimize any distractions around the form that may sidetrack visitors from completing the form. Most importantly, always test your form to ensure that everything is working properly.

  • Target the right keywords.

Selecting keywords that are highly targeted to your business is the root of success in PPC advertising. The keywords you select should target the right audience at the right time when they are in the frame of mind to buy what you offer. Spend time researching key phrases before implementing them. Often you'll discover a phrase has different meanings in different industries or is more targeted for specific stages in the buying cycle. Both Google AdWords and Microsoft AdCenter provide valuable data about individual keyword conversion performance. Analyze the Keywords Tab to identify the highest converting phrases in your program. Sync up your Google AdWords and Google Analytics accounts to gain even more insight about you keywords' performance, including e-commerce information, bounce rate, time on site and much more.

Without effective ad copy and optimized landing pages, even the most relevant phrases won't produce conversions. If you find that some of your keywords aren't converting well, even after improving your ad copy and optimizing your landing pages, you may want to remove those phrases from your program.

  • Test and repeat.

In order to develop the most effective paid advertising campaign, you must test your ad copy, landing pages,conversion forms and key phrases. Testing allows you to determine what does and does not work with your target market. The process of testing PPC elements should be ongoing. Split Test your ad copy to determine which message points and calls to action work best. Use Google Analytics Content Experiments to test how effective different versions of your landing page are at converting visitors. Closely monitor your keywords and use Google Analytics to evaluate the performance of each phrase. Based on performance, modify your keyword lists to include only the most profitable phrases.

Optimizing your campaigns for a high conversion rate is a crucial component of success in paid online advertising. Once conversion tracking is in place, you cannot simply set it and forget it. You must continually monitor, optimize, and improve your campaigns for increased conversions and higher ROI. Implementing these 5 basic tips into your paid campaigns will help you develop a more effective, profitable program.

Improving PPC Conversions

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Ellie Gunville
Written by Ellie Gunville
As the Manager of Online Advertising at E-Power Marketing, Ellie focuses on developing targeted advertising campaigns to boost sales, increase trade show and event registrations drive leads and strengthen brand recognition. She has become an expert in all things online advertising, and expanded her focus to also include Google Analytics and conversion optimization.

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