If you have already given a shot at running Google Ads campaigns to increase your sales, you should know that it’s not an easy task. The biggest challenge faced by Google Ads advertisers is not attracting traffic to their website but increasing the number of sign-ups, leads and purchases (Conversions in other words). The solution to this challenge is to optimize your campaigns using certain factors that can actually help you in boosting your Google Ads conversions.
And this article is just about that! We will take up and discuss 8 Important Factors that can help you to boost your Google Ads conversions.
Before we proceed, it is highly recommended for you to set up conversion tracking in your Google ads accounts. Once set up, Google Ads will show you the number of conversions you’re getting from your ads along with impressions and clicks. This means, if you make changes to your campaigns you’ll be able to notice your conversion rate increasing/decreasing, allowing you to analyze how your change is affecting the campaign performance.
Alright, let’s get started with those factors you’re waiting for:
1.Use Specific/High intent Keyword:
Specific keywords are search queries done by users with the intent to make a purchase of a product or service. People searching for specific models or products names usually would have already researched about their product and are ready to make a purchase. It is for this reason that Specific keywords often tend to have a better conversion rate than general keywords.
- “IPhone” is an example of a General Keyword
- “Apple IPhone Xr 64GB” is a Specific Keyword
Usually, more specific keywords like “Apple IPhone Xr 64GB” tend to lead to a better conversion rate than general keywords like” IPhone.”
One drawback of using ONLY specific keywords is that they can lead to fewer impressions, the more specific you go, lower the number if impressions your ad will receive. The trick here is to find the right balance between general keywords enough to match what people are searching for, and specific keywords enough to lead to conversions.
Use the conversion tracking tool to identify what works for you and improvise until you find the right mix of keywords to get the desired Google Ads Conversions.
2.Use Negative Keywords to improve traffic quality
Negative Keywords, when used, are those words for which your ads will not show up when users search for those particular keywords.
If you’re bidding on general keywords or Broad Match keywords, there is a very big chance of attracting people who are just browsing around and aren’t ready to purchase anything yet. This can bring down your conversion rate. One way to avoid this and try to improve your conversion rate is to use negative keywords.
Let’s say you are bidding on a broad match keyword like Digital Marketing EBook, in this case, your ad might be shown to someone who’s searching for Free Digital Marketing Ebook and they might even visit your website by clicking on your Ad but leave without purchasing the Ebook because people searching for free products are probably less likely to make purchases. This will reflect as lowered conversion rates.
You can prevent the above scenario by just adding Free as a Negative keyword to attract fewer people who are just looking for free products, thus helping you refine your traffic which often leads to improved Google Ads conversions.
So, concluding this factor, Always add Negative keywords to your campaigns if you want to improve your conversions. However, just like normal keywords, even negative keywords have different match types. Make sure you research enough about them to choose the ones that suit your business.
3.Align your Ad Copy With your Landing Pages
You need to deliver what’s promised, as simple as that. You cannot advertise one thing in your Ad copy and then deliver something else on your Landing Page. This will cause people who clicked on your ad expecting something they wanted to leave your website landing page which in turn will affect your overall quality score. The penalty for this can be lower Ad-ranks and increased CPCs.
However, on the other end, if you align your landing page with your Ad- copy, users who click on your ad are provided with relevant information and this can help in converting them into clients. This will lead to increased quality score; Google uses the Quality Score to measure the effectiveness of your Google ads campaigns. A high-quality score indicates that your ad copy is relevant and as a reward, your ads will be ranked higher on search results which again will help in increasing your Google Ads conversions.
Hence, make sure that you optimize your ad copy so that it aligns with your landing page.
4.Focus on Improving Your Click Through Rate (CTR)
Click Through Rate is the number of clicks that your ad receives divided by the number of times your ad is shown. In other words, it is the ratio showing how often people who see your ad end up clicking it.
Mathematically, CTR = (clicks ÷ impressions).
For example, if you had 10 clicks and 200 impressions, then your CTR would be 5%
Why is this important?
Think about it, one of the ways to improve your conversion rate is to increase the number of clicks on your ads. The more clicks your ad gets higher are the opportunities for you to turn those clicks into conversions. Also, a high CTR is a good indication that users find your ads helpful and relevant.
By following certain methods, you can considerably improve your CTR, listed below are some of them:
- Capitalize the Title in Ad Copy:
Ensure that each word begins with a capital letter in your title. People are more likely to click on the ad copy that has capitalized titles.
- Consider Using Phrase & Exact Match Keywords Types:
Exact and Phrase match keywords put your ads at higher positions on the SERP, improving the chances of them getting clicked by people who are searching for related information.
- Make Use of ad extensions:
Ad extensions is a feature in Google Ads that lets you add additional information about your business along with your Ad text, extensions basically expand your ad, increasing the space it occupies. This gives your Ad higher-visibility increasing the chances of receiving a click.
- Make your Ad Copy emotional and enticing:
Giving more value to the people through your Ads is the easiest ways to get them to engage with your Ad, write your Ad copies in ways that can connect with people searching for related information.
5.Optimize Your Quality Score
Quality Score is an estimate of the quality of your ads and the landing pages triggered by them. It is assigned a value of 1-10 by Google, 1 being the least and 10 being the best. Having a High-Quality Score signals Google’s systems that your ad and landing page are relevant and useful to people looking at your ad. And as a reward for this, your ad’s Ad rank will go up giving you a higher position in the Search Results page. Also, your CPCs will be much lower allowing you to use your budget more efficiently.
Therefore, improving your Quality Score can help you to boost your Google Ads Conversions!
Quality score is determined by Google taking into consideration three important factors:
- Expected clickthrough rate
- Ad relevance
- Landing page experience
Thus, Quality score can be improved by improving the above three factors! We already discussed about CTR in the previous factor, let’s move on to the other two factors.
Ad relevance is basically, the relevance of your Ad to the keyword being searched.
You can improve your Ad relevance by choosing ad copies that are closely tailored to your keywords. This will increase the relevance of your keywords to each of your ads. Not only will this help you increase your Quality Score, but it will also help to increase your click-through rate. Also make sure that you add your keywords into your ad copy either manually or by using dynamic keyword insertion (DKI), which can insert them automatically.
Landing Page Experience:
A Landing page should fulfil the expectations of a user who read your ad, clicked on it to find the information he/she was searching for. A highly relevant landing page will help you to get a higher number of conversions.
Follow these steps to improve your landing page experience:
- Design landing pages containing content that uses your targeted keywords.
- Reduce your Landing page load times
Remarketing is one of the most effective strategies to increase conversions, it is a technique used to connect with people who previously interacted with your website. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase the conversions by influencing your audiences to make a purchase.
When you use remarketing, you’re showing the same ads to those people who previously showed an interest in your business by visiting your website earlier. This way, you can persuade them to visit back to your site and increase the chances of making them buy your product/Service.
7.Make use of the search terms report from old and present Campaigns
Google Ads search terms report shows you the exact words that your customers searched for when your ad was triggered. This report opens you up to some keywords that you might have never included but are relevant and also, you might be surprised looking at a few other keywords that are completely irrelevant but are still triggering your ads because of the Broad match type keywords you might be using.
Use this report to:
- Identify which of your keywords are giving you good conversions and invest more on them.
- Identify new keywords that might be valuable to you and add them to your keyword list
- Identify irrelevant keywords and exclude them by adding them to your negative keyword list.
Doing this can help you target the right customers by either expanding and refining who can see your ad, thus increasing the chances of boosting your Google Ads Conversions.
8.Focus on Mobile Users
You cannot ignore the fact that mobile usage is seeing a major rise and this trend is not going to slow down. It has also seen the biggest growth in ad spend and is expected to grow to 72% of total digital budgets by 2021 (Source). So, focusing on providing a good mobile user experience is extremely important if you need to convert those visitors who click on your ad and visit your website from a mobile device.
Here are a few things you can do to optimize your ads for mobile
a. Upgrade to expanded text ads:
Expanded text ads provide more space for your ad text and are designed for optimal performance on mobile devices.
Expanded text ads allow you to:
- Add a third headline
- Add a second description
- Use up to 90 characters for each description
b. Use the right Ad Extensions for Mobile:
Ad extensions allow you to show extra business information with your ad text, like an address, phone number, or links to specific pages on your website. These extensions help make your ads more prominent and appealing for customers on mobile.
There are several ad extensions that you can use, but a few of them can be quiet effective when used for ads on mobile devices:
- Sitelink Extensions: Sitelink extensions let you add links to specific pages of your website. This helps visitors skip right to what they want to know or buy, straight from your ad.
- Location Extensions: Location extensions show your ads with a map, your address, or the distance to your business. This helps people get an immediate idea of your store location, so they can easily find and visit your business.
- Call Extensions: One of the most important and effective ad extensions that is designed for mobile devices, Call extensions add a phone number to your ad, which can increase clickthrough rates by 4-5%. This allows people to call your business directly and connect to you right away.
c. Make sure your mobile landing page matches your ad
As discussed in factor 3 discussed in this article, always make sure that your mobile landing page matches your ad because your mobile landing page plays a big part in turning clicks into customers
When someone clicks your ad, they expect to land on a page that’s relevant to what they saw in your ad. If they don’t immediately find what they expect, they’re more likely to leave your site.
Choose a mobile landing page that mirrors the call-to-action in your ad text and provides a clear path to take that action, such as purchasing a specific product or filling out a form. Any promotions or special offers promised in your ad should be prominently featured on your landing page.
- Make your website mobile-friendly
- Reduce your website load time: Visitors will leave a mobile website if the pages don’t load within 3 seconds. Reduce loading time so that visitors can quickly and easily navigate your website.
- Keep the navigation easy: On a smaller screen, it can be hard for people to find what they want. The more visitors have to hunt around or zoom in for information, the more likely they’ll get frustrated and leave. You can help visitors find what they’re looking for by simplifying your site menu and trying to keep everything visible without having to zoom in to read.
There you go! 8 factors that can help you boost your Google Ads conversions. We hope you took away something of value from this article, do let us know in the comment section what you feel and if you are using any other technique to increase Google Ads conversion rate.