Google AdWords is a great marketing platform. When it is utilised correctly, it can be a significant source of clicks, leads and ultimately sales for your business. Unfortunately, not all AdWords campaigns result in conversions. This can be due to a variety of often interconnected factors.
If you have launched and run an AdWords campaign for your business, you are likely to have been faced with the challenge of improving your conversion rates. In this article, we explore a number of strategies that you can use to improve your AdWords conversion rates.
1) Check That You Are Targeting The Right Audience
It is very easy to rush through an AdWords campaign that you think is targeting the right audience for your business. However, did you stop to consider whether that audience is likely to have an intention to engage with your business and contact you?
In many cases, you may be targeting a group of people that have an interest in your business, but may not be either willing or in a position to take the next step of contacting you and converting. For example, you may be an estate agent advertising your estate agency to people within a 10 mile radius of your office in Southampton. However, not all the people that search for ‘estate agent in Southampton’ will be ready to instruct you as their estate agent. They may instead be creating a shortlist of estate agents that they could instruct.
In this case, the right audience from a conversion perspective could be targeting the keyword ‘property valuation southampton’. People that search for this keyword are looking for a specific service and therefore intend to make contact with an estate agent.
2) Serve Relevant And Optimised Landing Pages
Serving an irrelevant landing page to an interested customer that has just clicked on one of your ads. Imagine searching for ‘solicitor in London’, being presented with a relevant ad for a London law practice specialising in business law and then clicking on the ad and being taken to a landing page about family law.
It is surprising how often a potential customer encounters a situation like this. An experience like this only results in a frustrated customer and often in the potential customers leaving your website and not converting. If you have noticed that your AdWords campaign has a poor conversion rate, this is one of the first causes that you should investigate.
The best way to investigate this is to review your ads within Adwords and visit the final URLs that are attached to them and make a realistic assessment as to whether the page you are taken to is relevant to the ad and sufficiently optimised.
Good landing pages continue or complement the messaging and style of the ads that they are used for. It is considered to be good practice to use simmilar headlines and titles on a landing page and to include important keywords within the page text.
In order to address the optimisation requirement, your landing page should display the most important page elements above the fold (so the customer can see and interact with these elements without having to scroll). Page elements such as the key message/title, product/service benefits, short testimonials and most importantly a contact form or contact button should be positioned here.
3) Create And Maintain Trust In Your Business
When a prospective customer is deciding whether or not to engage with your business, trust is often one of the key deciding factors. If they trust your business, they are likely to engage with you, otherwise they may leave your website and engage a competitor at the cost of your AdWords conversion rates.
In order to create and maintain trust in your business, every stage of your customers’ AdWords journeys from the ad to the landing page should contain trust signals. Effective trust signals include testimonials, case studies, accreditations, qualifications and awards.
At the ad stage, you should include information such as how many clients your business has worked with, your average review score, qualifications and accreditations earned by your business and awards that you have won. Each piece of information should help to create trust in your business and increase the likelihood that a potential customer will convert.
Following on from the advert, your prospective customers will be delivered with a landing page. This presents an opportunity to reinforce and build upon the trust that was established at an ad level. As you have significantly more space and scope to demonstrate trust, your landing page is a great place to showcase your testimonials and case studies. These demonstrate that other people trust your business and act as great form of social proof.
4) Find The Most Effective Ads And Landing Pages With A/B Split Testing
In order to accelerate your conversion rates, you need to find out more about how prospective customers respond to your ads and landing pages. By engaging in the process of split testing you can test various versions of an ad and landing page alongside each other.
In order to split test your ads, create multiple ads with different ad copies and monitor the response that each ad receives. Once you have determined which ads perform the best, you can remove the worst performing ads from your campaigns to ensure that your budget is focused on your best performing ads.
When you split test your landing pages you can experiment with different content, layouts, images and calls to action to see which landing page type facilitates the strongest response from your prospective customers and improves your AdWords conversion rates.
Do You Need To Improve Your AdWords Conversion Rates?
Our digital marketing experts can help you to improve your AdWords conversion rates with our fully managed PPC Management and Digital Marketing services. Whether you to need to rework your ads or build new relevant landing pages for your campaigns, we can help.
You can book a free digital marketing consultation with one of our digital marketing experts today.