One of the common issues facing every PPC ( Pay Per Click ) marketer is low conversion rates. Working to improve your conversion rate should be on every Pay Per Click marketers agenda.
Higher conversion rates will boost your PPC ( Pay Per Click) efforts and add revenues to the bottom line. If your competing in a very competitive niche where your cost per click is high poor landing page will hurt your PPC ( Pay Per Click ) efforts and dry up your budgets very fast .
Here are some quick fixes that will help you increase your conversion rates.
– Tighten ad groups:
Bucket you keywords into different themed ad groups, the relevancy of your ad groups and keywords will help you get a quality score and improve your over all campaign ROI. This activity will also ensure that your ad texts are extremely relevant and highly targeted.
If you have a campaign for selling iPods, bucket your ad groups into Ipod Nano, Ipod Shuffle, Ipod Touch or similar theme related ad groups.
– Keyword Research :
Keep doing your keyword research and be as specific as possible. If you re selling Canon cameras, don’t rely on ” Camera” to increase your conversion rate. Be very specific in your Pay per click approach, you should dig into the “long tail” of keywords and feature keywords that are relevant to your product. For example you should test ads using camera model numbers as keywords “Cannon SD 1100” or “Canon SD 750”
Being very specific for your keywords will help you reduce your cost on generic keywords which will have high bids as a results of high search and high competitions.
– Have a separate landing page URL :
Ensure that you have a separate landing page URL that is specific to your product or campaign. ie. if you are selling ipods ensure that your domain name has the keyword ipod in the url, this will increase the probability of the user clicking the ad 7 times more than a generic url.
– Write specific text ads:
Ad text that have higher clicks have the search phrase in the text and URL. Ensure that the ad text has
keywords directly relevant to your product and service. Infuse call to action, special pricing, and company
benefits in your text ad.
Inserting prices of your products will ensure that you get clicks from users who are willing to pay for your product. The key here is to test a variation of ads that convert, you won’t be able to add all the elements in one ad.
– Ensure accuracy of landing pages:
Sending traffic to the appropriate landing page is a true test of conversion, landing page experiments have
shown that sending traffic to a product or a service specific landing page will generate better conversions
than a company specific landing page or a generic homepage.
The above are quick fixes to low conversion pages, we ll be discussion other PPC ( Pay Per Click ) issues like how to increase low quality score, how to increase high click thro rate and low ad positions in the coming days.