Too many digital marketers think of increasing conversion rates as a magic trick. They believe they’d need a wand and magician’s hat to pump up the number of people who click on their pay-per-click ads.
Of course, that couldn’t be further from the truth. Increasing conversion rates doesn’t depend on magic; it depends on hard work and smart strategizing that give your ad the very best chance of being clicked on and then utilized. Here are nine proven ideas to help send your pay per click – PPC – conversion rate soaring, no magic wand necessary.
1. Use Rotating Themes
Your paid search ad has a better chance of being clicked on if it appears current and up to date. One way to accomplish this is to change your wording according to season. When you offer something interesting or unique in this way, it draws people’s attention. For instance, Camp of Champions is a ski camp that offers time on the slopes even during warm weather. During the spring, when you do a search for “skiing pa,” its paid ad mentions it’s a summer camp rather than winter.
2. Use Product List Ads
PLAs allow you to show photos of your product in a PPC ad. While it’s not ideal for every product — if you offer consulting services, for instance, this is not the method for you — for retailers and others who sell tangible products it can be a great way to prompt someone to click.
Say you’re shopping for a glove for your Little League baseball player. When you type in “youth catcher’s glove,” you’re greeted with pictures from sites including Anthem Sports and Baseball Savings that show you not only the glove in question but also the price. People are more likely to click on an ad that offers them these two very helpful options.
3. Contact Information & Audience Intent
You want to make it easy for people to get in touch with you. Don’t send them on a wild goose chase around your site trying to find how to contact you. Instead, include it upfront so that people can simply look at your ad and pick up the phone. It’s not a click, but it could be a conversion.
For example, in a search for “Hawaii vacation,” the Hawaii Bookit ad stands out from the others because it immediately offers up a phone number to go with its pitch.
Not to mention the search query is bold in the title, while Disney and Four Seasons go for branded queries, which is leaving it up to “brand attraction vs. searcher intent.” I can’t offer much insight to the numeric trade off, but whether this was implied or not, it funnels “qualified” traffic. What do I mean by qualified? Informational searchers with a flexible budget. They’ll browse Aulani and Lana’i for comparisons, and most likely take a pass on the urgency of booking. Transnational searchers would lean towards a phone number; something that shows they can take immediate action, such as snagging a quick deal.
4. Deliver on What You Promise
There’s nothing worse than clicking on an ad and finding that the landing page offers irrelevant information that does not jibe with what the advertisement promised. Make sure that your landing page reflects everything you are promising in your ad, otherwise people will wander away after they click.
Even the big kahuna, Amazon, can be thwarted. Mini-case study time:
- Amazon: redundant query title, home page URL shown, query text should be plural, rating is for overall site.
- Mosquito Magnet: descriptive query title, concise description, landing page URL shown
- Dynatrap: descriptive query title, slogan description, home page URL shown
Mosquito Magnet, which is pretty popular in the U.S., wins this round for their dedicated query page. If we chose Amazon simply on brand image, we just get faces with another SERP we have to weed through. That’s incredibly redundant. Dynatrap simply takes us to their homepage, but their ad is pretty solid otherwise. Mosquito Magnet takes us to this page which is an exemplary landing page for any product. It’s concise, has a video, a demo, and three tiers of the product query.
Don’t forget PPC ads are gateways.
5. Make a New Landing Page
Don’t use the same landing page for every campaign. Instead, it should be as highly targeted as the ad itself. You want to send people to a page that features all the keywords that brought them to your ad, and you want to answer their questions quickly lest they get bored and wander away.
Mother’s Day is a big holiday for sending flowers, and so the big flower companies using paid search all send inquiries for “Mother’s Day flowers” to dedicated landing pages specific to this holiday. It ensures that potential customers find exactly what they want with one click, increasing the likelihood of a buy.
6. Use Mobile-Preferred Ads
First of all, if you’re not using mobile ads, you should be. Second, it’s important to optimize these advertisements for the device, which can lead to a 19 percent higher click through rate. You should be doing mobile-specific keyword research and adjust your ads based on what you find.
Crocs was one of the earliest big companies to jump in on mobile coupons. It has run a number of promotions that offer discounts to people who are looking for locations to buy shoes on their mobile devices.
7. Your Landing Page Better Satisfy My Query – “Don’t Make Me Think”
No matter what you are selling, you need to make a good case for it on the landing page where people land from your PPC ad. A great landing page will include all the details of any offer you make in your ad, and also offer easy-to-find contact or follow-through information. The call to action will be stated simply and clearly, and it won’t be too cluttered.
Generally, the more specific the query, the more accurate the result should be. If I’m planning an event and need to get displays and banners, I’m not just going to search “displays” because I’ll get a plethora of things I’m not looking for. Instead, I’ll most likely have a spec sheet from a client or project manager. This is pretty standard in event planning. For example, I might need two 8 ft waveline displays, a 10 ft one, and a few 5ft feather flags. These are the search terms I’ll be using.
Ah, so now we’re faced with a row of five choices. They’re all 10ft waveline displays, which means each ad effectively targets this query. Unfortunately this leaves the “holy click” up to the product image. If we click through to one of the products we’ll hopefully get exactly what we expected:
On this landing page we get every primary piece of information to satisfy our query:
- affirming the query in the product title
- multiple product images to give us a better idea of the specific model
- clear price and delivery status
No thinking is involved – this is what I searched for. Most specific queries like this one give us a number of suitable choices, which means your landing page is better carry its weight.
8. Use Remarketing to Make Another Pitch
Remarketing is essentially trying to draw in customers who have looked at your site in the past but have yet to take action. The idea is that by pitching them a more customized advertisement, you’ll spur them into finally pulling the trigger. This a little more complicated than doing a straight PPC ad, but Google offers a great breakdown of how to create a remarketing list.
Retailer, Karen Millen, employs remarketing ads that target people who have already surfed to its site. The ads display photos of products that the person has already looked at, serving as a visual reminder to revisit those pages and make a purchase. Once the purchase has been made, boom, the ads return to more general marketing.
9. Try Special Offers
In addition to piggybacking on special occasions, your ads should also offer special incentives to those who make conversions. That might mean giving away a free ebook for signing up for a newsletter or a coupon for buying a new dress. These incentives should be touted in the PPC ad to entice people into clicking.
For instance, when you look up “PPC ad incentives,” immediately three paid ads pop up offering incentives for signing up for their services.
As long as you know what your audience is looking for, it’s simple to increase your company’s conversion rates. Follow a few – or all – of these tips, and you’ll be on your way in no time!