How To Boost PPC Conversion Rates
As a marketer, you may be seeing conversion rate optimization (CRO) in PPC the wrong way – ALL THIS TIME.
Truth of the matter is that most PPC ad copy optimizations have zero impact on conversion rates. Sure, with some changes you may occasionally make a killing, but all-in-all it will have a very little impact.
A common misconception floating around is that there’s a HUGE difference in conversion between high click-through rate (CTR) ads and low CTR ads. So how do CTRs impact conversion?
In truth, ads positioned differently convert at about the same rate. An ad positioned higher may get you more clicks and more conversions – but an ad positioned higher won’t innately improve your rate of conversion.
So, how do we improve conversion rates?
Be Distinguished
An easy way to witness big changes is to distinguish your ads from your competitors.
When it comes to ads, marketers are using the same keywords and offers, so basically they’re in a battlefield for the highest position.
Now that everyone is doing the same thing, you have an opportunity to stand out in the crowd by being different.
You can do this by creating ads that trigger emotions as well as showcase your unique offerings. Let’s take a look at an example of an ad that has a higher conversion rate for “divorce lawyers.”
Use Ad Formats
Another great way to improve the conversion rate for PPC is to use ad innovations that incline people towards converting before they click on your ads. So, how do you do it?
- Ad Customizers. Telling people that they need to purchase from you is not good enough. It is important that you explain why they need to purchase from you right now. You can do this with perpetual sales, or limited product availability to generate that sense of urgency.
- Remove Keyword Clutter. Keyword clutter results naturally from continuous testing, and also from never removing the keywords that aren’t working anymore. Focus on the keywords that convert by simplifying your AdWords account.
Use Re marketing as a CRO Tool
Many PPC marketers don’t see re-marketing as a CRO tool, which is quite bizarre considering it can reconnect you with website visitors who leave without converting into customers.
Re-marketing is a perfect opportunity to turn the shopping cart abandoners back into leads by making another impression.
You can re-market on Facebook and Twitter, and even use your own customer lists. In order to make your re-marketing campaigns more effective, feel free to be super aggressive.
For driving targeted traffic to your web business like crazy, Click Mediasoft Solutions offers PPC Campaign Management Services so that more and more internet users become aware of your brand, and its offerings.
