So, you’ve invested in a Google Ads campaign. You’re creating ads and waiting for the conversions to roll in …
And it’s just not happening.
Any business would find this disappointing. But it’s not a disaster. You can boost your Google Ads’ performance, take your conversion rate to the next level and reach your goals. Just follow these 4 easy tips to get started.
- Embrace video ads to boost engagement
One way to drive conversions is to expand your PPC campaign to include video ads. Why? Because these secure 73 percent more clicks than display banners.
Video ads are displayed across YouTube and Google’s video partner sites. They’re available in multiple formats including:
- video discovery ads
- Outstream ads
- bumper ads
- skippable in-stream ads
- non-skippable in-stream ads
Skippable in-stream ads are incredibly common on YouTube videos. They play for five seconds before allowing the viewer to skip the rest. This short window offers businesses a chance to engage users, drive them to your landing page and help you achieve your goals.
Experiment with different formats and you may see your conversion rate rise.
- Run A/B testing on a regular basis to identify issues
A/B testing is a popular way to discover what works and what doesn’t in Google Ads.
The process for split-testing is simple. Create two ads with different headlines, copy and sitelinks. Google Ads will run both at the same time, presenting ad A to one half of users and ad B to the other.
After the test period ends, you’ll see which achieved the higher click-through rate. This provides a wealth of actionable data you can use to identify the most effective ads for your business and your goals.
- Take advantage of negative keywords to maximize relevance
Negative keywords prevent ads displaying for users searching with a specific phrase.
For example, you might add ‘cheap’ as a negative keyword for your boutique hotel’s campaign if you want to appeal to a high-end audience looking for a luxurious experience. Google Ads would never show your ad for such searches as “cheap hotel rooms in Orange County” or “cheap Orange County hotel”.
This boosts relevance and gives searchers less reason to abandon your site when they realize there’s nothing cheap about your hotel at all. The more relevant ads are to your target audience, the more likely you are to secure conversions and reach your goals.
- Fine-tune your landing pages
A good landing page means all the difference between a conversion and a disgusted visitor clicking away from your site within seconds.
A fantastic ad is only part of the battle (albeit a sizeable one): it’s vital to fine-tune landing pages to ensure they’re relevant to the ads they’re connected to.
- use just one offer/deal/message per landing page (more than one can decrease conversions by as much as 266 percent)
- add videos (they can boost conversions by as much as 86 percent)
- make the CTA and the next step clear (e.g. “download your FREE ebook now”)
Focus on these 4 easy tips to upgrade your Google Ads and build a more effective PPC campaign. But there are other ways to take your paid ads to the next level — want to find out more from an Orange County marketing agency?
Our experts are here to help you reach the top. Get in touch today and receive your FREE marketing analysis.