Are you tired of investing a significant amount of money in marketing without witnessing any return on investment? Many businesses struggle to convert clicks and content into sign-ups, leads, and sales. From refining your keywords to creating compelling ads, we will discuss several tips on how you can see a promising conversion rate from marketing alone.
Tip 1 - Introduce conversion tracking
While many businesses often overlook this obvious tip, implementing conversion tracking is the only way to truly understand the performance of your Google ads. Conversion tracking is only useful if you use it correctly and understand what conversions you need to track.
As a B2B business, you are most likely to track leads and demo signups, or as a B2C business, you will commonly track sales. When tracking conversions, you can monitor multiple touchpoints before they reach the primary click point. These are called micro conversions, and can really help identify the impact your ads are having instead of just looking at the number of leads and sales. These can be email newsletter signups, free sample signups, etc.
Taking a step back from focusing mainly on the ROI itself and taking advantage of the entire conversion tracking platform can help you follow up on leads and sales through micro conversion tracking.
You can boost your conversion rates by simply knowing your customers' journey and setting up the correct measures to track clicks.
Tip 2 - Optimising keywords
You can easily increase your conversion rates by adding keywords here, there, and everywhere. Identify what your audience is searching for in their own words, and see what is and isn’t converting. Broad-match keywords have the largest leniency in searches and have the largest reach as they are flexible.
Turn your top-performing broad-match keywords into exact matches, resulting in higher quality scores and a lower cost per click, increasing the efficiency of your marketing efforts.
Tip 3 - Match your ad to your landing page
When your audience views your Google ad and clicks on it, it will directly take them to your webpage. You may notice that the number of clicks doesn't match the number of leads or sales. This could be a result of the audience immediately leaving the webpage because the promised ad isn’t obvious or prominent on the landing page.
Optimise your conversion rates by ensuring the Google ad landing page is present and relevant to the advertisement. By achieving this, you are improving the customer's overall experience and speeding up the potential purchase or lead process.
Tip 4 - Use Clear CTAs (call-to-actions)
Review your ad like your audience and identify certain factors that stick out to you. Call-to-actions are the headlines that inform the audience what you want them to do, such as ‘Click here!’. This example demonstrates a boring and generic CTA.
Use action-oriented language that clearly communicates the desired action, and ensure the CTA is clear and visible, creating an easy, clickable button, such as ‘Book your free, in-person home valuation here’. Test-drive different types of CTAs to determine which is most effective with your audience.
Tip 5 - Utilising audience segmentation
Reaching the right audience with Google ads doesn’t always work right off the bat, so by emphasising audience segmentation, you can reach the right people quicker. Using this tool, you can tailor your ads to specific groups.
This can be based on basic demographics, interests, and behaviours, such as purchase history. Actively research your desired target audience and plan how you intend to reach them. By segmenting your audience, you can make your Google ads slightly more customised, maximising relevance and overall engagement, ultimately increasing conversion rates.
How can Google local SEO boost your conversion rates?
At Starberry, our role will be to consistently generate leads via high-intent searches on Google. We conduct a thorough, in-depth analysis with keyword research, ensuring that your ads will reach the right audience to produce efficient PPC (pay-per-click). Allow us to support your business by creating compelling ad copy that grabs attention and maximises ROI, all while we monitor and adjust to match your business and audience needs.
Simple tips and tricks often overlooked by businesses can easily optimise marketing. By simply identifying trends such as website traffic, conversion times, and engagement rates, there is no guarantee that Google ads will produce a high ROI, but there are many variables you can change to boost the overall performance of the campaigns.
From refining keywords to improving CTAs, these strategies can maximise the effectiveness of your marketing efforts.
Contact us today for more information and how we can boost your business through Google ads
