Conversion Rate Optimization: How to Get More Conversions from Paid AdsRunning a pay-per-click (PPC) campaign is one of the easiest and most straightforward ways to generate qualified traffic to your website, raise brand awareness, and drive conversions – if you know how to do it right. Otherwise, you may be fighting a losing battle, and throwing away good money in the process. No one wants to be in this situation. You’re investing good money in your ad campaigns so you expect to get the most from it. You need to increase your sales and profits without increasing your advertising cost. And this is where conversion rate optimization (CRO) comes in.
Q: What is CRO?A: Simply stated, CRO is the process of optimizing your Google ads, landing pages, and website design to increase your conversion rate orthe percentage of visitors that completes the desired action on your website (make a purchase, submit a form, subscribe to your newsletter, call your business, etc.). CRO can give you a definite advantage over the competition but unfortunately, 26% of small businesses and 20% of large companies don’t have a structured CRO strategy in place.
3 Best Practices to Improve CRO from Paid AdsPay attention to your keywords. Don’t bid on all the keywords or search terms people use when doing a research in your niche. Use traditional keyword tools and other keyword research tools to better understand what your audience is searching for. Additionally, you may want to include negative keywords (to lower the risk of getting the wrong visitors to your site) and local keywords (to attract traffic from people around your area) to your list to further enhance your CRO. Negative keywords are search terms you don’t want your ads to show up for when visitors do their search while local keywords are search terms that include the geographical area where your business operates (e.g. “housekeeping services Atlanta”, senior living Acworth”, etc.). Make it match. Sending visitors to a landing page that doesn’t match your ad copy is not only annoying, it can also affect your Quality Score (i.e. Google’s rating of the quality and relevance of your keywords, ads, and landing pages) and hurt your conversion rates.For best results, the landing page should have a:
- Compelling headline relevant to your ad
- Clear and concise copy that communicates your offer
- Professional and attractive overall design
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