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How To Increase Your Conversions Without Increasing Your Budget On AdWords
jacky | September 7, 2012
One way to increase your conversions without increasing your budget is to increase the number of clicks that your are eligible for without harming your ad ranks for each keyword. How can you increase the number of clicks on your same budget and still rank highly on each keyword? The answer is the keyword’s quality score. With good keyword quality scores you can rank higher at a cheaper price than your competitor or the normal market level. Several variables are used to calculate keywords quality score. So what are these variables?
1. Click through rates
2. Ad relevance to the search query/keyword
3. Landing page relevance to your ad and search query/keyword, and its quality.
These are some of my key strategies to strengthen these variables.
Target your keywords in your ad copy!
Keyword seeding in your ad copy helps not only help your CTR but increases ad relevance to the keyword. When the keyword is searched and your ad pops up it will highlight the keyword drawing searchers to click on your ad thus increasing your CTR.
Structuring your AdWords account!
Each adgroup should target 1 product or service or at least similar products or services. This way you can have a relatable group of keywords and ads in an adgroup resulting in relevant ads showing for your searched keywords in each of your adgroups. As a result of this account structure it’ll make it easy for you to make your ads relevant to your keywords in your adgroup raising your quality score.Account organisation is one of the key component in raising your quality score levels, it will give you higher CTR through relevancy of ads to the keyword/search query and ad relevancy itself is elevated .
Design targeted landing pages!
Each ad group should technically have one landing page to showcase 1 product or service (or at least similar products or services). The adgroups landing pages should have content that includes keywords you’re targeting in that adgroup to increase relevancy of your landing page. A highly relevant landing page will not only increase your quality score but it will increase the likelihood of conversions. If your ad appeals to the searcher and the searcher clicks your ad to gain access to the landing page and the landing page reinforces the initial appeal and fulfils their expectation they would more likely to turn into your client/customer. Adwords offer a ‘Keyword Tool’ that will generate the most relevant keywords based on the URL you typed in, try it out.
Optimise landing page load times!
Landing pages load times contributes slightly to your keyword quality score. So it may be worthwhile to optimise your landing pages load times. Some ways to do this are:
- Verify that you don’t have any broken links and unnecessary tags on your source page.
- Consider using colour rather than graphics for your background, when you’re editing your image use “save as web” option and if you’re using jpeg format use a compression tool, these are all easy solutions to reduce the sizes of your images.
- Use web friendly image formats like Jpeg, Png, Gif.
- Large files like flash files, videos and large scripts should all be optimised to reduce their sizes.
- Make your page design simple e.g. have text links rather than picture links on your page.
Know the quality score factors!
Know and maintain the known quality score variables:
- Ad copy and keywords
- Account structure
- Landing pages
- Landing page load times
AdWords quality scores like SEO is a very trial and error subject because no one knows all the variables Google uses to calculate the score. The above list is the main and most potent strategies that can increase your quality scores. Using these strategies will boost your quality score and as a result you will be charged less for your current clicks, increasing your click capacity and therefore the likelihood of conversions.
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