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The Secrets Of Increasing Conversions On Google’s AdWords
jacky | September 14, 2012
The secret strategies that really work on Google’s AdWords.
- Higher rank does not mean higher conversions. As a PPC expert what annoys me the most is irrelevant clicks on my ads that cost me money. Unless you covered all the negative keywords in any shape or form the first three ranked ads are always prone to irrelevant clicks simply because they always catch the eye of the searchers first. Committed buyers always scans the ads for the best ads and does not necessarily click on the top ranking ads. Save a bit of money and get more relevant clicks by ranking 5th or 6th place instead.
- Look at your search query report to see the exact search queries that have generated an ad click for your campaign. You may see an exact match term e.g. [graphic design] generating a lot of clicks but scoring no or low conversions. You can minimize the spend on this exact matching query by blocking search queries of [graphic design] in showing your ads by assigning it as negative exact match type (note- by using a negative exact match type this would mean words like “graphic design companies” etc is not blocked ).
- Focus on long tailed keywords in your adgroups. The more longer the keyword the more more detail it contains. Therefore the search queries that will generate your ads will be more relevant to your website/landing page and as a consequence you’ll get more relevant clicks and conversions.
- Make It easy for the user to make an conversion on your page. If your conversion is buying a certain product make it easy for them to do this. Have a landing page and a call to action to encourage the purchase of this product and make the page relatable to your ad.
- Consider a landing page. An ad or ad group that focuses on a product or services (or similar products or services) should have its own landing page to increase relevancy to the ad, satisfy expectations and increase conversions.
- Use the ‘Content Experiment’ tool on Google Analytics to test different versions of a landing page. This tool can help make A/B split testing and multivariate testing easier by automatically running the “experiment” on your landing pages for you. You can test up to 5 alternative landing page designs to see which one will makes the most conversion.Think about the variables that you want to test carefully in order to get the best possible landing page at the end of the test to maximize your conversion numbers.
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