6 Easy PPC Strategies That Increase Conversions
There have been lots of debates on whether PPC is actually a good channel for small businesses. While some people believe that PPC is a waste of time for businesses that don’t have a big budget, others insist that irrespective of the size of your business, the power of PPC cannot be ignored. Whether your business is heavy construction equipment or something as common as clothes and shoes, you can always figure out how to get the right leads with PPC.
However, with so many companies competing for the same leads, how do you make your PPC strategy stand out enough that it increases conversion? We’ve put together 6 PPC strategies that you can leverage to convert new and returning visitors:
1. Figure out How to Track your Conversions
Before you start a new PPC campaign or begin improving your current conversion rate, you need to know how to track the performance of your campaigns. You need to effectively track the conversions that you are getting currently as well as all your past PPC campaigns. Tracking your conversions will go a long way in helping you identify the best performing PPC campaigns and an opportunity to compare them with those that seem to be lagging behind. If you are just running a single campaign, then you should compare the previous month’s data with the current one.
2. Choose Your Campaign Keywords Wisely
The main goal of Google is to enable its users to find whatever they are looking for, whether they click paid ads or organic results. Accordingly, Google will rate your landing page for the relevance of your PPC keywords similar to how it rates organic landing pages. The more relevant your page is, the cheaper your bid rate will be. Selecting the right keywords and building optimized pages around those keywords is, therefore, critical. Strive to treat your landing page as if you are trying to rank it organically.
3. Align Your Landing Page with Your Ad Copy
Every time users click on your ads, you spend money. If you want to increase your conversions, you have to ensure that once a user clicks on your ad, he or she gets the most relevant information that can make him or her take action. The strategy will also boost your quality score, lowering your cost per click (or CPC) rates. A higher quality score is an indication that your ad copy is relevant to the users and will make your ads to be ranked higher on display networks and search results.
4. Use Negative Keywords
For starters, negative keywords are those key phrases that you don’t wish your ads to be shown. There are two benefits of including negative keywords in your PPC campaigns. First, people using such keywords will not see your ad, which means that you won’t get unnecessary clicks on your ads. Secondly, users don’t have to waste their valuable time going to your site only to leave immediately. This implies that your bounce rate will reduce significantly and your quality score remains unaffected.
5. Cross-sell using Ad Extensions
Leveraging ad extensions for cross-selling is something any business can do. Instead of using typical contact links or links for discounts/promotional offers, capitalize on links of complementary products to cross-sell. You can also use category searches links of your best selling brands to boost your conversions.
6. Embrace Time-Based Bidding
The main goal of any PPC campaign is to capitalize on users’ demand. You can achieve this by looking at the analytics and deciphering the best time when your target clients are active and likely to take action. Identify the best hours and days of the week to increase your bid so that you can enhance your visibility and ensure conversions. Similarly, you should reduce your visibility during low-performance hours to reduce your ad spend on non-relevant searches and wasted clicks.
So there you have it; 6 easy PPC strategies to increase your conversions. As with any digital marketing strategy, the secret to maximizing your PPC results is nurturing every lead and doing everything possible to ensure that the minimum number of visitors slip through your sales funnel process. Each of the strategies covered will prevent leads you’ve spent your money on from leaving your site before taking some action in some way—whether it is a checkout or a conversion that brings them one step closer.