6 Powerful Strategies to Boost ROI
If you run PPC campaigns, you know that getting clicks is not enough. You need those clicks to be conversions, whether that means sales, leads, sign-ups, or any other action that matters to your business. But how do you optimise your PPC campaigns for conversions and not just clicks? Here are some things you can do to help you improve your PPC performance and ROI.
Define your conversion goals
Before you launch or optimise your PPC campaigns, you need to have a clear idea of what you want to achieve. What is your desired outcome for each click? How do you measure and track your conversions? What is the value of each conversion for your business? Defining your conversion goals can align your PPC strategy with your business objectives and set realistic and relevant KPIs.
Learn more about conversion goals from Google; https://support.google.com/google-ads/answer/10995103?hl=en
Choose the right keywords and match types
One of the most important factors that affect your PPC conversions is the quality and relevance of your keywords. You should aim for keywords that align with your audience’s intent and stage in the buyers funnel. For example, if you want to attract people who are ready to buy, you should focus on keywords that indicate high purchase intent, such as product names, brands, or modifiers like “buy”, “best”, or “discount”. Another thing to look out for is use of the appropriate match types to control how closely your ads match the search queries. For example, broad match keywords will help you reach a wider audience, but you might start seeing not so relevant searches that will trigger your ads. Or exact match keywords will have a much more relevant reach, but you might not see the traffic you could expect with the other match types.
Optimise your landing pages
Your landing pages are the bridge between your ads and your conversions. So providing a seamless and consistent experience for visitors that solves their problem, or answers their question will help persuade them to take the desired action. To optimise your landing pages for conversions, your landing page should match the copy in the ad, highlighting your unique value proposition and benefits, use clear calls to action, and minimise distractions and friction. Test continuously to improve the design and elements.
Track and measure your conversions
You can’t know where to optimise your PPC campaigns for conversions if you don’t know how they are performing. You need to track and measure your conversions using tools like Google Analytics, and Google Ads conversion tracking. So you should also set up conversion tracking for all the different conversions you want to track, like phone calls, form submissions, downloads, purchases, or any other user action that you deem relevant to your business. By tracking and measuring your conversions, you can gain insights into how well your campaigns are performing, identify what works and what doesn’t, and optimise your campaigns accordingly.
Experiment to find what works!
Optimising conversion in Google Ads is not a one-time thing. It requires constant experimentation and testing to find the best combination of keywords, ads, bids, landing pages, and other factors that drive conversions. You should use methods like A/B testing, multivariate testing, or split testing to compare different versions of your campaigns and see which one performs better. You should also test different elements of your campaigns, such as headlines, images, offers, or calls for action. By experimenting and testing your campaigns, you can discover new opportunities and improve your PPC conversion rate.
Adjust your budget and bid strategy
Your budget and bid strategy are crucial for optimising your PPC campaigns for conversions. You want to allocate your budget wisely and efficiently, and bid competitively and strategically. You should consider factors like your conversion goals, your target audience, your industry, your competitors, and your campaign performance when setting your budget and bid strategy. Always make use of the available tools and features in your PPC platform, such as automated bidding, smart bidding, or bid adjustments, to optimise your bids for conversions. If you are facing budget constraints, focus on improving your ad relevance, and refining your target to make the most of a limited budget.
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