Ruby McKenzie
There are few things quite as frustrating in the world of digital marketing than investing time and money into creating Google ads only for them to fall flat on their face.
If you are struggling to convert your prospects via your ads campaign and you are looking for solutions, this is the article for you. Here are 5 easy tips to help turn your PPC campaign around!
1 – Re-define your goals
If you’ve been struggling to convert as many of those clicks into customers it could be a case of not having a clear road map to actualise your goals. Are you trying to:
- Boost the traffic to your website?
- Drive more ‘qualified’ leads?
- Build your brand awareness?
- Increase your sales for a specific product or service?
It might sound daft, given that each of these outcomes would be ideal. However, unless you have a single, clear purpose, your marketing message can easily get confused.
Figure out your priority and dial-in your message for that specific outcome. The rest will follow.
2 – Conduct extensive keyword research
How thoroughly do you understand your focus keywords? For example, what is the ‘search intent’ behind them? Do you know what outcomes those users are hoping for when typing those keywords into Google and clicking on your adverts?
This is just one small aspect of keyword research. Do your due diligence! The more you understand about the nature of your keywords and how competitive they are, the better positioned you will be to craft compelling sales copy and a suitable landing page to not only meet user expectations, but exceed them.
3 – Understand your target audience
42% of marketers don’t know much more about their audience besides the standard demographic details such as age, gender, and location.
If you wish to maximise your conversion potential with your PPC ads, you’re going to need to paint a perfect picture of your ideal customer! That way, you’ll be better positioned to resonate with them on a deep and emotional level. And given the fact that 95% of purchasing decisions are driven by subconscious emotion, this is an essentiality.
Similarly, know your enemy as well. What kind of competition are you up against? How do your main competitors’ ads and landing pages compare to yours? Take a deep dive into your competitors and see what data you can dig up, then put what you’ve learned into action!
4 – Split-test your adverts
Sometimes it’s the subtlest of changes that can make the biggest difference in marketing. And a great way to discover these subtle changes and how much of an impact they can make it by split-testing (or A/B testing).
For example, you may want to trial two different CTAs (call to action) on your PPC ad to see which gets a higher click through rate.
Similarly, you could trial the same two CTAs on your dedicated landing page and see if one inspires higher conversions.
5 – Is your landing page mobile optimised?
The vast majority of social media users are accessing their favourite platforms on a mobile device and if your landing page is not mobile responsive you are going to turn over 90% of your prospective customers off immediately.
If you haven’t accounted for mobile optimization, then you need to get on this immediately as it is the most likely issue holding back your conversions.
Imagine having to “pinch and grab” your way around a website; zooming in to read text; struggling to click on the appropriate link because it’s too small. Would you feel confident investing in such a website?
Likely not.
Solution: Consult the professionals
A viable alternative to trying to figure out why your Google ads might not be converting all by yourself is by consulting the professionals.
Rather than waste your time digging around and potentially failing to find the source of the problem, you can hire a reputable PPC agency in Singapore and let them work their magic for you instead!
Just as you’d outsource your bookkeeping needs to a professional accountant, delegating your digital marketing can free you up with more precious time without compromising on results.
In any case, whatever you decide, the above 5 tips should be your first order of priority when looking to improve conversions. Get them in order and you should notice your conversions increase. Failing that, an expert analysis is highly recommended.
