What to do When Your Clicks Aren’t Converting
Running a successful PPC campaign is more than just getting people to click on your ads, this guide will helo you with what to do when your clicks aren’t converting.
You need to consider what people see on the landing page, if it doesn’t meet their expectations then they’re chances of them converting decrease. One of the huge advantages of paid search is the facility to monitor the success of your campaigns. Allowing you to invest in the best keywords, ads and campaigns, boosting your ROI.
Ensure You’re Tracking Conversions Correctly
Double-check to see if your campaigns have conversion tracking correctly set up, it’s integral to monitoring the performance of your campaigns. You should also make sure that you are tracking phone calls with the Google Ads Call Conversions, allowing you to monitor how many calls are received via Google Ads traffic.
Make sure that you have linked your Google Analytics to your Google Ads which will assist you in analysing customer activity and journey on your website. It also allows you to import Google Analytics goals into Google Ads as conversions and create remarketing lists to target specific audiences.
Check Your Landing Pages
Ensure that the keywords in an ad group are relevant to the destination URL. This not only improves your conversion rate but also improves your quality score. The quality score allows you to identify poor landing pages or irrelevant keywords to the destination URL. The content of the landing page should reflect the message of the ad that the user has clicked on. There are three main types of landing pages and the content on them should be relevant to the goal.
Revenue & Profit – These landing pages are used for users who are looking to purchase a product or service, therefore the landing page must include the relevant product or service. It’s a good idea to highlight the best features and benefits to encourage conversions.
Lead Generation – When people are searching for products or services offered by businesses these ads should appear, directing them to a landing page that contains content about the products or services and includes a call-to-action such as callback request, contact form or subscription form.
Brand Awareness – These ads are specifically designed to promote a brand to the target audience to increase traffic to the website. You should always ensure that these ads are creative and eye-catching and the content on the landing page should enforce this.
Review Your Ad Copy
You need to ensure that your ad is striking, persuading and converts to a click in a few short sentences. You can also use techniques to target the relevant audience so you aren’t wasting clicks on users with no intent.
Expanded text ads should be included in every ad group as they offer three headlines and two descriptions with a total length of 300 characters, giving you more room to get your message across to customers.
You should also be using responsive search ads which give you 15 headlines and 4 descriptions, as with expanded text ads only three headlines and two descriptions will show. However, google runs tests on various combinations of headlines and descriptions. Using machine learning it determines the best combination to use.
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