You need to optimise your Google Ads for higher conversions is advice you’ve probably heard a million times. But what does that actually mean? Why do it, and how do you even begin? Optimisation, in its simplest form, refers to the process of adopting measures to enhance the effectiveness of an advertisement. When done properly, an advertisement can reach its intended demographic with the appropriate message and without breaking the bank.
How do you know it’s time to optimise your Google Ads for higher conversions?
There are occasions when you have to take care of a problem right away, perhaps there is a low return on ad spend (ROAS) and a high cost per click (CPC). Ad optimisation isn’t a one-and-done solution to poor performance; it’s a never-ending cycle of testing, tweaking, and learning. After all, there are a lot of variables in the online world to consider. There is never any stability in the market, customer tastes, or prices. There is always room for improvement in terms of CTR, ROAS, and CVR when it comes to optimising Google ads. Improving the usefulness of your Google ad campaigns is the ultimate goal of optimisation. To do this, you must be familiar with the entire process, from the initial click on your ad to the final purchase made by a customer.
Google Ads Optimisation process for higher conversions…
1. Choose the right keywords
Selecting keywords that correspond to terms your potential clients are searching for is the first step in optimising your Google advertisements. The people you wish to reach may never see your ads if you choose the wrong keywords because you are out of step with their wants and needs. Pick the appropriate form of keyword matching. There are three distinct forms of keyword matching in Google’s system.
- Ads may appear in results that only loosely connect to the keyword you’ve entered.
- Ads may appear in queries that incorporate a keyword’s meaning (phrase match).
- Ads may appear in results for queries that are an exact match for the meaning of the targeted keyword.
Take use of Google’s Keyword Tool. Keyword suggestions and estimated bid prices are just the beginning of what this free tool can do for your advertising strategy. It helps you find keywords and ad group ideas, provides insight into how well a set of keywords may perform, and reveals the exact terms, phrases, and words that your target audience is using when conducting online searches.
Look for phrases to avoid. Because they are likely to be used by people who aren’t in your target demographic, these are terms you don’t want Google to match with queries. Using negative keywords allows you to avoid spending money on traffic that is unlikely to result in a sale.
Get competitive with your bidding on brand-related keywords. These are searches when people specifically look for your brand or organisation. Customers who are already familiar with your services will be easier to convert this manner. It also aids in blocking competitors from stealing your clients by bidding on your branded terms.
2. Improve your Google Quality Score
The Google Quality Score is a diagnostic tool that rates ad quality on a scale from 1 to 10, allowing advertisers to see how their ads stack up against the competition. Your ad’s position in search engine results pages (SERPs) will improve as your Quality Score does. If an ad gets a poor score, it means the keywords, ad copy, or landing page could use some work. To arrive at a Quality Score, Google considers the following three criteria:
- How likely a user is to click on your ad is calculated using the expected CTR.
- How closely your ad’s message aligns with the keywords in your ad group is what we call “ad relevance.”
- The quality of the landing page depends on how closely the information presented there mirrors that presented in the ads.
3. Improve click-through rate (CTR)
How can you get potential customers interested enough to click through to your site? Putting value first is the simple solution. You should clearly state the UVP (unique value proposition) of your offer in the headline and body copy. Incorporate incentives, such as user reviews or a free trial. Put in a compelling call to action. Your audience is now completely focused on you. Get them to click on your CTA by giving it some compelling copy. Use verbs that people can actually do and make the benefit crystal clear. Examples of these types of phrases can be “Try Free for 30 days” and “Buy Now and Save 50%.”
4. Improve your ad relevance
Visitors that engage with your ad have an interest in what you have to offer. Ad-to-page relevance has become increasingly important as a means of doing so. Ad-to-page relevancy guarantees that your message remains constant from start to finish in the advertising process. The trust of your potential customers in your brand is built in part through this consistency. Message matching is essential for an appropriate click-to-conversion experience. From the point of view of the user, there are some things that should remain constant. Everything from the ad’s first offer to the post-click landing page’s style and tone of voice should be consistent from start to finish. If you make too many changes to these features, visitors may become frustrated or confused, leading to a higher bounce rate. Digital advertising campaigns that succeed at ad-to-page relevance and use personalisation elements are holistic, user-friendly experiences. And, really, isn’t that half the fight? If you leave a positive impression on a user, they may come back to one of your adverts at a later date and make a purchase.
5. Improve the landing page experience
The post-click landing page is your final opportunity to win over a possible buyer or new client, making sure to convince them to accept your offer. There are a number of things you can do to minimise bounce rates and gain higher conversions:
- Check load speed
- Write an engaging, relevant headline
- Make any CTAs (call to action) stand out
- Stick to one conversion goal
For higher conversions it’s important to optimise more than your Google ads! Your goal should filter across all of your online presence to make sure you stand out from the competition. So think of optimising as an ongoing task.