PPC is the most popular model of internet marketing. As per this model, advertisers pay a fee each time one of their ads is clicked. Called as Pay-per-Click model, it is a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is the most popular form of PPC. It gives access to advertisers to bid for ad placement in a search engine’s sponsored links. This is the first link that pops up when someone searches on a keyword that is related to their business offering.
Conversion rates are considered to be the most common metrics that PPC campaign runners focus on. But it is important to know that it is a strong indicator of the ad’s performance. It is calculated using the number of conversions you get divided by the number of users who click on the ad and they ultimately visit your website or landing page. Conversions are considered when the users take the specific actions that you’re optimizing for.
This can mean sales, but purchases aren’t the only type of conversions that advertisers are prioritizing.
The types of conversions are:
- Generating sales
- Submission of lead generation forms
- Subscriptions to a blog or video channel
- Registration for an event, signing up for a free trial, and more.
What is the cost per conversion in Adwords?
The conversion rate in Adwords mainly signifies how successful an overall ad campaign is during its driving action. Consequently, this tells how effective your ads are when paired with your landing page or website.
What are the problems associated with PPC Conversion Rates?
If the ads have high click-through rates but low conversion rates, then it’s a signal that there is a disconnect between the ad and the landing page.
If you notice this obstacle then probable causes are:
- The landing page doesn’t align with the ad you’ve created.
- Offers that aren’t visible on the landing page.
- Weak landing page
- Inappropriate language
- No CTA button
- Slow-loading landing page
- Complicated to navigate
Tips for PPC Conversion Rates Optimization
These tricks and tips can help you to make sure that you optimize the conversions and drive the highest results from the PPC campaigns. The tips are:
- Provide relevant information in your ads.
It is important to give relevant and maximum information to the users. They should get exactly what they are looking for. Adding non-sense or irrelevant information drops the conversion rate drastically.
- Check your site loading speed.
It is important to check the loading speed at regular intervals. Slow speed could impact conversion rates and sink them. This is true for all the PPC campaigns. Look for elements that are slowing down your site and get rid of them.
- Create relevant and targeted ads.
The importance of resonating campaigns with the target audience is paramount. This can increases the success of your ad campaign tremendously. This can be done by categorizing audience segments. Also, use retargeting to re-engage customers and boost overall conversion rates.
- Don’t neglect other metrics.
Having a strong conversion rate is good, but that’s not enough. Therefore, it is important to optimize your entire ad campaign for conversions. Keep a check on other metrics like cost per conversion, cost per click, etc. If these costs are too high, then your campaign wouldn’t be a success overall. Keep an eye on your campaigns to make sure that you’re spending on clicks lines up as well.
Maintaining strong conversion rates is in direct relation with profitability and ultimately, indicates campaign success. This should be in accordance with other metrics. Taping conversion rates can also be useful as you can troubleshoot issues in your funnel and determine what can be done to improve results from the PPC campaigns.
It is important to note that conversion rates do fluctuate based on other factors like location, industry, purchase value, etc. The longer the funnel, the lower the initial PPC conversion rate will be.
However, retargeting can help boost overall conversion rates, making up for the difference and increasing your overall ROAS, so make sure it’s a part of your PPC mix.
~~Read How you can “Boost the Performance Of PPC Campaigns“~~