Top 4 Ways To Increase Conversions Using PPC Advertising

Paid advertising is one of the most effective ways to drive more leads. But one has to be very careful on how to use this tool. What most advertisers do is pay for specific campaigns that target a wider audience and use keywords that are not specific to their audience. In such a case, they end up generating leads that aren’t even related to the services they offer. Thus, these campaigns waste a lot of money for the advertisers, leading to a low ROI. Here are the 4 things that lead to more conversions using paid advertising:

Understanding the use of keywords

Keywords optimize your ad campaigns to a great extent. But the choice of the right keywords is what makes the difference. You need to identify what keywords suit best to your service. A keyword that doesn’t match your service is absolutely drowning your money. “Branded” keywords and “long-tail” keywords can solve your purpose. Branded keywords include your company’s name or your website URL like Amazon or Amazon.com which is a kind of direct navigation to your website. Long-tail keywords like “sony wireless headphones” or “waterproof digital watches” are extended keywords that are more likely to match what the user searches and they also indicate that the searcher is willing to hire or buy. As soon as you find a long-tail keyword that arouses your interest, click on it to analyze what your competitors are up to, both for paid ads as well as for organic search and then finalize your keywords.

Some of the free keyword research tools are:

• Ubersuggest
• Keyword tracker
• Wordstream
•  LSIGraph keyword generator 
• Wordtracker Scout
• Alexa’s Site Overview tool
• Qualaroo

Ubersuggest’s keyword tracker for Amazon.com:

Create an ad structure

Decide the source and categories of your ads. This will help you segmentize your campaigns and focus on fulfilling every need of your client. For instance, display ads or banner ads are effective in targeting the customers who aren’t aware of your business. Its a kind of indirect approach to the people surfing on the internet. 

You can list your ads on:

Google Ads: Google Ads are the first choice for a business. They display the ads in relation to highly targeted keywords.

Social Media Ads: Social media is a widely used platform these days. Based on user demographics, you can run your ad campaigns on Instagram, Facebook and Twitter.

Bing or Yahoo: They are similar to Google and are trusted sites when it comes to advertising. You can use it as well for your ad campaigns and choose your target audience.

Sephora’s instagram account with their ad campaigns:

To exemplify, the ad campaigns for Sephora can be further categorized into:

Campaign #1: Face Products

Ad Group #1: Foundation

Ad Group #2: Primer

Ad Group #3: Contour

Ad Group #4: Moisturizer

Campaign #2: Eye Products

Ad Group #1: Eyeliner

Ad Group #2: Eye shadow

Ad Group #3: Eye gel

Ad Group #4: Eye Serum

Planning your ad campaigns helps create apt and targeted ads with your Google ad categories.

Optimize your campaigns:

If you need to improve your PPC campaign, you need to optimize it from time to time. If you want lower cost-per-clicks all you need to do is create a high-quality score for your ads. Improve your content, place the right keywords and optimize your landing pages if you want a good score. Keep a check which landing pages are giving more conversions and the ones which aren’t. Add suitable keywords and remove the negative keywords for example “free”. Such a keyword limits your website appearing on the SERP when one searches for something not containing “free” as the keyword. Try not using high-paid keywords. Use them only if they are giving you excellent conversions. Finally, make your landing page in such a way that it follows the following criteria:

• It has subtle colours in the background.
• A page that has more CTAs throughout the page.
• An offer that immediately persuades the visitor to click.

Review the results of your ad campaigns

When it comes to reviewing your ad campaigns, the word Google Analytics definitely comes up. You need to track your campaigns, otherwise, there’s no point in paying money for them. Google Analytics is free of cost and analyzes a number of things at the same time. The custom campaigns of Google Analytics allow you to create a customized URL for every ad that you run and check the overall performance for your advertisements. 

It gives you the analysis based on the following parameters:

• Real-time
• Audience
• Acquisition
• Behaviour
• Conversions

You can look at the sub categories of the above stated parameters and get a better understanding of how your ads are performing and what needs improvement. The graphical representations of your data gives you a better picture of your performance.

If you want a good conversion rate for your ads and high-scale marketing strategies that can upscale your business, visit our website www.variancemarketing.com