How to Improve Google Ads Conversion Rate? - Practical TipsFeb 08, 2023
Are you wasting money in Google Ads with NO Conversions?
I am going to show the 3 easy steps that you need to follow so that you can start to see those conversions, sales & money roll in.
The first 3 steps of ad conversion rate optimisation
Isolating the source of the problem
The first important step is you need work out whether it is only your Google Ads campaign that is seeing no conversions or if this issue is affecting all of your traffic sources, including Organic, Emails & Social.
Why is this important?
By analysing your traffic sources, you can gain valuable insight into the areas of improvement for your Google Ads campaign and make the necessary changes and adjustments in order to boost conversion rates. For example, if you find that organic search is generating far more conversions than Google Ads, you can use this information to refine and optimise your campaigns, making them even more relevant and effective at driving conversions.
Google gives you the data on which organic keywords are driving conversions, and you can compare this list to the keyword list you are using in your ad groups. If the keywords are right, you can move on to comparing headlines, landing pages etc.
Additionally, analysing all traffic sources will enable you to identify any incorrect attribution models that may have been applied during tracking setup and correct them accordingly. By determining which sources are performing well and which ones require work, you will be able to create a strategy that focuses on optimising those channels with less-than-optimal results while also ensuring continued success from those sources that are working well.
Are you getting your fair share of top impressions?
Now if the issue is only Google Ads, the next step is that you want to review your top impression share and CTR. These 2 metrics are really important because:
- Your top impression share will let you know how often your ads appear in the top 4 positions. For higher-quality traffic, you need to be in the top 4 positions, so make sure you are reviewing the Top impression share & not just the impression share
- And you also want to review your CTR, as this gives you a very clear sign that people are responding to your ad copy.
If these metrics are not in the optimal range - top impression share is above 50%, your CTR is over 7% - you need to focus your efforts on getting them there before you start working on other details.
- Make sure your bids are competitive: To ensure that you have a chance at appearing in the most visible position (top spot), make sure you're bidding competitively in relation to other advertisers bidding for the same keyword.
- Use highly targeted keywords: Narrow down your keyword selection to ensure you focus on the ones that drive quality traffic and aim for top impression share within those search terms.
- Focus on Quality Score: Making sure you have high Quality Scores for all keywords should be priority number one as this affects ad rank and, ultimately, whether your ad will appear in the top spot or not.
Split test and optimise the problematic areas
If you are top impression share is above 50%, your CTR is over 7%, and you are still not getting any conversions, the next step is to make sure that you are completing all of the required optimisation tasks, including split testing your ads and reviewing your landing pages.
Split testing involves creating two or more versions of a campaign element and running them alongside each other for a predetermined amount of time in order to compare their performance. You can then make tweaks accordingly, checking results after each test cycle until you find the most effective combinations that deliver high conversion rates.
Read my other post and watch my video on split testing here.
And what you want to do in this process is to continue your optimisations and complete a split testing cycle until you start to get those conversions rolling in.
To make sure that you don’t miss any of these important optimisation steps, I want to give you free access to my Google Ads optimisation checklist so that you know exactly what you need to optimise in your Google Ads account every 72 hours, every week, every month & every 90 days.
To get free access, click on the link in the video description below.
More tips for conversion rate optimisation
Use negative keywords to finetune your traffic
Using negative keywords is an effective way of finetuning your traffic in order to optimise your Google Ads campaigns. Negative keywords allow you to filter out (or exclude) certain search terms that are likely to bring irrelevant and/or low-quality clicks and impressions.
This will help improve the overall quality of the traffic you receive from a given campaign since it allows you to focus on only the most relevant keyword combinations and target audiences that are most likely to convert.
When adding negative keywords, keep in mind that they should be specific and relevant to the products or services being advertised. Coarsely defined terms such as “free” or “cheap” can be added too, but pay attention to the context in which they are used and be sure not to filter out any potential customers who may be looking for free or discounted items.
Once you have identified all appropriate negative keywords, add them in bulk by uploading a text file containing them into Google Ads or manually entering one at a time via the interface. Once added, regularly review search query reports so you can spot new irrelevant queries that need blocking with an appropriate negative keyword and remove any unnecessary existing ones.
Make sure your conversion tracking is working properly
To ensure the successful optimisation of your Google Ads campaigns, it is essential to make sure that your conversion tracking is working properly. Setting up conversion tracking involves a few steps, such as selecting the right types of conversions to track and setting up the appropriate tagging code on your website.
To select the right types of conversions, begin by analysing which actions – such as leads, sales, sign-ups or downloads – indicate success for each campaign. Once you’ve identified these goals, create tags for each goal in order to assign values or cost per conversion when measuring their results.
After setting up the tagging codes, test them by using different browsers and devices to make sure they are firing correctly and accurately recording data for all visits. If errors occur during the testing process, troubleshoot any wrongly configured tags before continuing with optimisation.
Finally, keep an eye on how your metrics change over time to spot any discrepancies that may require adjusting or retesting tags for accuracy. Keeping your conversion tracking accurate will ensure that you are getting reliable data about the performance of each campaign so you can effectively optimise them for desired results.
Use a headline analyzer tool
Crafting compelling headlines for your content is a crucial part of optimising online visibility and engagement. An effective headline should be creative, contain the right keywords, and be optimized for search engine results.
Using a headline analyzer tool is an efficient way to ensure that your headlines are up to standard. These tools help you measure the quality of a headline by scoring its “readability”, or how well it communicates to its intended audience, as well as its search engine optimization (SEO) value. The higher the score, the better your chances of capturing readers’ attention and improving your organic rankings in search results.
Headline analyzer tools also provide helpful hints on how to improve titles according to specific criteria such as word count, sentence structure, keyword placement and more. With this useful feedback, you can tweak your headlines to make them more persuasive and effective – resulting in increased website visits and conversions.
Align your ad copy with your landing pages
Start by evaluating the keywords used in the ad to make sure they correspond with the content on the landing page. Also, use a similar tone in both your ads and landing pages to create a seamless transition between viewing an advertisement and visiting the website.
In addition, make sure that any images or visuals shown in an ad are also present on its corresponding landing page for further reinforcement of your message. Finally, check that you have included a clear call-to-action on both the ad and the landing page, so prospects know exactly what action needs to be taken if they land on your website.
Aligning your ad copy with its corresponding landing pages helps create consistency throughout each of your campaigns – resulting in better user experiences and higher conversion rates.