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How to Improve Your Google Ads Conversion Rate
It’s a picture you might be all-too familiar with. Pumping money into Google Ads campaigns, making what seem to be all the right moves, and still coming out with disappointing conversion rates.
Which prompts the obvious question – where am I going wrong?
Truth is, it might not be a case of making mistakes, but simply not having fully optimised all key aspects of your strategy. There’s a lot to factor in when prepping and perfecting a Google Ads campaign, but some things matter more than others.
These include:
- Your landing page game: Is it on point? Your ad might be stellar, but if your landing page doesn't deliver, you're leaving money on the table. Ensure it's relevant, fast-loading, and primed for conversion.
- Keyword precision: Are you casting too wide a net? Hone in on those long-tail keywords that signal buyer intent, and factor voice search into your keyword research. They might have lower search volume, but they pack a punch when it comes to conversions.
- Ad copy that speaks volumes: Does your ad truly resonate with your audience? Craft compelling, benefit-driven copy that addresses pain points and offers clear value propositions.
- The power of negative keywords: Are you wasting your budget on irrelevant clicks? Regularly update your negative keyword list to filter out unqualified traffic and keep your spend focused.
- Mobile optimisation: In a smartphone-dominated world, is your campaign mobile-friendly? From ad extensions to landing page design, ensure you're catering to on-the-go searchers.
- Quality Score obsession: Are you giving this metric the attention it deserves? A high Quality Score can lower your costs and boost ad position. Focus on relevance and user experience to climb the ranks.
- Strategic ad scheduling: When is your audience most likely to convert? Analyse your data and adjust your ad schedule to capitalise on peak conversion times. Which, from one demographic to the next, can be surprisingly diverse.
- Retargeting magic: Are you reconnecting with warm leads? Set up retargeting campaigns to re-engage visitors who've shown interest but haven't yet converted. They may have been right on the edge of taking action, and now need no more than a nudge.
- Conversion tracking: How well do you understand your conversion funnel? Implement robust tracking to identify bottlenecks and optimise based on real data, not guesswork.
- Testing, always testing: Are you resting on your proverbial laurels? Get into the habit of continuous A/B testing – from ad copy to landing pages – to keep refining and improving your results.
Truth is, boosting your Google Ads conversion rate isn't about drastic overhauls. It's about consistent, data-driven tweaks that compound over time.
Of course, there will always be a degree of trial and error involved in the whole thing. Your job is to discover which specific pieces of the puzzle work for you, and which you can focus less attention on.
And if it’s not something you can handle solo, you can always speak to an agency about professional support for your Google Ads campaign.