In Google ads campaign, traffic is what costs you money, while conversions are what makes you money. Traffic and conversion are two things that should go hand in hand to be able to run a successful Google ad campaign.
A lot of campaigns have good traffic, but a lot of these campaigns have no conversion optimization in their Google ads as well. So in today’s article, Google Ads Optimize For Conversions, we will discuss how you optimize Google ads for conversion to make more money for your business.
Watch the video version of this article below:
Google Ads Optimize For Conversions
Ways to improve your Google ads conversion
How do you make your ad campaigns profitable? You will need to track everything in order to know what works and what don’t. By this, it means that you need to properly track your impressions, clicks, and click-through rate, among many others.
On the front end, you will also need to watch your landing page, bounce rate, the time spent on your page, and etc. Once you have all this information about your traffic and landing page, then it easier to do split testing to tweak and improve your website and ads campaign.
If you need help with tracking your Google ads activities, you can use this free conversion tracking tool from Google.
Specify your keywords
When it comes to choosing keywords for your ads, it is better to be specific with your target keywords than using broad, more generic types of keywords. For example, if you take a look at the two sets of keywords below, which one do you think leads to a higher conversion?
plumbing services near me
the best plumbing company
plumbing company in California
Generally, more specific keywords like the ones you see in SET B tend to lead to a better conversion rate than general keywords you see in SET A. The reason for this is people are already searching for a specific service or plumbing company that they want to contact as soon as possible.
Keep in mind, however, that using more specific keywords can lead to fewer impressions. If your keywords are too specific, fewer people may end up searching for those terms. The trick is to find the right balance between being general enough to match what people are searching for, and specific enough to lead to conversions.
Refine your traffic with negative keywords
While there are good keywords for your ad campaigns, there are also bad keywords that will hinder your conversions. This is where you need to utilize negative keywords.
Negative keywords or also known as negative match, is a type of keyword that prevents your ad from being triggered by a word or a phrase. For example, when you add “free” as a negative keyword, your ads will not show up when someone is searching for that phrase. If you do not place the word “free” as a negative keyword, you will also target people who are looking for free service and this will only make your spend more on ads rather than on good conversion.
Use the search terms report from Google
Another way to improve your ad conversion is to look at your search terms report within your Google ads account. This report shows all the searched term queries where your ads were shown. This is helpful in improving your ads conversion as you can see some really good terms that people are searching for which you can use and optimize for your ads. Additionally, you may also see some bad keywords that you can place under the negative keywords list. Watching your search terms report will help you convert more in the end.
Include your pricing on your ads
This may seem off as a marketing strategy but including your price on your ads will significantly help you filter those who are really interested to buy from you from those who are not.
If a customer sees the price of your product and still clicks your ad, you know he’s interested in potentially buying that product at that price. If he doesn’t like the price, he won’t click your ad, and you’ll save yourself the cost of that click.
You can run a campaign test to see if this strategy works well for you. You can run a rotating ad campaign and compare the clickthrough rates and conversion rates of the ad that includes the price versus the one that doesn’t.
When you’re using Google ads to optimize for conversions, these are some of the things that you need to do. You will be surprised that tweaking some things in your ads and in your landing pages, can really make a huge impact on the quality of traffic and the number of conversions you are getting.