9 Ways PPC Campaigns Can Increase Conversions

According to research by Mark Irvine at Wordstream, The average PPC conversion rate across all industries is about 3.75% for search. The conversion rates for the Dating and Personal sectors are as high as 9% for search, 0.77% for display networks, and the average conversion rate for advocacy is 1.96%. In a tweet by Best plans marketing, the three major digital marketing components are Search Engine Optimization (SEO), pay per click advertising (PPC), and Web design.

PPC campaign is a component of digital marketing whereby advertisers pay a token each time their business ads are clicked. A pay-per-click campaign (PPC campaign) means buying visits to your website instead of earning those visits organically or automatically. As a digital marketer, I always engage PPC campaigns, every time an internet user clicks on your ad and is redirected to your page or website, the search engine from which such a user is redirected gets paid by you, the digital marketer.

A pay-per-click campaign entails a lot, but it is worth every dime spent. It involves selecting the right keywords and organizing those keywords into the right campaign or ad groups. Then you have to set up your landing pages where the visitors would be redirected when they click on your ads optimized for conversion. The more useful and satisfying your ads and landing page are to internet users, the less you get charged by the search engine. Good for you.

An increase in conversion is a metric among digital marketers that is measured based on how site traffic converts to meaningful actions that grow your business. The more the traffic generated by visitors to your website, the more it translates to more sales for your business and this is referred to as an increase in conversation. It is measured using conversion rates in percentage. It is widely believed that a good conversion rate is between two to five percent. However, even a conversion rate of 0.5% can be a big deal, depending on the metrics.

According to Google, conversion rates are calculated by taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same period.

9 Ways PPC Campaigns Can Increase Conversions

PPC campaigns can increase conversions in the following ways:

1. Create Better Landing Pages

In your PPC campaigns, your landing page is the first point of contact for your visitors when they click on your ad. It, therefore, goes a long way in determining your conversion rate. In designing a better landing page, you have to map out a clear goal you set to achieve with your ppc campaigns and the action you want internet users to take when they visit your landing page. Then you have to ensure that the landing page is designed to help you drive that action. For instance, if your landing page has multiple offers, your visitor might get confused; instead, create separate landing pages for each PPC campaign.

Also, your landing page should have stellar content that would attract visitors' attention and interest them. The landing page should include how your products and services will benefit potential customers. This would prompt the visitors to take the required actions.

2. Know Your Current PPC Campaigns Conversion Rate

If you don't know where you are coming from, you won't know where you are going - Maya Angelou Before you take steps to increase conversion through a PPC campaign, you should measure the rate of the existing or just concluded PPC campaign to know where you stand. Firstly, this would enable you to have a clear idea of how your actions are delivering results, and secondly, help you figure out which of your campaigns are yielding a return on investment and the ones that are not performing.

Tools such as NinjaSEM allow you to track and monitor your PPC campaign. When you track your conversions, you can find the conversion rate for each of your campaigns. You can also get data from Google AdWords if you’re using it to run your PPC campaign.

The reason for tracking your current conversion rate in the PPC campaign is to identify the areas to improve on and the campaigns to put a halt to. Those that are performing well will lead an increased conversion.

3. Prepare a Remarketing strategy

Remarketing ads is one of the proven ways to improve conversions through PPC campaigns. It involves the monitoring and tracking of internet users that visit a website and, afterward, sending them ads that are relevant to the web pages they visited or similar to their search records.

In PPC campaigns, this strategy helps you get your product and service advertised to your potential customers in the form of a recommendation or suggestion. Sometimes, these customers are not out to make a purchase, or they are open to buying whichever product they come across with no specific one in mind, but when they see pay per click advertising the product that interests them, they are most likely to go for it.

Retargeting strategy in PPC campaigns is effective when a user has previously visited the website. JavaScript is the most common type of retargeting whereby a piece of a cookie is placed on an internet user's browser. The cookie will serve the relevant ads generated based on past searches done by the user and their previous activities on the internet.

4. Analyze and Optimize the Purchase Funnel

The normal purchase funnel includes awareness, interest, decision, and action. However, there are several other ways through which the digital marketer can pass through the purchase funnel in their PPC campaign. The final destination is the same to ensure the customers end up purchasing the products.

The pages which your visitors are visiting before making the purchase could be similar; it could be a link that is directing most of your visitors to your web page, this is the purchase funnel, and you should endeavor to optimize it so that the path gets visible and smooth for other customers.

The typical conversion funnel begins with brand awareness and ends with a purchase; however, several processes are involved from the start to the final step. It is essential to identify these steps, especially those that are passed by a large number of your customers and optimize them.

5. Create Relevant Ad Copy

One of the ways to increase conversion through your PPC campaign is to ensure your ad copies matches your offer. The landing pages and other web pages that your customers are directed to when they click the link should contain the exact products and services mentioned in your ads.

In a PPC campaigns, please do not assume that your existing customers or potential ones will make the purchase when they click on the link and visit your web store; this is not true. They are likely to make a purchase only when they are satisfied with what is available on your web store or when it matches what drew their attention to your ads. So ensure that your ad copy states exactly what you are offering.

6. Use Right keyword Match Type

In a PPC campaign, keywords are very important. As a digital marketer, you can use three keywords in your adwords scripts. The phrase match, exact match, and the broad match. To find out keywords use the keyword planner.

When you use broad matches in your PPC campaign, your keywords will display your ads to people searching for that particular keyword used. Even when your keywords are scattered, your ads will still be shown. For example, when you use “Black boot” as your keyword, and someone searches for either “black boot” or “bootblack,” it will still display your ads.

As the name implies, the phrase keyword will show your ads when the internet user searches for a word or the entire phrase in the keyword you used. For instance, when your ads contain the phrase “how to unlock iPhones” and a user searches “iPhone” or “how to unlock.”

The exact match keyword is specific. It only displays your ads in a PPC campaign when an internet user searches for the same keywords that you used.

7. Make Special and Enticing Offers

Another way to increase conversion in your PPC campaign is to introduce enticing offers such as discounts and freebies. You can make the offer available only for those leads that make a purchase or follow through with the link and carry out the required actions. While introducing special offers, ensure that the customers get the value for their money. So that even when the offer is over, they will continue their patronage.

Also, your PPC campaign should indeed have a special offer, do not use the offer as bait for internet users, and when they click on the ad, they do not get the offer.

8. Use Negative keywords and Local keywords

To increase conversion in your PPC campaign, you should use negative keywords and local keywords. The use of negative keywords is when you notice some segments of your keywords are displaying ads that are not relevant to your search term, you should remove those keywords and divert your paid search campaign budget. Identifying Negative keywords in PPC campaigns is to analyze the keywords that are not producing but noticing certain segments of ads that they shouldn’t; adding those keywords to your negative list will allow the budget to last longer, the lower overall cost per conversion, and ultimately increase conversions. You can go through your search terms report to identify the negative keywords and remove them.

As For local keywords in marketing PPC, when you use local keywords, you are likely to get highly targeted traffic from the internet users in your geographical location. For example, your keyword could be “RnB music in the United States.”

9. Gain Insights From Your Competitor's keywords

The keywords used by your competitors can give you insights on which phrases and words to combine to get the keyword that will get your ads ranked among top searches and, in turn, increase conversion rates in your PPC campaign.

You can use the NinjaSEM software to pull a comprehensive list of all the organic keywords that your competitors are using and make their ads ranked among the top searches. The PPC management software developed by project500apps can also identify the number of clicks the keywords are generating. This also gives you an idea of which keywords your target audience is most responsive to and deploy them in your PPC campaign.

Conclusion

According to a report by SOCIAL MEDIA TODAY in 2017, “ more than 7 million advertisers invested a total of $10.01 billion for PPC ads in 2017.”

There are several ways to increase conversion in your PPC campaign, and nine of them that have proven to yield proven results are highlighted above. Also, the NinjaSEM software has sophisticated tools and features to speed up your PPC campaign and optimize it, thereby increasing the conversion rate.