Learn How to Improve Your Conversion Rate (CVR) in PPC search advertising and display marketing.
If you’re running a pay-per-click (PPC) advertising campaign, your main objective is likely to drive conversions. However, getting people to click on your ads is only half the battle. The real challenge is converting those clicks into paying customers. This article will explore the most effective strategies for boosting your conversion rate (CVR) in PPC advertising.
Understanding Conversion Rate (CVR)
Before we dive into the strategies for boosting your CVR, it’s important to understand what CVR is clearly. CVR is the percentage of clicks on your ad that results in a conversion. For example, if 100 people click on your ad and 10 make a purchase, your CVR is 10%.
Analyze Your Landing Page
Your visitors will end up on your landing page after clicking on your ad. Therefore, ensuring your landing page is optimized for conversions is critical. A well-designed landing page should be visually appealing, easy to navigate and provide a clear call to action (CTA).
- Headline – Ad headlines are the first thing visitors see when they click and go to your page. Make sure it’s clear and relevant to the message conveyed in your ad.
- Copy – Your copy should be clear, concise, and engaging. It should highlight the benefits of your product or service and provide a clear value proposition.
- CTA – Your call to action should be prominent and easy to find. It should clearly state what action you want visitors to take, whether purchasing, filling out a form, or signing up for a newsletter.
Optimize Your Ad Copy
Your ad copy entices people to click on your ad in the first place. Therefore, ensuring it’s compelling and relevant to your target audience is essential.
- Keywords – Ensure your ad copy includes relevant keywords matching keywords and senitiment of your target buyer or customer.
- Benefit-Oriented – Your ad copy should highlight the benefits of your product or service rather than just its features.
- Clear CTA – Your ad should have a clear, compelling call to action that encourages people to click.
Target the Right Audience
One of the most important factors in boosting your CVR is targeting the right audience. The more targeted your audience, the more likely they are to convert.
- Demographics – Ensure you’re targeting the right demographics for your product or service, including age, gender, income level, and location.
- Interests – Consider targeting people based on their interests, such as hobbies or job titles.
- Remarketing – Remarketing targets visitors who have already been to your website or ads, making them more likely to convert.
- Use Ad Extensions – Ad extensions are a great way to provide additional information about your product or service, which can help boost your CVR.
- Sitelink Extensions – Sitelink extensions allow you to include additional links in your ad, such as links to specific product pages or your contact page.
- Call Extensions – Call extensions allow people to call your business directly from your ad, making it easier for them to convert.
- Review Extensions – Review extensions allow you to include third-party reviews of your product or service, which can help build trust with potential customers.
A/B Test Your Ads and Landing Pages
A/B testing is a way to see if other versions of your ads and landing pages perform better than others so you can increase conversions.
- Ad Copy – Testing different versions of your ad copy helps you understand which ads generate more clicks and have a better conversion rate.
- Landing Page – Testing different landing page options help to unveil the ones that generate the most conversions.