One of the best ways to help your business grow and reach more customers is to use PPC advertising (pay-per-click). This technique allows you to get your ad in front of your target, and you only pay if they actually click on the ad.
Of course, your goal with PPC advertising is to get the clicker to convert and buy your product or complete another desired action. The conversion rate of these ads depends on your industry, but the average often falls between 3% and 5%. If you’re within this range, or better, your conversion rate is likely good.
However, why stop at good when you could be great? With that in mind, this article is going to go over some tips to help you increase your PPC conversion rate.
Improve Your Landing Pages
When someone clicks on your PPC ad, they are immediately taken to your landing page. This page will provide them with the first impression of your business, and you need to make sure it is a good one. Most landing pages should have a single focus and should be dedicated to one thing.
Always have a goal when designing a landing page. This could be to generate sales, get people to sign up for an email list, visit your website or follow you on social media. Of course, having a call-to-action on your landing page is something you don’t want to forget, either.
Ensure your headlines and important messaging are in large font, and is where visitors’ eyes are drawn. The words written and any photos or infographics included should be relevant and resonate well with your audience.
Ad Copy Should be Relevant and Feature the Right Keywords
The ad copy in any ad you create should be relevant to the interests or needs of your target. If your ad doesn’t resonate, it will simply be ignored. Be sure that everything you include makes sense and shows how you provide value to those who see it, as that can often entice them to click.
Of course, be sure that the ad features content or copy similar to the landing page. If the two are vastly different, it can be confusing and ineffective. For example, if you mention a free trial in the ad, be sure the landing page mentions that and shows people how they can get it.
In addition to being relevant to your product and the interests of your target, your ad copy should also have the right keywords. These will vary based on industry and what you are selling, but the right keywords can ensure the right people are seeing your ads.
Perform a Lot of Testing
In order to perfect and fine-tune your PPC ads and improve your conversions, it is crucial to do a lot of testing. In particular, a/b testing is a good place to start. This involves comparing two different landing pages or ads, and showing them each to a random audience.
You can differentiate the two by using different colors, different designs or even different content and copy. This can help you see which is more likely to perform better as a part of your actual campaign. Without testing, you may have no idea about which ad will perform better and resonate better, and this can lead to a lot of wasted time and money if you’re not careful.
We hope this blog post has been able to help you learn not only what a good PPC conversion rate is, but also how you can increase yours.
