How do you improve the conversions of PPC campaigns? 

PPC Advertising (Paid Search Marketing) is only effective when if it generates positive, measurable results, referred to as conversions. There are different types of conversions, depending on what action you need to track, such as:

- Click to Purchase
- Click to Sign Up
- Click to Sent Enquiry
- Click to Page View etc.

Some advertisers might have come across a situation when their PPC campaign is generating a lot of clicks, however their conversion rate is rather poor. How to improve the conversions of such campaigns? Consider following tips, they might help you in your endeavours:

1. Keywords and Ad Creative Review

First of all, review keywords that produce most of your clicks. If these keywords are too general, your ad is probably being displayed to people who are somehow interested in your offerings, however they are not specific enough to produce conversions.

Consider this: you’re selling designer sunglasses on your website and amongst your keywords are following two:

• designer sunglasses
• discounted Gucci designer sunglasses

Which keyword, you believe, will produce more clicks and which one more conversions? Surely, the second keyword will bring you higher ROI simply because it’s more sales driven then the first keyword, which is more research-type of eyword.

In addition, review the ad creative. Be honest with your potential customers and advertise only what you can deliver. Nothing is worse than offering something that can not be found on your website. Also beware, that making your ad too attractive will most likely increase your clicks, but will it increase your conversions? Remember, we’re not hunting for clicks, we’re demanding conversions.

2. Landing Page Review

The second area you should turn your attention to, are your landing pages. A recipe for successful landing pages usually includes (but it’s not restricted to):

Matching the title of your landing page to the product/service being advertised:

Please do not send your visitors to your home page and trust they will look for your product within your web site. Most likely, they click away and visit your competitor’s site.

Clearly presenting your product/service

Your landing page needs to deliver on the promise made in your ad. Therefore, clearly communicate to your visitor how your product can resolve his problem and satisfy his needs. Don’t just list product’s features, focus on how you can help your potential client. In addition, include any specials or promotions you advertised.

3. Website Content and Navigation Review

Lastly, review your website content and navigation. Does your web site include enough information for a visitor to take an action? Does your web site build trust in your potential client to give away information such as contact and billing details? Can you be easily contacted? Etc.

Above all, your website must be easy to navigate. If your visitors don’t know where to go and get lost in your website, you can not expect them to stick around and buy your product.

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