Google has become closer to being synonymous with an online search. This is primarily why ads on Google are the bread and butter of e-commerce and why businesses have tried and tested the efficiency of marketing their products and services online.
But how do we ensure that a potential customer actually visits our website after seeing our Google ads?
The Conversion Journey
It is essential to understand the whole process in order for us to find ways to improve things. What happens to the whole journey from clicking an ad to an actual conversion? The answer is to consider ACID:
This pertains to both the business and its possible consumers. If you’re putting up an ad, you should be not only aware of the consumers’ needs but also of the strategies employed by your competitors. How do the ads match your targeted customers’ needs and why are they effective?
Additionally, consider the mindset of what your possible consumers are curious about the kind of product or service that they’re looking for. Speak their language and communicate their interests through your copies.
What do most consumers seek online about your service or product? What do they currently know? What does your company do? Use those as strong hooks to get them to engage with your ads.
What sets you apart? Use this to intentionally bring them to your site and by using strong and efficient call to action (CTA) keywords in your ads, but more so, within your landing page as well. This will start bringing them not just from your ads to your site, but also to an actual engagement that brings possible revenue.
How much is your product or service? Are you giving your customers the best value for what they are looking for? When are you available to meet their needs? Which platform is better to show your ads on, Facebook or Google? These decisions are crucial for them as they go through your ad and your site.
With your current strategies employed in marketing, think through and decide which areas need more work and which ones to keep improving so that you can trace your progress. Investing in powerful ad-tracking software will greatly benefit your marketing find in these areas.
What Are the Metrics?
How do you know your Google ads conversions are indeed improving? What does optimization mean? Here we will quickly go over some features of Google ads that you’ll need to get to know better so that you can improve your conversions.
Just because you have an ad on the leading search engine doesn’t mean this will get you a sale. Admittedly, Google still brings in the most conversion based on the key performance index (KPI).
This is why you should be more intentional about progressively or continuously improving or optimizing your click-through rates (CTR), return on ad spent (ROAS), and conversion rate (CVR). Ultimately, as these increase, your cost per conversion should decrease.
What Are the Good Practices?
As e-commerce continues to change the avenues for marketing, there are four simple practices that have been tried and tested in this digital landscape that is bound to be useful for you which you should truly consider:
Choose Effective Keywords for CTA
What drives people to click through your ad lies in the language of your copies. Optimal CTA requires effective verbs or keywords that are bound to appeal to your target consumers, especially if you only have 90 characters to get them to click.
A sense of urgency is a quick way to get them to act faster. Writing tools that also have features on how to work with tone and writing style might be helpful for your copywriters.
More resources that help in writing better ads also include the possibility of getting headline analyzers, such as Google’s own Quality Score, which can show the comparison of your language style in your copies is, alongside all the other competitors in Google.
Aim to Get Better Scores
Another metric you should consider is improving not just your Quality Score but also your search engine results page (SERP) score.
This will show not just your ads’ efficiency but also your landing page and your content. Your SERP will quantify in percentages if you are more likely going to show up in search engines’ top 10 results.
Additional metrics you should consider are getting higher expected CTRs, ad relevance, and landing page experience.
Build Up Your CTR
All ads have CTAs, which is precisely why you should work and focus on greatly improving your CTR. How do you do that?
Put valuable leads. Ensure that your leads are enticing through special offers or free trials. Use catchy CTAs that aren’t just well-written but also clear to the consumer’s benefit.
If you have a more workable budget, invest in Google’s ad extensions which will give you more details that are actionable for the consumer such as a contact button, your location, additional links within your site, and definitely more characters for you to work with in the ad.
Develop an Efficient Landing Page
Your marketing doesn’t end with an effective Google ad. It should follow through on your landing page and with everything else that’s on your site. This includes:
- A quick-loading page, which boosts your optimization as well
- An engaging and relevant headline, which is directly related to the content of the ad that you posted
- A CTA button that is laid out and designed effectively so that it stands out
- A focused page that is free from other distractions outside of the main offer that got someone to view your site, to begin with, which will ultimately aid them in pushing through with the action
Yes, there’s much to work with in the whole conversion journey, which is why this isn’t a one-person job nor is it also a one-program goal. Collectively working together, alongside tapping into essential tools and resources, can most definitely help you reach your goal of better marketing in the digital age.