In pay-per-click (PPC) advertising, the best way to make the most out of your ad spend and get the highest return on investment (ROI) is to optimize for conversions. Conversion rate optimization (CRO) is a PPC optimization strategy that optimizes ads, landing pages and web design in order to increase the number of visitors that turn into customers. In PPC advertising, this is the most effective way to increase conversions and profits without having to increase your ad spend.
One of the goals of PPC advertising is to increase online traffic; however, you’re losing potential revenue if these prospective customers do not convert into actual customers. This is why optimizing to conversions is the most valuable PPC optimization strategy. Some ways to increase your conversion rate with this PPC optimization strategy include:
- High-Intent Targeted Keywords
- Compelling Ad Content
- Relevant Landing Pages
Keywords and Ad Content in Conversion Optimization
In every form of online advertising, you want your ads to be relevant to your intended audience. This is especially the case with PPC advertising as you are spending money on the placement and performance of these ads. Conversion optimization starts with ensuring you are bidding on and designing your ads around the right keywords. These keywords should be strategically thought out to target high-intent consumers. Some businesses make the mistake of using broad-match modifiers and keywords that appeal to a wider audience in hopes of gaining more traffic; however, as stated above, if your ad isn’t relevant to the majority of users, it’s wasted ad spend. Conversion optimization can help to ensure your ads and keyword choices are targeting the right consumers that are most likely to convert into customers.
Landing Pages in Conversion Optimization
Your landing pages have a dramatic impact on conversions, or lack thereof. Poorly written and designed landing pages can also have a ripple effect throughout your PPC campaign, causing a decrease in your quality score and making it harder for your ad to show up in the highly competitive ad space reserved for paid ads. Utilizing conversion optimization as your PPC optimization strategy can help to ensure your landing pages are relevant to their corresponding ads. After all, if prospective customers are clicking on your ads, you will want to make sure your landing page answers what your ad promised. Be sure to have compelling copy, an easy to see call-to-action and an overall attractive design in your landing pages.
For PPC Optimization Help, Contact Strategic Marketing
To learn more about conversion optimization or to start a PPC campaign, contact Strategic Marketing today. Our PPC platform, SmartClick, manages campaigns across all major search engines and goes a step further by tracking phone calls, emails, form submissions and other user interactions back to the keywords that generated them, and automatically shifts the budget for the best results. We can help you make the most out of your PPC advertising and ensure the highest ROI. Contact us today!