Are you getting lots of clicks on your PPC ads but not seeing any real return? Here are 4 ways to turn that Click Through Rate into Conversions!
If you’re not converting leads on your landing page then you’re not getting value for money on your PPC campaign. If you’re just using Paid Search for building brand awareness then maybe this article isn’t for you. But if you’re trying to understand why you’re falling at the second or third hurdle of PPC then read on.
You’ve identified your keywords, you’ve got some killer ads and the clicks are coming thick and fast. But you’re not seeing the sales increase you expected. Every click is costing you money but no-one seems to be converting. Why?
1. Your landing page and website are badly optimised
Google’s algorithims are a complicated beast but there are some simple things you can take away from them. If your website is not Mobile Responsive and a potential customer is accessing it on a mobile device then there’s a good chance you’ll lose them after the first click or two.
2. You’re ads are misleading
It’s tempting to try and create the most eye catching ads but this can hurt you in the long run. Focus on quality and truth in your Title and Meta-description. If these don’t reflect what a potential customer is going to find on your landing page then you’re unlikely to make a conversion. Another thing to consider is using Phrase Matches or Exact Matches to better qualify the people clicking your links.
3. There’s something wrong with your product or service
It’s all well and good promising the cheapest X in your area, but if that’s not true then the customer is probably going to know it. Keep on top of your competition. Make sure you know what they’re offering and what you do better. And tell that to the customer! If you’re not offering something better or unique then you’ll continue to get clicks but no conversions.
4. You’re targeting the wrong people
Think about who your customers are and where best to target your PPC. If there’s one demographic or product that is showing a low Return on Ad Spend then consider dialing down the PPC in favour of SEO. The two always work best together. Don’t get caught up in plowing good money after bad in certain PPC campaigns if you can achieve a better Return on Investment with SEO instead.
5. You haven’t considered enough aspects of PPC
A few years ago Paid Search consisted almost entirely of Google Adworks. Text ads on a few search engines. PPC is so much more than that now. Consider elements such as Retargeting. Retargeting allows you to keep your brand at the forefront of the mind of people who visit your site. You can have Native ads follow them across the internet or sponsored posts on Social Media. Consider a better targeted campaign across more channels to turn those single click throughs into conversions.
6. How’s your reputation?
Many potential customers will click an ad, look at the product or service and then go elsewhere on the internet to look for comparisons or reviews. Managing your reputation is part of seeing ROI in any marketing. Ask current or past customers to leave you feedback, engage with a review service or gather testemonials. Just like with point 3 this doesn’t necessarily spring to mind when thinking about PPC strategy but it has a huge impact on your potential customers.
These are just a few things to think about if you find this part of your PPC campaign stalling. It’s a complex issue. Try implementing one or two pieces of advice and see how they affect your Click-Through to Conversion rate.