Your PPC campaign should be a continuous test and measure process. Without testing the campaign frequently, you will not know if your ads and keywords generate conversions or if you are just wasting money. More businesses are coming online, and because of that, it is important to have a well-thought-out PPC campaign whether you are just starting out or if you have been in business for a while.
The best way to improve your conversion rate in PPC campaigns is through testing different ad copy and websites where people land when clicking on your ad. If people are not clicking on the ads then there is no point in having an ad campaign because you will not make a profit.
If you are new to PPC and looking for robust tips to improve the overall conversion rate, this article from our partners, EZ Rankings, will come in handy for you.
What Is the Conversion Rate?
Before we dive into the tips, let’s first understand in brief about conversion rate.
Conversion rate is the percentage of people who view your ad and click on it to make a purchase or take any other desired action. The conversion rate can be as low as 0.01% to as much as 5%. It is an important metric to consider when looking at your ad campaign because it tells you how successful, or unsuccessful, your ads are. The higher the conversion rate for your PPC ad campaigns, the better return on ad spend (ROAS) you will get.
Top PPC Call-to-Action Tips to Improve the Overall Conversion Rate
Below are result-driven tips to improve the conversion rate of your PPC campaigns that will drive more profit:
1. Use a strong verb to begin your CTA
You can get people to click on your ad by using a word such as ‘Upload’ or ‘Start’. The verb should be short and sweet. You can use strong verbs like View, Download, Register and Contact Us in your CTA text.
In addition, the headline of the ad is the first thing that catches the readers’ attention. It should somehow answer “what” and “why”. Use multiple headlines to find out what works best for your ads. This will help you keep track of which headline garners maximum clicks through conversion rate optimization (CRO). A good example would be Google Ads—if you don’t see any results after two to three weeks, then it’s time to change them.
2. Optimize landing pages
Having a quality landing page is necessary for conversions—the higher the CTR, the better your conversion rate is going to be. You can still have high clicks without any conversions if they land on a low converting webpage which will just waste your time and money spent on advertising.
Never send people to your home page from an ad—have them sent to a specific webpage that converts well for what you are selling. Let’s say that you sell wedding dresses—your landing page will not be the homepage of your website, but rather a specific product page that shows off all the beautiful wedding dresses you have to offer.
3. Use mobile-friendly websites
More than 50% of internet users access the web on their smartphones and tablets, so it is important that you optimize for mobile devices by having a responsive website along with a blog that is user-friendly.
These days where everything is going digital, it’s important that businesses adapt to developments in technology, or else they stand no chance at competing online against competitors who will keep improving their PPC campaigns while you sit back and do nothing.
4. Use words that provoke emotions
If you want to improve the conversion rate of your PPC campaigns, then it’s important that you use words that provoke an emotional response. People tend to click on ads where they feel connected somehow—through empathy, humor, or happiness.
You need to make sure that the emotions are not negative or else you will end up scaring people away. The CTA copy should be such that the flow of emotions should retain the happiness of the user. The entire buying process is all about how to provoke emotions that motivate the users to take an action and buy your products or services.
5. Give them a reason to buy
To improve your conversion rate and to increase revenue for your business, you need to provide a reason the users should buy from you—never assume that they already know it. You can use facts around saving money over time or some other benefit. You need to make sure that people don’t get overwhelmed by too many options when trying to convert on an ad—this will just scare them away and they won’t buy anything at all.
The more information you give away right off the bat, the less likely they are going to be interested in what you have on offer. This is because nobody wants info overload and if there’s too much text, then people tend not to read it and click away. It’s important to keep the CTA copy short and concise so that it gets straight to the point. The idea is to give them enough information for them to consider your offer in comparison to others in the market without overwhelming them with too much text or information that they lose interest.
6. Don’t confuse buyers when they arrive at CTA
You might lose the interest of your potential customers if they go to click on a CTA and it’s not what was displayed in the ad. For instance, let’s say that you were advertising for “3 Packs Of Tylenol” and when people clicked on the ad, they found out that it is actually an advert for “Coupons On Tylenol.”
They will be very confused and the user is most likely going to close your page and find another site that hopefully has more accurate information. To improve conversion rate optimization (CRO), it’s important that you don’t confuse potential customers at all during their buying process.
7. Use FOMO
FOMO stands for “fear of missing out,” which is a marketing strategy that aims to push people into buying your item faster because they’re afraid that it might be gone if they don’t buy immediately. To improve conversion rate optimization (CRO), you can use FOMO to make the users feel like they won’t be able to get this offer/deal anymore and will have to pay more somewhere else or be left empty-handed.
To increase conversion rates, you need to give potential customers a sense of urgency when making deals. For example, in an ad, you could say “Hurry! Only 5 Hours Left!” so that people know that if they don’t buy something in time, then it’s going to be gone forever. FOMO is among the best strategies for improving the CTA of PPC campaigns because it takes advantage of emotion to push people into buying right away.
8. Customize the CTA based on multiple devices
It’s essential to streamline your PPC ads based on different devices such as mobile phones, laptops, and tablets. Just because you have a great CTA on the desktop doesn’t mean it will work on a mobile—so make sure that the message is customized according to where it is being shown.
Nowadays people tend to use their smartphones more than they use any other device—so you need to optimize for this behavior by customizing the CTA according to what people want and expect from each platform. For example, if you had an ad with a call-to-action (CTA) button of “Shop Now” then someone who is using a smartphone would find that uncomfortable and might not click at all. Instead, try changing it into something like “Get Our App” or “Check Us Out.”
9. Get a little creative
It’s a good idea to add a unique twist to your ad messages to improve conversion rates during PPC campaigns. For example, you could add some humor into the CTA message or something that piques their interest when they first lay eyes on it.
Be careful though when adding creativity because there is always a possibility that people might not click at all after seeing your ad because it seems too off-brand and/or weird. Be sure to test out different types of creative ideas before going live with them because sometimes ads can be too funny or too extreme and people will be turned away from them altogether.
10. Use numbers when possible, but don’t overdo it
Numbers are very effective for creating curiosity and making something look very tempting. For example, if you have a CTA button that says “Only 3 left” it will make the users curious about how many units there actually were and why would they only be selling 3 units if it seems like such a great deal.
However, don’t start adding numbers into everything that you do because then people will see your ads as spam and won’t be inclined to click on anything. You can also use words like “limited time only” or “for a limited time” instead of using numbers directly because it has the same effect without being too much for potential customers to handle.
Get started with these tips to improve the conversion rate and gain more customers for your business. Even if you are new to PPC, these tips will help you gain an edge over the competition and drive more traction.
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