Convert Like a Pro: Mastering 15 Techniques To Improve Conversion Rates In Google Ads

Introduction to the practical tips and tactics that can greatly improve your conversion rates

Many businesses struggle to turn ad clicks into actual conversions. But there are practical tactics that can greatly improve your conversion rates. By optimizing your keyword lists, matching ad copy to the landing pages, setting the right bid strategies, and taking other steps, you can make a significant impact. Implementing actionable insights to boost Google Ads conversion rates can help you effectively convert clicks into valuable actions.

In this article, we’ll delve into effective strategies to drive your conversion rates. Whether you’re an experienced advertiser aiming to sharpen your skills or a newcomer keen to make an impact, these insights will give you the essential knowledge and resources to optimize your ad campaigns. We’ll cover a wide range of tactics, all aimed at enhancing your advertising efforts and converting prospects into loyal customers.

15 Proven Techniques To Improve Conversion Rates In Google Ads

1. Implement Proper Conversion Tracking

The only way to understand whether your Google Ads campaigns are effective is to set up your conversion tracking correctly.

The most common ways to track Google Ads conversions are:

• The Google tag in Google Ads
• Importing conversion events from GA4
• Through Google Tag Manager

Setting precise metrics throughout the purchasing process can greatly influence the way you develop and optimize your Google Ads campaigns. By monitoring “micro” conversions on your website, you can gain valuable insights into the positive effects of your PPC campaigns.

Examples of “micro” conversions to track:

• Email newsletter signups
• Free samples
• Whitepaper download
• Webinar signup

2. Optimize Keyword Lists

Another effective strategy for boosting Google Ads conversion rates is the ongoing optimization of keyword lists. The Google Ads Search Terms report allows you to view the exact search phrases users employ that result in conversions, and identify those that are underperforming. When refining your keyword strategy, consider the match types you use.

Broad match keywords provide maximum flexibility in the range of search terms that can trigger your ad. Their adaptable nature allows them to expand their reach. Converting some of your best-performing broad match keywords to exact match can improve your Quality Scores, resulting in lower CPC and better performance for your ad campaigns.

3. Match Ad Copy To Landing Pages

Many users click on your ad, but only a few of them actually make a purchase. Why is this happening? There may be a problem with your PPC campaigns, but this is not always the case. The most common reason why users leave your website soon after clicking on your ad is because there is a mismatch between their expectations and what they actually find.

In other words, the user did not find the features or benefits advertised in the ad clearly presented on the landing page. To enhance conversion rates, it’s essential to match your landing page content to the messaging in your PPC ads. This alignment creates a smoother user experience, potentially accelerating the purchasing process and increasing sales.

4. Use Clear Call-To-Actions

If a user doesn’t take the expected action after clicking on your ad, you need to reconsider your ad copy. With the advent of responsive search ads (RSAs), recurring headlines and generic calls to action (CTAs) have become more prevalent. Try to avoid generic language such as “Learn more” unless you are truly running a top of funnel (TOF) campaign.

Follow these guidelines to create calls to action in your ads or LP:

• Use action-oriented language to clearly communicate to users what you want them to do
• For landing pages, make the CTA button visually distinct, easily clickable and visible without having to scroll down to find it
• Test out different CTAs to identify what resonates best with customers

Examples of action-oriented CTA language:

• Download Now
• Request A Quote
• Shop Now

5. Optimize For Mobile

Given the widespread use of mobile phones today, it’s surprising that many websites are still not optimized for mobile users. Landing page design targeting desktop computers needs to be applied, especially since mobile traffic has now surpassed desktop traffic.

Here are some tips to improve your conversion on mobile devices:

• Use responsive web design to cater to various mobile layouts
• Ensure your website loads quickly for an optimal user experience
• Enable mobile-specific features for better visibility
• Optimize forms for easy completion on mobile devices

6. Experiment With Ad Copy Testing

Ad copy is a key factor you can manipulate in your PPC campaigns. Even minor adjustments to a headline or description can significantly influence your CTR and conversion rates. It’s essential to have multiple ad copy variations to determine what really resonates with your audience.

Google’s Responsive Search Ads can input multiple headlines at once to identify the most effective combinations for boosting conversion. You can create ad variations or run experiments directly on the platform for more targeted A/B testing. Test one element at a time to learn the effects of each modification, since changing many factors simultaneously complicates the analysis.

7. Utilize Ad Assets

Ad assets drive clicks to your website, ultimately enhancing conversion. Callouts, structured snippets, and sitelinks provide additional information that headlines or descriptions сan’t convey. A higher Ad Rank ensures more impressions of your ad, thereby improving the overall visibility of your ads. Ad assets can be tailored to match your campaign goals and highlight specific promotions, unique product features, and social proof.

8. Use Negative Keywords

An effective negative keyword strategy enhances conversion in Google Ads. You may unintentionally waste your budget on keywords that aren’t converting. You may also find that certain broad keywords cause your ads to appear for unrelated terms that they shouldn’t be associated with. The Search Terms report can help with troubleshooting problematic keywords.

You can add negative keywords at the following levels:

• Ad group
• Campaign
• Negative keyword lists to be applied to campaigns

You can also include negative keywords in Broad, Phrase, or Exact match types. By removing underperforming keywords, you can better allocate your budget to focus on the core keyword sets that drive conversions.

9. Set Proper Bid Strategies

The bidding strategy you choose for your Google Ads campaigns has a significant impact on their performance. Google is increasingly introducing fully automated bidding strategies, using machine learning to optimize performance based on the specified goals and the chosen bid strategy.

Google smart bid strategies to achieve conversion-based goals:

• Target CPA increases conversions by targeting a specific CPA
• Target ROAS improves conversions by targeting a specific ROAS
• Maximize Conversions optimizes conversions
• Maximize Conversion Value optimizes conversion value
• Enhanced CPC automatically adjusts your manual bids

Don’t make the mistake of using the same target CPA for all campaigns, without distinguishing between brand and non-brand terms. Non-brand terms give a much higher CPA than the brand ones, so it’s crucial to tailor your inputs based on performance metrics. To ensure your campaigns effectively gather data, set your Target CPA higher to meet your needs.

10. Add Audience Segmentation

As keyword match types become flexible, there is more focus on using audience segmentation to target the relevant audience. Using audience segments, you can target your ads to specific groups or exclude certain audiences to prevent your ads from being shown to them.

Examples of audience segments within Google Ads:

• Demographics based on gender, age, household income, or education
• Interests and behavior based on hobbies, lifestyle, purchase history
• Active researching based on a user’s past or recent purchase intent
• Past interactions with your brand based on previous engagements

By dividing your audience into specific segments in your PPC campaigns, you can tailor your ad messages to each group. This approach enhances relevance and boosts engagement, which in turn can improve conversion rates. Additionally, leveraging insights from GA4 can help shape your segmentation strategy by highlighting valuable audience segments.

11. Create A Retargeting Strategy

By implementing a retargeting strategy, you can win back the customers you lost and even transform them into advocates for your brand. Retargeting tracks the visitors to your website or app who haven’t acted the way you want them to. You have the ability to create retargeting lists that can be as specific or as general as you wish, but remember that the audiences need to meet a minimum size requirement to be eligible for use.

Examples of utilizing retargeting:

• Segmented user lists based on specific categories of website pages
• Users who have added an item to their cart but didn’t purchase it
• Users who have viewed at least three to five pages

These segments can be used to develop retargeting campaigns that show ads to those users, enhancing the chances of conversion. It’s important to manage ad frequencies within the campaign to avoid overwhelming users.

12. Offer Incentives

Buyers often expect discounts with every purchase. While there’s a concern that shopping only during sales may undermine a product’s perceived value, there are effective strategies to enhance sales and conversion without devaluing the item. Implementing shorter sale periods and showing real-time purchasing activity can encourage buyers by allowing them to see how many customers are already benefiting from the offer.

13. Choose The Right Location Settings

A common way to waste valuable PPC funds is by incorrect geotargeting. Google Ads provides a variety of geotargeting options in your campaign settings, allowing you to effectively achieve your goals.

Location targeting allows you to specify the following locations to display your ads in:

• City
• Region
• State
• Country
• Radius

Google campaign settings offer two location-targeting options:

• Interest: People who regularly show interest in your target location
• Presence: People who regularly visit your target location

14. Use Social Proof To Build Trust

Brands can use social proof in their Google Ads campaigns to enhance conversion rates. The objective of implementing social proof is to feature elements that showcase positive customer feedback, endorsements, or assurance that customers needs will be met.

The ways brands can add social proof to their ad campaigns:

• Seller ratings ad asset
• Callout ad assets
• Adding customer reviews and feedback to the landing page
• Share case studies and success stories on the landing page

Adopting such strategies as limited-time promotions that highlight social proof can significantly enhance sales and conversion. For instance, displaying real-time data on how many customers have used the offer can create a sense of urgency for prospects. Prioritizing social proof can build trust, credibility, and confidence among prospects, resulting in conversion.

15. Schedule Your Ads Based on Performance

Ad scheduling can significantly drive conversion. It allows you to control when your ads appear, ensuring they reach your target audience at the right time. To maximize your campaign performance, allocate your budget wisely and schedule your ads during times when your prospects are most engaged. By avoiding ad display during less active hours or days, you can optimize your spending and improve campaign performance.

If you’re unsure how to get started with optimizing your ad campaigns over time, consider the following:

• Use GA4 to find out when the most purchases on your site occur
• Look for trends like website traffic, conversion times, and engagement
• Align your ad schedule with peak periods of business activity
• Adjust your ad schedule based on key events, such as holidays

Conclusion

Multiple factors influence the overall effectiveness of a campaign. However, even minor adjustments and optimizations can significantly enhance your Google Ads conversion rates. Fine-tuning your keyword choices, experimenting with ad copy, and enhancing your landing pages for a better user experience can improve the success of PPC campaigns. Mastering 15 techniques to increase conversion rates in Google Ads is crucial when you look to optimize your ad budgets. By applying these techniques, you can significantly improve your Google Ads results, measured in higher conversions and greater ROI.