Simple & Fast Ways to Lower Your Cost/Conversion Ratio (Part II)
Last week I spoke about ways to lower your CPC without sacrificing the number of conversions. This Part II of the article will focus on increasing your conversion rate; once you understand these and take action you will be able to improve your ratio.
Improving your Conversions Rate
- Make sure your ad copy and the offer you are making are in sync. If you promise people something specific (like a certain offer), you have to make sure you provide a landing page that matches that offer. If the message in the ad is identical to the message on the landing page, your chances of converting your customers are higher.
- Give a clear Call-To-Action – your potential customers should always know what action you would like them to perform next. If you would like customers to purchase your product, the Call-To-Action should say so. Provide a clear time frame to take action (like: “Order Now!”). Clear Calls-To-Action have gotten proven results in the past. When a customer clicks on an ad with a clear Call-To-Action, they are ready to buy a product or service.
- Use a bidding strategy that will optimize the amount of conversions you receive. You could use the AdWords’ Conversion Optimizer; however, my experience proved that using algorithms from API based tools give better results. Personally I believe the adCore tool is the most effective. I found that adCore is not only easy-to-use but it generates great results as well. The biggest “quick win” any PPC account can have is most likely Bid Optimization. Avoid spending your budget on low converting keywords. Focus on the high converting keywords, and get good results quickly.
- Keep optimizing your landing page – this is more complex for those of you who already have a website up and running. Keep in mind that making small changes to your landing pages can ultimately increase your conversion rate. Make sure the message on your landing pages are clear and easy to navigate. Make the conversion funnel as simple and as easy to understand as possible. Show your customers where they are in that process (like with a navigation bar at the bottom on the screen).
I hope these tips will help you maximize your ROI and give you better results.
If you have any questions or comments, feel free to write them in the comment section below.
Stay tuned for next Monday’s article!