Average conversion rate of a PPC campaign is 2.3% and it is a poor CTR comparing to the investment made on the PPC ads. There are many ways for improving CTR but the best way is to firmly focus on conversion rate and backing the ad clicks with sales. Here I’ll share three simple steps of increasing conversion.
Start with tracking conversion rate of your PPC ads. It is necessary that you check the conversion rate of your ads. If you close 10 sales in 100 clicks then your CTR is 10% and it isn’t exciting. See what you can do to improve the CTR.
- Tweak your landing pages
Organize the landing page in the best possible manner and keep looking for scope of improvement on the page. It is to be done before you think of using any marketing strategy to improve CTR. Whether you’ve already designed a page or it is in designing stage, you should make sure that it has all the necessary ingredients.
- Simple design that is clean and error free
- Buttons should be placed above the fold area
- Make the Call-to-Action button stronger
- Have only one CTA button as multiple buttons could be confusing for viewers
- Make headline catchy and informative
The most important factor is to educate the customers on the benefits after purchasing the product. What most businesses do is they simply mention features and uses of the product promoted.
- Start with the success tail
Make strategy from the result and not from the keyword. In PPC and every other paid marketing, the first thing to start with is keyword and then comes click-through-rate. Sometimes keywords and CTR don’t match and in paid-promotion, it is CTR that matters most.
Determine the leads you want to generate and then search keywords that can give you expected results. Also tweak the page design to support the keywords. This way the ads will become fully active as you’ll keep every factor that can in any way help boost the keywords and increase CTR.
- Leverage special offers
There should be a reason for the viewers to click on the ads and visit the landing page for more information on the product/service offered. Clicks received on non-performing ads could be accidental or the viewers might not be interested in the info provided in the landing page. Spending money on accidental clicks will reduce your Return-on-Investment. You should take advantage of coupon codes or similar tactics that can improve your CTR dramatically.
PPC can give excellent results, if handled carefully. A pay-per-click advertisement is a complete ad and you have to make it fully functional by adding necessary elements to it. First thing is the design of the ad and second is the landing page. The ad should encourage the viewer to click on the ad to get more info on the landing page. Follow the three steps discussed in the blog or you can hire an experienced PPC company to design and manage your campaigns.