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5 Best Practices For Converting Your Pay-Per-Click Traffic

SocialB Digital Marketing Blog Last modified: 09 Mar 2015 by SocialB
Paid Search (PPC)

How is your Pay-Per-Click activity performing? Are you gaining the conversion rate that meets your business objectives? Here at SocialB we want to help, this blog post explores 5 best practices for converting your PPC traffic.

The conversion rate is calculated by dividing the number of conversions by the number of clicks. For example, if you gain 50 conversions from 1000 clicks your conversion rate is 5%. Each business is different and each industry is different therefore conversion rate averages do differ and will be related to the ROI target.

Here at SocialB we want to help small, medium and large organizations get to grips on their conversion rates, check out our 5 best practices for converting your PPC traffic.

1. Use conversion tracking

Conversion Tracking is a free tool in Adwords that shows you what happens after a click is gained it might be a purchase, a sign-up, an enquiry depending on your goal.

By tracking all conversions, you will gain insight into which ads, keywords and campaigns are working well. In the long term, this aids optimization and helps focus spend on building return on investment (ROI).

2. Build Negative Keywords In

To support a strong conversion rate, negative keywords need to be added to campaigns and ad groups. Negative keywords are those users might relate to your products but are not relevant. E.g. if you sell ‘dolls houses’ for children you might not sell ‘collectable dolls houses’ which is a popular hobby for many, therefore ‘collectable’ will need to be a negative to filter that irrelevant traffic and ensure your traffic is a high quality. This information can be found in the AdWords dimensions tab and search terms view.

3. Landing pages

Where are you landing your traffic per keyword? Is it all going to the home page? Or the category page? Is this the best option for conversion, does it cut the length of time the user searches your site for the product or information they want? If your selling ‘pink dolls houses’ then ensure your landing that traffic on a page about ‘pink dolls houses’ but also ensure that page is easy to navigate, easy to convert from and provides the user with all the information they require. This will also support quality score for your campaigns and potentially help your ads positioning.

4. Ad Copy

Would you click on your ads? Are they relevant to the product or service you are pushing? Do they include {KeyWord:Insertion}, ad extensions or site links? Are you making the best of the space you have?

Ensure your ad copy is relevant, includes a keyword and a call to action. Also, test more than one ad copy version so you can use that data to optimise around.

5. Conversion Path

If you need your PPC traffic to convert into sales, how easy is your website to navigate? Would you buy from it? Are there any elements in the user journey that could deter a user from buying. Try asking a friend who is not familiar with the site to make a purchase and then feed back how easy or hard they found the process.

This feedback could be very worthy if other people are experiencing the same issues or concerns.

If you need help with any of our 5 conversion best practices for Pay-Per-Click or need a little advice give us a Tweet @SocialBuk with any questions.

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