The digital realm is vast and includes many competitors, especially for tech companies. Amid the chaos, your brand deserves to shine. One powerful approach to do so is through top-notch pay-per-click (PPC) campaigns. These can be intimidating at first, but when planned and executed correctly, can yield some impressive results, such as boosting brand awareness by nearly 80% and doubling website traffic. However, if your PPC campaigns are not translating into conversions, you might be missing out on some key tactics. Read on to uncover the secrets to giving your PPC efforts a boosted conversion rate and the rocket fuel needed to drive more leads for sales.
1. Tailor Landing Pages to Align with Ads
First impressions are everything. You wouldn’t invite guests to your home and lead them to an unfinished room. Similarly, when a potential customer clicks on your ad, they should be led to a landing page that’s perfectly tailored to match the promise of the ad. This creates a seamless user experience while reducing the bounce rate and increasing conversion chances. A well-tailored landing page addresses what the user is looking for and offers a clear call to action.
2. Optimize for Mobile First
Today, mobile-first isn’t just a trend—it’s a necessity. Over 50% of global internet users access the web via mobile and by not optimizing for this segment, you’re potentially losing out on a massive chunk of conversions. Ensure your ads and landing pages load quickly and are visually appealing on mobile devices. This ensures an uninterrupted user experience and is the foundation for an increase in conversion rate.
3. Utilize Long-Tail Keywords
While generic keywords might have high search volumes, they are often overcrowded, vague and not optimized in PPC campaigns. Enter long-tail keywords. These are specific phrases searchers use to signal a prospect might be closer to purchase. While this keyword type doesn’t always have the most search volume, the users who do search for these keywords, have a narrow search intent. For instance, instead of “tech solutions,” a long-tail variant could be “B2B cybersecurity solutions for SMEs.” It’s targeted, precise and often prompts a conversion. Marketers sometimes shy away from long-tail keywords because they don’t always have the most monthly search volume. It is essential to find a balance of targeted keywords and more broad keywords to cater to the variety of users that come to your website.
4. Consider Ad Quality Score
Google’s Quality Score is like your report card for ads. It evaluates the relevance and quality of your keywords, ads and landing pages. A high score can lead to a lower cost per click (CPC) and better ad positioning. How do you improve it? Ensure your ads are highly relevant to the searcher’s intent and that your landing pages provide valuable content that aligns with your ads. With advertising platforms and parameters constantly changing, it is important to know what matters most when delivering effective ads. Considering metrics like Quality Score can help you in delivering the most optimized ads for your audience.
5. Conduct A/B Testing
In the dynamic world of PPC, there’s no one-size-fits-all. But figuring out what works best can be a challenge. This is where A/B testing becomes invaluable. By creating several versions of your ad or landing page and testing them against each other, you can discern what resonates best with your audience. Is it a more direct CTA? A different image? A/B testing eliminates the guesswork and replaces it with data-driven decisions. One great thing about A/B testing is that there are many variables that you can test. For example, you can test subject lines, content offerings, landing pages, personalization and much more. It is important to start with one variable and test it first. Testing multiple variables at one time can lead to misunderstanding of data. It is hard to determine what variable led to either a higher or lower open or click rate. Sticking to one variable can lead to a clearer understanding on how it had an impact on email engagement. Once you have run several tests on one email variable, you can move on to the next and continue optimizing your emails for higher engagement.
6. Leverage Remarketing
Not every visitor converts on their first visit. But, what if you could remind them of their initial interest and their visit to your website? Remarketing does that. By placing cookies on your visitors’ browsers, you can “follow” them around the web with targeted ads. It’s a gentle nudge, reminding them of what they were looking for and increasing the chances of them returning to complete a conversion. With retargeting, web traffic increases by 700%, bringing users back to your website and boosting awareness and even conversions at the same time. As more companies use retargeting as a key marketing strategy, there has been a concern that people might be ignoring these ads that come up across other platforms or websites. But, 3 out of 4 people notice and consider retargeting ads, bringing them one step closer to becoming a valuable lead.
7. Schedule Ad Run Times Strategically
Just as you wouldn’t advertise winter wear in the summer, you wouldn’t want your ads running at non-optimal times. Using insights from your audience’s behavior, schedule ads for when users are most active and likely to convert. Whether it’s during the business week or on the weekends, smart scheduling ensures that you get the most out of every ad dollar spent and increase your conversion rate.
Now more than ever, tech CEOs have a plethora of tools at their disposal to dominate the digital space. The true magic lies in knowing how to use them effectively, and with PPC campaigns, there is a world of opportunity to boost awareness, increase engagement and drive leads.