So you’ve been running your Google Ads account for some time, you’ve made a few tweaks here and there but haven’t seen any improvements for sometime.
Your campaign is running ok, but you want to see more improvements and more sales. To make things worse, you can’t increase budget….. Don’t worry all is not lost. We’ve got you covered!
Google Ads – Conversion Rate Optimisation (CRO)
You’ve done the hard work, you have your account setup, your spending money and got your account to where it is at now… but why stop there?
Getting potential customers to click on your ads is great, but you don’t need website visitors, you need website sales!!
In this article we’re going to help you improve your Google Ads conversions without even changing your actual Google Ads account.
How good does that sound?
Here are some of the step you need to take to increase your online sales on your eCommerce store.
Dedicated Landing Pages
If you haven’t already setup dedicated landing pages for your products, stop reading and do it now!
You’ve setup your Ad account and put lots of time and money to get customers to your website and they are ready to buy so don’t fall down at the last hurdle!
All you need to do is to grab their attention!
Your first job is to make it very clear that buying from your is easy and you have all the information they need to make the decision.
If you’re just sending people to a homepage, or a category page with lots of options then you are missing a trick, you need to provide them with just one option. Limit their choices, limit their clicks and make their life easy!
Make sure you have landing pages that focus on one thing and one thing only getting that person to buy from you.
Think about your content, are you providing the person with all the information they need about the product, do you have lots of reviews, do you show your delivery/returns options, is it easy to purchase from you. Don’t give the user any reason to go anywhere else for information.
Provide them the information they need, keep their attention and make that your focus.
Testing
Now you’ve finally got your landing pages created for your user, you can focus on making them even better!
There are so many options and ways of doing things it’s important that you try different things, what works for one website might not work for yours. You might even find a better way of doing something.
In this article we are going to suggest a few things you might want to try.
Make sure you test different ideas and analyse the results. Don’t just presume it’ll work for you.
Consistency From Ad To Landing Page
If you know what someone is looking for, then why not give it to them?
And we mean give it to them EXACTLY as they are looking for it.
Lets say I’m looking for some red running shoes and I’ve gone to Google and typed ‘red running shoes’.
You sell these and you have gone to the effort of selecting that keyword, including that keyword in the advert including the phrase ‘red running shoes’, because you know that if you do that then i’m more likely to click.
Then why…… are you not sending me to a page about ‘red running shoes’?
Don’t make me click multiple times because you are shoe supplier so must sell red running shoes, because to be honest I’ll probably give up and find someone that makes my life easier. Even for a broad phrase like this where you might want me to go to a specific product at least send me to the right category with the results filtered specifically for red running shoes… don’t make me do it.
Dedicated landing pages are great, they make life easier for the visitor and massively increase your chances of converting.
Making sure your landing pages give a consistent message with what’s being searched, is the key to optimising your Google Ads campaign.
One trick you could also try, if you haven’t already, is looking at using dynamic text on your landing pages. Just like you can use dynamic keyword insertion in Ads, you can use dynamic text on your landing page so it matches your advert, this can help with your conversion rate optimisation.
So Try it, Test it.
Landing Page Layout
The layout of your landing pages is essential to increasing your conversion rates.
Ever wondered why buttons are usually on the right hand side of the screen? It’s not a coincidence, we naturally sweep across pages, left to right and the right hand side of the screen is a natural place to rest, so it’s the more natural place for a CTA (Call To Action) to be.
Thing about what it on your page, how does it flow? Is it easy to read? Is it easy to find all the information? Maybe find someone who has never used your website before and ask them what they think about the page? They shouldn’t have any questions about the site or products once they have finished browsing. If you have done a really good job they may have even bought something!
Test it. See if it works for you.
Call To Action Wording
Check your call to actions, try different things, “Add To Cart” “Add To Basket” “Buy Now” “Buy Today”. Also look at your other call to actions on the site are you using the word “submit” anywhere? If so change that ASAP it’s the worst converting call to action going! There are lots of options and it’s up to you to try and test them.
Call To Action Colour
This is a common one, look at your buy now button, what colour is it? Is that colour used anywhere else on the site? Is it part of your branding/logo? If so change it ASAP… your CTA should be a unique colour used to grab attention.
Do I Need To Do This?
Why would you spend time, effort and money to bring someone so close to purchasing and then not go through the final hurdle?
You’ve spent hours creating and optimising your account. You’ve done all you can in Google Ads, you can’t physically make any more changes that would bring an increase in conversions, it’s time to look at your landing pages and improve that conversion rate.
The you’re left with the question why wouldn’t you?
