Whether you’re spending three or six figures a month on search ads, the principles for success are still the same. Every profitable Google AdWords campaign starts with a solid foundation. If you’re looking to improve performance but aren’t sure where to start, we’ve outlined 5 ways to increase conversion rate and drive more leads.
How to Increase AdWords Conversion Rates:
- Create a Mobile-Friendly Landing Page
- Limit Contact Form Fields
- Implement Ad Extensions
- Give Something Away
- Test and Improve
Create a Mobile-Friendly Landing Page
So you’re ready to make a purchase online, arrive at checkout and have to zoom in three times to fill out your credit card information. Yikes. As mobile surpasses desktop traffic for many companies, it’s more important than ever to design a mobile-first experience.
So what exactly does that mean? First and foremost, your landing page should be responsive. This means that your site should adapt at different breakpoints to ensure an intuitive user experience on all devices. Your site should also load quickly on mobile to reduce drop-off and create a stronger path to conversion.
Mobile landing pages are essential for AdWords success. When it comes to PPC, your company has a very short amount of time to pull in users and drive them to convert. The last thing you want is to create friction during the conversion process. That’s why greeting visitors with a mobile optimized landing page (and form) can increase user experience and drive conversions.
Limit Contact Form Fields
Marketers love contact information. However, let’s be real – no one likes filling out forms. In fact, making forms too long can create a barrier for AdWords traffic you’re trying to convert. The tricky part is finding the balance between getting what you need and not asking for more.
How many form fields you include obviously depends on your company’s goals. However, asking for a first name, email address and a comment is a safe place to start. By limiting your contact form to 4 fields, you reduce the amount of work your user needs to complete. As a result, they may be more likely to fill out the form, which is a win-win.
Implement Ad Extensions
Google AdWords is equipped with a wide range of ad extensions designed to increase website traffic and improve conversion rates. Google even reports that including extensions in your ads can improve your ad quality score. Some of our favorites are location extensions, call extensions, callout extensions, and review extensions.
Location extensions display your business address, phone number and a map marker within your AdWords ad. For mobile ads, you can even use a direction link so that searchers can easily get directions to your business.
Call extensions display your phone number within ads, making it easy for searchers to call your business. Google reports that click through rates can increase as much as 6% to 8% when an ad includes call extensions.
Callout extensions (not to be confused with call extensions) let you insert extra text within your ads. Try using these extensions to feature products, services or special offers.
Finally, Review extensions let you feature third-party reviews in your ads. This increases the credibility of your product or service, which can drive more leads and conversions.
Give Something Away
When it come to PPC, incentives can be a fantastic way to drive conversion. Although you won’t want to give away the whole store, offering something small can have a big impact on your conversion rate.
If you’re an ecommerce business, offering a free sample, free shipping or a special discount can be just motivation your potential customers need. On the flip side, B2B companies can offer e-Books, guides, FAQs and PDF downloads to push users down the funnel to convert.
Test and Improve
This might be the most important tip on this list. You MUST test your titles, copy, ad pages and extensions to make sure your ads meet expectations and are converting. Testing will expose issues and help you improve performance over time.
If you don’t have a dedicated AdWords professional on staff, we recommend monitoring performance on a weekly basis to see what’s working and what isn’t. From there, try implementing small tests to improve performance.
Whether you’re making your first dive into AdWords or just need a second opinion, we’re here to help. That’s why we’re offering a free marketing assessment to audit where you are today and set you up for success. Just click the link below to request one and we’ll be in touch with the details!
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