How to Fix High Click Rates but Low Conversions in Google Ads

13 Apr 2020 | vividreal

Are you running Google Ads for your business and wondering why your ads are not converting despite having great click rates?
Trying your best to optimize your campaigns and bring in more conversions but in vain? Then, here are the solutions to this issue which is bothering a number of digital marketers like you.

This could be due to a single misstep you’re taking or a combination of them. Before we move on, we’d like to remind you that we’re available if you need any help with Google Ads. We’d love to help you out!

How do we go about it?

Here is the opportunity to explore and understand some of the most effective ways of optimizing a low conversion rate.

Track your conversion rates

● Gauging the success of any Google Ad campaign is essential to improve the conversion rates.

● The data should include all Pay-Per-Click (PPC) campaigns as it will help in identifying the best PPC campaigns and compare it with the poorly performing ones.

● Implementing conversion tracking in Google Ads will help you monitor the source of your conversions, and the areas of the campaign you need to work on, in order to boost conversions.

● Analytical platforms like Google Analytics, Adobe Analytics, Yahoo! Web Analytics are useful tools to help you with the tracking.

Troubleshoot errors while tracking your conversion rates

● It is highly possible that errors may arise during the gauge of conversion rates. These issues can be resolved by going to the landing page and testing the conversions using Google Analytics or Google Tag Manager.

● If a conversion is not registering, the installation of the HTML code should be double-checked. Installing additional plug-ins or moving the HTML code to a different section of the page might aid in resolving the issue.

● Incorrectly installed tracking codes could be one of the causes hindering the process of proper conversion. Thus, the codes have to be verified thoroughly for its authenticity and run multiple times.

Improve the layout of the landing page

● This page plays an extremely crucial role as the potential client sets his eyes on the launched ad campaign for the first time. It proves to be a “do-or-die” situation if it is not enticing enough.

● Comprehending campaign goals, crafting simple and appealing headlines, using appropriate images, colours, texts and highlighting the value proposition aid in making the landing page attractive, and hence, improves the overall conversion rate.

● The landing page of the website has to provide a clear understanding of what the website offers.

You lay your eyes on the above page. Let’s be honest. It’s very difficult to stop yourself from clicking on the “View Tours” button and exploring further prospects.
And this is the exact intent of the advertiser by making the landing page visually mesmerizing. One can anticipate the effect it will have on the conversion rate, in this case.

Align the landing page content with the ad text

● Matching the look, feel and content of the landing page to that of the ad copy is significant.

● If your ad focuses on a specific aspect, do not redirect the user to any general leads on the landing page. Be specific.

For example, if your ad focuses on “high-raised platform shoes”, make sure that the user is redirected to a specific page dedicated only to the above and not the general category of “shoes”.

Focus on Call-To-Action Buttons

● CTAs are one of the best ways to make users take action. The message conveyed by a particular CTA has to be emphasized and instilling the need of the particular service or product helps in the growth of the conversion rate.

In this picture, The CTA button “See Available Plans” is explicitly visible on the page and it conveys a concise piece of information.
Viewers are interested in short and crisp messages, and this CTA delivers the same, along with the page being bright and visually enamoring.

● The CTAs have to be strategically placed above the fold, between the sections of the landing page and below the fold.

●Statistically, the content that is placed above the fold is more likely to be seen and thus, it should constitute vital information.

● Directional cues are another way of improving the landing page.

The explicit cues are the ones such as an arrow or a line that perform the function of pointing the user towards the button that the site wants you to click on.

● Implicit or suggestive ones are those which subtly divert your attention to the area of focus on the landing page.

Red Bull wants you to like and start following their page on Facebook. The visual graphics act as directional cues and automatically direct your attention to the “Like” button at the top. You are highly likely to click on it.

This is the persuasive power of appealing visual graphics.

The encircled arrow is an example of an explicit directional cue. It captures the attention of the viewer and directs him to enter the information required.

Create a unique value proposition

Describing the benefits and uniqueness of your offers, services and products makes you stand out from the crowd. In consequence, it should be clearly visible on your landing page.

Use a punchy headline

● On an average, only 2 out of 10 people continue reading the text placed after the headline. Therefore, it’s vital to pack in a punchy headline which is, once again, aligned with your ad text and clear in its message conveyed as well.

This is a perfect example of a focused, simple and enticing headline, encouraging the viewer to avail the services offered.

Be as quick as lightning

● Loading time of the landing page also matters to a great extent. It can be a deal-breaker as the user will exit if he is not able to access the landing page within a few seconds.

Perform A/B Split testing

● Testing different elements on the landing page is known as A/B testing. Elements like background colour, images, font style, call-to-action buttons etc are tested.

● It is crucial to test different elements, as many times as you want to, in order to identify the ones that have a good conversion rate.
For example, if the font “Arial” is performing better than the font “Caveat”, select the former for the entire campaign.

The Quality Score is relevant

● If there’s a mismatch between the Google Ad copy and the landing page, potential clients will immediately leave the website and there will be a higher bounce rate.

● Ensuring providing relevant information on the click of a button means a higher Quality Score and a lower cost-per-click (CPC).
A high-Quality Score is dependent on the relevance of the keywords used, the ad copy and the landing page.

Use negative keywords

● Negative keywords comprise of those keywords for which you do not wish your ads to be shown. For example, if the Muslin material is not available on a retail website, then one may add “Muslin” as a negative keyword.

The benefits of using negative keywords are that

● Firstly, the users will not see the ad and therefore, the user will not visit the concerned website and the bounce rate will consequently go down.
● Secondly, since the users won’t click on the ad, the clicks and financial resources will be saved.

Adding negative keywords also ensures that the ads remain accessible to relevant users and audiences.

Optimize your site for mobile use

Since almost 50% of internet users are mobile-savvy, optimizing your website for mobile screens is of utmost importance.

● This could include ensuring your website is responsive on mobile interface. If not, you could take the aid of a mobile plugin.

● Performing A/B testing of elements on mobile vs desktop.

Keep testing

Consistent testing of your offers, the bonuses they provide, the elements which work in your favour and those which don’t, is one of the most effective ways to witness an improvement in your conversions.

Retarget potential clients

Remarketing or retargeting is easily one of the best techniques which should be used by marketers to get hold of users who have visited their website but did not turn into clients.

● The same Google Ads are served to the same group for some time via this technique. One needs to consistently use this strategy to make them keep visiting his website.

● It tends to work wonders as the marketer is repeatedly exposing the viewers to his website.

Get going!

Using strategic marketing, understanding and catering to the client’s demands and running a successful PPC campaign ensures admirable CTR and conversion rates of a particular Google Ad.

So, what are you waiting for? Embark on a digitally-driven journey to attract clients and grow your business! If you need any help with your Google Ads campaigns, we’ve got an amazing digital marketing team here at Vividreal. Check us out 😉 That’s all for now. Until next time, cheers!

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