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Conversion Rate Optimization: How to Optimize Conversion Rates For Enhanced PPC

Brie Moreau
Conversion Rate Optimization: How to Optimize Conversion Rates For Enhanced PPC

An understanding of conversion rate optimization or CRO is crucial in the digital age. In a nutshell, CRO enables you to optimize your landing page, web design and sponsored search ads to boost your website's conversion rate. It's thus unsurprising that conversion rate optimization has become so popular within the span of a few short years, thanks in no small part to the following reasons:

  • CRO helps to maximize the number of visitors to your site who'll respond to your call to action, whether that comes in the form of a phone call or a converted sale.
  • It boosts your business's visibility online.
  • It raises your profits without forcing you to increase your spending on advertising.

Any business with a web presence needs to be familiar with how to harness conversion optimization to maximize the value obtained from each and every visitor, whether by converting him into a paying customer or securing a high-quality lead. Here are some tips that can help you do just that.

#1 Write enticing PPC ads that convert

Creating PPC ads that convert is a lot trickier than it sounds. Learn to create ads that respond directly to keyword searches in order to reach your intended audience more meaningfully. Long-tail or mid-tail keywords must be included to target searchers in the advanced buying stage and drive home conversions.

Maintain relevance between your landing page and ads

Ensure that your landing page delivers exactly what your ad promises, or visitors are going to leave. Make it easy for visitors to complete your call to action, whether by signing up for a service, making a purchase or downloading a report.

Test the design of your landing page

Just because it looks good doesn't mean it's welcoming the right users. Undertake thorough testing to ensure your website layout and colors are attracting the right group of users and converting them into leads or customers.

#2 Adopting the right keywords for PPC conversion optimization

Don't be fooled into thinking CRO is all about tweaking specific design elements that might be affecting the visuals and feel of your site. The most important part of conversion optimization is actually driving the right amount of relevant traffic to your website for the following reasons:

  • Hordes of visitors are meaningless if they aren't converting.
  • Boosting the quality of your web traffic is all about finding the right keywords.
  • Data on keyword traffic enables you to make the right decisions about your ad copy so you can target the correct customer base.

The Concept of keyword grouping affecting CRO

To continue the point about the importance of keywords, it is crucial that you learn to manage and group keywords. They can have a huge impact on your search engine marketing results through SEO, CRO and PPC.

Strong grouping of keywords enables you to create better-targeted and more effective PPC ads. It also ensures your website will be better organized and structured, and it strengthens your content and makes it more relevant.

If you succeed in doing all of this, your website traffic and conversion rate will see large progress gains! Your quality score will also be positively impacted, and that can lower your overall cost per action.

#3 Create quality landing pages to impact CRO

The quality of your landing page has a huge influence on the success of your CRO efforts, so proceed with caution. A high quality web page can do a lot to attract a prospective client who's wandered in as a result of a particular search.

If your content doesn't seem relevant to what the user is searching for, he will return to the search engine, and you'll have lost a valuable lead. That's not the only disadvantage you'll suffer. Here are some others:

  • Your quality score will fall.
  • You'll have to pay a higher cost per click.
  • The cost per action cost will rise.
  • Your site will suffer an ad rank reduction.

An optimized landing page should be created in accordance with certain best practices with regard to design and content, bearing in mind the following elements:

Creating a catchy headline

Your headline is often the first thing a visitor will see, so it needs to be compelling while perfectly resonating with your PPC keywords. A good headline has considerable power to attract and retain prospective clients to the point where they complete your desired call to action.

Targeted copy

The content on your website has to not only communicate what your business offers, but also resonate directly with keywords in the appropriate ad group. Bullet points make copy more attractive to readers and also help them see what you offer at a glance.

Create attention-grabbing CTAs

Don't expect your visitors to play detective. Make sure your call to action is obvious enough on your site, easy to find, appropriate, and attention-grabbing.

Lead forms should be easy to fill

If you're using lead forms, they should be easy to fill out, include all fields that can add value to your business, and leave out unnecessary information that will overwhelm visitors. Give some real thought to what should and shouldn't be included.

Attractive website design

If your website looks bad, be prepared to lose visitors. Your site should have a clean landing page that displays the spirit of your brand and an overall design that is not only attractive but also offers users a seamless interface.

The above elements will make your landing page more relevant to users, boost your CRO and quality score, and make your site more effective at sending users further down the sales funnel.

CRO isn't a difficult concept to master, and it can have such a profound effect on conversion rates that it would be a mistake to ignore its importance.

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Brie is an SEO specialist and has over 10 years experience in all areas of digital marketing. 

He runs a digital marketing agency White Light Digital Marketing specializing in SEO and CRO and is the founder of DMSS - Digital Marketing Skill Share. An international digital marketing conference located in Bali from October 6th to 8th 2018 and will feature over 40+ workshops and 300+ attendees.
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