Do you own an ecommerce site? Do you advertise using Google Ads? Are you looking to improve the conversion rate from your ads? If yes, then you have come to the right place. Most businesses in Australia that advertise via Google Ads make the mistake of focusing solely on their Click-Through-Rates (CTR) when looking at possible areas of improvement for their campaigns. While the CTR is important, it is not the ultimate goal when advertising. Let’s assume, as an example, that you own an online store selling Aboriginal art. Though you may get a lot of clicks on your Google Ads, these won’t be enough without a corresponding number of purchases on your online store. So, how do you go about improving the conversion rate from your Google Ads? The following tips should get you along the way: 

  • Use Conversion Tracking

This is the first step that you need to take on the way to improving the conversion rate from your Google Ads. Understanding what’s really happening with your campaigns is important in that it provides you with insights into areas where you are doing things correctly and others where your approach could be better.

Google Ads has a feature called conversion tracking that allows you to see the conversions that you are getting from your ads. Most people are not aware of this feature. Once you have started tracking your conversions, you will be able to see the effectiveness of changes to your campaigns. 

  • Be as specific with your keywords as possible

Keywords are important in both Google Ads and in SEO. For Google Ads, you want to make sure that you are targeting the right keywords. Not only that, but you also need to make sure that you are as specific with your keywords as possible. For the example that we introduced above, a general keyword would be “authentic aboriginal art Australia.” While this is okay, it is not really specific. A specific keyword would be something like “authentic Australian boomerang.” This keyword is for a specific product. Someone who is looking for a boomerang is going to trigger this keyword. The fact that they are looking for this particular product makes it more likely that they have a high search intent, which improves the chances of making a conversion. 

  • Does your landing page complement your ad? 

If you use your ecommerce site’s home page as the landing page for your Google Ads, then you are doing things wrong. No wonder you have a dismal conversion rate! The landing page is, without doubt, one of the most important aspects of running ads on Google. You need to make sure it is tailor-made to convert ALL the traffic that you get via Google Ads. Otherwise, you will be wasting your money.

Most people cringe at the idea of creating a landing page for each ad. However, this should be your ultimate goal. Make sure that you have landing pages that speak to each campaign or ad group. Using our example, it would be much better to use the product page as a landing page. In that case, people who click on your ad after searching for “authentic Australian boomerang” will then be able to quickly make a purchase without having to search throughout your website for the product that they are interested in. The thing to note is that generic landing pages can appear at face value to be the simpler solution. However, they can cost you in terms of the conversion rate from Google Ads. 

  • Make use of negative keywords

One of the reasons why some people tend to have conversion rates that do not tally with their CTR has to do with the issue of negative keywords. As a business, you probably have some keywords on which you do not wish to have your ads shown. These are keywords that you know are used by people who are just browsing around without a specific intent to purchase something. If we go to our example, one negative keyword would be the word “free.” People who are looking for “free Australian boomerangs” are probably not the kind of people that we want to attract with your ads. And if the boomerangs that you stock are premium quality (and not Chinese knockoffs), you may also wish to add “cheap” to your list of negative keywords. The great thing about negative keywords is that they ensure that your ads are only shown to people who intend to make a purchase, a development that tends to increase your CTR. 

  • Add keywords based on your search terms report

The search terms report in Google Ads is a useful bit of metrics. It shows you the instances where your ads were shown, including the keywords that triggered their showing. Having this information is a crucial way through which you can improve your conversion rate. It’s possible that the keyword that you are targeting is not really the best for whatever it is that you are selling. If there are related keywords with which you have been having success, then you can view them in the search terms reports. It’s up to you, afterwards, whether or not you are going to specifically target these keywords. 

  • Add pricing information to your ad

Having the price of whatever it is that you are selling displayed on your ad is another great way of improving your conversion rate in Google Ads. Let’s get back to our example of the boomerang. If you advertise a type and say that you are selling it for $100 (or whatever the price of boomerangs), then you can be assured that people who click on your ads will only be those that have the ability to buy at that rate. It’s a good way of keeping away people who cannot afford to buy what you are selling. Those that do not like the price will stay away from clicking on the ad. On the other side, displaying pricing information is also a good way of showing potential customers that you are cheaper than your competitors, which also leads to a better conversion rate. 

  • Display reviews on ecommerce site

Displaying online reviews on the products in your ecommerce store is another good way of improving your conversion rate. Let’s assume that someone has seen your ad on Google and has clicked on the provided link. When they land on your product page, they are more likely to make a purchase if the product that they are interested in has a rating and has been reviewed by their peers. 

The management of online feedback is something that we specialize in at eKomi, so don’t hesitate to get in touch