Many of our customers believe that converting customers when they land on their website is the most important. Many clients want to place in their ISO certification, their pictures with the government officials, their grand opening of a new shop, etc. However, we need to take a breather and ask ourselves, is conversion the most important factor? I have to say it certainly is important. But, before we even go into the stage of converting the web visitor into a lead, we need to first attract them to click on your ad.
With no traffic, how do you up your conversion?
Below are some tips that iClick Media would like to share with you.
Step 1: Choose your keywords wisely
Many clients want to be seen for almost every other keyword that users search on Google. For example, if you are a boss of a computer repair shop, would you want to be expose to keywords such as ‘mac’, ‘microsoft’ or even ‘dell’? Sure, it is related to computer repair and it certainly can help to elevate your brand and create the necessary noise and awareness in the market. However, if the users are searching for Mac’s iPhone 4 or Microsoft Windows update, you will really be decreasing your Click through-rates (CTRs) and ultimately pay a higher price for your Google’s PPC ad.
Step 2: Use Phrase, Exact and not forgetting, Negative keywords
It is very tempting to want to appear to all keywords. Let me give you an example. If you’re a car repair shop owner and users search for ‘cars’. Are you sure you want to appear for that particular search? Generic “Broad” search is too vague and the likelihood of them clicking onto your ad is far lesser as compared to an exact match keyword such as [Car repair shop].
Step 3: Use 2, 3, or 4 Word Keyphrases
3-4 years ago, many companies were bidding for a single word keyword. What we do realise is that users are clicking onto ads when they actually search for a long-tail keyword. Long-tail meaning 2, 3 or even 4 word keyphrases.
Jason Tabeling wrote an informative article with research showing that CTR was highest on keywords containing two, three, or four words. Our experience has been similar: one word is not specific enough, but more than five shows diminishing returns.
Step 4: Create Small, Tightly-Themed Ad Groups
Tightly-themed ad groups make it easy to write relevant ad copy that will generate clicks. A common rule of thumb is 10-15 keyword phrases per ad group.
This ensures that your ads will be relevant to the search phrase, and increases the chance of a click. This in turn will help drive a good quality score.
Step 5: Include the Keyphrase in Ad Copy Whenever Possible
If you’ve set up your ad groups as described in Step 4, this should be relatively easy to do. Search engines bold the search phrase in both organic and paid results, so including the keyphrase or keyphrases in the ad copy ensures they will be bolded, which helps your ad stand out. Ads that stand out get better CTR.
Step 6: Use Dynamic Keyword Insertion
Dynamic keyword insertion (DKI) is a feature that automatically inserts your bidded keyphrase into your ad text. It’s a great way to make sure Step 5 above happens.
That said, use DKI with caution: make sure you’re not inserting misspellings or other awkward phrases into your ad copy!
Step 7: Include a Price in Your Ad Copy
An old adage in classified advertising says that if you don’t include a price in your ad, people will assume you’re selling something expensive.
Calm those fears by including the price in your ad upfront. Even better, include the price in the ad headline — it’ll attract attention and clicks.
Step 8: Include Action Words in Your Ad Copy
Including action words (e.g., exclusive, limited time, online only, 1-day sale, etc.) adds a sense of urgency to your offering. Adding urgency encourages click-throughs.
Step 9: Include Symbols in Your Ad Copy
If applicable, include symbols such as ©, ™, ®, and even the plus sign (+) or ellipses (…) can make a significant difference in CTR. Symbols make your ad stand out on the page.
Step 10: Use Ad Extensions
Google offers several different types of ad extensions: Location, Phone, Products, and Sitelinks. Take advantage of them. While these don’t display on every search, you’ll take up valuable screen real estate when they do show up.
If you would like to find out more about Search Engine Marketing on platforms such as Google, Yahoo or Bing, just contact us and we’ll get right back to you.