One of the common mistakes that advertisers make when launching a new campaign is focusing only on getting the cheapest clicks possible, and as many of them as possible.

When, in fact, a much more important metric in the long run is how likely that traffic is to convert. In other words, there’s not much value in getting thousands of visits to your site if none of them take you up on your offers.

So here’s how to improve your conversions for PPC:

Reverse Engineer the Conversion Path

Getting a conversion isn’t always as straightforward as it might seem. For instance, try to identify the pages that your visitors take a look at before converting on your main affiliate offer.

For example, maybe you find out that most of them go to the FAQ section and then return to the offer. Having this knowledge allows you to rebuild your website a bit.

Use Clever Segmentation

Segments are a very effective feature in Google AdWords. They allow you to compare various elements of your campaigns based on time, network, click type, and others.

With this feature, you can identify the best performing time of day, find out if people are clicking your headlines or sitelinks, or make sure if any conversions come from mobile devices.

Use Advanced Remarketing

Remarketing is a great way to get people back to your site, but there’s even more you can do. Google actually allows you to segment your remarketing lists and deliver different ads based on the specific landing pages that a person visited.

Design Your Landing Pages Properly

This isn’t the year 2000 anymore. These days, you simply need to make your landing pages look nice if you want to be seen as a serious business.

Those rough borders and screaming red fonts may still be working right now, but smoother designs are slowly taking over.

Focus on CTRs too

Click through rates have a somewhat indirect connection with conversions. Basically, if you’re targeting the right audience then increasing your CTRs will also increase your conversions.

On the other hand, if the audience is poorly selected then increasing CTRs won’t have any positive effects on your campaigns, other than maybe lowering the CPC.

Add Some Negative Keywords

Depending on how broad you’re going with your campaign setup, adding some negative keywords can have a positive effect on conversions.

Just go to your search terms report and identify every keyword that looks suspicious and has no conversion potential. Then add it to your negative keywords list.

Don’t Run the Same Campaigns on Mobile and Desktop

Duplicating your campaign and launching it both on mobile and desktop is the fastest way to do it. But it surely is not the most effective way to do it.

Always make sure to test different creatives, different copy, and possibly also different landing pages when running campaigns on mobile.

Optimizing for conversions can be tough right from the get-go because you have very limited possibilities to predict what will turn out to be effective. At the end of the day, however, it’s one of the few metrics that truly matter.


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