The conversion rate in digital marketing is said to have taken place when any desired action has been completed once our PPC (Pay Per Click) ad is clicked on by a user or visitor. This would include form submission or a sale, but it could also view a page gets or the number of downloads from a site, all depending upon the PPC ad campaign’s goal.
It could be said that a conversion rate has taken place if users take specific actions that once we have been optimizing for. Besides sales, other options include a subscription to a blog or channel, registering for a free trial, sending messages for promotion, submission of lead generation forms, etc.
A conversion rate tells us how many people are converting to our advertisements. Commonly, the Conversion Rate is calculated by dividing the number of conversions one gets by the number of visitors who clicked on the advertisement. (By clicking the ad these users visit our site or landing page).
A good conversion rate is desired as PPC is paid campaigns and one would like to maximize on every penny spent. If our ads have a high click-through rate but the conversion rate is poor, the problem may not be with the advertisement itself; it may even be the landing page. (A landing page is a subsequent page on which a user is redirected to once he clicks an ad).
It prompts some action from the user depending on the goal of the advertisement.) It may be possible that the landing page is weak, or loads slowly or not properly aligned to our ads, or doesn’t do what was claimed in the advertisement. These things may keep conversion rates low.
There could be several ways to improve the Conversion Rate in a PPC. Some of these are
Conversion Tracking. Before starting to work on improving the conversion rate, one should know how our ad campaigns are performing. For this the knowledge of existing conversion rates is important. Tracking conversions would help in identifying our best PPC campaigns and help us become better over time.
One should also keep track of the emails received. The potential client may not fill a form but may call or leave messages on Social Media and such things are to be tracked. This ensures that we don’t assume our PPC campaigns as false. Track the conversions rate by using data obtained from tools such as Google Analytics or any other.
A/B Split Testing. In digital marketing, conversion rate could be enhanced by using A/B Split Testing if one keeps testing different elements on our website, especially on our landing pages; this is known as A/B testing. In this, two variants of a webpage are shown to the same group of people. After this, the conversions are tracked which further helps in deciding which landing page or webpage is to be used for the rest of the campaign.
The landing page’s design, which includes font styles, background colors, call-to-action-buttons, forms, etc, affects the PPC campaign’s conversion rate. Therefore, one needs to test different elements on landing pages to make the best of the combinations suited to make the page perform better.
A/B testing could almost be endless. Elements may perform better than earlier ones. Therefore, regarding the testing of the combination of various elements; it depends on the span of the digital marketing PPC campaign.
Landing pages to be aligned with Ad Copy. If there is a mismatch between the landing page and the advertisement copy, then people would be discouraged and may leave the page immediately resulting in a high bounce rate.
In addition, every click on an ad costs us money. Therefore, it becomes imperative that once a user clicks on our ads, they get the relevant information so that he may be converted into a client.
Adopting this strategy reduces our CPC (Cost Per Click) and enhances quality score (QS). Google uses QS to give our ads ranking; therefore, QS becomes important in predicting our page’s performance.
Also, better QS means a higher ranking which implies that our ad is relevant. Better QS plays an important role in the overall cost of our ad campaign, leaving us with more money to advertise.
A GOOD, well-designed, relevant and easy to access and fill landing page is very important for a better conversion rate.
A good landing page should have a clear Call-to-Action (CTA). The Landing page should convince the user to take actions such as buy, subscribe, and download or any other desired action.
It should have a well-separated Content Section with enough space and content so that the user doesn’t get overwhelmed by information. It should have clear and concise text which may help the user to understand the purpose of the page.
It may contain visual content such as pictures, graphs, animation, etc to enhance the understanding of the visitor. Its aesthetic appeal such as its colors, fonts, background images, etc should be suitably chosen.
Obvious elements that an ordinary user expects to be on the landing page should be there (for instance a “subscribe” button), otherwise, it may cause confusion or may cause the user to leave the page. It should have its forms (if any), which are easy to fill. Also, the landing page should be easy to navigate.
Improve CTR (Click Through Rates). By increasing the number of clicks on our ads, the conversion rate could be improved. The CTR is calculated by the number of clicks divided by impressions. This means that if the advertisement reaches 100 people and it gets clicked by 10 people, then the CTR would be 10 percent. Poor CTR would result in a low conversion rate.
To improve CTR in digital marketing, one needs to target the right audience and place the ads in a favorable position so that they may get more clicks by testing them in various positions. Keyword research and placement, exact keywords, etc. would get our ads higher ranking. Broad matched keywords would lead to a lower CTR, so, it’s better to stick to exact match keywords.
Using Negative Keywords. When a user searches using such keywords, our ads wouldn’t be shown to them. They would, however, appear when the user types in other related keywords. This offers two main advantages.
First, since our ads are not displayed, unnecessary clicks on PPC ads would be avoided, saving us clicks and thereby money. Second, users won’t unnecessarily waste time browsing our site to eventually bounce off it. So our bounce rates remain low and ad’s QS is not affected. So, one should start using negative keywords to avoid our ads being shown to irrelevant users.
Remarketing. Use this strategy to further turn previous visitors into clients. Once we get some visitors, new and old, we need to convert them. In remarketing, the same ads are served to the same people again and again for a period.
This causes some of the visitors to revisit our site again and they may convert into clients. Interested prospects might have clicked on ads but might not have converted. So, if they are targeted by aggressive campaigns and repeated ads, they may become clients. We have nothing to lose in this digital marketing strategy, but the chance to improve our conversion rate.