If you spend money on Paid Search Ads (PPC), you probably spend a lot of time monitoring your conversion rate. After all, what's the point of purchasing Google advertisements if they don't result in paying customers?
Fortunately, there are various methods for optimizing your PPC ads, increasing your Google Quality Score, and increasing your landing page conversion rate. In this article, we will explain how Google calculates Quality Score and where you should focus your efforts to improve your low quality score and increase conversions. Then, we'll demonstrate how to use SEM competitive information to fine-tune your plan.
What is a Quality Score and why is it important?
A Quality Score is a means for Google to rate the quality and relevancy of keywords, landing pages, and PPC advertising. The Quality Score is assigned on a scale of 1 to 10, with one being the lowest and ten being the highest. The higher your Google Ads Quality Score, the less you will spend for CPC adverts, and the higher Google will rank your ads, resulting in more clicks and conversions at a lower CPA.
Google bases the Quality Score on the following factors:
CTR (click-through rate) - The likelihood that someone will click on your ad when looking for the keyword in your advertisements.
Ad relevancy - How relevant your ad copy is to the keywords in your ad group.
Landing page experience - How relevant and helpful the landing page on your website is to users that click on your ad.
To help increase your PPC performance, follow the criteria in Google's Quality Score best practices document.
What is an acceptable PPC conversion rate?
The average conversion rate across Google Ads is 4.40% on the search network and 0.57% on the display network, according to Wordstream. Paid search conversion rates might vary depending on your sector, and the benchmarks for the average conversion rate in Google advertisements across 20 typical industries are shown below.
How can a low Quality Score be improved and the PPC conversion rate increased?
After investing money in sponsored search advertisements, it can be discouraging to see a poor Quality Score and PPC conversion rates. Fortunately, there are various strategies to avoid this, including tips for improving your Quality Score and increasing conversion rates. Some of these subjects include:
Match Ad Copy to Landing Pages
Create effective PPC headlines.
Include a strong call to action.
Make unique landing pages for each component.
Keep tabs on your competitors.
Step 1: Match ad wording to landing pages.
Organic search results are preferred by Internet users over PPC ads. To get their attention, your PPC advertising must clearly describe the product they're looking for or the specific pain issues they're attempting to fix. Users anticipate to see a matching offer (free trial, discount, etc.) on the landing page after clicking on the ad. Visitors are more likely to leave a website if there is a discrepancy between the ad copy and the landing page and they do not believe they are getting what they were promised. As a result, it's critical to include the same or comparable keywords in your ads and landing pages to aid in user navigation.
Step 2: Create Effective PPC Headlines
Your ad material will not be viewed if the title is not compelling enough to entice people to click on it. Writing appealing headlines that attract your audience's attention while using highly relevant keywords is critical to the success of your campaign. Good headlines will increase your CTR and help you achieve high Quality Scores.
Step 3: Include a strong call to action.
A clear call to action (CTA) instructs the consumer on what they must do to acquire your goods or learn more about your brand. Phrases such as "Add to Cart," "Click here for a free trial," and "Sign up here" aid in the user journey and encourage them to visit the landing page. Make the CTA as clear and appealing as possible, because the more thrilling and engaging it is, the more likely consumers are to visit your landing page. Avoid using CTAs like "Buy now" and "Learn more," as these are overused and aren't always appealing to users.
Step 4: Design unique PPC landing pages for each segment.
If your organization runs multiple advertising for different items or services, you must design personalized landing pages for each ad offering. This lets the user know that the landing page they're on contains the information they're looking for. A bad landing page experience might also damage your Quality Score.
If you want to get the most out of your PPC advertisements, always drive visitors to a standalone landing page that you intend to use in a paid campaign on Google Ads or Bing Ads. The material on your homepage frequently does not correspond to the content of your ads or the call to action tailored to your initial ad campaign.
We may use a custom PPC landing page to send visitors from an ad to a highly relevant landing page that displays the information promised in the ad before they click on the CTA button. The improved user experience will boost your quality score, lower your cost-per-click, and raise your PPC conversions. Understanding the tactics your competitors are using to improve your PPC headlines, ad text, and landing pages is the cornerstone to any PPC conversion optimization strategy.
Using your competitors' PPC strategy insights to generate fully optimized Google advertisements will help you enhance your Quality Score and improve your PPC conversion rate. To gain those essential insights, use a competitive intelligence tool to discover other competitors or terms you may not have been aware of earlier. Always test your ad text and landing pages to see which headline, CTA, and landing pages perform best for your target demographic and maximize your PPC conversions.