Improving Google Search Ads conversion
If your Google Search Ads conversion is low and you want to improve your Google Search Ads conversions, there are many things to take into consideration.
However, there are a few simple ways that you could try to help improve your conversion.
Whether you’re a small business owner or managing a large marketing campaign, increasing conversions for Google Search Ads is likely one of your top priorities.
In this post, we’ll walk you through 9 straightforward yet powerful ways to improve Google Ads conversion rates.
- Implement proper conversion tracking
- Optimize targeted search keyword lists
- Filter out irrelevant search terms
- Write more compelling ad copy
- Optimize your landing page to convert
- Align ad copy with landing pages
- Leverage ad assets for better engagement
- Select the right location targeting
- Unselect Google Search Partners
1. Implement proper conversion tracking
To improve Google Ads conversion, the first step is setting up proper conversion tracking. Without it, you’re essentially flying blind, unable to measure the effectiveness of your ads.
Google offers several methods for conversion tracking:
- Google Tag in Google Ads: Directly add a Google tag to your website to track specific actions.
- Import from GA4: Import conversion events from Google Analytics 4 (GA4) for a more detailed view.
- Google Tag Manager: Use GTM to manage tags and track conversions without modifying code directly.
Beyond just tracking purchases or lead signups, consider adding “micro” conversions. These smaller actions—like newsletter signups, whitepaper downloads, or webinar registrations—provide deeper insight into how users engage with your site and move through the conversion funnel.
2. Optimize targeted search keyword lists
Your keywords are the backbone of your Google Ads campaigns, so it’s vital to continuously optimize your targeted search keyword lists. Start by using the Google Ads search terms report to see which keywords are driving conversions and which are not.
For top-performing broad match keywords, consider refining them into exact match keywords to increase your Quality Score. This can lead to lower cost per clicks (CPCs) and better overall efficiency in your campaigns. Remember, the goal is to focus on high-intent keywords that are most likely to convert.
3. Filter out irrelevant search terms
One of the quickest ways to improve your Google Ads conversion rate is to filter out irrelevant search terms. These are the terms that trigger your ads but don’t lead to meaningful actions or conversions. By adding negative keywords at the ad group or campaign level, you can prevent your ads from showing up for searches that aren’t aligned with your goals.
Regularly review your search terms report to identify keywords that are wasting your budget and adjust your negative keyword lists accordingly. This will help you concentrate your budget on search terms that are more likely to convert, ultimately improving your Google Ads conversion rate.
4. Write more compelling ad copy
Your ad copy plays a crucial role in convincing users to click on your ad. To increase conversions, focus on writing compelling, action-oriented ad copy that resonates with your target audience. Avoid generic phrases like “Learn More” and instead use direct calls to action such as “Download Now” or “Get Your Free Quote.”
Incorporate unique selling points (USPs) and highlight any promotions or special offers that set your business apart. Additionally, consider testing different versions of your ad copy to see which resonates best with your audience. Even small changes in wording can have a big impact on your click-through rate (CTR) and conversions.
5. Optimize your landing page to convert
Getting clicks on your ads is just the first step; converting those clicks into actions is where the real challenge lies. Ensure that your landing page is optimized to convert by aligning it with the promises made in your ad copy. This means using consistent messaging, showcasing promotions, and incorporating social proof like customer reviews or testimonials to build trust.
Additionally, make sure your landing page is mobile-friendly. With mobile traffic outpacing desktop, it’s crucial that your landing page loads quickly and is easy to navigate on all devices. A well-optimized landing page can significantly boost your Google Ads conversion rate.
6. Align ad copy with landing pages
Consistency between your ad copy and landing page is key to reducing bounce rates and increasing conversions. If a user clicks on your ad expecting a specific offer or message, they should see that immediately on your landing page. Any disconnect between the two can lead to frustration and a quick exit.
To ensure alignment, review your ad copy and landing pages side by side. Make sure that the language, offers, and visuals are consistent and that the user journey is as seamless as possible. This approach not only enhances user experience but also increases the likelihood of conversions.
7. Leverage ad assets for better engagement
Ad assets (formerly known as ad extensions) are a powerful way to increase engagement and improve your Google Ads conversion rate. By adding extra information such as sitelinks, callouts, or structured snippets, you can make your ads more compelling and informative.
These assets not only provide additional value to users but can also increase your ad’s visibility by improving your Ad Rank. The more relevant and engaging your ad, the more likely users are to click and convert.
8. Select the right location targeting
Choosing the correct location targeting is crucial to ensure your ads are shown to the right audience. If you’re targeting users in specific regions, cities, or even within a certain radius, make sure your settings reflect that.
Google Ads offers advanced location targeting options, including “Presence or Interest” and “Presence” targeting. If you’re only able to serve customers in certain areas, opt for the “Presence” setting to avoid wasting budget on clicks from users outside your service area.
9. Unselect Google Search Partners
By default, Google Ads campaigns are set to include Google Search Partners, which are third-party sites that display your ads. While this can increase your reach, it may not always result in quality traffic or conversions.
If you notice that your ads are not performing well on Search Partner sites, consider unselecting this option in your campaign settings. Focusing solely on Google Search can help you improve the relevance and conversion rate of your ads.
Conclusion
Increasing conversions for Google Search Ads is all about making strategic adjustments that align with your business goals.
Pillars Media, a Google Ads agency in Malaysia, has helped businesses both locally and globally optimize their Google Ads campaigns for better conversions.
If you’re ready to take your campaigns to the next level, consider scheduling a Google Ads audit with us today.