If you are looking for ways how to drastically improve website ad conversions then this post was written for you. We’ve written this post to help you avoid losing money in different ad campaigns, choose the right online marketing strategy for your business, and get the best possible returns on your advertising budget.
- How do I drastically improve my website ad conversions?
- SEO – Search Engine Optimization
- SEM – Search Engine Marketing
- What are successful ad campaigns?
- Below are the three most successful types of ad campaigns:
- How do I find out if my Ad campaigns are generating website conversions?
- What is the average cost per conversion in Google Ads?
- What are good website conversion rates?
- Why aren’t my ad campaigns converting?
- Poor Keywords Strategies
- Search Competitors:
- Add A Landing Page:
- Poor Ad copy and Copywriting
- Paid ad campaigns vs organic SEO?
- Conclusion – How To Drastically Improve Website Ad Conversions
How do I drastically improve my website ad conversions?
It is very easy to spend a lot of money on the ‘newest and best advertising strategy that has made many other gurus millions of dollars in sales per year,’ but it still doesn’t get you enough leads, clients, and sales for your hard-earned cash.
The answer to your website’s conversion issues does not always lie in spending more money on Facebook, Instagram, and Google Ads to drive more traffic to your website. Often times we have seen that clients don’t have a website traffic problem but that they have a website conversion problem.
Simply speaking, a website conversion is when a visitor on your website takes a desired action such as call your business, schedule and appointment, signup, make a purchase or any other action that you want them to take.
Do you think that you could be making more money from your website, getting more leads, clients, and sales? Then take our Website Income Quiz to find out if we can help you resolve these pain points. Take the quiz here.
After taking the quiz you can get a free copy of our eBook ‘Your Website’s Conversion Mistakes: 26 Reasons Why Your Website Is Scaring Away Your Customers,’ plus actionable tips on how to fix your website conversion issues.
Having a basic knowledge of running ad campaigns does not mean that you should start doing that to get more conversions from your website.
Yes, you read that right. The answer to your question of how to get more clients, leads, and sales from your website may not be to spend a few thousand dollars on a Facebook or Google ad campaign.
No doubt, all online businesses want to appear on the top of the Google SERPs (Google Search Engine Results Pages) but only so many can appear at the top, 3 in fact! The ones that do usually get there through months and even years of research, dedicated and consistent effort, and many bottles of tears cried and rivers of sweat wiped.
It takes grit, drive, and consistent effort!
Instead of trying to get to the top of the SERPs right now, it may be best for you to analyze your business, your website, your goals, your target audience, and many other factors before deciding how to proceed.
You will need to first find successful marketing strategies, define your goals and objectives and then decide whether a paid ad campaign or organic SEO campaign is the best solution for your business.
Check out this article we wrote with 1 Powerful Digital Marketing Strategy for Small Businesses and Startups to generate more leads and sales for your business.
If you decide to go the free and organic growth route then you can apply one of two marketing strategies; SEM (Search Engine Marketing) or SEO (Search Engine Optimization).
SEO – Search Engine Optimization
Search Engine Optimization (SEO) is based on organic strategies that help your website in appearing the top of search results. The better your SEO strategies are, the better will be the ranking of your website. It comprises:
- On-Page SEO
According to Moz.com, On-Page SEO can be defined as the optimizing of individual web pages around a specific keyword or search term to get more relevant traffic in search engines.
To get an On-Page SEO audit done of your website by our team please visit this link.
- Off-Page SEO
Moz also defines Off-Page SEO as any action taken off your website to impact your rankings within search engine results (SERPs). Off-page SEO is also known as Off-Site SEO and also involves improving your site’s popularity, relevance, trustworthiness, and authority.
- Technical SEO
Technical SEO can be thought of as optimizing your website and server to help search engine spiders crawl and index your site more effectively to help improve your organic rankings. This can involve employing a responsive design, using an SSL certificate, and having a fast page loading time among other factors.
SEM – Search Engine Marketing
Search Engine Marketing (SEM) combines paid ad campaigns such as PPC (Pay Per Click) and SEO to help your website appear at the top of search results.
Do you want to learn more about a website can help your business to grow? Maybe you have a website and you aren’t getting enough clients, leads, and sales for your effort. Take a look at this blog post we wrote to learn more about these issues and how to solve them.
What are successful ad campaigns?
In Pay-Per-Click Ad campaigns (both in Google and Bing), you bid for a specific keyword, and when somebody types that keyword in the search bar, your ad appears in search results.
When someone clicks on your ad, you will have to pay the amount that you selected for bidding. This figure is known as the Cost Per Click (CPC). To appear on the top of the SERPs you have to spend more money compared to your competitor’s bid.
Using Pay-Per-Click ads is an easy and fast way of getting your page to rank at the top of Google search results and attract more visitors to your website. The only possible downside is that it may be a bit expensive to occupy this position and once you stop spending you will lose your ranking almost overnight.
Below are the three most successful types of ad campaigns:
Google is the most visited website in the world with over 3.5 billion searches each day and over 92% of all online searches.
Google is the most powerful platform to bring traffic to your website. You can use Google Ads for PPC (Pay Per Click) Ads that appear under search results, and the Google Display Network for showing ads on many popular blogs or websites.
Bing Ads, though not popular, can also have a great impact in sending traffic to your website.
Social Media Ads
Besides these two popular ad networks, Google and Bing Ads, you can also take advantage of:
- Facebook Ads
- Instagram Ads
- Pinterest Ads
- YouTube Ads
- LinkedIn Ads
- Twitter Ads
- Amazon Ads
There are many ways to profit from your business’s social media presence but you also run the risk of a high ad spend with poor results if you don’t execute a detailed and effective social media marketing strategy.
Our company, CyberDream Developers, is home to a team of marketing experts that can help you set up and optimize an effective marketing strategy that grows your business, establishes your brand as a trusted authority and leader in your industry. We also help you to generate leads, sales, and clients, as well as contribute to your future success using marketing strategies with strong long-term return potential.
Learn more about how we can help you grow online in a free consultation.
According to research by e-marketers in 2017, 42% of online businesses (small and medium level) found that social media ad campaigns, especially Facebook Ads, are a more effective way to drive traffic on their website rather than other marketing campaigns such as email marketing.
How do I find out if my Ad campaigns are generating website conversions?
You can check the quality score in your Google Ads metrics section. A good quality score is determined by a good average Click-Through Rate (CTR) and a good landing page. If your quality score is high you may start paying less for your CPC (Cost Per Click) as Google rewards your efforts.
This is an important point to note: do not set up Google Ads and then send the traffic to your website’s home page. You must always send the traffic from your Google Ads (or any other ad campaign) to a dedicated landing page that is designed to communicate with that audience and optimized for only one conversion event!
What is the average cost per conversion in Google Ads?
The average cost per conversion in Google search ad campaigns is $56.11 while in display Google ad campaigns it is $90.80.
On mobile devices, the average cost per conversion in Google search ad campaigns is $80.89 while in display Google ad campaigns it is $148.68.
However, this cost varies across different industries in much the same way that website conversions vary across industries.
You can assume that you will need to spend more per conversion on mobile search ad campaigns compared to desktop ad campaigns.
To achieve this you must ensure that your landing page is optimized for conversions, optimized for the audience that is being sent to this landing page (cold, warm, or hot traffic), and is designed to lead to the right type of conversion such as a signup, subscription, purchase, or even reading an article or downloading a pdf.
SEO is based on driving traffic to your website for free. However, it can get pretty expensive to hire a reputable and effective SEO agent or company that will do On-Page Optimization, Off-Page Optimization, and frequent Technical Audits.
SEO can also take 3 to 6 months of consistent and effective work, and investment before you start seeing any noticeable results and returns for your hard-earned work. For this reason, it is also important to start well with an effective strategy and competent team.
Get a complete audit done of your website to determine if your website is optimized for:
- And has a modern and professional user interface that drives conversions.
We will audit your website and give you actionable tips to improve your website’s conversions. Sign up for a Complete Website Audit here.
In comparison, as we’ve stated earlier, you can get results much more quickly by using PPC ad campaigns to speed up ranking your website high on Google or other search engines but there is a drawback in that when you stop running these Ads the traffic your website was getting from these campaigns will also stop.
What are good website conversion rates?
The percentage of desired actions taken by the number of website visitors is called website conversion rate.
These desired actions may be signing up for an email list or subscribing to a newsletter, buying any business service or product.
According to one study, 64.6 % of users click on Google Ads when they intend to buy something online.
Website Conversion Rate varies across different industries and can depend even on your location, time of year, and strength of your brand in the market. For these reasons, it is important that you do not compare your website conversion rates with others.
However, it is highly recommended that you consistently do website Conversion Rate Optimization (CRO) to consistently improve conversions and get you a better Cost-Per-Click.
You can calculate the percentage as:
Website conversion rate = [Total number of actions taken by the visitors/total number of website visitors] * 100
Google Ads Conversion Rate:
For Pay-Per-Click ads on search results, the average website ad conversion rate is 4.40 % while in the Google Display Network, the average website ad conversion rate is 0.57 %.
However, these metrics vary depending on the type of industry and the quality of the website. A poor website will increase the bounce rate and reduce the conversion rate.
A well-established website may look for both ad networks to build more influence in the industry at startup speed.
Why aren’t my ad campaigns converting?
Before you start any paid ad campaign it is important that you ensure that a few things are done on your website and ad campaign to ensure the best results.
As we discussed earlier, the better your ad campaign and landing page perform the lower will be your CPC – Cost Per Click and Cost Per Lead CPL – (the cost to convert a website visitor to a lead) and by extension your CPA – Cost Per Acquisition (the cost to convert a lead to client).
Below are some common mistakes that we have seen marketers, web developers, and even large corporations and companies make when they are running ads:
- Poor Keyword Strategies
i. Search Volume
ii. Long-tail Keyword with buying intent
iii. Avoid stuffing or using too many keywords
iv. Use single keyword ad groups
- Search competitors
- Add a landing page
- Poor Ad copy or copywriting
Poor Keywords Strategies
The keyword strategy is based on multiple factors which are described below:
Low search volume or highly competitive keywords may not be able to appear under organic search results or even in paid ad campaigns search results. So, before running an ad campaign ensure you have planned keywords that have considerable search volume.
Long-tail Keywords With Buying Intent:
Using only high search volume keywords will not help to generate website conversions. You should look for keywords that have “buying intent” and are “long-tail”.
A keyword with buying intent is any search term that is normally used when searching for products to buy eg:
- Where to buy Nike Jordan shoes
- Best place to buy goldfish in Maine
- Buy Red 2021 Nissan Altima
A keyword that is longtail is one where there are generally 4 or more words in the search term.
Longtail keywords tend to generate less traffic but higher quality traffic that has a higher chance of converting. In the above “buying intent” keyword examples, they all are longtail keywords that are highly specific to a certain query: the searcher would love to spend their hard-earned money to get these products or services.
All your customers will search specific queries in search engines.
For example, the keyword “SEO” has thousands to millions of searches per month. It may be difficult for you to rank for this keyword if you target it and the cost per click will be very expensive in a Pay-Per-Click campaign.
The reason is simple: It is a short tail keyword with low intent. Someone searching for “SEO” might need an SEO specialist for hire, want to learn what SEO means, or would like to find an awesome SEO software for free to use with their website.
In comparison, a long-tail keyword such as “How to do On-Page SEO” has considerably less search volume but less competition too.
If you consider these keywords from the buying intent, you will find that the people who searched “How to do On-Page SEO” are more likely to be the customers of your On-Page SEO business rather than the people who just searched “SEO”. So, be specific as you can in selecting a keyword.
Avoid stuffing or using too many keywords:
Focus on some relevant keywords only. Adding too many keywords in a single ad campaign means you have to build more optimized or effective landing pages, check different Ad groups, and write more Ad copies for each selected keyword hence requiring more time and budget. This mixture will result in distraction from the original keyword that you wanted to target and you will not be able to track their results easily.
Use Single Keyword Ad Groups -SKAGs:
SKAGs (Single Keyword Ad Groups) allow you to create accurate and effective ads for your campaigns.
But remember one thing, gather as much data about the keyword as possible. Because you are going to spend your ad campaign money on a single focused keyword so it should be one that is good for conversions and low competition.
For more accuracy, you can combine some keywords which you think could do better and then run a simple ad campaign to filter out the most effective ones further.
You should analyze your competitor’s keywords for which they are ranking and use them on your website. A keyword research tool, such as Alexa’s Competitor Keyword Matrix will help you in this regard.
Add A Landing Page:
A terrible website landing page will result in a loss of conversions regardless of how much good SEO, ad copy, or targeted audience selection you do.
A message match landing page (same message like ad display) is able to create more conversions by 200 % – Moz.
Also, never direct the visitors from an Ad copy to a sales page. There should be a full-length optimized landing page in between where you can collect the email of the visitors to build a personalized relationship.
Make a beautiful arrangement of
- Body or content
- Media (pictures or videos)
- Call to action
Also, make sure you add a “lead magnet” to get the email list of customers. These lead magnets may be anything that provides additional value to the readers. For example, you can provide a free e-book, free course, free online class or workshop, etc.
But make sure all the material on the landing page is relevant. For example, if your product is about “growing hair fast”, adding an e-book about “monthly budget for hair care” will not be more relevant to your audience.
To learn more about your own website’s or landing page’s conversion optimization you can have our team do a complete audit of your website or landing page.
You can also download a copy of our free eBook ‘Your Website’s Conversion Mistakes: 26 Reasons Why Your Website Is Scaring Away Your Customers.’
Does this all sound too demanding and like you are not quite where you need to be in turning your website into a marketing machine? Our friends over at The Marketing Fix have a really amazing membership program for creative businesses who need help getting on top of their marketing. Learn more about The Marketing Fix and even download their free eBook ‘Turn Your Website Into A Marketing Machine’ by visiting their website.
Poor Ad copy and Copywriting
If you are getting a lot of ad impressions (the number of people who see your ad) but not getting ad clicks it means that it’s time to work on improving your Ad copy.
An effective Ad copy is easy to understand, eye-catching, and able to generate a high CTR (Click-Through Rates). You should do so by highlighting the best features of your business or services and adding a clear (CTA) Call To Action.
It is also recommended to split-test your ad copies. This is where you show different ad copies to different people and then analyze the results to see which one is more effective. This will also help you in making strategies to run future ad campaigns. With split-testing, you only need to spend money on the ads that are most effective.
Ad copy and Landing Page should be the same
The message given on the Ad should be similar to the message on the landing page of the website.
Let us take the example below of an ad ran by SEO behemoth, Moz, on the Google results page:
The banner of MOZ adds a clear call to action as same as the landing page.
The landing page of the website (when a user clicks on the ad):
This is an example of a good website that is able to make more conversions.
Our friends over at TinyDragon Bytes are able to help you improve the copy of your website and ad campaigns to better communicate your brand, build a relationship with your visitors, and improve your conversions. Learn more about TinyDragon Bytes by visiting their website.
Make pre-analytics for website conversions:
Focus on analyzing the amount of money you will need to spend and the rate of website conversions in advance. You can analyze the profit margin of ad campaigns by using this tool. It will help you to improve your website conversions.
Paid ad campaigns vs organic SEO?
As we discussed earlier, paid ad campaigns are effective after you have a well-established highly optimized website for website conversions.
After that you can look into the following tactics:
- Paid ad campaigns are effective if your online business is new, keywords have high competition, and you want to analyze your products or services from the customer’s feedback. Also, if the CPC (Cost-Per-Click) is relatively low and you can afford it.
- Organic SEO is great if you have established a good marketplace, long-term relationship, and the keywords have low competition to rank. If the Cost-Per-Click for your target keyword is high and you cannot afford to bid for them in a Pay-Per-Click ad campaign then you must focus on organic SEO strategies.
Conclusion – How To Drastically Improve Website Ad Conversions
At CyberDream Developers we are primarily focused on establishing a successful online business for you and your brand. We use the most effective marketing strategies that will align with your business, brand, ideal client, and audience. For these reasons we know that it takes more than spending a few thousand dollars in ad spend to get the returns on your ad spend.
It is not hard to learn how to drastically improve website ad conversions but, as you have just learned, it takes time, hard word, experience, and dedication. The road to being successful in online advertising and growing your business online your business doesn’t have to be as tedious as it seems if you have the right team working with you on your road to success.
Before you settle on a marketing strategy be sure to consider all the points mentioned in this article in depth. If you prefer to leave the heavy-lifting to a team that is dedicated to getting you the results you need then Contact Us or Apply For A Project today to get a free 30-minute consultation to explore possible avenues for success.