Best Practices for Google AdWords to Increase Conversions
Unfortunately, AdWords is not a “set it and forget it” deal. You can do it that way, but you won’t maximize your investment. A better strategy is to test, optimize, analyze and repeat.
Research multiple keywords
First you have to make sure you’re buying the right keywords. It’s worth some research time to see what keywords your competitors are buying as well and whether there are other words that can convert. Test them and see what works.
Rotating ads to optimize for conversions
Some ads will perform better than others. Routine A/B testing for AdWords is advised to focus your message. In fact, it often makes sense to test 4-5 different ads to see which convert best. Once you see a trend emerge, adjust your ads and bids based on what you find.
Optimize your landing page
Where do your ads send people when they click? You want to send people to a specific landing page that directly reflects your ad copy points. Don’t just send them to the home page of your website and make them search for what got them to click. Most successful digital marketers all test various versions of their landing page to see what converts best.
Research what converts best
It sounds simple, but if you want to maximize your conversion goals, you’ve got to know what works. Examine times of day and days of the week. Do some seem to convert better than others? Examine locations. Test various keyword bids. You get the idea!
Adjust your bids based on when conversion rates are highest. Test and re-test.
Use Conversion Optimizer
Yes, Google will control your bidding strategy and there’s some trust you have to lend to the algorithm in order for it to be effective. However, using only manual bidding might not optimize the campaign. There are two ways to go here: Max CPA and Target CPA.
Max CPA will adjust your bidding based on historical conversion data and help you get better converting keywords. Target CPA will typically lower your cost per acquisition while maintaining your current conversion rates. The best advice is to try both and see if it makes a difference.
Test, Test, Test
Have you noticed a trend here? You need to constantly test and optimize. Find out what works and do more of it. Stop what doesn’t work.
Remember, you’re not working in a vacuum either. Even when you think you have everything dialed in just right, things can change. Competitors can increase their bids, change their creative, or increase their spend. All of that – outside your control – may change the landscape quickly.