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8 Tricks to Double Your AdWord PPC Conversion RatePosted by Updated on

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Conversion is the general term for any visitor while completing a website goal. Goals may be of various shapes and sizes. If one wishes to use his business website for selling products, then the primary goal will be to make the user purchase any product. This may also be considered a smaller conversion called micro conversion. This includes actions such as singing up for receiving emails, etc. 

Types of conversions

  1. Macro conversions:
  • Purchase of a product from a website
  • Request of a quote
  • Subscription to any service
  1. Micro conversions:
  • Sign up email lists
  • Creation of accounts
  • Addition of products to cart


What is Conversion Rate Optimization?

Conversion rate optimization, known as CRO is basically the art and science of acquiring people who visit your company website. CRO involves the elements of visual design, copywriting, use psychology and experience, tests of different versions of the website content for influencing people to take action.

At the fundamental, conversion rate optimization refers to the figuring out the fact what the users are searching for while visiting your website and then acting on that by providing them with that. CRO may be of different forms based on the key performance indicator which you are keen to improve. The method involves making the call-to-action  more evident as well as placing it on a high traffic page.

In simple terms, conversion optimization or CRO is the process of pointing out the reason why the visitors on the website are not taking any desirable action and CRO is to fix the reasons and issues for achieving a higher rate of conversion.

It is a marketing optimization process which follows a framework for increasing the percentage of website visitors who are potential for your business goal. Conversion optimization is sued for analyzing the visitor behavior and focusing more on the facts that motivate the market segments to engage in a particular way embarked with specific elements of marketing.

Conversion rate optimization focuses on persuading more number of website visitors to take actions which you want them to take on your webpage, website or campaigns.

According to a percentage of 59 company respondents, conversion rate optimization is essential for the overall digital marketing strategies of a business. While 98% believes the fact that the impact of CRO on digital marketing has a big role of importance.


What is meant by conversion rate?

A website’s conversion rate is the number of times any user completes any of the goals divided by the number of site traffic. If the user can convert in each of the visits, that is, purchase of a product, then the number of conversions must be divided by the number of sessions, that is, the number of times the user visited the website. If you are selling a subscription, then the number of conversions should be divided by the number of users on your website.

CRO happens only after the visit is made into your website. It is different from the process of conversion optimization for search engine optimization or paid ads that focus on the fact that who are clicking through your website from the organic search results or how many clicks are got on your website and what keywords are useful for driving the traffic.

Online conversion rate

Conversion rate refers to the percentage of visitors who play the desired action on your website during a particular time period. Any sort of valuable engagement made by the visitors will count as a type of desired action and it is kept desirable as long as it is fulfilling the goal of your website page. Every page has a primary goal for its website. One can choose to measure the visitors on the basis of:

  • Purchase of a product
  • Signing up of a newsletter
  • Subscription to any software
  • Hiring of a service
  • Download of a free e-book
  • Filling of a contact us form
  • Answering a survey
  • Giving a feedback
  • Any action taken on a page

Through measuring the conversion rates, one can find if the pages are able to persuade the visitors and make them take the action you want them to take on your website page. The higher will be the conversion rates, the better design and copy will reach out to the qualified prospects for your business.   


Conversion rate optimization is crucial:       

  • High conversion rate means a better return on investment (ROI)
  • It is more cost effective in comparison to search of more visitors
  • It helps to defend against the limited patience of the visitors

However, it is essential for you to understand that optimization is all about gaining more number of potential and right customers and not just only blind optimization of the conversion rate of any given website page or campaign of a business. If the people you choose people who are the wrong fit for your business then it cannot do you any good. Therefore it is important to keep the main focus on optimization for finding more number of right customers, those who will love the products or services offered by your company and thereby will help in your growth through spreading the words.

Ways to increase Conversion Rate from Google Ads:

  • Write compelling and clickable PPC ads: Ads are highly relevant to the keyword and search queries and your targeted audience. If you are targeting the highly intended and long term keywords which indicate the searcher about who becomes late in the buying cycle as the consumers will be more likely to convert.
  • Maintenance of a high degree of relevance between the ads and the corresponding landing pages of your website. The landing page should deliver on the promise of your ads, that is, the call-to-action which makes it easy for the searchers in completion of the action. This includes signing up of a newsletter, download of a paper or at the most having a buy from your website.
  • Testing of landing page design through conducting a A/B test for finding out the right layout, copies and colors which may push the highest percentage of website visitors on your page for filling out of contact forms, calling in, or otherwise convert them to a valuable customer or at the least a lead for the sales team.

 #1 Choosing the right keywords

When you think about the CRO (conversion rate optimization), it is tempting if one can fiddle around with the buttons and forms and other designing elements which make or break the sale. But always keep in mind that optimizing conversions can get you the right visitors in your website.

  • High amount of web traffic is useless in case none of them convert into potential customers
  • Increase your qualified page traffic is an important matter of bidding as well as optimizing the right keywords with search marketing
  • Better traffic regarding keyword data results in incoming of better decisions about the company website as well as ad copies and better targeting of the potential customers.

 #2 Optimize Your Landing Page Like Hell

The quality of the individual landing pages may have dramatic effects on the conversion rates. Your prospective clients should stumble over your page as a result of any specific query. The content and offering of the page are not relevant to what the users are searching for or expecting to get on the website, they would return to their searches and then as a result you will lose the lead. Not only this, the negative effects do not end here. Poor construction of landing pages can cause your quality scores to drop them and this in turn will increase your CPC (cost per click), CPA (cost per action) as well as reduce your ad ranking position which is anyway hard to gain as spots in Google search engine.


#3 Run Remarketing Campaign to Recapture Past Visitors

The truth is maximum users do not take the action which you want them to. Through leveraging retargeting which is known as remarketing, you can engage people more and more those who have left your site. Retargeting involves tracking the visitors and serving them through online ads when they visit the other websites on the internet. This has a great impact in terms of retargeting people visiting the high converting web pages. Read Our Step by step guide on how to set up Google remarketing ads


#4 Structure Your Campaigns & Ad Group: Use Single Keyword Ad Group

It might seem a bit tough to organize your Google AdWords PPC campaigns. But it is necessary for increasing the chances of getting higher conversion rates. Grouping of keywords is one of the essential tasks for conversion tracking for the following reasons:


  1. An effective structure for the organization of your PPC campaigns
  2. Campaigns shall have characteristics such as the budget or bidding strategy like CPA (cost per conversion) through which the campaigns can be easily sorted.


Campaigns are tracked through checking whether your ads run on display network or the search networks.

ad groups act as containers for the campaigns so you should organize your campaigns and store them in groups ready for launch. Ad groups manage your ads and related keywords.

Again, one of the best ways to increase the quality score as well as conversion rates along with a decrease in CPC are fine-tuned ad groups. The best way is to use single keyword ad groups (SKAG) for the improvement of quality score and fast increase of CTR (click through rate).

Single keyword ad groups target only a single keyword instead of 10-15 keywords. Fix your ad groups and use single keywords for creating ads revolving directly around that keyword only along with a corresponding landing page.

For example, “men’s blue socks’ can be a whole new landing page with variations of blue socks for men only.

#5 Negative Keywords Save a Lot of Marketing $$$$

While running a Google ad for the search network, each time you need to recognize the maximum number of search queries irrelevant to your brand. Negative keywords exclude specific terms from triggering the display of your ads and this is undoubtedly one of the smartest ways for boosting your conversion rate for Google AdWords. Integration of negative keywords in Google Ads can help you increase the conversion rate and generate more number of leads.

Some negative keywords are as follows:

  • career
  • free
  • recruitment
  • cheap
  • salary
  • torrent
  • resume

#6 Ad Schedule & Device Level Bid Adjustment

Google AdWords schedules your ads to run 24/7 b default but this might not match your business hours or are not effective enough to reflect the conversion data of your business. Timing is very important so make sure to show your ads when your customers are awake and are online. So, the exposure can be increased while your customers are researching, purchasing or contacting and lower the exposure when the conversion is low. This can help lower the cost per conversion and ad scheduling allows you to run ads in specific hours of the day or particular days of the week.

Ad scheduling is rather easy and simple, go to the “ad schedule” header in the left menu and you can specify a campaign and add hours of a day or days of a week when you want to show your ads from a particular location.

Device bid adjustments allows priority of devices, be it mobile phones, laptops or tablets. You can set the bid adjustments from -90% up to +900%. You can implement bid adjustments for analyzing the performance; you have to navigate to the tab “devices” that will provide you with a breakdown of device performance by campaigns. This offers you an opportunity for exploiting good performances and reducing the bids on less returning devices.

#7 Use Manual CPC: Bid for 2nd Position

Manual CPC bidding can offer you more control over your bidding strategies. You can spend more time for monitoring your costs as well as adjusting your bids. When you are well versed in Google AdWords, this strategy can serve the best for you.

In manual CPC, you can set bids for different ad groups and choose placements by your own choice. On finding out that certain campaigns bring more profits in comparison to others, you can adjust your bids and budget and accordingly add or deduct money from the campaigns.

Higher bids can be expensive at first but they can generate lots of clicks along with a high CTR (click through rate) and in turn improve the quality score of your ads. Decrease our bids to the second position for better performance metrics. Your ads will thrive and your costs can be cut down too.

#8 Bidding on Your Brand Term is Must

As branded searches have high relevancy, they get high CTR and higher quality scores. Bidding on your brand terms is much cheaper due to high relevancy and it is damn pocket friendly to appear in the first position for your own brand in comparison to the other competitive terms. When a user searches for your brand, they have already decided to use the products or services of your company. Bidding on own brand terms are further along the purchase cycle in comparison to those searching for generic terms, resulting in brand terms that generate high returns on ad spend (ROAS).

Bidding on brand terms can be helpful in sending visitors to a specific landing page with products that are searched by users instead of the homepage. If you do not bid on your brand terms, your organic listings will come below the paid ads of your competitors.

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Biplab PoddarView all posts

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Biplab Poddar

Biplab Poddar is the Founder & CEO of Oxedent. He is a Google Ads Lover and CRO Strategist. He Helped 250 plus businesses to launch their first PPC campaigns as well as optimize the campaigns to get maximum out of their ad spend.

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