How to improve the Click Through Rate and Conversion Rate of Google ADS
The effect of Google Advertising is definitely not qualitative after the account is set up. It needs to be continuously analyzed, tested and optimized according to the real-time data of advertising, which makes many enterprises love and hate Google Advertising. For newbies who have just come into contact with Google Advertising, they have found a lot of problems after the advertising began to operate, but they don’t have much ideas on how to optimize it.
Then the click through rate and conversion rate of Google ads are two important indicators to give you the optimization direction.
1、 What is click through rate (CTR)
Why is the click through rate an important indicator of Google Advertising? The click through rate directly reflects the popularity of the advertisement itself, and its calculation method is also very simple: the number of ad clicks the total exposure of the advertisement (the number of ad displays). The higher the click through rate of the advertisement, the more attractive the advertisement is. Users will want to click in after they see your advertisement. When more people click on the advertisement to enter the website, it will be possible for users to pay (fill in forms, subscribe, buy, etc.).
Many people will ask, how much is the click through rate of Google ads a good state? Generally speaking, the click through rate of more than 3% indicates that the quality of advertising is relatively good. Of course, we can’t limit the click through rate to 1-3% and try our best to increase the click through rate so as to win more traffic and website users for the website we promote.
2、 How to improve the click through rate?
- Put keywords in the title
Writing keywords in the title can greatly improve the quality of advertising. If the keyword set is not reflected in the advertisement, and your advertisement appears after the user searches, but there is no keyword, the user will judge that your advertisement is inconsistent with his search intention, and will not click on the advertisement to enter the website.
- Use call to action words
What are the call to action words? The call words are the prompts describing the content on the website or the advertisement, telling the users what actions they can take, or what actions we want the customers to take. The common call to action of b-end users are get quote, subscribe, send message, etc. through these call to action words, we can stimulate the users’ mood to take action to improve the click through rate of our advertisement.
- Special selling points
When the special selling points of the enterprise are written in the advertisement, it can distinguish your products from competitors, and also attract the attention of users at the first time, such as 10-year warranty, free mailing samples, return and exchange services, etc. Through unique selling points to attract users to click on advertising, so as to improve the click through rate of advertising.
- A/b test the advertisement
Simply put, AB testing is to achieve the same purpose, use different methods, give enough samples for each method to test, and finally come to the conclusion that which method is the best solution. When we start to write advertising copy, we may encounter the problem of not knowing whether our copy can attract users’ clicks. At this time, we can use the a/b test of Google Advertising to help us see which advertisement has the highest click rate and analyze the data to determine what type of advertising content is popular with users.
- Advertising additional information
There are a lot of additional information in Google ads. by expanding your ads with additional information, users can have more reasons to choose. Additional information in ads can increase the click through rate of ads by several percentage points.
Additional link: the additional link displayed below the advertisement can allow users to click and jump to the corresponding section of the website. The selection quality of additional links also directly affects whether the average click through rate of the advertisement can be improved. By attaching links and taking users directly to the corresponding page, you can reduce the number of steps they take action, thereby increasing the number of conversions.
Additional promotional information: additional promotional information can promote some functions to buyers, such as free delivery or 24-hour customer service. When customers see your advertisement, they can learn more about the business, products and services of the enterprise, and further attract users to click on the advertisement.
3、 What is the conversion rate?
The conversion rate directly reflects the conversion ratio brought by advertising (for example, submitting inquiry forms, purchasing, etc.). How is it calculated? The conversion rate is the result of the number of ad conversions and clicks. Of course, the conversion rate is also one of the indicators valued by customers, because the conversion rate is directly linked to commercial interests. Of course, the factors on the website side are also part of the reasons that affect the conversion rate, which are reflected in the attraction of the website content to users, whether the content can allow users to operate, or whether the loading speed of the website can enable users to have a good experience, for example, the website loading time is too long, Users may not be able to wait to quit. At this time, it is necessary to optimize the website to improve the conversion rate of advertising.
4、 How to improve conversion
- Conversion settings
First of all, make sure that the conversion settings are accurate. If the conversion settings are not accurate, there is no way to track and record the Google ads launched. Many people do not convert the ads after they are launched. Some people think that the Google ads are not good enough, but in fact, the problem is the conversion of settings.
- Product features
Distinguish your products from competitors. When users choose similar products, they will compare similar products of different brands (price, advantages and disadvantages, etc.). Does the product details page give full play to the product advantages? Does the advertising copy reflect the unique attributes or patents of the product? These contents will affect whether users have behaviors on the website, so the direct embodiment is transformation.
- Website side factors
The factors of the website have a certain impact on the advertising effect. The loading speed of the website and the adaptation of the mobile terminal will all affect the advertising effect. In addition, whether the content layout on the website has a clear transformation path to guide users to take action, and whether there are other buttons that will interfere with users’ taking action on the product page. If you want users to take action, you need to highlight this action instead of adding too many actions to confuse people.
- Display re marketing advertising
Display re marketing advertising as the name suggests, display your advertising again in front of users who have visited the website but have not taken action for re marketing, so the probability of such users to promote conversion will be much higher than that of users who have visited the website for the first time. It is not a dream to do well in re marketing advertising, accurately locate the audience and improve the conversion rate.
In a word, the effect of Google advertising needs to be continuously tested and optimized, and each dimension of advertising can be optimized through the click through rate and conversion rate of advertising. Having said so much, practical operation is the king. Only by continuously learning from experience on the optimization road can we maximize Google’s advertising effect and bring more transformation to customers.