We’ve all felt the pain. You run a digital ad campaign, your click-through-rate is high but your bounce rate is even higher.
Frustrating though it may be, there are best practices you can follow to improve your conversion rates.
What exactly is a conversion rate?
A conversion rate measures the percentage of people taking action on your ads.
According to Mashable:
“When a person converts on an ad, they have taken action and been pushed farther into your sales funnel creating a return on your investment into this ad/campaign.”
This can mean the customer made a purchase or it can also be something smaller like, filling out a form on your website or signing up for emails from your company. Below we will walk you through how you can improve your conversion rates on two platforms: Facebook and Google.
Improve Conversions on Your Facebook Ads:
Facebook has proven to be a great platform to run ads and see high conversion rates, according to Neil Patel. Below are a few ways you can improve your Facebook ads to get your audience to convert on your ads.
1. Provide relevant content
In order for your ad to be successful, you need your content to stand out of the clutter. It needs to be thumb-stopping.
As consumers scroll, make them stop and look at your ad. You can do this by creating relevant content. This means, providing the right audience with the right message—the message they are looking for (whether they know it or not).
2. Know your audience
Facebook allows you to target your ads. Take advantage of this. Before you develop your campaign, research your audience.
Look into who you want to target. This means, research who would want your product—what is their target age range, where do they live, what are their interests? You can add this information into your targeting to a more qualified audience, which in turn increases the likelihood of higher click-through-rates.
3. Improve your landing pages
The next step of improving your conversion rates on Facebook is to make sure you are sending them to a strong landing page. It should be fast, responsive and relevant. The landing page you send the consumer to is just as important as the Facebook ad itself.
Once on your landing page, there is a chance they will leave. This is why it has to be as incentivizing as your ad was. Quickly pique their interest with bulleted copy or a video that directly relates to the Facebook ad and has an eye-catching CTA, whether that be a form to fill out or a ‘download now’ button, get them to convert ASAP.
4. Constantly tweak and update
The beauty of Facebook is it allows you to constantly update your ads. You have the ability to A/B test ads, which means you can run two ads at the same time that have the same goal but different content.
Whether you change the ad copy, the image or the CTA, there are ways to test which ad your audience responds to better. Once you find a ‘winner’ of the A/B test, you can turn off the other ad that isn’t gaining as much traction.
Improve Conversions on Your Google Ads:
Every second, there are 2.3 million searches performed on Google, and the majority of the result pages include Google ads. If your consumers aren’t converting like you wish they would, take a look at a few tips to increase your conversion rate.
1. Track your success
It’s important to take a step back and look at the work you’ve put in. Take a second to look at your previous efforts. With Google, you can look at your current and previous sales you’ve generated with your campaigns.
Try setting up conversion tracking. This will help you gauge how your ads are preforming and where you need to tweak something to improve your results.
2. Use keywords
There are two ways to go about keywords on Google. You can use specific keywords or negative keywords. Using specific keywords can improve your conversion rate rather than using general keywords.
The other way to target your ads is to use negative keywords. This means that you can make a point to not show up on a search when a specific keyword is used in Google search. This is useful when you know your content is not relevant to a specific audience.
3. Include pricing
One way to make sure your customers know exactly what they’re getting into is by including pricing on your ad. If you have a high bounce rate it could be because your audience is looking for something in a different price range than the product you’re offering.
For example, if they see your ad for a lawn mower and they click your site but your lawn mowers are more expensive than they’re willing to spend, they’ll quickly leave. Including the price on your ad will make sure the consumer that clicks on your ad is interested in the product and the price.
Take into account the tips we’ve provided when you run your next Facebook or Google ad campaign. They can help increase your conversion rate and ultimately, ROI.
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