Many agencies focus on conversion rate—for good reason. Your conversion rate can show how effective your ads and landing pages are at driving conversions. It can also help you make important decisions to increase sales. Let’s take a look at what factors can influence your conversion rate to ensure that you are consistently and effectively converting clients.
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Improving Your Conversion Rate
Optimizing your conversion rate begins the moment you create your Google Ads account. It is important to start thinking about conversion rate from the beginning because many of the elements that contribute to a good conversion rate also promote a healthy and successful account overall.
For example, improving landing page speed and relevance to paid search advertisements can increase your quality score, which will in turn increase ad ranking on Google search. For Shopping Ads, user experience on the site is extremely important.
Landing pages are just one piece of the puzzle – let’s take a look at how to start optimizing conversion rate!
1) Keywords and Negative Keywords
Ultimately, you could have the latest-and-greatest website and compelling and quality ads, but if the traffic you’re driving is unqualified or irrelevant, you won’t be able to drive conversions effectively. Choosing keywords that correctly identify your product or service and match customer queries is an integral part of optimizing your conversions. At sahib.tv, we do extensive keyword research before launching paid search ads to ensure we consistently bring you relevant traffic.
As every advertiser knows, no keyword plan is perfect – and there will always be a certain number of closely-related but irrelevant keywords that will need to be filtered out. To guarantee your keywords accurately reflect your product and customer queries, negative keywords are also a must. In Google Shopping, these lists can be used for query segmentation, to funnel searchers to the appropriate campaigns based on how likely they are to convert. For search, negative keywords can help prevent commonly searched but ultimately incorrect terms from sending unqualified traffic to your site.