How to Get More Conversions on AdWords (5 Quick Tips)

How to Get More Conversions on AdWords (5 Quick Tips)


Are you ready? I’m going to give you five of
the quickest and easiest ways to increase your conversions on Adwords.
Let’s go! hi this is Phil Taylor, PPC Strategist. Welcome to another video! If this is your first time here and you want to learn how to get more out of
your PPC marketing then start now by subscribing and clicking the bell so you
don’t miss anything. So today is about increasing your conversions but before we get into the five tips, if you don’t already have conversion tracking set up
then you please do that before you do anything else, because if you can’t count
your conversions and see what’s driving them then you’ll really be flying blind
when it comes to trying to increase them. Okay you’ve still got five left; here’s
the first one. Check your search partners traffic. Now this is a segment of your
AdWords traffic that can lie pretty well hidden if you don’t know where to look
for it. By default your ads are opted in to show not just on Google search
results, but also on Google’s search partner sites. Now this is fine if you
want to maximize traffic, but if you want to optimize your conversion rate then
it’s not usually good news. Typically search partner traffic is cheaper but
converts at a lower rate and the two don’t normally balance out in your favour.
The way to check your search partners traffic is to choose segment from this
icon – go down to ‘network with search partners’, then you’ll see a breakdown of
your stats for each item in whatever view you’re in showing how it’s
performed on Google search and search partners. The differences that you
can see between these two sets of stats are pretty typical and most importantly
here, cost per conversion for search partners traffic is considerably higher
so let’s remove search partners to improve overall cost per conversion. You
do that at the campaign level so I’ve just selected the campaign you go into
campaign settings and down to networks then just make sure that this check box
‘include Google search partners’ is not selected and make sure you save. Number 2: make sure you check your search term reports OK, into the computer… You can find the search terms report from the keywords view by selecting searched
from this drop-down and within the search terms report you’ll see a list of
the actual phrases that people have typed into Google to bring up your ads.
Now often in this report you’ll find some phrases that are overly broad
– that’s the main problem – or otherwise irrelevant to what you’re trying to
promote and what you want to do is eliminate the wasted spend on those less
relevant terms. This example is from an ad group that’s about kitchen sales.
If the search ‘Homebase sale’ brought up the ad, that’s something we don’t want. We want to want to get rid of this kind of wasted spend and if we go down the list
we’ll see some other examples of funky phrases that we really don’t want to be
spending money on, like this and this. So there are two ways to eliminate
this kind of waste: one is with your match typing, by making sure that you’re
using chiefly refined match types like exact match and phrase match and, at the
broadest, modified board match. The other way is by filtering out these phrases
and these kinds of phrases with negative keywords. Quick bonus tip: if you want a
head start on a negative keyword list then head over to my site at PPC
Strategist for a free list of negatives that are useful for almost all campaigns.
Link in the description. Number 3: advanced location settings this one is
really useful and when I look at existing accounts for the first time, at
least nine times out of ten there’s room for improvement here so what it is is
when you set your location targeting, you might expect ads they need to show in
the places that you’ve selected but actually unless you specify otherwise
you’ll tend to find that your ads show in a much wider geography than you expect. We’ll see what that means in practice.
Here we are in the locations report for a campaign that is targeting a few
areas around London. These are the areas that are being explicitly targeted, but
if we check the user locations report from this drop-down, we’ll see where ads
were actually shown and clicked on… and you’ll see that it’s not just about
London but all around the world, so money was spent – a significant amount of money was spent – on clicks that came from places where we didn’t ask to show our
ads at all. The way that you deal with that is under the campaign settings and
additional settings under ‘location options’, make sure that you’ve selected
‘people in your targeted locations’ not to target the default option which is
‘people in or [people] who show interest in’ your targeted locations. Number 4, the
device type report. So there are quite a few different variables beyond just
keywords and ads that you can adjust to improve performance. You’ve got
demographic groupings; ad scheduling (so what hours of the day and days of the
week your ads show); locations; audiences, and some are more useful than others
generally – although it’s worth looking at all of them – but if you only look at one,
it definitely be the device type report. The devices report is over here and when
you look at this which shows performance by device category you will almost
always see quite a significant difference in conversion rate or cost
per conversion by device. Typically mobile traffic converts at a lower rate,
but it varies massively from campaign to campaign and you can make use of
whatever patterns you see by making bid adjustments by device category, so that
people who are on a certain type of device will be given a higher or lower
bid depending on how much their traffic proves to be worth to you, and you could
also set a minus 100% bid for clicks that you don’t want at all. Okay we’re on
to the last one so number five is language settings. Now the first four
have all been more or less defensive strategies that is they aim to cut out
wasted spend, so that you can direct more of your budget to areas of activity that
work. This one is more of an expansion, so if you’re already getting conversions at
an acceptable rate and you just want more traffic to do the same thing, then
this is a good one to try. Simply change the language targeting setting from
the default language to ‘all languages’. This might look risk
but it’s not, because your keywords still have the final say on whether
users see you ads or not so provided your keywords are properly targeted
that’s enough to make sure that you’re only going to show out to people who are
searching in your primary language. This just allows ads to show to people whose
first language might not be English (or your primary targeted language is) but if
they’re still searching in their language than that should
be enough to make sure they’re relevant so this just expands your market by a
few percent depending how cosmopolitan your targeted area is. Quick recap then:
number 1 was check your search partners activity. If it’s weighing down
your conversion rate than uncheck it in your settings. Number 2: make sure that
your search term reports are being checked regularly so you can find
unwanted phrases that are triggering your ads. Cut them out with better match
types or negative keywords and find your starter negative keyword list in the
description. Number 3 is advanced location
settings. Unless you have a good reason not to, you want to change this to only
show ads to ‘people in your targeted locations’. Number 4: device reports.
Check these to see whether you need to change your bids or exclude any devices.
Increase bids to get more traffic on better performing device types… raise
your overall conversion rate. Number 5: expand your market and get more traffic
by changing your language setting to ‘all languages’. That’s it for these five
quick ways to increase conversions. Share your own conversion optimization tips
in the comments, and there are plenty more where these came from, so don’t
forget to subscribe, but for now this is Phil Taylor, PPC Strategist, until next
time!

4 COMMENTS

    I have question for you,
    but first let me explain. I have repair business and also a printer business, I
    was using Google Ads Express but I stopped using that and set up Google Ads and
    I had all my keywords on broad and I was getting calls and traffic but it was
    irrelevant traffic alot of bad clicks, so I watched some videos and
    made some changes so maybe you can answer this one since alot of people have
    not given me a straight honest answer. I made those changes of changing my
    broad terms to phrase match and to manual cpc and i have budget but all of the
    sudden my Google ads stop showing whenever I made those changes on the
    keywords, I can bid high but I am barely getting impressions and very low
    amount of clicks. It’s the same with both accounts, Why?

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