How to Maximize Your Conversions Using AdWords

AdWords is a Google advertising platform that provides small businesses with a powerful tool to improve their online marketing presence.

However… even with all the right tools, improving a website’s conversion rate is sometimes easier said than done!

In order to take your business’s online marketing strategy to the next level, your marketing team must know how to use the tools and features of AdWords properly.

Below are some tips that can help improve traffic and conversion rates with AdWords.

Place Ad Rotation on 'Optimize for Conversions'

Ad Rotation is an AdWords feature that allows you to rotate through various versions of an ad to determine which one works for specific keywords. You should set it to “Optimize for Conversions” if you want to improve your conversion rate. Keep in mind that the ads that get more clicks are not always the ones that will drive good leads.

Adjust Ad Schedules 

While it's true that a website is available to potential customers 24 hours a day, there are instances in which people click on ads but don’t lead to conversions. If you want to maximize your AdWords budget, you should consider excluding the early hours of the day, which is after midnight and before sunrise.

During this time of the day, customers rarely take action and are usually just browsing around the Internet. It can lower your return on investment and increase the cost per action of your campaign. On the same note, you can also adjust your ad scheduling bids based on times that your site gets higher conversions.

Adjust Target Location

 Another factor to consider is the target location of your ad campaign. Business owners should take the time to evaluate and determine where conversions are coming from. Geographically, visitors from one area can sometimes behave differently than those from another part of the city. AdWords provides you with tools to gather insight on how each location contributes to the performance of the campaign. It is recommended to exclude locations from your current campaign that aren't getting conversions.

Enable Enhanced CPC 

One of the options in AdWords that you can take advantage of is Enhanced CPC. When enabled, Google is able to increase your bids on ads that get more conversions. But keep in mind that it might not work on some campaigns. Try turning the feature on during the early stages of the campaign and then keep an eye on it’s performance as you go.

Use the Conversion Optimizer Tool 

Some business owners are sceptical about using this tool because they think that they are giving Google total control of their ad bidding strategy. If this is a deep concern for you then stick to bidding manually... and if not, then Conversion Optimizer is a powerful tool that provides you with two bidding options: 

“Max CPA” is used when you have unlimited budget, or when the CPA is not too high. Google’s algorithm will maximize the amount of conversions based on the data it gathers.

The second option is “Target CPA”. This is recommended when your CAP is high and you want to profit from it. Target CPA allows you to decrease the CPA and at the same time continue to bring in good conversions.

That’s it! If you want to optimize your AdWords campaign and improve your conversion rates then keep these tips in mind. Before long you’ll be attracting better leads without worrying about going over budget.

Here’s to your success!

Marty