Driving steady traffic to your business with Google Ads is great, but what do you do if you’re not getting conversions. Receiving click-throughs without any conversions, if you’re using a cost-per-click strategy, is just costing you money. So, here are some tips to help you covert those clicks.

1. Keep Testing:

What works for Google Ads varies across businesses, products and campaigns. There are plenty of tips out there, but there are no guarantees. The best way to figure out what works for you is to keep testing. A budget is never infinite, but thanks to being able to set bids and budgets, you can test ads fairly cheaply. Make sure you’re running multiple ad groups and testing new keywords, so you can see what works and what doesn’t. The saying goes, “If you always do what you’ve always done, you’ll always get what you’ve always got.” So make sure you’re always testing something new.

2. Use Conversion Tracking:

Where there’s testing, there’s measuring and tracking. Tracking your conversions will allow you to see what campaigns, ad sets, or ads are providing the highest return-on-investment. The Google Ads platform allows you to track various types of conversions: online conversions, application installs, phone calls, and even offline conversion. To track online conversions, in short, you link your website to your Google Ads account and install a tracking code to your website. You can even link the App Store and Google play to track application conversion. Meanwhile, if you’re a business that mostly operates on phone calls, you can use Google call forwarding to track phone conversions. For example, if someone calls your business, Google can tell if they were referred by your ad or your website. You can even import offline conversion data into Google, so you know if your in-store traffic is driven by your Google Ads. Tracking your conversions allows you to see what’s working and allocate your budget accordingly.

3. Use Remarketing:

Remarketing can boost conversions by allowing you to reach people who have visited your site before. When someone clicks-through to your website, it leaves small pieces of browsing data, known as cookies, on their computer or phone. Cookies track customer interactions with your website. Google Ads can use cookie data to place ads in front of previous visitors. This is remarketing. For example, if someone is shopping for shoes on your website, but doesn’t purchase anything, Google can place your shoe ads on this person’s search engine or on websites they’re browsing. Remarketing is effective because retargeted people are already interested in your brand. They might just need a reminder or an incentive to follow through with a purchase.

4. Make It Easier To Convert:

Difficult shopping procedures can scare off customers, so it’s important to make sure your ad and website are user-friendly.  They shouldn’t offer too many options, shouldn’t require massive amounts of information and should offer an incentive. When someone clicks through to your site, there are a few things that facilitate a conversion. Firstly, don’t give them too many options. Too many options are overwhelming and can turn people off buying. If you’ve ever been to an ice-cream shop, the number of flavours to choose from can make choosing difficult. However, be careful not to have too few options either. Secondly, don’t ask customers for huge amounts of information. Large information forms can drive your customers away because they don’t want to give away their information. Keep your forms short and to the point. Finally, offer an incentive or add urgency to a deal. If you give people a deal, particularly a timed one, they’re more motivated to buy. How much more likely are you to buy a discounted item, if the special ends tomorrow? Even just offering free shipping helps.
These are some simple tips you can follow to improve your conversions. To receive the most from your Google Ads, contact SBIM on +61 7 3325 0505 or email webmaster@sbim.com.au