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3 Powerful PPC Optimization Strategies to Boost Conversions

PPC Optimization WinOne the biggest misconceptions that many PPC advertisers believe is that the higher they bid for higher ad positions, the more an ad will convert. As such, they spend an abundance of money on trying to bid higher so they can retain a higher ad placement, believing that they will receive a good ROI (because they're living a fallacy that higher position equates to a higher conversion rate.)

In all actuality, statistics demonstrate that ads in various positions convert just about the same as a higher ad position. Fortunately, there are a few powerful PPC optimization strategies that you can utilize to actually increase your conversation rates and CRO efforts.

1) Write Unique Ads to Standout from the Crowd

Take a step back for a moment and visualize the type of ads that appear for the typical search query such as "payday loans" for example. As you may have already realized, all their ads are basically the same and on top of that, most of them are promoting the same type of offers.

If the keywords that you are targeting contains an abundance of ads that are all similar, this is what you call the Adwords jackpot. The term is coined as a jackpot because this represents a unique opportunity for you to stand above the competition and be different.

How? Simple. By creating click bait ads that trigger specific emotions. For example, lets say that someone searched for the term "payday loans" around Christmas season and all they see are the same boring ads proclaiming that they should click here for fast and simple payday loans.

Imagine how high your conversation and click through rate would be, if you introduced a click bait ad such as" Buy your kids that new Xbox One for Christmas with a payday loan." or "Not able to buy that Xbox One for your child? Maybe you can with a payday loan." Using these strategies is key for better PPC campaign management and performance.

2) Leverage Different Ad Formats

Another ingenious PPC optimization strategy you can utilize, are relatively new innovations that entice people into converting, before they even click the ad. Here are 3 prime examples of how to do just that.

Shopping Ads

If you are doing anything that is remotely close to e-commerce PPC optimization, you can use Google AdWords shopping ads to increase your conversion rates. This is because the image and price information of a shopping ad, is already sowed in the minds of the searchers before they even click it. What this means is that you will essentially weed out, curious clicks, that may click the ad only to find out that they either don't like the image or price of the product itself.

Add Customizers

Even if people intend to make a purchase, in a large variety of cases, they may put it to the side and do it at a later time. However, if you utilize ad customizers, you can tap into your targeted demographic's mind by triggering a fear of missing out on a good deal, by infusing a sense of urgency within your ads, such as a countdown on sales, limited availability or increase in price per sale for example.

Keyword Selection

Another thing you can consider when it comes to creating higher converting ads is your keyword selection. Typically keywords fall under 3 categories. The first of which is navigable, such as "Home Depot" or the name of a specific brand. People who use keywords like these are searching for a specific site.

The second of which is informational, these types of keywords, indicate that the searcher is trying to gain knowledge about a specific subject such as, "golf lessons." The last of which are as transactional keywords. People use transactional keywords when they are ready to buy, such as "laptops free shipping."

3) Use Remarketing Tools As a PPC Ad Optimization Tool

Statistics demonstrated that as much as 70% of all shoppers, abandon their cart and leave the website before they make a purchase. Now imagine if you could send those specific visitors back to your site? Even though many PPC marketers don't consider remarketing as a PPC optimization tool, remarketing is an opportunity for you to turn people who abandoned your site, back into leads, so in essence it is.


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