Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Know How To Increase Landing Page Conversion Rate Right Now

Let us just begin with a basic question, “What is a Landing Page?”

According to Unbounce, a landing page is “any web page that a visitor can arrive at or ‘land’ on. However, it’s more common to refer to landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective”

The landing page acts as a first step towards your conversion funnel as it is responsible for converting your website visitors into leads and sales.

Whether your business goal is to sell products, generate leads or anything else, optimizing the landing page will ultimately lead to higher conversions and will get more business for you.

Landing page conversion rate is a strong indicator of how well your business is performing and getting online success.

Optimizing your landing page can increase conversions exponentially. Click To Tweet

Huge PPC budget can get deliver very high-quality traffic to you but if you are directing all your quality traffic to a wrong landing page or probably the home page then you are simply burning up your budget.

To save up your budget, you should take some extra steps to make sure that you direct all your quality traffic to an optimized landing page.

Having an optimized landing page will increase the conversion rate which is the foundation of high sales volume.

Since landing page holds a lot of significance in terms conversion rate. 

Therefore, is becomes very important for a marketer to understand it’s valued and further take steps to optimize landing pages so as to increase the conversion rate.

Some of the strategies to increase the landing page conversion rate are:

1. Create Attention Grabbing Headlines

Image Source: Unbounce

In the image given above, you can easily see the headline for Unbounce is eye catchy, short and clear, which makes it an ideal one.

Bitter truth is that your headline has only a few seconds to grab the attention of the user.

So make sure that your headline is straightforward to get the user’s attention instantly.

You also have to be 100% sure that not only your headline grabs the attention of the user instantly but also explains what the particular landing page is offering.

To make the headline more compelling, you can add a sense of urgency to it. Click To Tweet

A good headline creates the much needed first impression that is relevantly important in generating a lead or making a sale.

Moreover, you should always test several headlines to see which one gets the best response from the visitors.

Make your headline short, clear and precise, just the Copyblogger has done it.

Copyblogger’s headline is concise, clear and accurate.

Image Source: Copyblogger

Another thing to note here is that create headlines that are capable of letting your visitor know about your offering and then convincing your visitor to act upon your CTA.

Remember, a great headline has the potential to increase your conversion rate.

2. Remove Distractions

Image Source: Square

Every single visitor that lands on your Landing Page are a potential customer.

And obviously, you would not want your potential visitor to simply bounce because of the irrelevant distractions on your landing page.

The main goal of your landing page is to get conversions and not distract the visitor. Click To Tweet

A/B test the landing page to check on the items that could divert your visitor away from the goal.

The more inputs or actions your visitors goes through, the less likely they are to take any conversion decision.

Minimize distractions like non-essential product options, links, extra information that can increase the bounce rate of your landing page.

To get rid of the distractions, you can shrink or remove the irrelevant menu, eliminate sidebars and big headers and take off the irrelevant images.

When you wipe off all the distractions, the visitor is only left with two options: either to act upon the CTA or to simply close the window.

Image Source: Dropbox

Removal of distractions can significantly improve the conversion rate of any landing page.

 

3. Highlight The USP

Image Source: vwo.com

The home page of vwo.com has a clear and concise headline, USP that is prominent and they have even included a check box that requests a demo, which is automatically notable.

Whether you are a marketing professional for years or a newbie entering the marketing space, there is a good chance that you must have heard about the Unique Selling Proposition aka USP.

But what does USP really mean?

In general terms, USP is a simple sentence that explains how your product/service is different from the competitors and why this difference makes your product/service the best solution to the problems of the users.

Just like your headline, the USP also holds relative importance in determining the success of your conversion rate.

Often some marketers try to improve the landing page results by testing the page elements like the font color, size, images, etc.

The testing of the page elements is indeed important but you should know that the primary focus should be making your USP powerful and conversion oriented.

There are certain points that you should keep in mind while creating an extraordinary USP:

  • Know the pain points and fears of your potential customers and modify your USP according to it.
  • Keep A/B testing your USP to get the optimal one.
  • Let your customers know what is there for them and make your USP benefit focused.
  • Instead of using words like “We” and “Our”, use words like “You” and “Your” as these words give a sense of belonging to the users.
  • Use only 3-5 bullet points to further explain your USP.

Therefore, to create a valuable USP you need to reflect on the uniqueness of your company, the products, and services.

Having a powerful USP is not enough, it should also be effective enough to achieve optimal results. Click To Tweet

4. Outstanding Call-to-Action

Image Source: HubSpot

CTA is the most important element to remember when you are looking forward to increasing your landing page conversion rate.

If you do not have a CTA, your visitors will not convert into customers.

As simple as that.

Basically, the CTA is the action that you are asking your customers to take.

Ensure that your visitor should not have to look around to find it. They should immediately be drawn towards it when they arrive on the landing page.

Make your CTA the most prominent feature of your landing page. Click To Tweet

Do not make a common mistake of creating a CTA and sitting back and then later realizing why the conversion rate is low.

You should invest substantial time in developing the CTAs that will help you to reach your conversion goals.

You can make your CTAs stand out in the crowd with the help of these tips:

  • Make your CTA button clear with a contrasting color.
  • Keep the CTA short and use action-oriented words.
  • Use a different color to separate the CTA with the rest of the page.
  • Be more creative with the CTA words. Use top action CTA words like shop, get, save, book now, free.

Image Source: Enchanting Marketing

This is Enchanting Marketing’s home page. And as you can clearly see that there is a contrast between the color of the background and the color of the Call-to-Action which makes the Call-to-Action more notable and appealing.

5. The Power Of Testimonials

Whatever you claim on your website or landing page about your company, product or service is not justified unless it is backed by a proof.

Actually, testimonials are powerful as they are one of the quickest ways to improve landing page conversions.

Testimonials represent a great deal of trust in a company and give your visitors an assurance that your company is valid and authorized.

Customers put a lot of faith in reviews and testimonials. Click To Tweet

So, include a few reviews and testimonials about your brand on your landing page.

This will result in better conversion and sales for your product and services.

To make your testimonials more appealing and attractive, use an accompanying photo of the client or customer along with the testimonial.

Do not include testimonials that say, “they were great” or “highly recommended”. Include personable notes from the clients that include what your business did for them.

6. Use Right Images and Videos


Image Source: LeadPages

A picture tells a thousand words.

Although the content is important but images help to bring out the necessary emotions of the users to take the desired action.

Since images are the most linked and shared on the social sites, therefore, they prove to be very effective when it comes to increasing the landing page conversion rate.

While choosing the images for your landing page, make sure that the pictures are large and are of high quality and also ensure that they are relevant to your product/service.

 

Image Source: Drift

The best image combined with the right content can increase your conversions. Click To Tweet

Another factor to boost your landing page conversion rate apart from the image are the videos.

Videos can be an effective tool to convert a visitor into a customer.

Include explainer videos, since they explain what your business does.

A short video that explains what your product/service is and how can it help the users can increase your landing page conversion rate significantly.

Explanatory videos are effective because they show your product/service in action.

But be careful, simply including the videos is not enough unless they are directly relevant to your product/service or offer.

7. Optimize Your Landing Page For Mobile Devices

Image Source: Google Developer

According to Google, the websites that are mobile-friendly usually rank higher in the mobile search rankings.

A very large percentage of the traffic comes from the mobile devices. Click To Tweet

And that is why it is very important for you to optimize your landing page for the mobile audience.

Also, make sure that your visitors receive a good user experience through your mobile friendly landing pages.

If a mobile visitor finds it difficult to navigate your landing page and complete the desired Call-to-Action, he is more likely to bounce back while dropping your conversion rate.

So, to boost your landing page conversion rate through mobile, you need to do the following things:

  • Keep your entire focus on CTA Button and the headline.
  • Minimize distraction to reduce the bounce rate.
  • assure your mobile landing page to be highly responsive.
  • Ensure that the text on your mobile landing page is easily readable without zooming.
  • Make your phone numbers clickable.
  • Test your mobile landing page.

8. Optimize The Loading Time Of Your Landing Page

Spending a lot of time and effort in creating the right landing page with absolutely perfect images, excellent content, and relevant explanatory videos will go in vain of the loading time of your landing page is high.

Slow loading pages usually bore the visitor and the probability of him to bounce back increases.

Even one second of the delay could hamper your landing page conversions. Click To Tweet

On the other hand, you want to capture the attention of the visitors instantly.

So, for this, you need to reduce the loading time of your landing page.

Apply the 5-second rule here.

The 5-second rule says that you have got 5 seconds to determine whether the visitor is going to act upon the Call-to-Action or simply bounce back.

Ensure that the loading time of your landing page is between 5-7 seconds or else you’ll have to say goodbye to your visitor.

9. Include Contact Information

Gone are the days when people had to pull out Yellow Pages and go through it to find anything that is needful to them, whether a business, product or service.

In the current scenario, more than half of the population conducts an online research through Google to look out for a business, product or service.

By including contact information in your landing page you allow your visitors to get in contact with you.

As a business owner, having contact information on the landing page converts potential visitors into customers.

The more contact information that you include, the more reliable your business appears. Click To Tweet

Also, if a customer has a question related to the conversion process, they can contact you on the spot to get the desired information.

In your contact information, include a phone number, email address, physical address, map of your locations and the social network links.

You can also add a pop-up chat window to make it easy for your customers to in touch with you.

10. Make It Easy For The Visitor To Convert

Image Source: Ispionage

The main aim of the landing page is to increase conversions.

A visitor arrives at your landing page because they were at first interested in your product/service.

After getting your customers so far in the conversion funnel, you don’t want to give them any options of bouncing back.

Your users should not try to figure out where to click or how to purchase the goods and services from you.

The buying process has to be intuitional and clear.

Make the purchasing process easy by ensuring a trustworthy mode of payment with speed and security.

You can also guide the customers to take the next steps in the buying process.

Ask the customers to fill few fields as possible because the more fields you have in the order or sign up form, the fewer people will fill it.

To facilitate more conversions, you can also offer free shipping. Click To Tweet

This makes a huge difference in increasing your conversion rate.

Conclusion

Landing pages play a crucial role in increasing your conversion rate.

No matter how much traffic you are getting to your website, but if the traffic is not converting into customers, then the traffic is of no use.

Landing pages come to your rescue here. They help you to convert the quality traffic into potential customers.

Remember, landing page optimization is a daunting task and there is no single formula to get it right.

However, with the 10 strategies given above can help you get more conversions from a landing page.

Also, keep testing and experimenting with the landing page to get the right landing that works for your business by increasing conversions.

 

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Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

11 Adwords Success Secrets Every Marketer Should Know

Google Adwords is a great way to drive a high amount of quality traffic to your website or landing page.

It needs a proper accumulation of knowledge on Adwords to manage PPC campaign perfectly. Correct strategic implementation can save your spending.

Google Adwords is a profound online marketing platform that gives your business maximum reach. The other name of driving quality numbers of traffics is generating revenue from the ad.

Google provides numerous tools and possibilities to optimize your campaign.You need to utilize them methodically to generate the desired ROI. You just need to have the proper mindset and perfect strategic theories to maximize your marketing.

It is not about huge structural changes but proper strategies that can generate revenue from your campaign. Here are a few ways to maximize AdWords results.

1. Modify Bids Based on Geographical Performance

The performance of the Adwords campaign can be greatly affected by geographical areas. One of the best ways to check which areas are performing better than the others is by using Locations report at Adwords or Google Analytics.

Always check the preferred locations and only after then set up the Adwords Campaign. You can avoid the less profitable locations and save more funds, which can be utilized to drive traffic from locations that are providing higher profits.

You need to create multiple campaigns depending on the specific locations. Create a specific campaign for a certain location. It will also help you set a daily budget for each campaign.

Google is providing enhanced campaigns, which lets you target a different group of people situated in different cities, metros or countries.

After few periods you will come to know which location is returning great ROI. And on this basis, you have to modify your PPC ad.

If a certain location is unable to generate good CTR, you must decrease bids on that location.

Do not forget to evaluate your geographical bids performance quarterly.

If your business is enclosed in a small location then the Location extension is also fruitful for you.

This is the first step by adding location extension to maximize your Google Adwords marketing.

Geo-targeting bids let you modify your bid based on customer’s location. Click To Tweet

2. Use Remarketing Campaign to Retarget Website Visitors

 

Remarketing is one of the best ways to target potential customers. It helps you show your ads to people, who have visited your landing page or website in the past but left without filling up the form or purchasing anything.

It is also the way of bringing back the people, who are most likely to purchase your products or services.

Every time these users lookup the internet for products or services related to your ads, your ad will be displayed when they visit third party websites. There are various kinds of remarketing methods you can use on Google Adwords.

These include-

1. Standard Marketing
2. Dynamic Marketing
3. Remarketing for Mobile Apps
4. Remarketing Lists for Search Ads
5. Video Remarketing

You need to analyze the data to develop the strategy. This could help you out to know whom you have to target and how you should design your re-marketing.

The remarketing strategy should be based on-
• Which pages are visited often
• On which products people are showing interests
• Which page cannot accumulate considerable traffic
• Remarketing list sorted out within the Analytics
• Selection of the right audience

Remarketing is a great tool to reach those visitors, who once visited your site before. Click To Tweet

Since remarketing is a great tool in Google Adwords to enhance your profit, do not forget to optimize it.

3. Do A/B Test for Your Ads

To maximize your ad and to have good CTR you must go through split testing your ads. A/B testing is a great option to improve your campaign.

A/B testing is not a new idea in Digital Marketing world. It is all about how strategically you are implementing the results out from the A/B testing.

Going through several testing with various ad variations is worth valuable to the campaign owners. As it helps you identify the flaws and mistakes.

A/B testing tells you how to improve your ad. An improved ad means better CTR. CTR is a key factor in determining the Quality Score, which helps you to maximize your Google AdWords.

Now you must be thinking What is A/B Testing.

This is an easy but effective split testing. A/B testing is a simple approach to your PPC ad. It lets you understand which ad copy is better to maximize your ad.

You have to make two consecutive ad copies for a group in a single campaign. Each ad copy must consist of different establishments from another but should target same term or query.

You must run both of the copies simultaneously to know which one is performing better.

Once you get to know about the better version, pause the poor one and make another ad copy to beat the best performing ad.

Experienced PPC Managers always suggest doing A/B testing to improve CTR. Click To Tweet

Do these Five simple A/B testing to boost your ad

i) Test Headline:

In a search, result headline is shown as a link. You must generate the most compelling headline to invite more quality clicks.

Headline carries the information about what you are going to offer. Keywords must be introduced at this level also.

ii) Body Text:

Body text carries the same idea as the headline does. But Body text elaborates your products descriptions or offers. Test body text by introducing various keywords and texts to know which version is attracting more traffics.

iii) Call to Action in Landing Page:

Test your landing page ‘call to action’ because the traffic is influenced largely by your landing page.

You may bring changes in wording, position, and matter in the ‘call to action’ setup. AB testing will simply tell you the perfect ‘call to action’ structure.

iv) Display URL:

In AdWords Display URL is another important feature through which customer can anticipate your content. It increases the chance of having clicks if your display URL can properly state what you are going to offer.

Ad link borrows the same valuable impact as the ad does itself on the conversions. Whether your link should be landed to a landing page or product page, AB testing will tell you. You may alter the link texts also.

v) Keywords:

A/B testing is the most powerful tool to know which keywords work for your ad. You will come to know which set of keywords or phrases are bringing greater conversions.

Tips to do A/B testing

    • A simple change can make a big difference. You may also introduce drastic changes on the ad copies.
    • You should run a single variable for a certain time
    • Measure your goal to know the best result
    • Always keep testing as you never know the limit of the best

Testing should be run to touch the finishing end. Do not stop testing before it shows the result.

 

4. Check For Negative Keywords

You bid for productive keywords. However, you should know about those terms close to your keywords for which you do not want your ad to be shown.

Implementing negative keywords is a great way to filter unwanted clicks. It will automatically rule out the searches that are not meant for your products or services.

Negative keywords let you have more control on your campaign. It helps in so many ways-

  • Stops driving unqualified traffic
  • Helps to improve CTR
  • You can improve your campaign performance by increasing quality bids
  • It will increase Quality Score, which helps to maximize your campaign

Google Adwords provides you with a search term report. You can check search term report on Adwords.

This report enables you to check the various terms used for which the ad was displayed. This is one of the best ways to check for negative keywords that need to be used.

You can build a strong list of negative keywords and enhance the ad campaign further. This is also a great way to save on the money spent on irrelevant terms.

Negative keywords increase CTR and bring more relevant traffic. Click To Tweet

5. Evaluate Keywords Based on Bounce Rate And Page Views

The keywords you use need to be evaluated correctly. Regularly check the conversion rate of your keywords for each campaign. This helps you figure out which keywords are performing well and which ones need to be taken off.

Reviewing the bounce rate lets you evaluate your keywords technically.

Understand Bounce Rate

According to Google Analytic when a visitor comes to your page, spends a few moments and leaves immediately or without going to other pages it means the visit bounces.

If your ad bounce rate is 20% or less, your campaign is doing the excellent performance. To experience up to 60% bounce rate is common in PPC ad but it needs to be improved.

But if your data tells that the bounce rate is more than 70% then you have to look for improvement immediately.

Bounce Rate = Total Number of Visitors made only one hit/ Total hits on the Page

The user behavior is often determined by the keywords you choose for your landing page and ad body text. If they both differ from each other user feels confused. It may lower their interest also.

Identify the productive keywords by testing your bounce rate also. Try to introduce engaging keywords for the landing page.

If your ad bounce rate is 30% or less, your campaign is doing an excellent performance. Click To Tweet

Page Views- important to assess the keywords

Page views can be considered as productive impressions. Usually, a visitor comes to your page and roams around few more pages. Generally, the visitor visits 2 or 3 more pages.

Each individual page the visitor visits is considered as page views.

As a campaign owner, you always focus on the revenue you gain; you must alter your keywords implementation on the basis of page views.

The more users roam around your pages the more they likely to make revenue for you.

Try to introduce keywords that can make the pages more engaging.

Engaging keywords will reduce your bounce rate and will help to maximize your ad by reflecting great conversions.

Bounce rates tell about the nonengaged visitors. Bounce rate is the percentage of bounces your landing page faces.

 

6. Don’t Use Mobile Apps

 

One major mistake most people make while using Google Adwords is not excluding mobile apps from the display targeting.

Google displays ads on mobile apps by default unless you take off this option.

It not only invites lots of unwanted traffics but also reduces overall campaign performance and affects the CTR badly.

Run Placement Exclusion and block unwanted clicks. If you have a strict budget then you must not opt for mobile apps.

The main rule of maximizing Google AdWords is to eliminate the unqualified clicks and to maximize the conversions.

Improper Display Network Traffic placement causes huge portion of the budget being to get wasted. Click To Tweet

Google Display Network demands diversified approach in order to run successful PPC Campaign.

According to a study, most clicks on mobile app ads are by accident or the ‘Fat Finger’. While these clicks will cost you money, you will not benefit from them in any manner.

You can exclude mobile apps by excluding adsenseformobileapps.com at placement.

 

7. Link Google Analytics to your AdWords

Linking Google Analytics to AdWords solves the mystery of what happens in between the clicks and conversions.

It elaborates the activities of visitors if they are enhancing leads, emerging sales or just e-mail sign ups. The analytic reports help you modify your campaign accordingly.

Google Analytics provides a standard report about your account performance. This report on different parameters lets you bring strategic changes to your campaign.

Google Analytic actually helps you refine and improve your campaign structure.

Google Analytics helps you identify irrelevant traffic. And thus it indirectly helps you utilize your budget more efficiently.

While using Google Analytics for your remarketing campaign, take out the list of people who visited your website or landing page for less than a minute.

If you want to filter it, even more, target only the ones that stayed for a long time and visited multiple pages.

How Analytics help you-

  • Reflects Keywords Performance
  • Draws Campaign Performance
  • Chalks out the real revenue
  • Lets you have clear idea of e-commerce transaction
  • It imports metrics like, new visits, bounce rate and spending time on site
  • It makes you strengthen the remarketing strategy
  • You can establish a quality customer base

 

8. Know Utilization of Auction Insights

The auction insights report that Google Adwords offers is available for the entire campaign, the ad group, and the keywords.

Not only this report helps you compare results, it also helps you see the top competitors, who are using similar ad campaigns. It helps you see which campaign shows up first and thus enables you to choose your bid amount accordingly.

This tool also helps you manage your budget. You can figure out keywords which are in high competition and thus you can avoid using them.

In this high competitive market most of the times, your competitors determine your campaign performance. So, you have to be a step forward.

Google Analytics is an amazing tool to compare your running campaign performance with your competitors. Google offers the Action Insights on ad group, keywords or campaign level.

Auction Insight tells about-

  • Average Position
  • Impression Share
  • Overlap Rate
  • Top of Page Rate
  • Position above Rate
  • Display URL Domain

This powerful tool tells you how your campaign is performing comparing to other advertisers.

You must use this intelligence to maximize your ad performance in term of reconstructing strategy and developing the components.

View your auction insight reports regularly on all the parts of your account to analyze.

The reports tell you how the campaign performs better than the other advertisers with every change that you introduce.

You have to remember that the insights tell only about advertisers on the same auction.

How you can Utilize Auction Insights-

  • Set of Keywords:

Include a set of keywords of a group or a group of keywords that have the same term to the test. The auction insight will tell how those keywords are performing on that term comparing to your top competitors.

  • Single or Multiple Campaigns:

Run the tool for campaign level to get a report on the extensive range. It gives a broad picture about your competitors. Multiple Campaigns insights clear the picture of competition on the higher level.

  • Single or Multiple Ad Groups:

Run the auction insight on the group to know about the performance of the eligible keywords. This will give a picture of how your keywords in the certain group perform in comparison to the advertisers, who compete with you on the same term.

9. Split Test Bidding Strategies

Your bidding strategy plays an important role in the success of your ad campaign. Different bidding strategies can cause in different results. There are various options available for bidding.

These include

  • Manual Bidding
  • Cost Per Acquisition Bidding
  • Manual Bidding With Enhanced Cost Per Click

Once you’ve figured out what works for you on a specific ad campaign you can safely use it. However, continue the split test for every new ad campaign you start.

Always opt for Split Test to know which bidding strategy works for you the best. Click To Tweet

In PPC ad you never know which strategy reflects good results. You should not be afraid to run a test using different strategies. As one strategy clicks for a moment you should opt for another as your business progresses.

There are primarily three bidding strategies to boost your ad-

CPA Bidding Strategy:

This bidding strategy asks the visitors direct to take a call to action. It is mainly conversion focused.

CPC Bidding Strategy:

It is the most effective bidding strategy to direct traffics to your website.

CPM Bidding Strategy:

This strategy is usually implemented to make brand awareness. It ensures the maximum impressions.

As you do not know which strategy is suitable for your campaign, you have to split test on the basis of above-said strategies. If needed you may run bidding in the combination of those three.

 

10. Customize Call To Action For Mobile Users

 

In this era of smartphones, you cannot escape from the mass of mobile phone users. You must make your ad as many users friendly as possible and make people reach you on the easiest way.

Most of us forget that the primary use of a mobile phone is to make calls. Mobile ad visitors always prefer to call the advertiser and thus your mobile call to action should always have a call now option.

The conversions for a ‘call now ‘ call-to-action button has proved to be more successful in comparison to a ‘click here’ or a ‘contact us’.

‘Call now’ option makes the visitor contact you directly instead of visiting your landing page. It ensures driving only the quality clicks.

If you want to implement both ‘clicks to call’ and ‘clicks to visit site’, add call extensions to your campaign. This customization enables you to attract only the interested people. You will also be able to improve your CTR this way.

This is an essential feature if you are not having the responsive website or mobile website. This tricky call extension makes you convert the mobile traffic.

You will still have to pay the CPC cost for the call the user make but you are in direct contact with the customer.

 

11. You Should Scrutinize Landing Page Optimization

All the ad campaign traffic will be driven to the landing page. Your landing page needs to be optimized in right way. Your landing page determines whether or not a potential customer will be converted into a lead or sale.

While most people try to do too much with the landing page, here are some easy tips that will help you optimize your landing page for your benefit.

#1 – Relevant Title:

This is obvious, but there are a few brave souls who like to confuse customers by using titles that don’t match the ad campaign. This will result in complete failure, so stick to catchy titles that are relevant to the ad.

#2 – Call To Action:

Yes, you need to serve your customers on a plate. So a call to action is necessary.

Once they are on your landing page, all you want is to convert them into a lead. In order to do that you need to have a strong call to action which is visible on the page.

#3 – Trust Signals:

Ensure the information customers provide will be kept confidential (And keep your promise). If you’ve got an online payment gateway, provide customers with a link to the terms for that payment gateway.

#4 – Catchy Content:

The content on your landing page is just as important as the title. It won’t take long for a customer to browse a few lines on the landing page and this will determine whether or not they are interested in staying further.

So keep the content interesting, relevant and precise.

Always test your landing page and confirm it works well on all browser types. Check the ones designed for mobile devices too. Some landing page designs might not load correctly on mobile devices and this means you could lose leads.

Conclusion

Your job is not done until your ad generates revenue, which is the main purpose of marketing.

Therefore, it is completely wrong to just set up a campaign and leave it for a self-run. It is a continual process to generate conversions by implementing newer strategies.

To maximize the ROI you have to maximize your Google AdWords.

You must think different, should be analytic and must awaken your creative mind to take the best out of the tips. You may utilize all of the tips in combination or individually.

Try to maximize your AdWords by improving each segment in the interface.

Now as you know all the secrets to maximizing your campaign, you are at the thresh hold to solve the mystery of bidding, budgeting and enhance the ROI.

Hopefully, this article has delivered enough to increase your confidence level and was helpful to clarify your doubts.

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

All Things You Need to Know About CRO For Lead Generation

‘Conversion Rate Optimization’ is the magic stick that increases numbers of conversion on your website.

It tells you how to convert your website visitors into leads.

CRO is well-known fact that only driving huge numbers of traffic cannot generate leads.

It needs to generate maximum numbers of leads to reach your marketing goal.

You need to improve visitor’s onsite experience in order to improve conversions. Here, comes usability of CRO.

However, not many marketers are aware of good effects of CRO. This is actually a great way to increase leads on your website.

At the same time, CRO process lets you identify if there is any problem with your lead generation website.

CRO gives you a solution to why visitors are unlikely to take any action after visiting your website.

You run your PPC ad campaign to drive potential traffic to your website. If your lead generation website fails to bring potential conversions rate the purpose of PPC ad will not be served.

Here, you should take CRO process.

You could drive enough traffic to your website but visitors need to take some positive actions. Your website must impress them to fill up forms or provide information that you need.

CRO process deals with numbers of variables. In order to get fruit from your online marketing, you need to induce times to CRO. The ultimate goal of investing time on CRO is to get more online revenue.

Traditional marketing theory is facing tough competition these days in generating quality leads. CRO plays an effective role to improve sales lead generation.

Let’s start with lead generation. We have to understand what Lead actually means.

What Lead Means

Generally, lead refers to a visitor interested in purchasing your service or products. When a visitor comes to your website and takes an action like filling up forms or subscribing newsletter etc. to keep in touch with you, it generates a lead.

A lead is a person, who will potentially purchase your service or product shortly. It means leads are your prospective customers, who are most likely to purchase from you in near future.

Most numbers of leads come from lead generation website. Your website is a premium source for lead generation activities.

But the major action to convert visitors into leads has to be taken by your website. Your website must have ingredients to turn traffic into leads.

When Conversions Happen

When your website converts a visitor into a lead, conversion happens. It means when visitors take action to fulfill your website’s goal your conversions are generated. Definition of conversions depends on the type of your website.

If you are having e-commerce site then a visitor must proceed to order confirmation.

For blog websites, conversions happen when visitors subscribe to the newsletter.

Effective CRO may increase conversions by 300%

To calculate lead generation website success we need to calculate conversions.

Higher numbers of website visitors do not always mean good conversions.

Visitors must convert any of your website goals. Your website goals are to generate leads as much as possible. Overall conversions rate determines your website’s success.

Overall conversions rate is measured this way-

(Number of website conversions/number of website visitors) X 100

Effective CRO may increase conversions by 300%. Click To Tweet

Why CRO is Important

It is essential to convert maximum from website visitors. You need to have a balance between the number of visitors and the conversion rate. It is thus crucial to attract targeted and potential users instead of on focusing merely on increased traffic.

Now, we can focus on why we should concentrate on CRO-

It helps you get more customers for free:

Continuous optimization lets you understand your leads. You will understand what you have to do to convert more customers.

It helps you find out how to make the visitors engage and finally you get more potential customers.

You get a financial sense:

Slight improvement in a lead generation may give you huge business profit. A minimum change in conversion rate determines the difference between your overall profit and loss.

You get improved profits:

Ultimately your goal is to get profits. And here CRO gives you that advantage. CRO lets you improve your conversion rate. Improvement of conversion rate may bring a huge improvement in your profit.

It lowers Customer Acquisition Cost:

Increased conversion rate means lower CPA. Optimizing your website could reflect improved numbers of conversions. The more your site is able to convert from visitors the less you have to pay for the acquisition.

CRO lets you improve your conversion rate. Increased conversion rate means lower CPA. Click To Tweet

You can stay steps ahead of your competitors:

When you effectively utilize CRO you can lead the competition. If you can stay even slightly better than your competitors you win.

You can understand customers better:

Customer perception is one of the most important key factors that lead to marketing success. CRO helps you understand how visitors are interacting with your website. It helps you to generate more leads from them.

It needs no spending:

CRO works with the traffics your website already has. Therefore, you need not spend money on CRO to drive more traffic. CRO helps how to generate more conversions from visitors.

It improves brand perception:

CRO makes your website more legitimate. It actually wins the trust of the visitors and convinces visitors to convert more.

Important Things You Need to Know for CRO

Conversion Rate Optimization is must do factor for lead generation. You may find several tools to work with CRO. However, you must have some basic knowledge on how to deal with CRO to get a best optimum result.

CRO will not give you instant success or instant success may not last for long. For long term successive result, you must accumulate some important elements. Followings are some of the important elements-

Website Usability Knowledge:

This is the most important ingredient while dealing with CRO. Understanding on website usability best practices can increase conversions rate. The main motto is to provide visitors a great onsite experience. Otherwise, they will probably jump to your competitor’s pages.

Great understanding of effective marketing techniques:

The more you gather knowledge on online marketing technique the more your website generates conversions.

Understanding on effective marketing techniques will tell you how to deal with your website. This way you will come to know how to convince visitors to make more conversions.

Take lessons from CRO Experts:

You must get knowledge from CRO experts for proper implementation. An expert will guide you how to increase the rate of conversions. At the initial stage, you should seek for expert help.

Website Elements That Affect Performance of CRO

There are lots of website elements that influence to improve conversions rate. These elements depend on your type of website and value proposition. However, you can focus on few most important elements that have a great impact on CRO.

Headlines:

This is the primary anchor to attract visitor’s attention. Headlines most of the times determine whether visitors will read content or not. Headlines should be short, simple and pinpoint.

Poorly structured headlines could lower conversion rate. Click To Tweet

Important texts:

After headlines, texts for the content play the important role to grab attention. Texts in the contents should let visitors scan quickly and make them understand without wasting many times. Short texts can make visitors understand easily.

Call to Action:

This is the option through which your website generates a lead. ‘Call to Action’ button has a great impact on CRO. Attractive and unique wordings on call to action button can make visitors take action.

Sometimes slight changes on color, placement, size, and style can improve its effectiveness.

Signup or Registration Page:

This is the final page where visitors actually become leads. Your sign up form or registration form should be impressive and easy to fill. Complicated form format may make them quit your page.

 

Effective Ways of CRO for Lead Generation Websites

There are numbers of advertisers who are looking to boost their ad campaigns. If you use Google Adwords or any other platform to run ad campaigns, then learning the art of CRO the right way could prove to be beneficial to you.

The steps mentioned below help ad campaigns get the desired response on the landing page. If followed correctly, it will help you increase ROI and lead conversions by at least 10%.

Just driving huge traffics to your website is not your goal. To generate more leads you need to concentrate on visitors’ onsite experience optimization. As CRO is still not popular you must jump onto it to win the market.

You need to have a balance between the number of visitors and the conversion rate. It is thus crucial to attract targeted and potential users instead of on focusing merely on increased traffic.

Here are some essential tips you need to keep in mind in order to run a successful ad campaign in term of conversions and lead generation.

1.Optimize website for mobile

According to a recent survey, mobile devices are responsible for about one-third of the overall web traffic lead generation.

Keeping your advertisement mobile friendly will automatically generate more traffic which in turn will increase the conversion rates.

As huge numbers, people use the internet over mobile. To expand your business you should reach them. Your mobile-friendly website would reflect better user experience through the small display.

Your website must have responsive website layout or you may design a separate website for mobile display. There are lots of handy tools available in the market.

They can help you convert your website into mobile friendly one. Some of them are free.

The mobile version needs to be easy to access and not too complicated. Mobile users look for convenience and easy access to information.

Always keep your contact details on the website as a text. This makes it easy for a mobile user to get in touch with you.

The easier the information is on your website, the better it is for your conversion.

2.About Us Page

Your website’s about us page can take you a long way. Don’t fill it up with loads of contents. Long content appears to be boring and very unattractive. You need to understand that you are not the only one in business here.

There are a number of other companies, which could be your potential competitors. You have to think a step ahead of them in order to stay ahead in the game.

Customers love to know the face behind the business, which is what any ‘about us’ page should be all about. Include pictures of the main members in your company and put it up on your about us page with a picture of them.

Pages with creative about us pages are known to have higher conversion rates in comparison to the ones that have loads of content filled up.

It has been noticed that an attractive and potentially informative about us page can influence conversions. Furnish only that information that can satisfy user’s needs. It means you should make them feel you have all the ingredients that can effectively fulfill their requirements.

Try to showcase your experience through this option. About us, the page must make visitors feel comfortable to be associated with you.

3.Take Off Submit

It’s old, boring and it sounds more demanding than requesting. Get creative and use something more interesting. If you want them to call you, then a line like “Give us a call” sounds better.

If you want to get in touch with them then a line like “Let’s talk” or “Get in touch” sounds so much better.

Give a convincing name on submit button.

4.Past Work

With the amount of competition in the market today, it’s only obvious users look for the best and most reliable services or products available. If you’ve been around long enough you can include the number of successful customers your company has catered to, if you’re new don’t fret – reviews work just as well.

Visitors always want to know how much success you are with your customers. There are two best practices to display success stories-

Testimonials:

The testimonials showcase your past clients’ experiences. Testimonials are actually social proof that displays third party experience with you. Visitors want to know what others are saying about you.

And if your past clients are giving positive certificates about you then it will be easy to win their interests.

Business Case Studies:

This is another important way to display what you actually did with your past customers. Showing Case Studies is a direct reference to your business.

5.Trust Factor

Every visitor is looking for some assurance about the reliability of your company. Make sure you add logos of all the certifications, accreditation or approvals your company has. These logos are known as trust symbols.

They help your visitors feel more confident about your products or services. These simple trust symbols can take you a long way in increasing lead generations.

Having social media business pages is another must have a factor to win visitors trusts.

Give visitors some assurance about the reliability of your company. Click To Tweet

6.Visibility of Content

Do not play with the color or the font on your website too much. Always aim for a light background with a dark font.

Mixing the two is not a good idea since different browsers and devices will load the page differently. Your fonts could also get covered up behind a background that is similar to its color.

If a user can’t read your website properly, they will lose interest and leave without leaving their details. This means you will loose leads. Place images correctly so they don’t overlap the text on the page.

Always match your website color with your company’s brand color. Better page appearance gives better user experience.

7.Page Load Speed

The speed your website takes to load makes a huge difference when it comes to lead generation. Always make sure you have a light website that loads quickly irrespective of a slow internet connection.

Visitors tend to get annoyed with sites that don’t load within 3 to 5 seconds eventually lose interests. Your website must load in favorable time.

8.Clear Call to Actions

A visitor doesn’t take much time in deciding whether or not he wants to stay on the page. They usually decide to stay or not within 5 seconds.

You need to grab their attention in these 5 seconds which is why you have to include a clear and loud call to action.

In less than 5 seconds a website visitors decide whether they want to leave or stay on the page. Click To Tweet

Tell them what you want from them in a subtle but clear manner.

Make it easy for them to understand why they need to click on the call to action button.

Always maintain a short form format. Placement of call to action button plays another important role. Run A/B testing for Call to Action to get a better result.

9.Keep Form format short

Again time is the key factor to make visitors take action. Longer form format will consume more time and that is why visitors will be more likely not to fill your form.

If your form is going to take more time span, you are surely going to lose some sure conversions.

If your requirements make the form longer, effective way is to cut the entire form into separate steps. Let visitors accomplish the first step to fill your form. Then they will be comfortable to fulfill next steps.

Do not ask the same thing to visitors more than once.

10.Clustered Text

If there’s one thing users hate, it’s to see an entire write up which looks long and boring. You don’t need to cut down on the words; you just need to break it up.

Try to bold the lines that are catchy and important and let users choose what they want to read.

If there are longer texts then use paragraphs as far as possible. Do not forget to use header tags. These tags separate topics and provide comfort to read.

Try to bold the lines that are catchy and important and let users choose what they want to read.

Let the readers easily find the appropriate points what they are actually looking for. If it takes a lot of times to find the pinpoint then you will definitely lose possible conversions.

11.Website Design

The look of your website is essential. It needs to appeal to visitors and it also needs to let them know what you do. Choose a layout that represents your company the best way possible.

Always ensure the website is user-friendly and fast to access. Click To Tweet

If you have multiple services, break them down. Use hover over setting for multiple services. It will make visitors easily find the thing what actually they are looking for.

Your whole website must be neat and easy to navigate. The website layout must be so convincing that can provide better onsite experience. Your website design should be attractive in term of user accessibility.

12. Heat Map Analysis

This unique feature allows you to see what users clicked on most and what part of the page appealed to them most. You should know what points are actually generating conversions.

If particular tabs are getting enough clicks then place them just after ‘home’ tab. And give importance to optimize those pages. Heat map analysis tells you about the performance of different segments on your entire website.

13.Use Your Experience

After you’ve spent some time with your website data, you will understand what works and what doesn’t. Combine your thoughts, experiments and results to see what works best for your business.

Google Analytics can help you keep track of your changes and the results they deliver. Try new things and see what works best to increase leads.

Increasing leads is not a tough job if done correctly. Just use the right methods and advertise correctly.

14.Set Micro Conversions

If your lead generation website has only one form i.e. Contact Form, then this is the only option to generate conversions for your entire website.

You must multiply the opportunities of conversions by introducing separate micro conversions goals.

The micro conversions may layout like, another separate form to let visitors download the e-book, download a white paper or subscribe to the newsletter.

This separate form options also give you information about the lead. And they also increase chances to generate more conversions.

You must multiply the opportunities of conversions by introducing separate micro conversions goals. Click To Tweet

Final Insights

Conversion Rate Optimization is not tough and easy to use. Above discussions on CRO will definitely help you increase website conversions rate. After all, again you must know that it is not amount of traffics that determine your profit but it is the amount of conversion.

Try to get a proper understanding on CRO through this discussion. And increase your business profit using CRO right way.

You may also use few website tools to analyze your website performance. Most effective tools are Website testing, Web Analytic, and Visitors Feedback.

Once again success does not come overnight. You should go through several testing. CRO is a continuous process and that is why you must keep going with CRO.

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

How to Get Maximum ROI From Limited Budget PPC Accounts

You’re a small budget PPC account holder

Your earnings are at low now

And you always feel that your what you have earned would have been more if you spent more.

Such insecurities of low budget PPC account holders are not something new, it pushes them to spend more in order to earn more.

The key behind incurring more from existing plan is simple and requires your power of analysis along with knowing what to keep and what to leave.

First of all, you need to know how to prevent overspend and then learn to track daily budget.

How to Prevent Overspend?

The easiest way to prevent overspending for limited budget PPC is to make campaign offline. But it really opposes the theory of business marketing.

True Business theory always tries to get the best out of the poor situation. By going offline you actually array advantages for your competitors.

You just have to prevent going over budget using budget settings.

For Google Adwords campaigns you need to decide your daily budget and multiply it by 30 days to get the value of expected monthly spending.

Google can spend around 20% more of your daily budget. You can read more on Why costs might exceed your average daily budget at AdWords help center.

Your daily spend may vary so you need to keep checking your daily spending and make budget adjustment as per spend.

Google also lets you share your total budget across all your campaigns.

For Bing ads, you can select either monthly or daily budget. When your monthly budget will be exhausted Bing will pause your campaign. The daily budget enables you to set monthly spend based on daily budget.

Use Standard Bing ads option to display your ad throughout the day depending on your budget.

For both Adwords and Bing Ads, you can also select Ad Delivery to Accelerated pacing to run your ad on all the possible auctions until the daily budget gets exhausted.

Track Daily Spending

To prevent your budget from being exhausted you need to track the daily spend. It also helps you set your daily target to spend.

It is very important to be conscious of daily spending for the adjustment of daily budget and bids.

Compare day by day spending. The average daily traffic will give a clear idea to allocate your budget accordingly.

Do not forget to calculate spending against the ROI. As per ROI target and the market situation you can drop down or expand your budget. You must track your monthly goal on the basis of the relative daily result.

The ultimate goal for bid and budget adjustment is to get the maximum ROI. #Adwords Click To Tweet

You need to have clear idea on ROI before getting maximum ROI from a limited budget.

Understanding Revenue

Most of the campaign owners treat campaign optimization on the basis of CTR or Conversions. They value the displayed ad performance and keywords as the best metric.

You can simply treat increased conversions as a success for your campaign. But this is a part feature of success. When the improved conversions generate maximum revenue you call it an overall success. The reason behind running Adwords campaign is same as other marketing aspects and that is ‘to get maximum ROI’.

The calculation of ROI = (Profit – Spending) ÷Spending

When you are placing PPC campaign the revenue is calculated as per the total cost you bear including campaign cost and other costs.

Three Best Ways to Calculate Return

i) Return on Investment (ROI):

When you minus profit from cost and divide it with cost you get ROI.

If you are selling products using PPC campaign, the spending on PPC campaign is not the only investment. You must take into account the cost of the entire order process.

In lead generation PPC Campaign there are several costs to be included. Other than spending to run your PPC campaign you need to count costs linked to landing pages creation, banner ads creation, website maintenance and much more

It means when you are calculating the investment cost you should not calculate the advertising cost solely. You need to include other factors other than the click costs.

ii) Return On Ad Spend (ROAS):

To calculate the success of a PPC campaign you must take the ROAS into account. The calculation is as same as the calculation of ROI.

To get the exact amount of ROAS, minus PPC revenue from PPC cost and divide it by PPC cost. Click To Tweet

Let’s take an example if your revenue from Adwords is $1000, and you paid $500 for Adwords clicks cost, then your ROAS would be

= $1000 revenue – $500 cost/ $500 cost = 100%

Most of the advertisers identify ROAS with ROI. You need to have clear idea on ROI and ROAS to calculate actual revenue.

A smart campaign manager always considers ROAS to optimize the PPC campaigns. It is also great to utilize the metric ROAS in bid optimization algorithm.

iii) Cost per Acquisition (CPA):

This is the most effective metric that should be considered above all other metrics. Some people call it in a fancy way- Cost Per Sale/Lead.

This metric shows how much you have spent to acquire a new client. Advertisers always run to get lower CPA as much as possible.

In PPC Campaign you run an ad in expectation to get lots of potential customers.

When you divide total Campaign cost with a total number of conversions you get CPA. The Campaign cost should include the setup cost also.

Tracking CPA is very much essential because it reflects the actual figure of ROI.

Calculating CPA will help you to judge how much you should spend for your campaign. Click To Tweet

It is very simple. When you can find out how much you spent to get a new customer, you will know how much you should spend for the entire campaign.

There is no single way:

You cannot calculate your total revenue just using a single method and can never guess which metric is best for you. You can use the metrics for different campaigns altogether.

However, you must not use different metrics for a single campaign. You need to implement only one method for an individual campaign to calculate revenue.

Stop Counting Extra Expenses- Follow These 15 Tips

1- Try to Use Exact Match Keywords

Maintain your focus on exact match keywords as it lets you have control over query matching and keyword.

It reduces CPA and use of modified broad match variation keywords provide support to the performance of main top-performing keywords.

Match type is very important to determine the visibility of your ad. I found that for limited budget campaigns exact match and phrase match bring the best result. As match type eliminate unqualified clicks you can have control over your spend.

It also prevents your ad visibility on irrelevant terms. Exact match is really helpful to generate revenue from your low budget.

You should avoid using generic keywords. Highly relevant keywords can show good results for your smaller budget.

2Don’t Create Too Many Campaigns

You are a small account holder and smaller numbers of campaigns would work for you. You need to research well before jumping on various campaigns.

Running too many campaigns dries out your budget without giving significant results. Click To Tweet

Deeper ad groups, 1-3-structured campaigns suit best and try to explore shared ad budgets from AdWords.

It is a popular practice to run different campaigns to target different services and locations. However, my advice is not to go with this practice for your limited budget.

You can concentrate on certain terms and bid higher to get maximum business.

3- Keep Poor Performing Keywords Away

Poor performing keywords should be left with their own ad groups or campaigns. It will make your high performing keywords remain untouched.

You need to find out which keywords are eating most of your costs and not giving conversions. They are only exhausting your budget without reflecting result.

Rest of the keywords can have very few clicks due to these keywords.

When you find out those fatty keywords that are eating your budget you must pause them immediately.

This move will ensure savings of your bucks.

You must focus on ROI metrics at the keyword level.

High traffic keywords cannot always bring great conversions Click To Tweet

It is not smarter thinking to be happy by observing some keywords are bringing huge clicks. You should consider if they are really able to bring conversions.

This is the time to work with other keywords in the ad group. You will come to know that other keywords may bring better conversions. You must get out of spending on those costly keywords.

Analyze your data and find which keywords can bring more conversions.

If you think that keywords are relevant to your term then reduce the maximum CPC. You can also set a bid limit to maximize clicks within your low budget.

My experience suggests that the generic keywords drive unqualified clicks the most. So, you need to eliminate those nonperforming keywords to optimize your revenue.

Limit your keywords as much as possible. A lot of keywords may not be healthy for your low budget campaign.

4- Segment Ad Groups by Their Performance

Time is money; so don’t spend it on managing low performing ad groups. You need to spend your maximum time to ad groups/keywords which are giving you conversions.

Grouping low and high performing ad groups let you channelize your efforts, money and time on the right direction. Also, it generates opportunity of embedded negatives.

There are some ad groups and keywords that are not showing good performance.

You need to segment poor performing keywords in a new ad group and vice versa. Click To Tweet

You may run a new campaign with those poor performing ad groups and must be sure of the fact that the new campaign should be affordable within your set budget.

Do not compare the high traffic campaign with the low traffic campaign generally. Try to find out the performance of a campaign on the basis of associated budget.

It is meaningless to take out those nonperforming ad groups to save your spending. You need to think alternatively to make them perform. Try to find out why they are not performing and eliminate the reasons.

Segmentation on performance helps you achieve a good quality score, which actually leads to handsome revenue.

5- Don’t Miss to Use Branded Campaign

Branded campaign has much higher conversion than others and it is proven the fact.

So, sometimes, if possible, opting for branded campaigns would fetch your dollars when you are tight with cash.

Users notice them much easier and once recognized, users are likely to hit your brand whenever they see it.

In B2B Brand Campaign reflects multidimensional benefits. Brand Campaign is likely to fetch more conversions. It will also help you fight against your competitors.

Branded Campaigns will gain high CTR along with good quality score Click To Tweet

Brand campaign is a good idea for the popular brand. If you are new you can also start building your company brand name. As you are using your own brand name as keywords, you don’t have to pay much for bid.

6- Give Priority on Search Network

You have two networks, where your ad will be shown- Display Network and Search Network.

As a beginner, you cannot understand which one will serve better. However, focusing on a single network at a time will let you understand the possibilities. It will also save your money from being drained.

You may like to use both of them but as my experience suggests you should concentrate only one network. Search Network will give the best result.

Some PPC manager may argue that Display Network always work well. But you should not rush into it until you get proper knowledge.

You have to know first how to manage your ad in Display Network in order to generate revenue. Otherwise, you will soon run out of the budget.

Search Network is perfect for the first timer and for a smaller budget. This network is much easier to set up. For lower budget PPC campaign Search Network brings out a better result.

7- Geo-Location Data is Important for You

The geo-location data helps in targeting your ad campaigns to potential customers.

It is highly useful for your local business clients, who want to advertise to potential customers of a specific geographic location.

Geo-targeting is very much feasible for tight budget PPC campaign.

Most of the advertisers like to use geo-targeting because it arrays detailed targeting. As your budget is smaller and you need the maximum number of conversions your success lies on targeting the right people.

Analyzing geo-location lets you allocate your budget as per expected conversions from a particular location

At Dimension Tab Geographic will tell you particular which location is generating a greater number of conversions. You can easily maximum bid on better performing locations.

8- Lower Ad Positions are Always not Bad

Lower ad positions, 3-4, 4-5, have proven their effectiveness in both branded and non-branded campaigns.

You must not be always at the top position to acquire clicks. Displaying at the top position may give your ad maximum exposure. But you need to pay maximum CPC bid at the same time.

To reduce CPA you should have a look at your average ad position; firstly, trace out average ad position and then set your bids.

Always opt for 4-5 average ad positions for good exposure at low CPC bid Click To Tweet

I suggest you not to fight for top position because it’s not always cost-effective. You will find that further down position will be more affordable and can give good visibility as well.

Opt for a suitable position that can give you good conversions.

9- Use Google Analytics For Data Analysis

Google Analytics helps you find why your ad is not getting good conversions even after having good numbers of clicks and visits.

I suggest you implement Google analytic to point out if there is any problem with your website. There must be some issues which are preventing some clicks from becoming potential customers. As soon as you sort it out your revenue will jump up.

Alongside you must set up conversion tracking. It will help you calculate the CPA for last conversions.

CPA tells you how much you had to pay for your last conversions. You can be able to identify if you are actually paying more for the ad or not.

Google Analytics tells you how are your landing pages are performing and where to bring changes in your website. You can check your web page’s bounce rate, average time on web pages by paid campaigns visitors.

When you are in tight budget, tracking Cost per Acquisition is effective for you.

10- Quality Score Has Grave Implications

PPC Quality Score

The quality score works as a variable in your Ad Rank formula. Highly quality score results in less pocket pinch for you.

A good quality score can increase Ad ranking even if the CPC bid is low.

Ad Quality Score depends on several variables- CTR, Landing Page and Ad Relevance. You need to score good CTR along with improving landing page experience. Ad copy must have relevance to your products, services, and contents.

As a smaller budget campaign owner, you should always work to improve quality score. Quality Score will improve your ad ranking and decrease the cost.

You must optimize quality scores on all levels- Keywords Level, Ad level, Account Level and Device Level.

QS on Keywords with high CPCs must be analyzed to reduce the cost.

11- Keep Re-Evaluating Your Campaign Budget

You must keep a close eye on your budget because your budget is limited. Investment should target the campaigns that have a high return value.

Suppose, your branded ad campaign has high conversion rate and also fetching good money. This is a time when you should redirect your budget from low performing campaign to comparatively well-performing campaign.

This is how you can stay on your budget and gain more. You have to set your bid manually for more control on keywords and bid.

If by any means a certain campaign is consuming a maximum of your daily budget limit, you should lower the bid. It will not affect campaign performance and your ad will be visible for a longer period.

Track your spending on monthly basis and analyze the daily report of costs. Rearrange your budget as per the performance.

If a campaign is generating higher conversions then you should set more budgets for that campaign.

This extra budget can be taken from the campaigns that are not performing well.

12- Curtail Waste Clicks With Negative Keywords

Your valuable clicks may get wasted by unqualified clicks. Avoid this situation by launching negative keywords in ad campaigns.

These negative keywords actually block your ad from being displayed on unqualified search queries.

Negative keywords reduce clicks on unwanted search queries and increase CTR as well. Click To Tweet

Be careful while blocking anything and do keep testing if you find yourself in doubt.

If you are using broad match or phrase match then you must introduce campaign with negative keywords.

You might have experienced a good number of unqualified clicks that were eating a good portion of your budget. Negative keywords eliminate the possibilities of displaying your ad on irrelevant search queries.

You must be careful while introducing negative keywords because any wrong introduction can block the potential traffic.

You need to make an extensive list of negative keywords. A good list of negative keywords ensure quality paid traffic to the website.

13- Don’t Forget to Use AdWords Extensions

AdWords Extensions

As a campaign owner, you may have gone through some of the features that Google AdWords offers. You have a limited budget, so, you always look for some extra options that can offer possibilities of generating revenue.

AdWords Extensions can optimize your ad. Extension makes your ads bigger and provides extra information about your products and services. When you are getting these additional features, you must make them work for you.

There are several extensions available. You can select the relevant ones. Some of the valuable extensions are- SiteLinks, Call Extensions, Location, Ratings, Callout,  and Reviews Extension.

Site link extension is obvious choice irrespective of budget. It lets you redirect the traffics to some other pages of your site. This is a chance, which you can use as telling some more options about your products or services.

Study has shown Ad Extensions can increase CTR of ads by 20-30% Click To Tweet

Use site links extension cleverly to make people become your potential customers.

Skillful implementation of relevant extensions improves CTR.

14- Take Advantages from Day Parting

PPC Day Parting

You can save lots of your budget by adjusting ad scheduling metrics broken up in the day, time and days of the week.

This customization will save your CPA in the long run.

It enables you to show your campaign on specific days or time as per your business needs. You can turn off your ad from showing on nonbusiness days or time.

I usually turn on ads on peak hours and stop on slow times for the low budget clients. It saves a lot of money from being wasted and gives a considerable return.

Enabling ads on peak hours is likely to generate more conversions.

15- Too Much Testing is Not Good

Being a small account holder prepare your testing strategy carefully.

Numerous testing should not be taken place, rather keep it limited and conservative.

Continue testing if you have enough CPA to ensure failed test results.

Testing should include match types, new networks, devices, campaigns etc.

Testing is good but for the limited budget, you should limit your testing.

16- Give Importance to Landing Page

In maximizing revenue in low budget PPC campaign, quality score has a crucial role. Landing page plays an important part to improve quality score.

Your landing page must be relevant to your displayed ad and products or services.

You must convey relevancy, transparency, content clearness and easy navigation through the landing page.

The more your landing page gives user satisfaction the more likely it can gain conversions. Click To Tweet

The landing page should contain something that makes it stand out from others.

Landing page should be priorities because

  • it generates leads
  • lets you understand about the engaging prospects
  • tells effectiveness of your marketing strategy
  • lets the visitors understand your products or services at one go

Summary

Here, 16 secrets out of numerous money saving ideas have been discussed. These tips make you get the best out of your limited budget PPC.

Your curiosity and desire to excel can drive you to collect more such tips to increase ROI to your campaigns.

There are several ways to get maximum revenue from a smaller budget. As you get experienced, the new doors will open themselves.