As a digital marketer, you’re always looking for ways to increase your PPC conversions. Effective campaigns are even more critical in an economic climate where every advertising dollar matters. Spending more and more to try and increase volume isn’t an option for most businesses. Post-click optimization is the most cost-effective way to increase your conversions (without blowing your budget).
In this post, we’ll explore how to increase your PPC conversions without increasing your ad spend.
What is a good PPC conversion rate?
To achieve a great PPC conversion rate, you need to know what “good” looks like—and beat it!
According to a study by WordStream, the median landing page conversion rate across industries is 2.35%. The top 10% of advertisers — who Larry Kim refers to as unicorns — convert at 11.45%.
But companies that use Post-Click Automation see much higher conversion rates. High-performers achieve conversion rates over 35%, while average performers hover between 10% and 20%. Only underperformers convert below 5%.
The lesson here is that conversion rates differ by not only industry and target audience, but also the technology at your disposal. So, do your research, explore past benchmarks, and set goals specific to your business.
How much should you spend on PPC?
No two businesses or budgets are the same, so there’s no “right” answer to this question.
Take these factors into account when determining your PPC spend:
- Industry and competition: How much you pay depends on demand, revenue from conversion, and competition. Do some research on your industry’s average CPC to get a feel for demand and competition in your niche.
- Business goals: Your goals are a crucial factor in PPC budgets. Looking to see aggressive short-term growth? You’ll have to be willing to spend more on both volume and conversion optimization.
- Channel split: Consider how valuable PPC is to your wider marketing strategy. How much growth opportunity is there across your other channels, such as organic social or search? If there’s little room for growth from organic channels, you’ll find growth relies heavily on PPC spend and performance.
- Target ROAS: Determine what return on ad spend (ROAS) you need to hit to be profitable. You need to know your break-even point before deciding how much you can afford to spend per click.
Measuring PPC success: Are clicks all that matters?
The term “pay per click” (PPC) puts all the emphasis on ad clicks. Clicks are the most notable metric because that’s what you pay for, right? Wrong. That would be a great model in an ideal world where all clicks ended up converting. But the reality is that clicks don’t equal conversions.
If you focus solely on clicks, you’ll see average PPC performance at best. To achieve revenue growth, you need to move past the “get-more-clicks” mindset and start focusing on converting those clicks into paying customers. That’s where post-click optimization, or “landing page conversion rate optimization,” comes in.
How do you optimize PPC ads for conversions?
You may feel like you’ve tried everything to improve your PPC performance, but there’s always more to do when it comes to post-click optimization.
Before you start trying to optimize, take these steps:
Understand and outline your customer funnel
It’s essential to understand your marketing funnel before you undertake any marketing initiatives. In a fast-changing world, the traditional funnel faces constant disruption, so assess it regularly.
Find your current PPC conversion rate
If you’re looking to improve your performance, you need to know your current benchmarks. Find your current PPC conversion rate and compare it to industry averages. Doing so will help you set goals and targets.
Ensure you have correctly set up your tracking
Success is only real if you can measure it. Decide what qualifies as a conversion, then make sure you’ve set up your analytics and attribution model to measure PPC success.
Set benchmarks across all channels
PPC campaigns don’t operate in a silo. Be sure to benchmark your performance across other channels before making any strategic changes. You’ll then be able to attribute any cross-channel increases to your PPC campaigns.
Now you’re ready to start optimizing.
Optimizing for conversions in the pre-click stage
Clicks aren’t the only metric that matters, but they make up half of the advertising conversion framework.
Clicks drive your audience to your post-click landing pages. That’s why the pre-click phase is an essential optimization area.
Do competitor analysis
Data from competitive research can make your job a lot easier. Find out your competitors’ keywords and estimated ad spend or even the average CPC in your niche by region. At a fundamental level, some simple searches will reveal important information, such as competitors’ promotions and unique selling points.
Choose the right keywords
Searches start with keywords. Inefficient keywords result in wasted ad spend. You’ll want to exclude any negative phrases and ensure your keywords target your audience. People never stop searching, so there are always opportunities to optimize and update your keywords.
Optimize ad copy
PPC ads aren’t a visual format, so your copy needs to be spot-on to convert impressions into clicks. These copywriting components can help you improve your CTR:
- CTA: A robust call to action and the use of action verbs are essential to compelling ad copy.
- Offers and incentives: Deals or promos, especially those that are time-sensitive, can push visitors into taking action.
- Strong unique selling points: Why should users choose you over a competitor? Make sure you’ve highlighted unique selling points, such as price or features.
- Personalization: Audience segmentation allows you to create more targeted ad copy. Create a seamless, personalized experience by carrying targeted copy through to your post-click landing pages.
Peloton’s Facebook ad has a clear CTA, highlights the offer, and lets the user know why they should sign up for the free trial:
Improve your Quality Score
Quality Score helps you assess the quality of your ads. Ad relevance, expected CTR, and landing page experience are crucial factors in the Quality Score algorithm. Creating relevant, targeted ad campaigns will improve your Quality Score. But if your landing page doesn’t match the ad, it can negatively impact your Quality Score. That’s why optimization doesn’t end after you win a click.
Optimizing for conversions in the post-click stage
Most digital marketers know how to optimize in the pre-click phase. But, even among experienced marketers, the post-click phase often gets neglected. As a result, more than 96% of ad clicks do not convert.
So, what is post-click optimization?
A post-click conversion is an action a visitor takes on a landing page after they click on a paid advertisement. Post-click goals include a purchase, download, signup, or phone call. Most of your optimization in the post-click stage focuses on landing page conversion.
Create better landing pages
Your landing page experience can make or break your chances of converting customers. Various elements make up a successful landing page. Beautiful design and sharp copywriting have their place, but UX basics like page load time are also essential. If your page is too slow to load, users will bounce before they even see your content.
Some pivotal elements of landing page optimization include:
- UX: Simple and easy-to-consume designs that load fast
- Copy: A headline and subhead with concise, skimmable body copy
- USP: Clearly outlined features and benefits
- Social proof: Testimonials and reviews that evoke trust
- Branding: Consistent use of elements like colors, fonts, logos, and messaging
- Images: Strong, contextual images that don’t overwhelm your design
- CTA: Focused call-to-action buttons
This Active Campaign page includes all the pivotal landing page optimization elements. It supports a good user experience and has copy that explains the free trial offer. The page also includes customer testimonials, a customer count for social proof, relevant images, and a focused CTA button:
Provide a personalized experience
While personalization in digital advertising is a best practice, it’s still common to see a disconnect when a visitor lands on a page that doesn’t match the ad copy they clicked.
1:1 ad-to-page personalization matches your pre-click advertisements to your post-click landing pages. It’s no longer just a “nice to have”— users now expect a personalized experience.
Google also puts a lot of weight into personalization. PPC personalization affects ad rank, CPC, average position, and Quality Score.
Optimize landing page copy
Well-optimized sales copy is crucial for converting prospects into customers. Without relevant content, people visiting your site won’t understand why your products and services are a good match for their needs. As you craft your post-click landing page, include the following elements:
- CTAs: It’s essential to guide visitors through the buying journey using strategic calls to action. Potential customers need CTAs to tell them what to do next.
- Incentives: Why should your audience take the next step on your landing page? What offers might entice them?
- Unique selling points: How does your product or service differ from your competitors’? Does it have the best price or features? Succinctly summarize your unique selling points.
This Home Chef landing page copy explains how the offer works and persuades visitors to sign up:
A “first touch” conversion is a digital marketer’s dream and makes your marketing funnel much more cost-effective. But, in reality, many users don’t convert in their first interaction with your brand. Conversion can take time, especially if your product or service requires a more significant investment.
Users who don’t convert right away aren’t dead leads — that’s why follow-up is so critical. Try these follow-up tactics when PPC doesn’t immediately convert:
- Email marketing: Some PPC landing pages have multiple conversion points. A “soft conversion” like a newsletter signup shows a demonstrated interest in your business. Email collection provides the opportunity to re-engage potential customers through email marketing.
- Remarketing tactics: Just because someone doesn’t convert the first time doesn’t mean they’re a dead lead. Digital marketers have several remarketing options in their arsenal. Remarketing, through PPC or another channel, lets you re-engage potential customers who have already demonstrated an interest in your company or product.
- Surveys: Surveys or feedback forms can help you gain valuable customer insights. You can collect survey data with various methods, including running user testing. Figuring out what your customer wants and adapting to meet those needs goes a long way toward improving conversion rates.
Test, learn, and adapt
Marketers have many levers they can pull, each of which they can A/B test. Testing creates countless avenues for improvement. There’s always room to learn from and adapt your PPC campaigns for continued growth.
How Postclick supports conversion
Postclick is a tech-enabled service that combines the industry’s only Post-Click Automation platform with a team of conversion experts.
With the help of the four pillars of Post-Click Automation, Postclick helps maximize your conversions and ROAS:
- Ad mapping allows Postclick to import your Google ads account and map every ad to a separate post-click experience. From a single dashboard, the Postclick team can visualize the entire campaign to ensure it’s message-matched, personalized, and seamless from end to end.
- Automated creation enables Postclick to create hundreds of pages at once with the help of content blocks you can save, edit, and import into new pages or existing ones.
- Personalization capabilities allow for the transfer of vital audience targeting parameters from the pre-click stage to the post-click stage. With this pillar, Postclick conversion experts can ensure that every audience member lands on a page tailored to their exact personalization profile.
- Optimization and AI make it easy to improve conversion rates. Technology in this pillar will continually collect data on users visiting post-click pages — learning what they respond positively and negatively to. Then, it will automatically adjust the page layout to whatever is most likely to result in conversions.
We want to offer you a complimentary analysis of your ad campaigns. We will review your campaigns to analyze your post-click health, compare your site against industry and competitive benchmarks, and identify the most comprehensive opportunities to increase your ROAS. Our team will share insights on how to increase your conversion rates, in addition to a comprehensive competitive analysis. Request your analysis here.