Ever wonder why you’re getting clicks but no conversions? Many factors can lead to poor conversion rates, some of which we outlined in “Conversion Killers: Part 1.” Today we’ll continue with more reasons your searchers aren’t converting.
1. No Call-to-Action
A searcher who knows what to expect when she clicks is more likely to click and convert. So let her know what will happen! Will she be able to Buy Now, Download the eBook, or Start Saving? Always use a clear call-to-action.
2. Allowing Dates to Expire
Writing ads with promotions and specials – with specific end dates- is an effective way to create a sense of urgency and increase conversions. But running these ads past their expiration date can affect your credibility and it just doesn’t look good. What’s the solution? Do run promotions- but set yourself a calendar reminder so you’ll know when to update them.
3. Filling Your Ad Copy with Adjectives
You do want to convince a searcher that your offer has more value than your competitors’, but adjectives aren’t descriptive, and they can be perceived as superlative. To increase conversions, use more verbs than adjectives to showcase your offer. Describe your value tangibly with actions.
4. Setting the Wrong Expectations
If you are new to paid search, or if you’re experimenting with a new ad network or strategy, inform yourself before you begin. Assuming that you’ll be able to get a 70% conversion rate might set you up for disappointment. Again, you can look to your competitors for data: research click and conversion prices in your vertical. Then, determine your target ROI based on data, not gut feeling or desires. Finally, be prepared for an exploratory period.
5. Separating PPC and SEO
A comprehensive digital marketing strategy includes both, but don’t be discouraged by the work involved. Working on SEO and PPC in tandem can actually save you time, because you can use data from both to inform both programs. Specifically, you can use your successful PPC keywords to build your SEO keyword list. For more on this, read our best practice guide: PPC and SEO Working Together.
6. Taking a Vacation
Your campaign needs constant optimization. Leaving it alone, even just for a few days could result in your ad position slipping. The market is constantly changing. For an optimized campaign, you should log in every day, look at the data, add keywords, refresh your ads, and adjust bid prices.
7. Not Testing
Paid search is exceptional because it gives you all the tools you need to test your messages, built right in. You can A/B test ad copy simply by writing multiple ads for each ad group. The ones that perform best will deliver clicks and conversions. If you’re not using this information to inform campaign changes, as well as online and offline branding on other channels, you’re making a mistake! Here’s a simple way to test ad copy: write four ads for each ad group. Vary the subject lines in two ads, and the call-to-action in the other two ads. After two weeks, rewrite the ads that didn’t perform as well. Rinse and repeat!
Photo courtesy of Flickr user ibtrav.
