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3 tips for dealing with high CTR low conversion ads before taking them to the woodshed

By   /  August 5, 2014  /  No Comments

AdWords ads that have high click-through rates but few if any conversions are the bane of the marketing world. These ads are incredibly frustrating because it feels like you’re thisclose to success, but instead of revenue, you’re getting a dent in your head from banging it on your desk. While you don’t want to give up on an ad with a high CTR, especially since that is so important to a good Quality Score, you also don’t want to spend money, even if it’s at a discount, to keep sending people who do nothing to your site. Below are some ways to help you get your ad to start working instead of taking it out back and shooting it.

Match your ads to your conversion goals

Your ads, however short and sweet, still set the tone for what people expect when they get to your website. If your ads are emphasizing a free trial but your conversion goal is a sale, your ad could be working against you. Ad URLs are a great place to help guide people towards a particular action, with examples being domain.com/SignUpNow and domain.com/FreeShipping. If you want to lure people in with free stuff but your conversion goal is a purchase, consider attaching freebies to a purchase. Just remember that while CTRs are crucial, a low cost ad isn’t going to do much if it’s not eventually producing revenue.

Find keywords that reflect your sales funnel position and bid accordingly

Understanding where people are in the sales funnel is a huge part of ensuring that your ads and bidding match people’s intentions. If your ads are associated with people normally at the top of the sales funnel but you’re expecting sales conversions, you’re not going to have a good time, especially if you’re bidding competitively for these clicks. There are tools like Spyfu and KeywordSpythat allow you to see how your competitors are advertising, which can help you figure out what part of the sales funnel keywords are generally associated with.

Landing page

This is the trickiest part of fixing a conversion problem because the other tips involve keyword research and modifying less than 300 characters of text. Even small landing pages have a huge number of working parts, including images, text, calls to action, color schemes and the placement of everything. If everything else is working seamlessly, your ads are associated with the right keywords for your sales funnel position and are not misdirecting your visitors, your landing page is likely to be the cause of your trouble.

Writing about all of the ways that you can change your landing page would make this blog post resemble Russian literature, but if landing pages are your Achilles heel, I’d start testing, redesigning and looking at other pages you have (or that your competitors have) that do convert well and emulate them.

From our linkedin friends:

Write low CTR ads that convert at a high rate. Put some sort of qualifier in depending on the application. If you can’t do that then reduce the amount of traffic on the keywords. What is it about that ad that makes people want to click on it? Are the clicks on that ad relevant to when you are marketing? Take a look at the search terms and find out.
corryCory Risseeuw

I would look at the low converting keywords and see if they are assisting other campaigns.I like to add the “Assist” column in Google AdWords. This helps with the problem of last click attribution.
corryJason Hamblin

High CTR and Very low Conversion represent that “user/visitor” need to do more & more research before purchasing the product/ service whatever am i advertising. You have to check your search funnel in google adwords to find out the user flow, also in google analytics. We can estimate anything in that stuationa as that particular user can be converted through Re marketing/display/other paid campaigns or even he/she jst came directly on the website and covert. So, we cant leave those keywords also. but may change low down the pricing. :)
corryEkta Singh

  • Published: 7 years ago on August 5, 2014
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  • Last Modified: August 14, 2014 @ 7:00 pm
  • Filed Under: Google

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