Too often, pay-per-click (PPC) marketers and business owners are focused on the wrong metrics. A high number of ad clicks are significant, but what matters, in the end, is conversion rate. The conversion rate tells you the percentage of users who purchase on your website, sign up to your newsletter, and perform vital interactions that turn them into customers instead of passing visitors. This is important because a high conversion rate could translate to profit and new clients for business owners. Across different industries, the conversion rate averages at about 3.75%. If you believe yours to be under this, there may be some PPC management tweaks you need to do to improve this number. Here we provide various tips on how to use PPC to improve conversion on your website.

Improve your landing page

If you’re getting a high number of ad clicks but a low conversion rate, the culprit might be your landing page. The landing page is the first thing people see when they click your link. Thus, it would be best if you optimized it as much as possible. This could mean hiring a professional graphic designer to make the page visually pleasing. 38% of people stop browsing if they find a site unattractive, so if you want potential customers to be reeled in, ensure that your landing page is designed well.

The creation of your landing page should have a clear goal. It should not overwhelm the user with too many options. Headlines should be short and sweet and have a call to action, so users know what to do. The landing page should also match the text from the ad. If the ad was promoting a sale of a specific product, your landing page should reflect that.

Keep track of your conversion rate

Good practice in PPC management is to keep track of the conversion rate. If you’re testing a new strategy, this metric will help you determine if the effects are favorable or not. This also enables you to identify if your keyword selection has gone stale and needs refreshing.

To help with this, make good use of online analytics tools. Most free software will already have conversion rate monitoring built into them.

Consider remarketing

Remarketing refers to repeatedly showing tailored ads to select users. These people could either be those who already visited your site or abandoned their cart. Seeing your ad again grabs their attention because they’ve already encountered your site before and may still be on the fence about buying something. Curiosity can make them click on your ad again and hopefully follow through with a purchase.

Remarketing can also backfire, as customers could get annoyed with seeing your ad repeatedly. Run experiments to determine a reasonable frequency at which you’ll display your ads to potential customers.

Remove negative keywords

Negative keywords refer to keywords that aren’t bringing as many conversions compared to others on your list. An example of this is keywords that may have fallen out of style, like “bling” to refer to jewelry. Marking them as negative keywords and removing them from your list of keywords helps save money and gives you room to plan different keywords that may be more profitable.

Make great use of PPC management

These are the tips to make great use of your PPC management to increase conversions. It also helps to work with professional marketers to ensure your PPC strategies are on the right track. Constantly monitor your PPC campaign to avoid losing money on unproductive keywords or ineffective strategies. The key to profitability with PPC is to stick to your budget, and know when to pull the plug on a strategy with poor ROI.