How to increase Conversion in Google Ads | Strategies That Helps

In Google Ads, conversion is the essential part. This is way too important because this is the only thing that helps marketers to optimize campaigns well, create KPIs, and on the basis of conversion they move to their next strategy.

There could be a number of conversion points on the website. However, we focus more on three conversion types. Call From Ads, Call From Website, Web Enquiry. For some projects like download ebooks, register for webinars, and many more different conversion points available.

Now as we all know what is conversion and why they are important. But the question is,

Which strategy works and gives us good conversions?

Today we will discuss some strategies which could help marketers to get on board for conversions at the start of campaigns.

Considering the current scenario, Google ads is moving towards automation and artificial intelligence(AI). Google ads has introduced us to some automated bidding strategies which help us to get more and more conversions even though the campaign doesn't have any .history or account is fresh.

Broad Keywords With Target CPA

If the campaign is new and the account does not have any conversion history then you should try a campaign with broad keywords and an automated bidding strategy Target CPA.

Obviously, every strategy has its pros and cons. Here in this strategy, you will definitely get the phone calls and inquiries but sometimes they must not be valid.

Let me share one example with you.

You are running a cleaning company's campaign and there you have used the broad keyword “office cleaning”. There are more chances that your ad could be displayed on your competitor's name who is providing the same service. Like your company name is ABC cleaning and your competitor's company name is XYZ cleaning then on your broad keyword office cleaning if someone search XYZ cleaning then your ad will show there.

The same keyword could trigger your ad if someone searches for commercial cleaning machines/products.

However, Google Ads algorithm definitely tries to match with your keywords but at the same time algorithm has been told that it needs to deliver conversion with x amount of target and that is the only reason that Google may try to find clicks that are likely to convert.

Because automated bidding strategies work on the basis of auction time signals, user behavior, and many other possible signals which can help algorithms to understand which click converts.

One more thing which I would suggest here is if you apply this strategy then try to find maximum negatives before starting the campaigns as broad keywords could lead you to many irrelevant search terms.

Dynamic Search Ads(DSA) With Target CPA

This strategy exactly works like the above one which we discussed. But here, you don’t need to worry about the negatives because DSA 95% shows relevant search queries as it comes from either meta titles, description, or website content.

But make sure your account has good conversion history otherwise the conversions could be costly in this strategy sometimes.

One more thing to note here is to keep an eye on your headlines, ain't they misleading our customers because headlines also display automatically in the DSA. Split Campaigns Device-wise

Sometimes we think that we have applied everything in regards to incline the conversions but what to do next.

Our next move would be to split the campaigns device-wise.

Splitting campaign strategy would take the individual budget for each device and in this way, if you spend more then you get more conversions.

Also, one should know which device is generating more conversions so re-allocation of the budget would become an easy task.

One thing to note here is, frequently campaign managers forget to do device bidding like if the campaign is for mobile devices then the computer and tablet should be -100%.

There are a lot of strategies that boost your campaign’s performance with the help of automation. Like, If you are handling e-commerce projects then Smart shopping is my favorite answer.

Of course, it is not a blessing for everybody but I have experienced such an incline in sales after the smart shopping has arrived. Now that doesn’t mean that Standard is not helping to drive sales.

Even in standard shopping there are bidding strategies like target ROAS, Manual with enhance conversion value.

Apart from the bidding strategies, if you need to take your campaigns to the next level then create campaigns according to the product price. In this way, you can reconsider the budget, return over investment(ROI), conversion rate, and more KPIs that help to grow.

A secret I would like to reveal here from my experience is, create a good history of conversions for at least one year and then apply any automated bidding strategy. You will never regret it if you apply. But at the same stage, actively check for your seasonal changes and other factors which may affect your conversion ratio.

Above are solely my thoughts as per my experience. If someone is interested in sharing their success story then please feel free to connect. I would love to listen.