Maximizing Conversions

Hello! Today, I wanted to share some tips on how to maximize conversions. Getting plenty of clicks is definitely step one but that does not necessarily translate to tangible business progress that conversions provide. Ultimately, it usually is more important to maximize on conversions even if that means less clicks. A successful conversions campaigns means your ad is hitting your target audience really well. At the end of the day, it comes down to quality over quantity. 

Firstly, using geotargeting is extremely beneficial. Using negative bids on areas that your target market is not located in will allow you to spend less on the wrong target and more on the right market. For example, if your ad is promoting a personal heating device, it may not make sense to promote the ad universally across the nation. Instead, it is wiser to avoid places in the south, where the temperatures are already warm and people are unlikely to buy the product. This way you can spend more on marketing the ad to people in the east coast or in the Midwest  where temperatures are colder an thus home to the ideal target market.

Next, it is also very crucial to make all ads optimized for mobile devices. Many people use their cellphones to surf the web. Mobile use is the most probable way people will see ads. Therefore, it is imperative to have a landing page and ad that is firstly mobile friendly. Look at historic data and see what platform your audience is using. It will likely be mobile and if it is create a new ad that is solely for mobile optimization. 

Another tip is to not use the home page as your landing page. The home page typically contains general information that is not specifically catered towards a certain target market, thus resulting in less conversions. Instead, try to match your landing page's material with the content on your add. This will boost your quality score by making the ad more relevant. For example, if you have a makeup brand and place an ad about lipsticks, it is wiser to make the landing page one on lip product sales verses the generic home page  that does not have immediate appeal (to the clicker of the ad on lips). 

Other ways to maximize conversions is to specify keywords and use negative keywords to avoid the wrong target market from viewing the ad. Also, putting the keyword in the landing page URL will help make the ad more relevant to your site. Lastly, focus on improving ad rank. This means work to increase bids and quality score so that your ad appears closer to the top of the page and before competitors.