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A Guide to PPC Conversion Rates

A Guide to PPC Conversion Rates

PPC is the most popular model of internet marketing. As per this model, advertisers pay a fee each time one of their ads is clicked. Called as Pay-per-Click model, it is a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is the most popular forms of PPC. It gives access to advertisers to bid for ad placement in a search engine’s sponsored links. This is the first link that pops up when someone searches on a keyword that is related to their business offering. 

Conversion rates are considered to be the most common metrics that PPC campaign runners focus on. But it is important to know that it is a strong indicator of the ad’s performance. It is calculated using the number of conversions you get divided by the number of users who click on the ad and they ultimately visit your website or landing page. Conversions are considered when the users take the specific actions that you’re optimizing for. 

This can mean sales, but purchases aren’t the only type of conversions that advertisers are prioritizing. 

The types of conversions are:

    •   Generating sales
    •   Submission of lead generation forms
    •   Subscriptions to a blog or video channel
    •   Registration for an event, signing up for a free trial and more. 

What does PPC Conversion Rates signify?

The conversion rate mainly signifies how successful an overall ad campaign is during its driving action. Consequently, this tells how effective your ads are when paired with your landing page or website. 

What are the problems associated with PPC Conversion Rates? 

If the ads have high click-through rates but low conversion rates, then it’s a signal that there is a disconnect between the ad and the landing page. 

If you notice this obstacle then probable causes are:

    •   The landing page doesn’t align with the ad you’ve created.
    •   Offers that aren’t visible on the landing page. 
    •   Weak landing page
    •   Inappropriate language
    •   No CTA button
    •   Slow-loading landing page
    •   Complicated to navigate

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Tips for PPC Conversion Rates Optimization

These tricks and tips can help you to make sure that you optimize the conversions and drive the highest results from the PPC campaigns. The tips are:

  •   Provide relevant information in your ads.

It is important to give relevant and maximum information to the users. They should get exactly what they are looking for. Adding non-sense or irrelevant information drops the conversion rate drastically. 

  •   Check your site loading speed. 

It is important to check the loading speed at regular intervals. Slow speed could impact conversion rates and sink them. This is true for all the PPC campaigns. Look for elements that are slowing down your site and get rid of them. 

  •   Create relevant and targeted ads.

Importance of resonating campaigns with the target audience is paramount. This can increases the success of your ad campaign tremendously. This can be done by categorizing audience segments. Also, use retargeting to re-engage customers and boost overall conversion rates.

  •   Don’t neglect other metrics. 

Having a strong conversion rate is good, but that’s not enough. Therefore, it is important to optimize your entire ad campaign for conversions. Keep a check on other metrics like cost per conversion, cost per click, etc.  If these costs are too high, then your campaign wouldn’t be a success overall. Keep an eye on your campaigns to make sure that you’re spending on clicks lines up as well. 


Maintaining strong conversion rates is in direct relation with profitability and ultimately, indicates campaign success. This should be in accordance with other metrics. Taping conversion rates can also be useful as you can troubleshoot issues in your funnel and determine what can be done to improve results from the PPC campaigns. 

 It is important to note that conversion rates do fluctuate based on other factors like location, industry, purchase value, etc. The longer the funnel, lower the initial PPC conversion rate will be.

However, retargeting can help boost overall conversion rates, making up for the different and increasing your overall ROAS, so make sure it’s a part of your PPC mix.

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Tips to Boost the Performance Of PPC Campaigns

Pay per Click (PPC) Advertising is one of the most popular methods of advertising and also the most effective one as it generates immediate and qualified traffic that is on the verge of converting. PPC has the power to display the ads to a highly targeted audience at the exact time when they are actually looking for your product or service. However, a tiny slip-up here or there and the entire campaign can lose its worth.  Therefore, it requires hard work, strategic thinking, proper planning and constant monitoring to achieve the set goals.

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These tips can help you to boost the performance of the PPC Campaigns:

1.    Track Everything

The best feature of this form of advertising is that it gives complete discretion to the advertisers to see where each and every penny of the business owner is going. He/she can even count the expenses incurred and revenue generated by tracking conversions, know which keywords and ads are producing the best results. Everything can be easily tracked. These figures are important to analyse and adjust constantly. Little changes with the passage of time can make huge and overall improvements, thus lowering CPCs.

2.    Optimize The Quality Score

Quality Score is the estimated quality of the keywords, ads and landing pages. When all of them are in correlation, it gives a better search experience to the users and this is rewarded by Google with an improved Quality Score. Consequently, this lowers the costs. So, each advertiser should focus on Click through Rate, Relevance of the Ad and Landing Page. And for these, the keywords and the ads should be highly relevant and must have a direct correlation.

3.    Remarketing could be a boon

Remarketing can be really beneficial for PPC campaigns as that allows the advertisers to show their ads to the users who have already visited the website in the past. This is a great way to increase the overall conversions as remarketing campaigns only shows the ads to the targeted audience who have previously shown some kind of interest. It also helps in connecting with the past visitors who are more likely to convert into a lead or sale. This is one of the best strategies which tend to have a higher conversion rate.

4.    Perform Competitor’s Analysis

Knowing about competitor’s strategies, strengths and weaknesses is a way to be one step ahead. It provides a plethora of information about your competitors to the advertiser. This not only helps in staying updated, but also the PPC campaigns can be upgraded to have an advantage over the competitor. The analysis could be done manually or by using some technical software.

5.    Optimizing Landing Page

This is in relevance to the Quality Score given by Google. Google’s Quality Score is a numerical value between 1 and 10. One of the parameters is related to the landing page and the number of keywords present on the landing page. Higher the Quality Score, lower is the cost and it directs more traffic due to relevant keywords on the landing page(s).
These tricks open up more scope of improvement which ultimately improves the performance of the PPC Campaigns. Taking care of loopholes, improving the Quality Score, optimising the landing page are some ways to boost performance and add more to the number of conversions.

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