Conversion Rate Optimization News

Find The Gold In Your Search Query Report

Let’s face it, the thought of analyzing your search query reports each week doesn’t get the juices pumping for most Google Ads Marketers. Trawling through rows and rows of search terms, trying to find something to help you optimize your account.... YAWN! But, i’m going to tell you something you may not believe. I reeeaaaallllly love search query reports. The thought of working my way through all of those search queries really gets me fired up 🔥🔥🔥 And I’m being completely serious! Don’t worry though, I’m going to tell you exactly why below. And I'm also going to tell you something that you may not already know about your Search Query Report (SQR)…... Your SQR is an absolute goldmine for your business. That’s right, a GOLDMINE! Source But I hear you cry “My SQR bores me to tears!!!” The reason i love it so much is that you can literally save your business so much dinero by reducing wasted ad spend as well as finding new sources of revenue! Here's how we analyse our clients search query reports as part of our campaign optimization. First of all you’ll need to generate your SQR : Log into your Google Ads account dashboard and select the last 7 days date range. Click on “Keywords” from the left hand navigation and then adjust to see “Search Terms” Next, filter it to show search queries where the keyword attribute “Added/Excluded" is “None” not “Added or Excluded” (this is to save time working my way through search queries that are already added as keywords or have been excluded as negative keywords). Then sort by impressions. What you are left with is a list of search queries people have used prior to clicking on your ads and arriving on your website. How To Find The Gold Search query report (SQR) analysis needs to be done with two different heads on. Head 1 : Stop Wasting Ad Spend. Yes this is Adwords Optimization 101, but If you’re not regularly working your way through your SQR looking for negative keywords, then chances are you’re losing money. We’ve literally saved our clients an insane amount of money by doing this on a regular basis. Depending on the size of the account, i’ll usually take a look through the report once per week. First of all, i’ll open textedit (or any other text editor) and create two headlines. The first one “100%” and the other “Maybe’s”). Then I’ll dive into the report. First of all i’m looking for : Irrelevant search queries. Let’s imagine we sell Life Insurance Policies and we’re using Google Ads to drive traffic to our landing page. Here are some examples of search queries users may use : buy life insurance life insurance policies life insurance quotes life insurance deals life insurance software So straightaway we can see that “life insurance software” is a likely candidate for a negative keyword. You may pick up a few conversions here and there, but it’s unlikely to be profitable in the long run. Marketing is all about relevancy and it’s unlikely that a user would turn out to be a qualified lead. As i’m working my way through the search query report, anything which i know is 100% a negative, i will put it under the “100%” list in my text editor. Anything which i think potentially could be a negative keyword, i’ll put it in the “Maybe’s" list. Pro Tip : When analyzing the SQR, always keep an eye on the conversions column too. Sometimes search queries that we think are irrelevant, may actually be driving new business. We wouldn’t want to block anything which is making money. So we may want to test using keywords that we feel aren’t definitely relevant and placing them in a separate adgroup or campaign to see if they actually make any money or if they’re driving poor quality conversions. As i mentioned earlier, I’m actually also looking for more than one thing in the report... I’m also looking for : 2.) Root keywords that aren’t converting and are spending money! These are a bit more difficult to spot. So using the same example as above, we may have the following search terms : why do you need life insurance policy why life insurance is so important how to get a life insurance policy do i need a life insurance policy So what we can see from the above example is that these are informational search queries. In other words, people looking for information as opposed to a specific service. Individually they may look relatively harmless, but when aggregated these root keywords could really be eating into your ad spend. This is because a root keyword can be commonly used in searches, but not necessarily easy to spot as a negative when paired with the rest of the search term. So when we're looking through the report, we're keeping an eye out for patterns in search queries which are receiving clicks but aren't bringing in conversions. From the above search queries we could pick out the following root keywords : Why Important How to Do I need Once i’ve finished i may have a couple definite’s and a couple of maybes. I’ll start with the maybes first. Proviso : The next steps will need you to have your Google Analytics account linked up to your Google Ads Account as well as conversion tracking. You can do the same analysis within Adwords, but you won’t be able to pair with numbers like bounce rate / time on site. To link the two, follow this tutorial. Open Google Analytics (GA) and find the search queries report. Adjust the date range to the last 90 days rather than the past 7 days (you’ll see why in a minute). You should see something like this : Image 1.0 Then we want to filter the search queries to include the potential negative words that you have found. Image 1.1 What we have now is data showing any search queries where that root word(s) has / have featured in the past 90 days - AMA-ZING! Source This is where things really start to get fun. What we can then do is see how much has been spent on search queries that include the word(s) and secondly how many conversions it has driven. Cool right? A good sign that you’re onto something is a high ad spend with 0 conversions or an extremely high cost per conversion. However, sometimes you may see a couple of search queries where there are conversions and then it’s up to you to decide if it’s worth pursuing them as new keywords or to simply add the root keyword as a negative. Pro Tip : For those search queries that aren't sure whether to add as negatives that don't have any conversions, you can look at the Bounce Rate and Pages / Session data points. If users aren’t abandoning the website straight away, then it may simply be because they need a more targeted landing page to match what they’re looking for. I love it when i find the tiniest and what would appear harmless word, to be chewing through ad spend and wasting money. Because i know once i’ve added that guy as a negative, it’s going to make my clients results in Google Ads so much better from then on. That’s why it’s really important to analyze your SQR regularly, to catch them as early as you can. Once i've done finished I’ll then pair up the new negative keywords from the maybe’s list and pair them up with the 100% list. I’ll then go ahead and add them to my Negative Keyword List, which will stop us from wasting any further ad spend on them instantly! Head 2 : FINDING THOSE DOLLARS (Hint : The Best Bit!) I’m not going to lie, this is my favourite part. This is where we find new keywords for the account that are already driving conversions, but haven’t yet been added as keywords. The beauty of this is that once you find these potential nuggets, It can open a whole new area of additional revenue for your business. Also known as Keyword Expansion, one new keyword can expand into related search queries that you didn’t even know existed! Back in the SQR, i’ll adjust the dates to the last 90 days. I’ll then make sure that the table isn’t showing search queries that haven’t already been added. Then i’ll make sure there’s been at least 20 impressions, to make sure there is actually some search volume for the query. I’ll then sort by impressions and you should then see is a list of search queries that have sent traffic to your website that haven’t yet been added as keyword. We can look through this list and see if there are any potential for new themes of keywords which we may not already be targeting. We may see some search terms which are very similar to our existing keywords and they can usually just be added to the adgroup that the search came from. And for those keywords which are similar but may contain a root keyword that you haven’t yet explored in the account, this is FUEL TO EXPLORE!!!! And because we have our data linked up with Google Analytics, we can take these search terms and measure user engagement when on the site. We can look at data points like bounce rate, time of page, session duration to see if it’s worth exploring. If we see a below average bounce rate and above average time on page, then this is a good sign. We can start to think whether we would like to start targeting these terms with a custom landing page to see if we get the traffic to convert. Finally, If there are related queries that are already driving conversions then they will usually be a no-brainer to add as new keywords. We can look to add these as to existing adgroups or create new targeted ones. So there you have it. Our framework to not only lower wasted adspend but also find new areas to target with your campaigns. And the best bit? We don’t need any fancy software to do it. Source We’d love to know about any experience you’ve had with your search query report analysis… Hit us up in the comment section below! Happy PPC’ing!!!!

27 Features of a High Converting Landing Page

Creating a landing page seems like a pretty simple task. Choose a design, make a few tweaks here and there, then you're set! Not quite. Designing a high converting landing page isn't an easy task. You have to put yourself in your user's shoes and find out What Your Users Want. You're potentially asking thousands of people to perform an action. Most of them you won't know. They'll be complete strangers. So to engage with as many of them as possible, you need to make sure that you're providing them with what they want. As well as conveying the true value of what it is you are selling. "Let's Just Copy What Works" Landing Page Design is not a one size fits all process. A landing page that works for one business, probably won't see identical results for another. Let's say you read a blog post about an ecommerce shoe store where they had a 20% conversion rate for email signups using a particular landing page design. Will that work for you? Probably not. Even if you own a shoe store website, it's likely that you'll have two completely different sets of customers. They may be from a completely different demographic, have arrived from different traffic sources or be at different stages in the sales funnel. There are a large number of possibilities. That's why it is usually best to avoid duplicating what others are doing and instead, create custom landing page designs for your marketing campaigns, created with your own research. So How Do You Create A Landing Page That Converts? Ideally, you want to focus on designing the page around YOUR actual users. Not someone else's. This includes doing qualitative and quantitative research to understand the wants and needs of your potential customers. Additionally, everything on your landing page should be tailored specifically towards a particular group of people. If you're trying to connect with too many different buyer personas, your appeal to certain audiences may become diluted. Rather than create one page for several "types" of customers, create a page for each of them. By providing a landing page specifically targeted at a group of users, you have a much better chance of them engaging due to the relevancy. Landing Page Design Is An Iterative Process Rather than Design, Build and Launch. It should be perceived as Design, Build, Launch, Test, Evaluate, Optimize, Test, Evaluate.... It's a cycle rather than a multi-step process. In this post i'm going to run through 27 features of a high converting landing page. Now this isn't to say that by implementing all of them, you are going to see a 100% conversion rate. No optimizers are fortune tellers and no-one can predict accurately how well a landing page is going to convert. All we do know is that by implementing most if not all of the elements detailed in this post, you'll have a good foundation for creating a successful landing page. In no particular order : 1.) Value proposition This is a fundamental element of any landing page and should be your primary focus before touching anything related to the design. "A value proposition is what you guarantee or promise to deliver to your consumers in exchange for their money." Source It's your unique offering. What differentiates you from the competition and what makes you great… It should be relevant to the user and be clear about what is on offer. You're not looking for an essay either, it needs to be clear and concise. From this alone, the user should be able to understand the value that they will get from using your business over your competition. If you can get this right, you'll be in great shape. Check out this great example from Crazy Egg : 2.) Killer Copy Well written copy is the foundation of any landing page and unfortunately is often the most overlooked element. As much as people hate to admit it people make decisions emotionally and then use rational thinking to justify them. So to engage users, you need to appeal to their emotions and then give them the rationale to back up their decisions. People should feel so engaged and compelled to read your copy, that they just can't take their eyes off it. In his excellent book "The Adweek Copywriting Handbook", Joseph Sugarman writes "Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide." Once you have the user on the "slide" you can direct them towards your conversion goal. 3.) Professional Images (Hint : Stock = Bad) Let's get this straight. Cheesy stock images aren't going to do you any favours. You know the images that i'm referring to, the one with the girl, in the office, smiling on the headset. Do you think this would have a positive impact on your conversion rate? I'm not so sure. What this is potentially doing is raising alarm bells in the users head as to why you're using a stock image rather than an actual photo of one of your own employees…. People have been browsing the web for long enough now to pick out a stock photo when they see one. Obvious stock images lowers trust. And when trust is low, the conversion rate usually follows. 160 Driving Academy found a 161% lift in conversions when they tested a photo of a real student against a stock photo. Case study from the guys at VWO. So when you do imagery right, the impact can be significant. If you're going to use images, try and use your own photos or custom graphics. If that's not an option, try to keep the 'cheese-o-meter' to a minimum! 4.) Web Analytics Web analytics give you the ability to track and report on the traffic that arrives on your landing page. By implementing analytics, you can start to monitor your KPIs and get a measure of your performance. Some of the top data points you will be able to measure are : New Users Sessions Conversion Rate Bounce Rate Exit Rate Time on Page Using this data you can make comparisons to other landing pages or even segment the data and see how it varies between different user groups. Google Analytics is a very popular free analytics tool. Check out this tutorial from Moz on how to implement it. 5.) Google Event Tracking You should be starting to notice a pattern. Knowing what users are doing on your landing page really helps towards being able to perform Conversion Rate Optimization. Another way to do this is through Google Event Tracking. What this allows you to do is track user interaction with elements on a page. This data is then fed into Google Analytics. What can you track? Pretty much any interactions… Some of the main ones are : Video Interactions (Play, Pause, Duration Viewed) Downloads Of Files Clicks of Buttons Form Submits From this data you can start to measure the impact these events have on your landing page KPIs from Google Analytics. 6.) Live Chat Live chat is a brilliant way to provide human interaction on a landing page. Not all users will want to convert straight away, some will have questions and concerns prior to moving to the next step. By implementing live chat, users that reach out to you with questions can usually be answered relatively painlessly. 55% of US Adults are likely to abandon a site if they can't find the answer to a question. So it's also great for users who may not be able to find the answers that they need before converting. As you begin to start answering users questions, positive outcomes should help lift your conversion rate. You will also be able to analyze the responses and find out if there are any common questions being asked. If there are, this is a prime insight for content to be included on your landing page. Intercom and Olark are providers in Live Chat software as well as many others. 7.) Exit Popups Exit intent popups are a second chance for you to get something from a user that you are about to lose. An exit popup is triggered when a user looks as though they are about to leave your landing page. From here you can make a second offer to them. Maybe a free ebook or to sign up to your newsletter. Even if you can't get them to go for your primary conversion goal, you may be able to convert them on a secondary one. From here you could start to nurture them with a drip campaign and move them towards your primary conversion goal. OptinMonster and Picreel are well known providers of Exit Popup services. 8.) Survey Users By surveying users on your landing page, you can gain some of the most valuable insights available to you. You can ask actual users what their pain points are, what information is missing or what they want most from a service provider. You'll be able to start to look for commonalities in the responses, which can then be addressed on your landing pages. One technique of surveying is usually completed from a little text box that appears on the bottom of the screen. It pops up during a session : Companies like Qualaroo and Hotjar offer solutions at a very reasonable price. 9.) Heatmaps Heatmaps give you the ability to find out what users are interacting with on your landing page. You will be able to see what users are clicking on (and what they are not). From this data, you will be able to make adjustments to your landing pages to address your findings. Hotjar and Crazyegg both provide Heat Mapping services. 10.) Session Recordings Session recordings give you the ability to watch a video of user sessions whilst on your landing page. This is an amazing tool as you can watch how ACTUAL users are interacting with your page. And if they click off page to your main website, you can continue to record them as they browse. From this, you can start to see if there are any bugs or cross browser/device issues that users are facing. Or maybe there are steps in the checkout process which you are seeing a drop-off and you want to find out what the problem is. There are a huge amount of possibilities of what you can find out about your landing page and website with this tool! Be ready to spend a fair amount of time playing back the recordings though! Hotjar and Clicktale both provide Session Recordings features. 11.) Scroll tracking Knowing how users interact with your page is pure optimization gold. And scroll tracking is right up there with the best of insights. Scroll tracking allows you to see how far down users are scrolling down on the page. The results will usually show you the percentage of users that reach a certain depth of the page. From the data you may find that users aren't seeing some of your most valuable content, so you can address this and gain another great insight for optimization! 12) Lead Scoring Converting a new lead is great. But what about if the leads you are sending your sales team are of low quality and aren't bringing in any sales? Your conversion rate may look awesome but there isn't a correlation in new business. This is where Lead Scoring comes in, this gives you the ability to score your leads depending on how qualified they are. Read more about it here: The Definitive Guide to Lead Scoring Lead Nurturing and Lead Scoring What Lead Scoring is & How to Use It 13.) Conversion Goal Tracking Conversion Goal tracking (aka Macro Goal Tracking) is your ability to track conversion goals on your landing. These are your primary objectives, i.e. submit lead or make a purchase. It gives you the ability to measure the percentage of users that come onto your landing page and convert (Your Conversion Rate). This data will then allow to analyze your analytics tools to look for correlating data points (Device / Browser / Country etc). Without tracking your primary conversion goal, you're essentially "shooting in the dark". As you won't know how well your landing page is performing. Additionally, when you reach a point that you begin to optimize your landing page, you will have no data to make comparisons against. Check out this tutorial on setting up goals in Google Analytics. Exclusive Bonus: Download Our Landing Page Cheatsheet Now to use. 14.) Responsive Design In 2016, mobile browsing overtook desktop browsing. So it has never been more important to provide a seamless browsing experience between Desktop, Mobile and Tablet devices. Responsive designs reformat the webpage page, depending on the user's screen size. Doing so, enhances the users browsing experience. They will not need to try and use a desktop website on a mobile device (If you've experienced this before, it's not the easiest thing to do). 15.) Trust Symbols Trust Symbols are the little badges that you see on websites that usually relate to security or guarantees. They are used in order to increase trust levels on landing pages (also websites). And Increased trust, usually means higher conversion rates. But if your trust symbol isn't credible (i.e. a user can tell you've just copied and pasted it from Google Images) then this could damage your conversion rate. 3rd Party Badges usually perform the best as it provides extra credibility. Blue Fountain saw a 42% increase in sales when implementing the VeriSign badge. You'll usually need to pay to use 3rd party badges on your site. But if you're seeing a lift in conversions once implemented, it will usually pay for itself pretty quickly. If you don't want to pay, you can use trust symbols to clarify offers like Free Delivery or Money Back Guarantees. Just remember to make the badges high quality (not copied, pixelated or skewed) and you should always A/B test to measure the impact. Types of Trust Symbols : Website Security Accreditations SSL Certificates Guarantees 16.) Social Proof Social proof is also known as Social Influence (not to be confused with Influencer Marketing). It is 1 of the 6 techniques used in Cialdini's 6 Principles of Persuasion . The theory behind Social Proof is that people usually follow what others are doing. When used on a landing page, it is done so to increase trust and persuade users to take the next step. Bazaarvoice found that higher review volume and average rating correlated with order increases between 10% - 50% There are a few different ways it can be used : Customer Testimonials Expert Opinions 3rd Party Reviews Verified Case Studies You can be creative here when deciding how to use Social Proof. But keep in mind that not all of them may be a right fit for what you are selling. Social Proof is a powerful way to enforce your offer, knowing that other people have taken the next step with you and had a positive outcome is reassuring for unsure users. 17.) Benefits Not Features Elmer Wheeler's famous quote is "Don't Sell The Steak, Sell The Sizzle" . What does this mean? Well people don't buy something because of what it is or what it's made of. They buy something because of what it does for them. Let's compare two pieces of sales copy . "Our hotel offers a 40ft outdoor swimming people that is heated to 28 degrees. It also has lighting for use during the evening. " Compared to "Train like an olympic athlete in our full size swimming pool. Don't worry about getting cold either, it's fully heated. You can also swim under the stars with our evening pool lighting." See the difference? When describing your products or services, don't just reel off a list of features. Use the feature to create a benefit and use that to engage the user emotionally through your copy. 18.) Telephone Number You should always try and include a telephone number. Some users will be motivated and don't want to submit their details and wait for a callback, they want to talk with someone there and then. They may have a question that isn't answered on the landing page or need clarification on a particular piece of information. 19.) Call Tracking Call tracking allows you to track how calls are being generated on your landing page. These calls can then be associated to many metrics, for instance Keyword / Adgroup / Campaign / Traffic Source. A piece of code will be placed on the page that will show a telephone number from a pool of numbers assigned to you. This will then divert to your telephone number. Once this tracking is in place, you will be able to allocate conversions to the telephone calls and score leads based on their intent. Remember the saying "What gets tracked, gets measured". Well if you're receiving telephone calls and don't have the ability to track them as conversions, then this is a wealth of data insights that you are missing out on. 20.) Tap to Call People are mobile and because of this people require a mobile optimized experience online. If you are displaying a telephone number on your website, then you should being giving users the ability to tap your telephone number and start a call with you. If you don't, they have to go through the steps to copy and paste. And if they don't know how to do that, they may just go elsewhere. Tutorial . 21.) Micro Goals Your primary conversion goal on your landing page is used to calculate your conversion rate. This could be purchasing a product or submitting a quote request etc. But what happens if you have other interactions that can be measured? Well you can measure them as a micro goal. These are conversions which may not bring in anything financially, but is engaging your user with your landing page. Types of Micro Goals : Download Case Study Sign Up To Newsletter Watch a Demonstration Video By measuring these goals, you can see other ways your users are engaging with your Landing Pages or Websites. This can then help towards building funnels to re-engage these micro-converters back into the website and towards the primary conversion goal. 22.) Call to Action Your landing page needs a call to action. If it doesn't, what are users meant to do? What is a Call To Action? Essentially it's the conversion goal you are asking the user to complete when they're on the page. It usually takes the form of a button : The CTA needs to stand out from everything else on the page and all attention needs to focused towards it. The text is important as well. Don't think about using words like Submit, Read More or Download either. The CTA text should answer the question "I want to…." : By using the right text, it can boost your conversion rate. Examples of CTA Text : Download a Free Ebook Signup To The Newsletter Add To Cart Exactly where to put it is important too. 23.) Short Forms Remember the saying "Less is More"? Well that's the same for landing page forms. In an Eloqua Study in 2011, they found that anything more than 10 fields can have diminishing returns on your results. The optimum form length was found to be 7 fields. Only ask for the essentials If it's information that you don't require right away, don't ask for it. You'll have a better chance of the user converting. Don't think it's important? One extra field was costing Expedia $12M a year. Exclusive Bonus: Download Our Landing Page Cheatsheet Now to use. 24.) A/B Testing A/B testing is the process of testing two web pages against each other to find out which performs best. This is used in landing page optimization when testing hypotheses. Usually a change will be made to a landing page (Variants) based on a hypothesis that will then be tested against the original (Control) to see which one is the winner. You can also test two completely different versions of a page (Split URL testing) or you can test multiple variables (multivariate testing). You should always be a/b testing. By not testing, this essentially means that you are happy with your current conversion rate and don't want to improve it. Check out the beginners guide from Kissmetrics. 25.) Personalization Personalization is the process of customizing a page for a user. Similar to what Amazon does when you return to their website, their homepage is tailored specifically for you. This is based on previous purchases, what you've viewed or even where you are located. What Can Be Personalized? Pretty much anything. Let's say it's raining heavily where you are located and you browse to an online store. This particular store has a personalized catalogue based on the weather in your area and is featuring raincoats due to your current weather conditions. This is done in the hope that you will have a need for the product and therefore have a good chance of buying it. Clever right? If you have time, take a look at this excellent article by Moz. 26.) Message Matching Similar to Personalization, your landing page is customised to have dynamic messaging depending on the message the user is expecting to see when they are landing on the page. The idea behind it is that there is that often there is a disconnect between what the user types into their search engine -> to the message that they see on the SERPs -> to what they see on the landing page. Example : User searches for "Holidays To New York" User sees a PPC ad for "Low Cost Holidays To New York with 1 Night Free" User lands on a landing page and sees the headline "Holidays To New York" So the user is more than likely expecting to see a message related to low cost holidays and the 1 night free offer, but it isn't there. This causes a disconnect. Even though the pricing may be low and the 1 night free is added once you begin checkout, users need to be shown a consistent message from when they see your ad to when they land on the page. What changes? The messaging (headlines, images, copy) on the landing page are changed for users. This can be dependent on a range of factors including keyword, adgroup, campaign or traffic source. This post by explains Message Match in more detail. 27.) Video Video is another powerful way to engage users on your landing page. By using video, you can go into more detail about what it is you are offering, without the user having to wade through lines and lines of extra copy. By users understanding more about what it is you are offering, they are engaging more with your business. It's powerful too, Dropbox found a 10% lift in conversions just by implementing a video. Pretty good going for something which can be done on a relatively low budget. Exclusive Bonus: Download Our Landing Page Cheatsheet Now to use. So that's our round up of 27 elements of a high converting landing page. We'd love to hear your feedback or if you have any stories on how these tactics have worked for you!

Why Landing Page Relevancy = High PPC Conversion Rates

Keep your landing pages relevant and see your PPC marketing conversion rates skyrocket... Want to find out how? Read on... OK, imagine you’re after some brand new running shoes. You’re not quite sure what features or brand you’re looking for just yet, but you know that you would like them to be blue (your fav colour obvs). You also want them quick as you’re current pair are on their last legs and you have a 5km race next weekend. Image Source So you goto Google and search for “blue running shoes”. You open a few websites in different tabs and start taking a look. The first tab you open is a website with a big ol’ long list of all of the shoes they sell. Not even just running shoes. Shoes as in, boat shoes, sneakers, flip flops, slippers, brogues… No options to select running shoes specifically, nothing about colours or sizes. Basically, if you want to fine them then you'll have to do the work. Image Source Now you open the next tab!! This time the site you are on is a landing page which is entirely about blue running shoes. All the content one the page is about one thing. Blue running shoes. It tells you about what you should be looking for in a running shoe, the different features of each shoe, information about the brand, delivery times, delivery charges, customer reviews, information about seller and the list goes on…. The landing page gives you everything you need to know in order to make an informed decision when buying a pair of running shoes. The Choice Which of the two websites are you more likely to hang around on? Option 1: The one which you have to scroll through pages and pages of products to find what you’re looking for. Nope. Option 2 : The one which gives you the EXACT information you need as a customer when making a purchase. Obviously, it’s more than likely to be the second one. Why does it matter? Users want to use as little cognitive load as possible. We’re all just plain lazy. Image Source This is why Relevancy plays such an important role when it comes to PPC marketing. The more relevant you keep your landing page to your ads copy / messaging, the more users will commit their time and effort and spend time on our websites. The more time and energy they spend on our sites, the greater chance of the user converting. "Be Personal, Be Relevant, Be Specific" - Seth Godin Prove It. We recently ran a test where went sent 50% of traffic to a generic category page with a list of products. The other 50% was sent to a specific Landing Page which mirrored the root of the search term the user was searching for. The results Control (Original Category Page) 6.48% Conversion Rate Variation A (New Dedicated Landing Page) 11.66% Conversion Rate Result 57.11% Increase in Conversions The landing page was a statistically significant winner, with almost a 60% increase in conversions. Yes, it did require a small amount of thought and effort to implement it. But the results are going to complete change this clients business going forwards. How do you make your landing pages relevant? The best place to start is by taking your top 5, most clicked, non-brand search queries from your search query report. Now if you typed in these search terms into Google and arrived on the landing page you are sending them to, would you think you are in the right place? Would there be absolutely no doubt in your mind that you have come to the right place and there’s no point looking anywhere else? If that’s a yes, Excellent! Check the rest of your queries and if you're all set, go do your thing with improving the conversion rate of your landing pages using CRO. If the answer is no, then you’ve got some work to do. You will either need to try and find a more relevant landing page on your website. If there isn't one, you will need to create landing pages more relevant to your search queries. This will put you in a much stronger position as a PPC Marketer. To Summarise Make your landing page as relevant as possible to the users search query Don’t make the user do the work. Do the work for them so they don’t have to. And in return. Will result in higher engagement, less abandoners and more sales. Relevancy is a sure fire way to improve the conversion rates of your PPC campaigns. It may not be something you can do in a day and will require some planning, but the ROI that you should see by doing this, will far outweigh the work it takes set them up.

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Find The Gold In Your Search Query Report

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Why Landing Page Relevancy = High PPC Conversion Rates