Low PPC Conversion | Google Adwords

[BlackMagicX]

Hi,

I am fairly new to Google Ad's but I decided that I wanted to drive traffic to my niche website. So I selected a few keywords that had about 1500, to 2000 searches a month and evaluated the results.
After reducing my keywords down to only a couple with a high CTR I have noticed that my conversion rate is next to nothing, despite plenty if impressions and plenty of clicks. I receive a couple of enquiries now and again, but not at all what I was expecting.

I am close to reaching my budget and I am starting to realise I had more luck advertising through Gumtree. Is there a problem with my website? My Ad landing page is the home page.

A quick Google search for Mini Moto City and you will find it.

I have a gut feeling it could be my website, but I haven't yet had a second opinion on it and I am worried that if I change things around I will break the site (you know what Opencart is like).

Thoughts?

Thanks
Steve

 

[fisicx]

My Ad landing page is the home page.

That's why it's not working.

You need dedicated adwords landing pages. The person clicking on your advert wants to be taken straight to a product page so they can buy the bike. They don't want to see your homepage.

 

[BlackMagicX]

Ok, I've just changed that now. I didn't realise that would make a big difference as most of the relevant products are visible on the home page.

 

[fisicx]

It makes a huge difference. People who click on an advert expect to be take straight to the product they are interested in. They are looking for different signals to a browsing visitor so you may even need two pages for each products: one for advords and one for the browser.

Adwords need constant attention, almost daily tweaks to the keywords, advert and the landing page.

 

[zimone]

You need dedicated adwords landing pages. The person clicking on your advert wants to be taken straight to a product page so they can buy the bike. They don't want to see your homepage.

Fisicx is spot on, if I click on an ad for a Red Mini Moto Offer Thats exactly what I expect to see on the page I click to. Don't give the visitor a chance to click that back button, follow through on your promise from the ad. send me a PM if you want a second opinion on your ads. Have you been split testing your ads to see which gets better results? If not then I would recommend doing that.

 

[BlackMagicX]

Instead of having one single product landing page, would it make sense to have a landing page with several of the same product but with different variations? For example, if someone clicks on my Ad for Mini Quad Bikes, the landing page is the Mini Quad Bikes section on my website?

 

[zimone]

Hi yes if your ad is referring to Mini Quad Bikes then sending the traffic to your the relevant category on your website. I'm afraid adwords is all about testing and tweaking as fisicx mentioned

 

[BlackMagicX]

Ok Thank you.

I am glad that neither of you have mentioned my website, which is good news. I'll tweak my analytics and wait for the results.

 

[fisicx]

For example, if someone clicks on my Ad for Mini Quad Bikes, the landing page is the Mini Quad Bikes section on my website?

It needs to be a page with the Mini Quad Bikes, the options selector and the buy now button. Do not land them on a page where they then have to choose which bike to buy.

The only reason I hiven't mentioned your website is because reviews are only for full members. But your site isn't good, needs a lot of work to make it effective.

 

[Bobby.ppc]

Hi BlackMagicX,

The above advice is exactly right. I have looked at your site and indeed your products buddy. Have you tried Google Shopping Ads? They generally have a better conversion rate than standalone Google AdWords. It's pretty easy to set up...

 

[fastprint.co.uk]

PPC for us is more LTV

 

[Simon.P]

PPC for us is more LTV

Hi. Sorry to be so dumb, but what do you mean by this?
thanks

 

[Jason L]

Hi BlackMagicX

Which match types are you using in your PPC? And if using broad and phrase have you also looked at the Search Terms Report to see what actual terms are generating one of your ads? Have you added some negative keywords? It could be that you are getting lots of irrelevant clicks.

Also, what conversion rate are you expecting? 1%, 3%, 5%? What conversion rate do you get for your other sources of traffic, e.g. organic?

 

[Greensun]

Might be worth giving the Google Ads team a ring or chat with them. Also Google Shopping ads as someone mentioned are better for conversions however you will need to set up a data feed with product descriptions and more importantly barcodes. A time consuming process but worth it.

 

[PIers Ede]

I would google 'Anatomy of a Perfect Landing Page' and you'll see a pretty spot on design by Kissmetrics of a design which converts through the roof. We base all our landing pages on that model.

 

[Scott@KarmaContent]

I would google 'Anatomy of a Perfect Landing Page' and you'll see a pretty spot on design by Kissmetrics of a design which converts through the roof. We base all our landing pages on that model.

I'm a regular Kissmetrics reader but I'd not seen that before. Very useful, thanks @PIers Ede

 

[fisicx]

It's quite an old article and used to be good but the concept doesn't work on mobile devices.

I now building landing pages for small screens and adapt them for large screens.

 

[Scott@KarmaContent]

Good point @fisicx, much appreciated. I've just been having a mooch around on that very subject and found this http://unbounce.com/landing-page-examples/8-mobile-landing-page-critiques/. Some interesting points.

 

[fisicx]

That's a good find.

One of the main problems with mobile devices is getting the right information on the screen. It's why hero banners and sliders are pointless as are menu systems that hide away behind an icon.

And then there is the sidebar. I might have a great USP or CTA but it's now below the main content on a mobile.

Build your landing pages (ie the whole site) for the mobile user / tablet user and tweak the CSS for everybody else. It will often make you realize how much unnecessary bling you have on your site.