5 Tips to Maximize Your Conversion Ratio When Using Google AdWords

1) Don't send your click throughs to your home page.
This is one of the worst things you can do to your Pay-Per-Click campaign. Make sure your ads link the visitor to a page that is about what they were searching on. Make sure when they click on your 'motorcycle trailer' ad they land on a page of a web page about motorcycle trailers. The page your ad links to is called a 'landing page'.

2) Create targeted 'optimized' landing pages.
Your landing pages need to immediately get your visitors to recognize that they have landed in the right place. They need to recognize that this is what they are looking for, here it is and here's what I need to do next. You will want to create multiple landing pages based on your different ad groups and keywords, but look at it this way - if your users aren't landing at pages geared exactly to their search phrases they'll leave and take your advertising budget with them.

3) Use negative keywords.
Google has a Negative Keyword Tool that will allow you to find negative keywords that you should specify for your ads. Negative keywords are those that you don't want your ads to display for. For example if you are selling cargo trailers you will want to exclude 'movie trailers'. If you don't use negative keywords you will get more unqualified traffic to your landing pages, and this can significantly reduce your conversion ratio.

4) Test, test, and test some more.
The greatest thing about Google AdWords advertising is the ability it grants you to measure your success. It's easy to create A/B split tests. Change one word, add a comma, include a value proposition, etc. just make sure you only change one thing for each split or you won't know which variable it was that made the difference! You'll find out right away that this is a great way to maximize your click-through rates - just don't forget that clicks aren't everything!

5) Don't focus too heavily on Click Through Rates.
Remember, maximizing clicks is good, but it isn't the name of the game. Your success is determined by getting back more than you put in. It's an investment, not a cost - so do all that you can to better your rate of return!

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