If you find that a large percentage of visitors have clicked on your ad but haven't made a purchase or performed an action you'd like them to take, the following may help you increase your conversions and return on investment (ROI):
- Use a landing page that's most relevant to your ad
When users click on your ad, they expect to see a webpage highlighting the exact product, deal, or information that was described in your ad. If they don't find what's promised as soon as they arrive, they're more likely to leave your site without making a purchase or signing up for your service. Be sure that any promotions and discounts mentioned in your ad text are visible on your landing page.
See more landing page tips. - Make sure your website is easy to navigate
You may want to evaluate your site's overall design, layout, and functionality. If users can't navigate through your site easily, they're less likely to stick around and make a purchase. - Use highly relevant keywords and ad text
If you use general keywords and ad text, a user may arrive at your site expecting to find something you don't offer. Highly targeted keywords and ad text will help ensure your ads show only on searches relevant to your product or service. Learn how to create targeted ads and keywords. - Adjust your bids
The bottom line for any keyword is how much value it generates compared to its cost. For keywords that show a profit, increase the bid to increase exposure and generate more traffic. For keywords that aren't profitable, decrease the bid to lower your costs or even consider deleting the keyword. Learn how to bid strategically to improve ROI. - Add successful sites as placements
View your Placement Performance Report to find placements where your ads are earning the most clicks. If you find that your ad converts particularly well on a given website, try adding that website to your ad group as a placement, with a higher placement bid to help your ad appear on that site more often.
Watch these short videos to learn more:
• Video: Introduction to ROI explains ROI and why it's important to your AdWords account
• Video: Conversion tracking & bid management explains how to boost your profits
We also offer a detailed Optimization Tips page. We suggest that you use this page for guidance when creating and refining your campaigns. However, these tips are not exhaustive, and we encourage you to experiment with your own ad text and targeting techniques to find what works best for you.
