Lead-generating or 'direct-response' campaigns are designed to get visitors to your site to take an action such as filling in a form or subscribing to an email list. Whatever your business – whether it’s selling oysters or delivering packages fast – focusing a campaign around AdWords leads can be a great way to increase site traffic, help you gain valuable information about your potential customers, and establish a connection with them.
Take a look at our top tips to increase site traffic through quality AdWords leads.
- 1. Perfect your landing page
- 2. Enhance your campaign
You can target individuals in a variety of ways through a number of criteria, to ensure that the right audience are clicking on your ads.
The landing page is the first page of your website that visitors see after clicking your ad – and ideally, if you’re running a lead-generating campaign, it will provide them with the opportunity to take the action that you want. Since you’re asking people to give somewhat personal information, the design and content of your site matters; if people don't feel that your business and site is trustworthy and professional, they'll be less likely to submit their information. Below are a few things to bear in mind when building your landing pages for visitors.
When a customer clicks on an ad, a page that loads quickly provides a better experience (and people won’t get frustrated and leave waiting for it to load). You can check out PageSpeed Insights to help improve your landing page speed.
In addition to having a clean, professional-quality site, make your contact and business information easy to find. This gives your business a feeling of transparency, and will help potential customers to get in touch with you if they want more information.
When a customer clicks your ad, they expect to be taken to a page that matches exactly what they searched for. Make sure your that visitors don’t have to hunt around your website for what they want; it should be quick and easy for them to find the advertised product or service.
If you're requesting information from visitors, be clear about why. For example, if you own a removal company, you might suggest that people input their information to request a quote. Keep your forms simple and easy to use. If you request too much information, people might get nervous or annoyed and stop completing the form. AdWords leads can be valuable resources, so don't drive them away with complicated or personal questions.
Did you know?
Your landing page experience is one of several factors that helps determine a keyword's Quality Score. Landing page experience is judged on features such as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.
The number one way to increase site traffic is to make sure that more of the right people are finding your site in searches. Below are steps that can help to improve your campaigns and increase the AdWords leads that they generate.
Use long tail keywords
There are two types of keywords: short tail and long tail. Short-tail keywords are broad and generic, and tend to have a high average monthly search volume (for example, “fresh oysters”). Since they’re more competitive, they’ll use more of your budget more quickly and your ad will have a harder time achieving a top spot in the search results. Long-tail keywords consist of three or more words and are much more specific (for example, “Atlantic bluepoint oysters”). While they tend to draw a lower search volume, they’re also more relevant, meaning that they’re likely to be used by someone who knows exactly what they want, and is ready to take action to get it, including submitting their information – giving you a new business lead.
Test, and then test again
Try out different bids, ad messaging, keywords; everything. Try running two variations of the same ad within each ad group, to see what's working and what's not. Mix up your bidding strategy and see what makes incremental improvements. The only way to see what will increase site traffic and AdWords leads is to tweak and try new strategies until you’re meeting your goals.
Remove underperforming keywords
Check in regularly on your keyword performance to make sure the ones you’ve chosen are working for your goals. For example, if a keyword is sending a lot of traffic to your site, but you're also seeing a high bounce rate (when someone clicks your page and then leaves immediately), that keyword might not be as relevant as you thought. Don't keep paying for potentially wasted clicks. Shoot for keywords that drive traffic, but also result in sales or leads.
Amplify successful keywords
If you notice keywords in your campaign that are bringing in traffic and conversions, consider expanding how you use them. If you're targeting the exact match keyword option, try changing to phrase match or broad match modifier. If you're already using phrase match or broad match modifier, try advancing to broad match. These changes will allow your ad to appear for even more searches, which could increase site traffic. If you change to broad match, keep an eye on which phrases are resulting in clicks. You may need to update your negative keyword matches to balance out any irrelevant phrases that you’re showing up for.
Use Conversion Optimiser
Instead of focusing on clicks or impressions, AdWords Conversion Optimiser uses historical information about your campaign to automatically focus your advertising and bidding in ways that generate more leads. You still pay per click, but you no longer need to adjust your bids manually to reach your goals.
Find out more about how to set up Conversion Optimiser.