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How to improve PPC Conversion Rate?

Discussion in 'Pay Per Click Advertising' started by Mr.Dog, Jan 3, 2019.

  1. #1

    Suppose you're running PPC (Google and Facebook) campaigns and you have tools like Google Analytics. How would you improve the conversion rate of those campaigns?

    What I'd do - tell me if there is anything else you'd do:
    1. exclude non-converting traffic (only after 2-3 weeks, taking account of the fact that there is consistent traffic coming in)
    2. optimize audiences and targetings (excluding anything that doesn't convert: age, gender, behavior, context/topics etc.)
    3. A/B test ads: remove anything that's not converting
    4. use positive/negative big adjustments to encourage what is converting and reduce impressions of what isn't converting (on Google Ads)
    5. segment Facebook ads by age, gender, hours of day etc. (and remove what is not converting)
    6. set impression cap/frequency capping (Google)
    7. besides paying per clicks and impressions, I'd try CPA, eCPC as well
    8. A/B test landing pages (by running multiple campaigns in parallel)
    9. optimize by taking account of attribution models, MCF paths
    10. Remarketing based on Google Ads traffic, Google Ads Similar Audience, Google Analytics Audience(s), Facebook Pixel
    11. buy high quality guest articles on quality content sites and promote those pages via Facebook with Traffic Ads
    12. improve landing page quality: optimize them following A/B testing and UX (MouseFlow, Hotjar)
    Mr.Dog, Jan 3, 2019 IP