How To Improve Your Adwords ROI Without Even Touching Your Campaign

Sometimes too much focus is placed on working within an Adwords campaign to make improvements to your ROI. Split testing ads, adding keywords, adding negative keywords, altering bids, changing your campaign settings – they can all help, but there’s an even better way to improve your conversion rate without touching your Adwords account.

The way to do this is to improve your PPC landing page. Most companies don’t understand the need for a dedicated landing page on their website for their paid search activity, but it can work wonders. Any PPC consultant worth his salt will tell you that it’s a vital ingredient of any truly successful PPC campaign. Here are some improvements you can make to your landing page to improve your Adwords campaign without having to touch it:


Make your application form shorter

People get bored filling in long application forms. By reducing the number of required fields you will increase your conversion rate. For most service-based businesses, basic contact details such as name, phone number and email address should be enough. It may be that the call centre operative re-submits details over the phone with the applicant anyway, so strip out any unnecessary steps. This is particularly important for mobile landing pages, where if a form is longer than 5 or 6 fields the conversion rate will drop off a cliff.

If you sell products on your site, make the process as streamlined as possible, avoiding complicated checkout processes. The best example I’ve seen of this is on sites which use Gumroad – it’s really straightforward to make a purchase using this software.


Make your application form easier

This isn’t just a case of making your application form shorter. Make sure that there are no complicated questions on it which your potential applicants may struggle to answer easily. For instance, ‘What is the exact mileage of your vehicle?’ is not going to be answered without the applicant having to go to their car and check the mileage on their dashboard, so many people will drop the application at this point. Also damaging are those hard to read ‘CAPTCHA’ security features which require you to copy a code you can hardly see in order to submit your application. A simple sum should be enough to counteract spam. Things like postcode/zipcode recognition software can help to shorten your form and make it much easier to apply or buy.


Remove distractions

With a PPC landing page your goal is to funnel the visitor to the application form or checkout as quickly as possible. Whilst it’s important to clearly define your product or service at the top of the page in a way that is consistent with the ad the visitor has just clicked on, things like ‘About Us’ pages or ‘Our Mission Statement’ are unnecessary distractions and will harm your conversion rate. Links to the rest of your site should be placed at the bottom of the landing page, below the fold and below the product description/application form.


Improve the visuals

Subtle arrows can direct attention towards a call to action. Bold colours can be used to great effect to highlight a particular USP or call to action button. The wrong colours can make a product seem tacky. Even too expensive. Greens and blues instil a sense of trust and professionalism.


Create a mobile-specific version of your website

A mobile landing page for lead generation can push up conversion rates to 30-40% if done properly. Go for a mobile-specific version of your site rather than responsive design which doesn’t give you the flexibility you need to maximise conversions. The Art Of Mobile provide mobile-specific landing pages for lead generation for around £500, complete with redirection script.


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About The Author

Michael Madew

PPC expert with over 10 years' experience in creating and managing highly profitable PPC campaigns on Google Adwords, Bing Ads and other paid search platforms.

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