If you’re looking for more ways to increase your conversion of leads, then you should seriously consider the use of Google AdWords.
The great thing about Google AdWords is that it allows you to advertise directly to consumers browsing the Internet. When a consumer searches for products or services like the ones that you provide, your ads will pop up. They can then click on the ad, which will take them directly to your website. In fact, you can even set it up so that your Google ad will take them directly to your landing page, where they can sign up for whatever incentive you are offering in return for their personal information, thereby converting your lead. However, in order for Google AdWords to be this effective, you need to make sure that your calls to action are effective and that your landing page is well designed.
Part 1 – Calls to Action
If you don’t have a good call to action on your Google Ad, then no one is going to click on it. This is a huge waste of resources, since you’re buying more exposure for your brand but failing to get consumers to the conversion stage. The following are some of the elements that you need to keep in mind when constructing a call to action for your add to ensure that consumers click on it.
Short and Sweet
When a consumer sees your ad pop up on their Google search results, the last thing he or she is going to want to do is read a novel. Keep it simple and make your call to action no more than a few sentences long. As soon as that text begins looking less like a line and more like a block, consumers are going to ignore it.
Use Actionable Language
The language you use in your call to action should incite consumers to action! Use phrases such as “click here,” “download here.” “contact us,” “sign up” and more. A call to action that doesn’t tell the consumer to do anything is going to result in the consumer not doing anything, rendering your ad pointless.
Create a Sense of Urgency
You don’t want consumers to have a second thoughts about clicking on your ad after they read it. Create a sense of urgency by using words such as “now,” “immediately,” “today,” and more to give consumers the feeling that they will miss out if they don’t click on the add right away.
Don’t forget to use the same keywords that you used for your Google AdWords ad. If consumers type in certain keywords and your ad comes up, they will expect to see them in your ad or else they won’t understand why the ad is relevant to them.
Part 2 – Landing Pages
Don’t think that just because a consumer has clicked on your Google AdWords ad that you’ve pretty much converted your lead – you haven’t! A poorly designed landing page will result in the consumer hitting the back button within seconds. Cross the finish line and convert your leads by keeping in mind the following elements for a strong landing page.
Keep it Consistent
This means making sure that your landing page is consistent with the ad you’re running for Google AdWords. This means that if your ad is talking about a new product, then there better be information about that new product on your landing page. If they don’t match, then it’s just going to confuse consumers.
Use the Same Keywords
First of all, Google likes when the keywords in your landing page match those in your call to action. It also helps lessen any confusion the consumer might have making it easier to convert them.
Don’t try to pack information on your landing page – keep it basic. You want it to be easy to read. Keep the form above the fold so that consumers see it right away, and make it so that they can scan over everything quickly if they want to. Avoid having lots of images or even flash animations – this will only make your page hard to read and could even slow it down, which will result in consumers leaving right away.
Use Numbers and Bullets
Because online consumers tend to scan everything, use lots of numbers and bullet points instead of blocks of text. This helps provide more white space on your page and makes it easier to glance over.
Optimize for Mobile Use
Guess what? Millions of people use their mobile devices to browse the Internet. This means that you should expect many of your visitors to be visiting your landing page on their phones or tablets. If it’s not properly optimized, you can expect those visitors to leave.
Keep these tips in mind when crafting your call to action and your landing page in order to ensure that your Google AdWords strategy is as effective as possible.