Achieving a high conversion rate is a major challenge for businesses using Google Ads PPC. According to industry standards, the average conversion rate is around 2.35% (source: WordStream). However, we recently performed an experiment on a client campaign focused solely on achieving a high conversion rate, and the results were truly astonishing. Through careful planning and execution, we were able to achieve a conversion rate of almost 98%. This blog post will take you through the step-by-step process we followed to achieve this incredible result. From keyword research to landing page design and A/B testing, we’ll share our insights and best practices for maximizing your conversion rate and driving more business success. So let’s get started!
Step 1: Broad Keyword Research
The first step towards achieving a high conversion rate in our Google Ads PPC campaign was to conduct a broad keyword research approach. We wanted to ensure that we started with a wide range of relevant keywords, to generate enough search terms to choose from.
To accomplish this, we selected the most relevant 2 phrase keywords that were most relevant to our client’s business. This approach helped us identify a wide range of potential keyword variations that could be used in our search campaigns.
We made sure that each keyword we selected had a minimum search volume of 300+. This ensured that we were able to get enough traffic share and reach a larger audience through our campaign.
Overall, our approach to broad keyword research allowed us to select relevant and high volume keywords that can give us lot of search terms, laying a strong foundation for the rest of our campaign.
Step 2: Landing Page Design and A/B Testing
For the second step in our Google Ads PPC campaign, we worked with the client’s experienced design team to create two variations of a landing page to test which one would result in the best response.
To keep the landing page simple and not overwhelm users with too much information, we opted for minimal content and a simple design. The key differences between the two designs were in the H1 headings, CTAs, design approach, colours, and CTA placements.
We paid close attention to the first fold of the landing page, where we clearly highlighted our unique selling points, offer, and how quickly users could get in touch with us or request a call back to discuss their requirements.
One effective strategy we found was to clearly mention “get a call within 5 minutes” as a CTA on one of the landing pages. This helped to increase the conversion rate and generate more leads for the client. Through A/B testing, we were able to identify the landing page design that worked best and implement it in the campaign moving forward.
Step 3: Google Ads Campaign Optimization and Effective Use of Budget
For the 3rd part of our campaign, we focused on campaign optimization and effective use of our budget. To start, we ran our ads with a minimum budget until we hit the first 100 conversions, before conducting basic campaign optimization.
Initially, we started with low daily spends to ensure we were not spending too much until we were confident we were getting quality traffic. We paid close attention to the search term report to ensure traffic was mostly relevant. We had already applied a strong negative keyword list before launching the campaign, but we also closely monitored the search term report for both positive and negative terms.
Next, we separated positive search terms into different campaigns based on their performance, with one campaign for high CPC and expensive leads, and another for comparatively lower CPC. We also paused underperforming keywords and made changes to improve the conversion rate. This particular action helped us achieve two things:
Control over budget – pausing non or underperforming keywords saved us a lot of money, which we used on our best keyword set.
- Better budget control for high competition and CPC keywords – To have better control over our budget for high competition and CPC keywords, we separated them into a different campaign. This step was necessary to avoid overspending on expensive leads and ensure that our high-performing keywords received an adequate budget for better lead and conversion rates.
We also analyzed and made improvements to our ads to ensure they were as effective as our competitors. After all of these optimizations, we continued to run the campaign to generate 100 more leads, bringing our total to over 200, before taking major action on further optimization.
Step 4: Major detailed analysis of keywords and search terms
For the next step, we conducted a major detailed analysis of our keywords and search terms. After paying close attention to all the granular details and conducting basic campaign optimization, we decided to move forward with our final optimization before making any major decisions on campaign structure.
We analyzed the data from the start of our campaign to the present date and created a list of the keywords and locations that had delivered the highest conversions. Additionally, we analyzed at what time and day we were getting the maximum number of leads. This analysis helped us to clearly understand where our most leads were coming from, and we had a clear picture of where we needed to focus our efforts.
Step 5: Putting Every Learning into Action
After carefully analyzing all the data, we reached the final step in optimizing our campaign. With the list of our best-performing keywords, we created two additional campaigns, one with phrase match keywords and another with exact match type. Although we could have created ad groups within the same campaign, we needed better control over our spend, so we decided to create new campaigns.
For these new campaigns, we added only the best-performing locations and set them to run during the best days and hours. We used the same ad copies and campaign settings as the original campaign, but the only difference between these new campaigns and the main campaign was that they had a better set of keywords (different match types) and better adjustments for location and timing.
We tested this format for the next three weeks to determine if these changes would result in better performance and increased conversions.
Highlight of the result 97.55% Conversion rate, can you believe it? too good to be true, right?
Not only were we able to reduce the cost of conversions by 75%, but we were also able to achieve an almost perfect conversion rate of 98% for the exact match campaign
As shown in the screenshot above, the broad campaign delivered conversions at ₹66.30, whereas the phrase match campaign delivered leads at ₹26.34, which is 60% lower than the broad campaign. The exact match campaign performed even better by delivering leads at just ₹16.54, which is 75.7% lower than the broad campaign and 37.3% lower than the phrase match campaign.
Apart from the cost per lead, conversion rate was another important metric of this experiment. The broad campaign had a conversion rate of 21.94%, while the phrase match campaign delivered a conversion rate of 55.91%, which was 34.97% higher than the broad campaign. However, the exact match campaign was the clear winner with a whopping conversion rate of 97.55%, which was 75.61% higher than the broad campaign and 41.64% higher than the phrase match campaign.
To sum it up, paying attention to detail is a crucial factor in achieving success. By examining each element and aspect of your work meticulously, you can identify potential areas for improvement and ensure that everything is functioning to its fullest potential. This is especially true in the world of marketing, where even the smallest detail can have a significant impact on campaign performance.
As a one of the most trusted performance marketing company, we are passionate about numbers and take a data-driven approach to everything we do. We started with a simple goal of reducing the cost per lead, but our obsession with detail led us to explore every granular aspect of our campaigns. From selecting the right keywords to designing effective landing pages, to creating well-structured campaigns and conducting in-depth analysis, we relentlessly worked on micro-optimizations until everything was perfect. And in the end, our attention to detail paid off, resulting in successful campaigns and increased ROI.