One of the most important questions to answer in a PPC account is how to increase conversions. To me, this is one of the most misunderstood problems in pay per click marketing. So much focus is given to keywords, text ads, ad groups, and campaigns, but in the end all these factors can do is drive traffic to your site. They really don’t have anything to do with whether or not your potential customer decides to complete a conversions.
In my opinion, the most decisive factor in increasing conversions is the landing page. Sure, you can potentially increase conversions by adding some more keywords or ad groups to drive more traffic. But eventually you’ll hit a wall where there are no more potential keywords or ad groups that describe your product or service. Then, you’ll need to rethink your landing page to make it more effective.
To find out where you might be going wrong, you need to think like a customer. Think about what keywords are directing to what landing pages. If a customer had a question related to those keywords, and they found themselves on the landing page you’ve selected, would they find the answer to their question on that page? They may need to know how much your product is, why it is better than your competitor’s product, or why they even need your product in the first place. Answer their questions! If you can answer these questions better than the next landing page they land on (and they will land on another page, especially in this comparison-shopping friendly economy), then you just might make the sale. By ensuring that more potential customers can find the information they want on your landing page, you probably have a good shot at increasing your pay-per-click conversions.