The Secret Behind Google Display Ads and How to Improve Conversions?

How to improve conversions through Google Display Ads.

[audreyzack]

Hi experts,

Recently, I've started display ads on Google Adwords. I'm getting enough clicks, but I'm not happy with that as I'm looking for conversions.

Could you please share your experience to get the most out of your display ads?

Cheers,
Audrey

[simplytheresa]

Hi Audrey,

I'm no "expert"... yet ;) ... but if I were getting a good CTR but no conversions, I'd start taking a look at how well the landing page delivers on the promise of the display ad, and some on-site conversion optimization. Does the landing page convert well with traffic from other sources? If so, there may just be a disconnect between what people were expecting when they clicked on your ad and what they found when they got to the page. At that point, you're back to good 'ole testing to see what you can do to optimize the display ad.

Another avenue potentially worth exploring would be to see if your display ads are being correctly targeted across the network to bring you qualified traffic.

HTH. T

[audreyzack]

Thanks for replying @simplytheresa and drawing attention towards landing page.

[RhinoFish]

Hand pick Placements from Auto pool, into Managed pool, as they convert.
Block all apps, only testing them from time to time.
In your Display ads, think benefits, not features - and think of ways of expressing your specific advantages over your competitors - these are introducing clicks, they're harder to persuade.

[buckworks]

As well as the good advice above, look for ways to be more selective about who even sees your ads in the first place.

You don't want to be paying for curiosity clicks from the population at large, you want motivated clicks from your ideal best prospects. The tighter your targeting, the better your traffic will convert.

Get to know the range of targeting possibilities within AdWords and use them to fine-tune your campaigns. It will often make sense to bid more for some kinds of targeting and less for others (or even block): geography, demographics, scheduling, device, interests, and so on.

Watch for sites to block and build a list or lists that you can apply to multiple campaigns. Some sites might be off target for the people you want to reach even if they happen to have some overlap with keywords or concepts you're aiming for.

Watch for keywords to block. You'll need different negative keywords for the content network than for search.

Develop a remarketing plan and show follow-up ads to people who visit the site. But set impression caps to make sure you're not overdoing it. Your CTR will be better if your ads aren't overexposed and that will squeeze more performance out of your ad dollars.

[audreyzack]

Thanks @buckworks for your suggestions. I'll do that and test the results.