Home Google Ads How to improve conversion rate in Google Ads?

How to improve conversion rate in Google Ads?

By
ajayaggarwal
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1. Write Highly Relevant and Engaging Ad Copy
Your ad copy should directly match what users are searching for. Make it clear, concise, and action-oriented.
Tips:

  • Include your target keyword in the headline

  • Use compelling offers like “50% Off,” “Free Shipping,” or “Limited-Time Deal”

  • Highlight unique benefits (e.g., “Organic Cotton,” “Express Delivery”)

  • Add urgency: “Today Only,” “Offer Ends Tonight”

  • Use strong calls-to-action like “Shop Now,” “Order Today,” “Get a Quote”
    Example – Zara: Zara advertises a new dress collection with this copy:
    Headline: Summer Dresses from ₹899 | Free Returns
    Description: Explore the latest Zara styles for women. Shop lightweight, elegant designs. Free shipping on orders above ₹1,999.

2. Match Ads with Landing Pages (Message Match)
Ensure your landing page reflects what’s promised in your ad. If your ad says “Flat 50% Off on Women’s Jackets,” your landing page must prominently display that same offer.
Best Practices:

  • Use the same keywords and offers

  • Show the product or service clearly above the fold

  • Keep the design simple and focused

  • Avoid clutter and distractions

  • Make the CTA button highly visible
    Example – Zomato: If Zomato’s ad offers “30% Off on First Order,” the landing page should immediately show the discount, restaurant list, and an “Order Now” button.

3. Improve Your Landing Page Speed and Mobile Experience
A slow or poorly optimized landing page can ruin even the best ad. If your page doesn’t load quickly, users leave before converting.
Tips:

  • Use Google PageSpeed Insights to identify and fix speed issues

  • Compress images and reduce page load time to under 3 seconds

  • Ensure your page is fully mobile-friendly

  • Use short forms and fast checkout options

4. Use Ad Extensions to Boost Visibility and CTR
Ad extensions make your ads more informative and give users more ways to click.
Useful Extensions:

  • Sitelink Extensions: Link to key pages (e.g., New Arrivals, Contact Us, Sale)

  • Callout Extensions: Add short, catchy benefits like “24/7 Support,” “Free Exchange”

  • Structured Snippets: Showcase product categories or services

  • Price Extensions: Display product prices and boost transparency

  • Call Extensions: Add a clickable phone number for instant calls
    Example – Zara: Sitelinks might include: “New Dresses,” “Women’s Shoes,” “Zara Kids,” “Gift Cards”

5. Use Smart Bidding Strategies
Instead of manual bidding, use automated strategies like Target CPA, Target ROAS, or Maximize Conversions. These use machine learning to optimize your bids for better conversion results.
Benefits:

  • Bids are adjusted in real time based on device, time, location, etc.

  • More efficient use of your budget

  • Better targeting of users likely to convert

6. Use Negative Keywords to Avoid Irrelevant Clicks
Negative keywords prevent your ads from showing for unrelated or low-converting searches.
Tips:

  • Regularly check the Search Terms Report

  • Add irrelevant queries as negative keywords

  • Filter out low-intent keywords like “free,” “cheap,” “reviews,” if not relevant

7. A/B Test Ads and Landing Pages
Test different versions of your ads and landing pages to find what works best.
What to Test:

  • Headlines

  • Descriptions

  • CTA buttons

  • Images or videos

  • Form length and layout
    Tools to Use:

  • Google Ads Experiments

  • Google Optimize

  • Heatmap tools like Hotjar or Crazy Egg

8. Use Remarketing to Re-engage Visitors
Most users don’t convert the first time. Remarketing helps bring them back with personalized ads.
Strategies:

  • Show product-specific ads to users who viewed a page but didn’t buy

  • Offer a discount in remarketing campaigns

  • Use dynamic remarketing for eCommerce sites to show previously viewed items
    Example – Zara: If a user views “Zara Men’s Suits” but doesn’t buy, a remarketing ad could show the same suits with a “10% Off This Week” offer.

9. Schedule Ads at the Right Time
Use ad scheduling to show ads when your audience is most likely to convert.
Tips:

  • Analyze your campaign performance by hour and day

  • Increase bids during peak conversion times

  • Pause low-performing hours to save budget
    Example – Zomato: Zomato may schedule food ads more aggressively during lunch (12–2 PM) and dinner (7–10 PM) when people are more likely to order.

10. Track Conversions Accurately
Set up conversion tracking properly to measure results and optimize.
Track Actions Like:

  • Sales

  • Leads

  • Phone calls

  • App installs

  • Sign-ups
    Use tools like Google Tag Manager, Google Analytics, or Firebase for full tracking accuracy. This helps you identify what’s working and scale it further.

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