{"id":565,"date":"2017-12-20T14:02:48","date_gmt":"2017-12-20T14:02:48","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/2017\/12\/20\/how-to-improve-your-adwords-conversion-rate\/"},"modified":"2020-02-18T01:53:02","modified_gmt":"2020-02-18T01:53:02","slug":"how-to-improve-your-adwords-conversion-rate","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2017\/12\/20\/how-to-improve-your-adwords-conversion-rate\/","title":{"rendered":"How to improve your AdWords conversion rate\u00a0"},"content":{"rendered":"

Your ad campaigns should bring you closer to new prospects and clients. But how well are you able to judge their success?<\/strong><\/span><\/p>\n

Your\u00a0conversion rate<\/strong> in AdWords is your\u00a0success rate\u00a0at persuading consumers to click on your ads and carry out\u00a0a particular action, such as a product purchase.<\/p>\n

It is estimated that the average conversion rate<\/a> for an Adwords account is just 2.35%. According to\u00a0analysis carried out by WordStream on more than 2,000 client accounts, the top 25% of accounts had conversion rates<\/a> of 5.31% or higher, while the bottom 25% of accounts had a conversion rate of 0-1%.<\/p>\n

Where on the performance scale do your ads sit? An alarmingly high proportion of PPC campaign managers and marketers don’t know how well their ads are performing. Or maybe you do know, but aren’t sure what to do to improve your conversion rate.<\/p>\n

In this article, we’ll outline three areas where you should focus your efforts to improve your AdWords conversion, and give practical tips on how you can nudge the scale in the right direction.<\/p>\n

First: Establish\u00a0which conversions you’re tracking<\/span><\/h2>\n

The first step to improving your conversion rate is to know how your campaigns are performing. Thus, you will need to set up conversion tracking to keep track of your ads’ performance. <\/span><\/p>\n

According to a report by Disrupt Advertising<\/a>, only 57.7% of Adwords accounts have set up conversion tracking. This means that 42.3% of the respondents are not able to tell if their campaigns are successful.<\/span><\/p>\n

Conversion tracking allows you to analyse the performance of your ads, your ad groups and your campaigns. This makes it easier to find the ROI for each investment, while it also makes it easier to measure the exact number of conversions.<\/span><\/p>\n

So far, so good; but in order to track conversions, you need to have established which outcomes you\u00a0want to achieve with your PPC campaign.\u00a0For example, for an ecommerce<\/a> company, a conversion is usually interpreted as a product sale. However, you many be interested in tracking:<\/span><\/p>\n