You’re paying for clicks, people are visiting your website and yet your conversions aren’t where they need to be. Unfortunately this is an all too common story.
There are lots of things you can do within your AdWords account to rectify and optimise this, but often AdWords alone is not enough to really strike it rich.
In this article I outline two simple tactics you should use today, to make a difference to your bottom line.
Your #1 Priority: Find Bad Landing Pages, Quickly
Using Google Analytics to understand visitor happiness and engagement can reveal important data that helps build the whole picture.
Landing pages can really ramp up your conversions, but knowing which pages are under-performing is just as important.
Here’s how to find the bad pages with minimal fuss:
- Jump into your Google Analytics: “Acquisition > AdWords > Destination URLs”.
- Now sort by “Clicks” as this will identify the most traffic heavy pages.
- Look for obvious disparities within your top spending pages i.e. the ones with low conversion numbers.
For example, do you see the opportunity below?
Compared to the other top five pages, the second landing page here is really under-performing.
It exhibits a high Bounce Rate, lower than average pages per session and most importantly it has a really poor conversion rate.
So we’ve identified the bad pages, but what’s the remedy?
Fix Your Under-performing Landing Pages
Using the simple method above enables you to find the problem pages, next you need to interrogate the search terms and adverts driving people to the page.
Continuity is key to improving success:
Ensure the keyword reflects the target page. For example if you’re sending traffic from broad match terms, is the context becoming lost? Obviously exact match provides more control in ensuring search > ad > page match.
The same goes for your adverts, you need to unearth any message mismatch.
If you’re confident the above elements aren’t at fault, look at your landing page in and objective light.
A few things to consider:
- Is your title and/or sub-title compelling enough to warrant the visitor sticking around?
- Are you differentiating yourself and/or describing a value proposition that makes sense?
- Are trust signals present, are they credible?
- Is the call to action relevant and strong enough to demand an action?
- Do you have any page load/speed issues?
Remember your attention-ratio. Don’t overpower your visitor with too many choices – which typically means one message, one reason and one action!
In many cases a poor performing landing page can be fixed by simply ensuring continuity of your message.
However, you must be aware of false-positives:
#2 You’ve Done Quick, Now Get Laser-precise
Hands up if you have multiple keywords in your Ad Groups, keep them up if you mix and match keyword types?
I thought so…
That presents a problem when trying to analyse bad pages. A broad match will perform much differently to an exact, in fact it could skew the statistical significance so far off you start to make bad decisions on the top level numbers.
To get a sharper view of your search to landing page experience, you need to use the “Destination URL” secondary dimension in Analytics.
This simple dimension can be applied to Campaigns, Ad Groups, Keywords and Search Terms – the latter two being the most precise, of course.
Take for example the keyword > destination url metrics below:
You should spot a few gems here. 0% conversions in the top 10 are a dead giveaway, high spend with low conversions too.
Also consider are the poor performing keywords targeting the same landing pages? If so these weaker search terms are driving down the metrics for these pages. They muddy the picture!
Now you’re able to identify and remove poor performing keywords from the landing page mix.
Success Can Be Repeated
You should follow this process – rinse and repeat – and watch your overall performance blossom.
Understanding which of your pages are under-performing is critically important to the success of your campaign.
Applying these 2 simple tactics will help you dig for gold in your Analytics and ultimately drive up your return on investment.
Happy data mining!