4 Immediate Ways to Increase Your Conversions with AdWords

Written by Heather Mueller on August 25, 2015

Posted in Lead Generation

Picture this scenario:

You’ve recently launched your first AdWords campaign, and you’re getting tons of traffic. For the first few weeks, your boss is really happy, and you’re feeling pretty good about the whole endeavor.

A few weeks later, you present the numbers again, but this time your boss is all like:


Because he’s just realized something…

The ads are driving a lot of traffic, but the only button people seem to be clicking after arriving at your AdWords landing page is the one that looks like this:


Right now, those pay-per-click ads are costing your company a lot of money without a significant return on investment.

We can fix that.

In this post, we’re going to offer four easy ways you can boost your AdWords conversions. That’s right: conversions. Not traffic. You might even see a dip in traffic when we’re done—and that’s totally okay as long as you’re getting the right traffic.

Let’s get started.

1) Be a ruthless editor.

With AdWords, you want a highly targeted list of conversion-ready keywords people will use when they’re looking for your specific offering. You can quickly start to cull your list by looking for the following: 

  • High-intent keywords: These are the keywords and phrases that indicate a person is ready to buy, download, register, sign up, or otherwise take a step that converts them from casual visitors into qualified leads.
  • Negative keywords: These often include phrases such as “what is” and “how to” that are used by DIYers and information seekers who are not likely to convert. Giving Google a list of negative keywords will prevent your ad from being shown when they’re used and help reduce the risk of overspending on unqualified leads.
  • Branded keywords: These are the specific companies, products, and services people are searching for—whether your own or those of a competitor. These terms can often yield high-quality leads with relatively low costs per click.
2) Refine your offer.

Unless you’re in e-commerce or you’re targeting a keyphrase like “book hotel in New York City,” many visitors will likely be turned off if you push a sale too soon. Instead, look for opportunities to capture leads you can nurture through the sales funnel.

  • Use content marketing: Build an irresistible content offer that prompts visitors to gladly exchange personal information for access. Instead of pushing out a message in the hope that something will stick, you’ll pull people directly from AdWords right into your database.
  • Add an air of exclusivity: Even small incentives like vouchers or coupons can go a long way. Likewise, allowing prospects to get on the “waiting list” for an exclusive product or offering can help instill a sense of urgency.
3) Match your messaging.

Does your AdWords copy match your AdWords landing page? The two should be closely tied together. A few essential ingredients can help a landing page go from ho-hum to high-converting:

  • Trust indicators: Third-party endorsements and credentials can help build trust in an instant. Add any relevant customer testimonials, reviews, press mentions, guarantee seals, and security certificates.
  • Clear, concise content: Your landing page headlines should incorporate the same keywords as your ad copy, and what visitors see on the page should be directly relevant to the ads they clicked to get there.
  • Strong calls to action: When a visitor lands on your landing page headline, it’s crucial they know what to do next. Your subheads and buttons should all make it quick and easy to do something such as “Buy Now” or “Download My Copy.”
4) Fine-tune your form.

The easier it is for people to fill out your form, the more likely they are to make it to the “submit” button.

  • Make it responsive: Make it as easy as possible for mobile users to tap and swipe their ways to “submit” on tiny touchpad screens. If there’s one thing every landing page must have, it’s a mobile-friendly form.
  • Shorten it: Study after study shows that shorter forms tend to lead to higher conversion rates. Drop all unnecessary fields and use smart form features like Conditional Logic to make it easier for visitors to send you their info.

Which of these four conversion-boosting strategies will you try first? Let us know in the comments! And be sure to snag your free copy of the AdWords lead gen guide for more tips and techniques by clicking below.