How to Improve Google Ads Conversions Overnight & Land More Leads
In this guide, I’ll show you how to use PPC, one of the most scalable marketing channels, to acquire customers, and grow your business.
E-commerce is a fast-growing industry. The number of online buyers has only been increasing since 2014 and is expected to hit 2.14 billion in 2021. The growth in the volume of customers correlates nicely with the increasing number of stores as the rising share price for major ecommerce platforms like Shopify underlines.
We are operating in a market with more opportunities, but also more competition. Your ability to acquire and retain customers will be one of the key differentiators that separate successful companies from a solopreneur endeavor.
In this guide, I’ll show you how to use PPC, one of the most scalable marketing channels, to acquire customers, and grow your business. This is a strategy that targets the largest portion of the market - prospective customers who aren’t yet ready to make a purchase and people who are ready to make an instant purchase.
Before we look at this strategy, let’s do a quick recap on how most people run Pay Per Click (PPC) campaigns.
PPC Sales Funnel Everyone Uses
The majority of companies who run Google ads target people who are ready to make a purchase. They use buying phrases - for example, “Instagram software” - and send people to a landing page. On the landing page, they will generally offer something like; a free trial, free consultation, a chance to purchase a product or inquire about a service, etc.
The logic here is simple. You pay for leads that are ready to buy, and a small percentage of these people will make a purchase. I’ll use “Instagram software” as my example. The Cost Per Click (CPC) for this term is around $1.73.
The top result for the paid ads is the software platform Hootsuite. The copy is similar to the second result on the page. The focus here is a sales conversion. It’s a pretty standard formula.
If you click on the ad, you land on a custom landing page. Here’s a screenshot of everything above the fold.
On the custom landing page, they've removed the navigation, and have one clear Call To Action repeated throughout the copy. The focus here is a purchase. There is no backup plan for when a person fails to make a purchase.
The custom landing page Hootsuite created is better than 99% of the PPC ads out there, many of which use a duplicate of their homepage as the landing page. It's easy to create. You can make these types of pages with a sales funnel creator.
So, notice two things about the typical PPC strategy.
- Most ad copy is focused on generating an instant sale
- The landing page is designed for an instant conversion
While this strategy is effective, your ads only target people who are ready to make a purchase. You can improve this model by targeting people who aren't prepared to sign up the second they come across an advertisement but are potential customers.
High Converting PPC Sales Funnel
I promised to show you how to improve your Return on Investment (ROI) from a PPC campaign. The image below provides you with a snapshot of the funnel.
Let’s break down the funnel into its constituent parts:
- PPC ad copy: On the front end of the funnel, you have the PPC copy. Your ad copy should be optimized for maximum interest.
- Optin page: This will be a standard content upgrade style landing page, where you offer something for free in exchange for a person’s email address
- Sales page: Here you provide the product or service offering for that 3% of people who are ready to make a purchase
- Email sequence: Run a drip-email campaign from your marketing automation platform to help show the value that your product or service has to your new subscribers. This indoctrination sequence increases the chance of a conversion
If you’re selling a service, you might use an email tracking solution, like Right Inbox, to follow up when offering a free consultation or another offer. Let me show you how this looks in practice.
Here’s an example from a site running an ad called Marriage Max.
When you click on the ad, you are taken to a custom landing page designed to get visitors to opt-in to receive a free eBook. Here is what you see above the fold when you land on the page.
When you have signed up for the free PDF, you are redirected to a sales page. On the sales page, they offer a $69.95 marriage counseling course. I have a feeling that the profits from this course cover the cost of the Google ads.
I’m almost certain that anyone who purchases the course will receive offers for more expensive products or services. The revenue generated from these offers would be all profit.
Many people who sign up for the free eBook won’t purchase the course. Ultimately this isn’t a problem. Marriage Max is able to generate more leads from every PPC campaign. You can nurture these leads and hopefully get them to purchase a product or service in the future.
Below is another PPC funnel example from a company called Loan Studio. The entry point of the funnel is a landing page with an offer for a free eBook.
Click on the “Claim your free copy now” button, and you are directed to a sales page. On the sales page, visitors can book a free consultation. This is where people who are ready to purchase can take out their credit card.
By utilizing this strategy, the company can maximize the number of leads from a PPC campaign. Instead of just targeting people who are ready to make a purchase, they create an offer that will attract the maximum cross-section of potential buyers.
So, now we’ve covered the landing page. Let’s take a look at how you put together an email drip campaign to nurture and convert these leads.
Email Drip Campaign
Email drip campaigns are an automated sequence of emails you send to someone on your email list. In this particular campaign, your goal is, first, to generate trust with the lead, and then make a sale.
For a quick conversion, I suggest a sequence of around four emails. The email sequence should provide an introduction to who you are, and what you can offer. Here’s how I’d go about creating a simple email sequence for a PPC sales funnel:
- Introduction email: the first email in the sequence should be a welcome email where you deliver the content you promised
- Context email: provide a bit of background information about your business, and send them to a landing page with a video where you show how your product or service can help solve a problem they fact
- Proof of concept: provide some evidence that what you have to offer solves a problem they are facing. This could be a link to a case study or some other similar offer
- Attempt a sale: make a time-sensitive offer to the reader. This can be a low ticket item, or something relatively risk-free so they can test your service, and get a sense of the value you can offer.
Of course, you don’t have to rush the sale. You can just run a welcome sequence and then launch a more extended campaign. The crucial point here is this; you have their contact information. This is more than you’d likely get with your standard PPC funnel.
Wrapping Things Up
PPC is a proven marketing channel. The beauty of PPC is that if you can achieve an ROI from a campaign, you can scale the offer because nothing is holding you back.
In this guide to running a PPC campaign, I tried to show you a strategy that will reduce your Cost Per Acquisition (CPA). This strategy is particularly effective for retargeting ads. Now you know the theory, it’s up to you to put these tactics in practice.