Increasing the conversion rate on Google ADS – quick guide 2023


In this article, we’ll do a quick guide, with more specialized details to answer questions you may have regarding the Google Ads (SEM) platform, metrics, budgets and how your business can benefit from this safe bet.


What is SEM (Search Engine Marketing)?

SEM is a digital marketing strategy used to increase a website’s visibility on search engine result pages.

SEM may also be referred to as paid search or pay per click (PPC)

Why is Google Ads important?

With an increasing number of users searching and “consuming” on the internet, Google Ads has become a crucial online marketing strategy to increase a company’s reach.

  • Google Ads reaches users at exactly the right time: when they are open to new information. Unlike most digital advertising, PPC advertising is non-intrusive and doesn’t interrupt your tasks.
  • Increase your reach in terms of impressions or clicks
  • Searches are more segmented for relevant customers
  • It is an investment in digital marketing for the future: you are showing innovation.

How Google Ads Works

Google Ads uses complex algorithms to ensure that the most relevant results are shown for each search, including location and other available information.

In paid search advertising, sponsored ads appear at the top and next to search engine results pages (in this case Google) for more visibility and prominence than organic results.

The 5 Basics Steps to Create a SEM Campaign

  1. Perform a keyword research and select a set of keywords related to the target website or product;
  2. Select a geographic location for the ad to be displayed;
  3. Create a text-based ad to display in search results;
  4. Set a bid according to the price you’re willing to pay for each click on your ad.

We recommend you this article: How to use negative keywords to improve Google Ads campaign

How expensive is Google Ads?

This is the most common question we hear. The reality and the right answer is “how much are you willing to invest”? Not forgetting that within investment we are talking about:

  • Monthly/Daily Budget for campaigns.
  • Monthly payment:
    – Account maintenance –
    Campaign Creation

Basically, the budget is how much you’re going to pay Google per month to place the ads online – normally this amount is split for daily use.

The monthly fee has two variables – how much you will pay the agency for its creative services and how much you will pay the same agency for maintaining the account.

The 5 Google Ads Campaigns

1. Research Campaigns

Search ads are the text ads displayed on Google results pages.

The advantage of this type of campaign is that it’s showing your business where many would like to be – at the top of Google searches.

Adaptable Search Ads

Adaptive ads allow you to insert multiple headlines and text into the ad, then giving Google the freedom to select the best performers to show to users.

2. Display

These are image ads that divert users’ attention from the content of the pages they are currently browsing

3. Video

Video ads are displayed before, after or during YouTube videos. This platform is also a search platform – with the right keywords, your video will stay ahead of others, stopping user behavior time enough to get your attention.

4. Apps

App campaigns promote an app through an ad displayed on the following networks: Google Search, YouTube, Google Play, Display, and more.

Unlike other types of ads, there is no creation of an ad. Instead, you provide Google with information about your App’s target audience and how much you are willing to pay per click. Google then does the rest and makes sure it will show your App to the right eyes.

5. Shopping

Another type of ad on Google Ads is Google Shopping ad campaigns. Purchase campaigns when displayed include detailed product information such as price and images. You can create a Shopping Campaign through the Google Merchant Center, where you can enter the product-specific information that Google obtains to create your shopping ads.

Rather than promoting your brand, Shopping ads allow you to promote specific products and product lines. That’s why, when searching for a specific product on Google, you may see several different branded ads appearing at the top and/or side.

Measuring conversions

Depending on the business, a conversion may be counted when a customer:
  • Makes a purchase on your website
  • Signs up for a form
  • Fills out a survey
  • Subscribes to a newsletter
  • Downloads an app or PDF
  • Calls a phone number
  • Etc…
Once you’ve identified which customer actions you want to track as conversions, you only need a few simple, free-to-implement features to get conversion tracking working for your campaign. Setting up conversion tracking involves HTML code in Google Ads. This code is pasted into a page on your website that your customers visit immediately after the conversion is complete (such as an “Order Confirmation” or “Thank you for your purchase” page).

What is considered a good conversion rate?

The “conventional popular wisdom of marketers” says that a good conversion rate is something like 2% to 5%. If at the moment yours is at 2%, there is room for maneuver to rise to 4% (although it is a huge leap). Right now, your goal is to double your conversion rate!

How can I increase my conversion rate?

We’ve further developed everything that has to do with conversion rate in our article “What is it and how to calculate conversion rate“. Even so, pay attention to the following:

  1. Collect and analyze your website data: use them to create a user persona, that is, a representation of your user. Here you will use all the valuable information about your prospects and users, including their interests, likes, dislikes, goals, and weaknesses.
  2. Do a competitive analysis: to have a competitive edge over your competitors, you need to know what your strengths and weaknesses are. People do a lot of research on possible options before making a purchase. They will see your competitors and how you stack up against them. By performing a competitor analysis, you will be able to step into your customers’ shoes.
  3. Rate your conversion funnel: make sure you understand in detail what the user’s typical journey through your conversion funnel looks like. This will help you assess where users are shaking or giving up and the plausible reasons for this.
  4. Don’t be afraid to change your website: sometimes even less significant changes that we can find are enough to make the user click. Change the site, try to modernize, see what others do, run tests to see if your website is user-friendly!
  5. Build confidence with ratings and recommendations: if there is no trust, there is no conversion. To build trust, you can apply tactics like a discount on your next purchase if they write you a review.

Increasing your conversion rate will directly improve your ROI. 

All that said, remember that there are companies that have more conversions than yours. The big difference is that you’ve read this article, and you’re researching how to improve your business. Surely if you start applying everything that has been said here you will start seeing results. 

The important thing is to define your goals, gather data, and continually run objective tests to find out what works for your target audience.

Did you know you can optimize your Ads automatically?

You may be interested in this starter guide on how to sell on Instagram

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