Receiving online conversions through paid search campaigns requires efforts in more than just ad copy and creativity. Just as important is how those ads appear and where they’re sending users. When you’re focusing on gaining online conversions, your search campaigns should include features like images, sitelink extensions, reviews, testimonials and more.
We’ll explore some essential ad features and landing page updates that we guarantee will help increase your online conversions.
These helpful little tools are a simple, yet effective way to get a little more specific with your ads. Sitelink extensions allow your ad to present additional details below the ads like the brands and products you carry, services you provide, etc. and link each individual topic to its own landing page. When using sitelink extensions, it is important to make sure your landing pages are relevant and show correlating content in order to increase user experience and conversions.
Including images with your ads immediately helps them stand out from the clutter of basic text ads. Google has been continuing to increase the number of images allowed to show on search engine results pages because they know people respond better when they can visually see what is being advertised. If a customer sees the product they’re looking for and follows the ad to a landing page with the same product, they’re more likely to make the online conversion because they easily found what they were originally looking for.
Helpful tip: design a campaign using shopping ads to be able to show even more images, along with product pricing, availability and more!
Giving people the option to review your products and services provides even more opportunity for conversions because you:
- Show users that you’re confident in your excellent customer service and deliver exceptional products.
- Give users a chance to learn a bit more about the products from a third-party perspective rather than strictly selling the benefits and features in the ad.
Incorporating reviews in the ads and on the related landing pages helps keep everything consistent and makes navigating your site easier and more clear for users, because they’re seeing the same things from the ad represented on the landing pages.
Make sure your reviews are current and up-to-date. In order to keep your reviews showing on the ads, ask customers to review products, rate their experience and more. Reviews that are older than 12 months do not appear on the Google Search Network.
So, while the copy of your ad is extremely important in presenting users with specific information, it is even more beneficial to enhance ads with additional features to help boost online conversions.