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Top Ways to Optimize Ads for Increased Conversion

True conversion takes multiple parts of a sales funnel, which means there are always a few different angles to evaluate and optimize when looking to increase conversion rates during a marketing campaign. 

For this article we’re going to start at the top of one path of the digital funnel: ad optimization. But stay tuned for a couple forthcoming articles for a full scope of optimization techniques. One of the first things to think about in terms of strategy is that ad optimizations are not a one-size-fits-all approach. Ad placement can really determine what mindset a consumer is in when looking at the ad, and can sway what strategy works best.

Facebook Ad Optimizations

People looking at Facebook often get targeted by the same ads over and over again. The algorithm will keep pushing ads it thinks are best, but may not always realize it may cause ad fatigue. Or it may be that ads are not placed correctly for the audience it’s trying to reach. 

To increase ad interactions it’s always recommended to create several variations. These variations should include differences in creative, messaging and brand benefits. Utilizing A/B testing up front provides data for which variations perform best on the audiences you are targeting. After testing is complete, choose 2-3 top performing ads, rotating them to avoid ad fatigue. 

Google Ad Optimizations

Optimizing a Google ads campaign utilizes a lot of strategy within message copy and keyword usage. Like Facebook ads, creating variations of ads helps to aid in finding the most optimized ad options for the desired outcome. 

To start, messaging copy should align closely with wherever the ads are headed. It’s easy to understand why Google’s algorithm wouldn’t want to display an ad that doesn’t link to a page of the same topic. No one wants to click on an ad for winter boots that takes them to a landing page about fish tanks. But even if your ad topic aligns with your landing page, copy should still be given a second look to make sure your customer will find exactly what they want after clicking an ad.

The second part of Google Ads is looking at keywords. This means refining keywords at the start of posting, as well as ongoing analysis to determine what is and isn’t working. Doing this gives a chance to purge underperforming keywords for better ad dollar spending. It is also a chance to see if there are opportunities to add new keywords for targeting. 

In the same way we use keywords for targeting, utilizing negative keywords allows you to exclude specific search terms. This helps to focus on only the keywords that really matter, again optimizing targeting and ad dollar spend. 

Another data point to track is the CTR (click-through-rate). The higher the CTR the better your ranking, and the lower your cost for conversion. The click-through-rate is also a key factor in Google’s quality score formula, which they use to determine your ad position and actual cost per click. And just like keyword analysis, if no one is clicking it’s an easy way to determine changes need to be made within the campaign. 

For whichever digital ad type, optimizing the capability to attract a user and lead to conversion is highly dependent on flexibility for change. Work is front-loaded for ad variants and targeting, but once posted it is imperative to track the data. This is necessary for completing optimization at every step of the ad process.