There are a few strategies that you can use to target people who are more likely to convert:
The first thing you should do is target your specific audiences. If you’ve been using broad targeting strategies like “all ages” or “everyone,” you’ll want to be more specific. For example, if you sell a product geared towards children, you want to ensure that anyone likely to buy it sees your ads. You can increase engagement and decrease costs by being more specific with your demographics and interests.
Location targeting allows advertisers to get even more specific with their audience by targeting people within a particular area or radius of their business. This can help save money on clicks since physically close people will likely be more interested in what you’re offering than those who live far away.
Bid on keywords that show a higher intent to buy. This will help you get more conversions at a lower cost per click (CPC). For example, if you’re selling shoes and are looking for some new customers, you may consider bidding on “buy shoes” instead of “shoes.” The latter has more competition because it’s more generic, but the former has more people searching to purchase something.
CPCs for both of these keywords differ depending on how many people are bidding for them and how much competition there is for each. If one is cheaper, you should always choose the cheaper one.
Ad extensions like site links, callouts, and so on have been around for a while and have helped marketers increase their click-through rates on mobile devices. While these extensions are not directly related to keyword bidding, they allow you to provide more information concerning your products and services, which can help increase conversions even if someone doesn’t click through on your ad.
Auction Insights can help you understand your competitors’ bidding, how many people see their ads, and what bids they use. It’s an excellent way to learn about the auction and understand what it takes to rank well.
The landing page is the page users end up on after clicking on an ad. Landing pages are important because they determine whether or not someone will convert into a customer. If your landing page is good, you’re saving money by paying for clicks that don’t result in conversions.
Just as you want to target your ideal customers most efficiently, it is also essential to ensure you spend your time effectively. Whether you are measuring product cost or the value of a customer historically, take some time to figure out how to get the best return for your dollar. If statistics aren’t in your favor, look for ways to improve that metric instead of throwing in the towel.