Optimising the Landing Page for Conversions
The landing page is where users land after clicking your ad. A well-optimised page improves conversion rates and reduces cost per lead. To optimise, make sure your page:
- Clearly showcases your services and unique selling points.
- Provides easily accessible contact information.
- Includes a clear call-to-action, like a booking form.
- Is mobile-responsive and fast-loading, critical for mobile users.
Monitoring and Optimising Campaign Performance
Regular performance checks and data-driven adjustments are key to optimising a tight budget. Key metrics include CPC, click-through rate (CTR), conversion rate and cost per conversion. By scrutinising these metrics, you can identify areas of improvement and modify your ad strategy accordingly.
If certain keywords have high CPCs but low conversion rates, consider pausing or reducing bids for those keywords. To do this, navigate to the “Keywords” section in your Google Ads account and adjust the bids as needed.
If an ad has a low CTR, try rewriting the ad copy or adjusting the targeting parameters. These edits can be made within the “Ads & extensions” tab.
If a specific ad extension isn’t generating any clicks, test different extensions, which can be adjusted under the “Ads & extensions” tab.
Utilising Google Ads’ Automated Bidding Strategies
Google Ads offers automated bidding strategies that utilise machine learning to optimise bids in real-time. Some automated bidding strategies suitable for orthopaedic and aesthetic clinics include: