How to boost conversion rates with the help of a PPC agency

Pay-per-click advertising, also known as PPC, is one of the most popular forms of advertising when it comes to B2B businesses. One of the reasons behind this popularity is the measurability of the medium. Every single pound or dollar that you spend on your advertising through PPC channels can be measured. Therefore, you can easily calculate the ROI on your paid marketing spend.

However, there is measuring performance and then there is doing something with the data at your disposal. And the process of using data to inform improvements on your website with the ultimate goal of increasing revenue from prospects is known as conversion rate optimisation.

Because of the obvious alignment in objectives between PPC and conversion rate optimisation, working with a PPC agency is a great way of tackling b2b conversion rates on your website at the same time.

In this article, we will explore just a few ways in which working with a PPC agency in the UK such as Bind Media, can help boost your conversion rates. Let's dive in.

Figure out what to track

Before you make any optimisation decisions based on data, you need to ensure that the data that you're making those decisions based on actually makes sense for your business. There is usually a laundry list of metrics that go into standard Google Analytics reports such as clicks, impressions, users, new users, conversions, etc.

While it's useful to have these metrics on hand to see the general direction of your digital marketing performance, it's important to customise your reports according to what matters most to your business. This will ensure that resources are being allocated to the correct priorities.

Reverse engineer your conversion paths

A PPC agency will usually conduct extensive keyword research before they launch an ad campaign on your behalf. This will mean that they would have found certain keywords that they predict will have a higher intent to purchase behind them than others. Of course, the truth lies in the data.

So once your PPC agency has collected enough data to be significant from a statistical point of view, they can then determine which keywords have the highest correlation with conversions on your website. By seeing which keywords and also which landing pages convert the most (as well as certain ad sets or certain messages), your agency can reverse engineer the best possible path to conversion and upweight their paid search budget to maximise the opportunity from the best performing keywords and ads.

Segment your users

We mentioned earlier that there are certain standard metrics to include in your analytics reports, it's the customisation of these reports to your business that delivers the greatest value and impact in terms of actionable insights. One of the best ways to get actionable insights from your data is to segment your users according to whatever criteria makes sense for your business.

Examples of criteria for segments would be cohorts created from particular ad campaigns, or people arriving on particular landing pages or searching for a set of particular keywords. Whatever unique identifier you have for a group of people on your website can help create a segment. The power, of course, is in using these segments in future ad campaigns with tailored messaging to get them to take a specific action.

An example could be users who, for whatever reason, did not convert despite having reached the bottom of a landing page. You could argue that this represents a higher level of intent than a user that didn't make it to the bottom of the page.

And you could test conversion-focused ad copy and create a retargeting audience out of this particular segment and see if you can get them over the line. This is just one example of utilising segments to create hyper-targeted campaigns to boost conversion rates through your PPC campaigns.

Conduct A/B testing with copy and messaging

A/B testing goes hand in hand with conversion rate optimisation and it is also a fundamental part of PPC. Therefore, a PPC agency can kill two birds with one stone by conducting A/B tests as part of its PPC campaigns for your business.

Specifically, A/B tests can include testing different ad copy, different copy on landing pages, different calls to action, different page designs, and so on. Do ensure that you have collected enough data for it to be statistically significant. You don't want to be making knee jerk decisions based on unreliable data.

But once you've collected enough data you can at least make decisions knowing that they're backed by solid information and a solid hypothesis.

These are just some of how working with a PPC agency can simultaneously help you with your conversion rate optimisation efforts.