Here's how you can improve your conversion rates in SEM when faced with low numbers.

Audit Your Campaigns by: Account Structure: Check that your campaigns and ad groups are well-organized and align with your objectives. Keyword Analysis: Assess the performance of your keywords, eliminate those that underperform, and focus on those that attract quality traffic. Budget Evaluation: Allocate your budget towards campaigns that are generating conversions, not just clicks. Identify Weaknesses: Use your audit data to pinpoint shortcomings, such as technical issues on your landing pages, irrelevant keywords, or ineffective ad copy.

Start by deeply analyzing your current campaign data in Google Ads or any other SEM platforms you are using. Look for trends and patterns in click-through rates (CTR), cost per click (CPC), conversion rates, and ad spend. Identify which ads, keywords, or ad groups are underperforming. Check for common issues like low ad relevance, poor landing page alignment, or inadequate bid strategies.

Start with a comprehensive audit of your SEM campaigns: Keywords:Check if they're too broad or attracting the wrong audience. Ad Copy:Ensure it aligns with landing page content to avoid confusion. Landing Pages:Verify they deliver on ad promises and are optimized for conversions. Data Analysis:Use metrics to understand user behavior and identify areas needing improvement.

Begin by thoroughly auditing your SEM data to identify patterns, trends, and areas for improvement. Analyze key metrics such as click-through rates (CTR), conversion rates, and bounce rates to pinpoint potential issues or bottlenecks in your campaigns.

➡️Keywords tells a lot about intent. It reveals how far that person is in his customer journey. The more specifc the searches, the closer to converting. Often made mistake 🚫 Using the same ad copy for both branded and generic ads. ✅Begin customer journey requires Emotional Ad copy ✅End customer journey requires Convincing Ad copy

Understanding user intent is crucial for SEM success. Differentiate between transactional, informational, navigational, and commercial intents in user searches. Tailor your ads and landing pages to align with these intents. For example, use emotional ad copy for users at the beginning of their journey and more convincing copy as they move closer to a purchase decision. This targeted approach ensures your ads meet the specific needs and stages of potential customers, leading to improved conversion rates.

Understand the intent behind users' search queries and align your SEM campaigns accordingly. Tailor your keywords, ad copy, and landing pages to match the user's intent, whether they're in the awareness, consideration, or decision stage of the purchasing funnel.

➡️Keywords tells a lot about intent. It reveals how far that person is in his customer journey. The more specifc the searches, the closer to converting. Often made mistake 🚫 Using the same ad copy for both branded and generic ads. ✅Begin customer journey requires Emotional Ad copy ✅End customer journey requires Convincing Ad copy

Understanding and aligning with user intent is crucial: Keyword intent: Categorize your keywords based on themes. Tailor your ads and landing pages to match these intents. Search queries: Regularly review your search query reports to see what users are actually searching for and adjust your keywords and ads accordingly.

Focusing on optimizing, your landing pages should be the first place you start. These pages should be aligned with your ads and keywords. Consistent messaging and relevant content is key. Design your pages to be simple and user-friendly, with a clear focus on leading users towards your chosen conversion. To test you can experiment with different elements like headlines, calls-to-action, and images through A/B testing.

If your CVR isn't good that means your ad is getting the click, it's just not amounting to anything else. Assuming you've optimized your campaign you need to make sure those users who click are getting an equally optimized experience on the website. Tools like HotJar are great at giving insight into your customer's experience. Use surveys to get direct feedback from the customer, heatmaps to show where they are clicking, funnels for drop off, and recordings to help you and identify painpoints and opportunities to increase engagement.

💡The landing page should be the answer to your customers problem. Sometimes it's a cold conversion-focused landing page, but.. ..sometimes it's a 'warm' page with extra information to help the customer out and soft conversions. ➡️If you separate both the ad copy and the landing page to match customers with the right phase of their customer journey, you'll outperform your competition

Optimize your landing pages to provide a seamless and compelling user experience. Ensure that landing pages are relevant to the ad's message, load quickly, and offer clear value propositions and calls to action (CTAs) that encourage visitors to take the desired action.

Optimizing landing pages can directly influence conversion rates: Relevance: Ensure the landing page directly relates to the ad. The message on the landing page should fulfill the promise made by the ad. User Experience: Improve load times, mobile responsiveness, and visual appeal. Simplify the navigation to keep the user focused on the conversion goal. A/B Testing: Continuously test different elements of your landing pages (like headlines, images, and CTAs) to determine what works best for your audience.

Call to actions are proven tactics to drive customer actions. Just be mindful about how you apply them: ❌Don't immediately aks a person to buy something, if they've only just started their product search ❌Don't use multiple call to actions. Focus on the one most relevant CTA, for the right audience en their journey phase ✅Find a Call to action that matches their customer journey phase ❄️cold traffic: check out our healthy products 🔥Hot traffic: Buy [product x] now

A compelling CTA can make or break a conversion: Visibility: Make sure your CTA is prominently displayed and easy to find. Urgency and Value: Use language that creates a sense of urgency or highlights the value of what you’re offering, such as "Get a Free Trial Now!" or "Download Your Guide Today!"

Craft persuasive and action-oriented CTAs that prompt visitors to convert. Experiment with different language, placement, and design elements to optimize CTAs for maximum effectiveness. A/B testing can help identify which CTAs resonate best with your audience.

Have you tried using discount CTA? Ads that include discount CTAs often get more clicks because they stand out and attract users who are interested in saving money or getting value. When you use discount offers in SEM, make sure the deal is clear, appealing, and fits with your marketing goals. Also, try out different discount amounts, messages, and ways of presenting the offer to see what works best and boosts your conversion rates the most in your SEM campaigns.

Utilize ad extensions to enhance your ads: Sitelinks: Provide additional links to specific, relevant content on your site. This not only improves user experience but also increases ad real estate. Callouts: Add more descriptive text to your ads to highlight unique selling points. Structured Snippets: Showcase a set of your products or services to increase the ad’s relevance.

Take advantage of ad extensions to provide additional information and incentives to users. Utilize extensions such as sitelinks, callouts, and structured snippets to enhance your ads' visibility and relevance, thereby increasing the likelihood of clicks and conversions.

Continuously test and refine your strategies: A/B Testing: Regularly test different versions of your ads and landing pages. Analyze performance to see what resonates best with your target audience. Analytics: Use Google Analytics in conjunction with Google Ads to get deeper insights into user behavior and conversion pathways. Feedback Loops: Set up mechanisms to quickly learn from the data and apply lessons to optimize campaigns continuously.

Continuously test different elements of your SEM campaigns, including ad copy, keywords, bidding strategies, and targeting parameters. Monitor performance metrics closely and iterate based on data-driven insights to refine your approach and maximize conversion rates over time.

Beyond the listed strategies, consider factors such as seasonality, competition, and industry trends that may impact conversion rates. Keep abreast of changes in consumer behavior and search engine algorithms to adapt your SEM strategies accordingly and maintain competitiveness in the digital landscape.

Improving conversion rates in SEM, especially with low numbers, requires a strategic approach. It's crucial to align product cost or CPA with SEM competition for better competitiveness. Consider rethinking products advertised or brand positioning to resonate better in the SEM space, enhancing relevance and attracting qualified leads. Additionally, be open to updating websites for better user experience and conversion optimization. Acknowledging areas for improvement, even if proud of existing assets, is key to staying competitive and achieving higher conversion rates in SEM campaigns.

It is a good idea to find out how users behave with the landing page (contact forms, navigation, content consumption) with a behavioral analytics platform. This can give You good insights into where the landing page is failing.