22nd Nov 2017 – 8 Advanced PPC Conversion Rate Optimization Techniques to Crush Your Competition
Without click-to-call, consumers need to manually copy and paste your number to their call function, before they can give you a call.
With click-to-call, they can ring you with a single tap of the screen. This translates to more enquiries, and higher conversion rates for you!
Ready? Great. Let’s dive right in!
Use Adwords' Dynamic Keyword Insertion feature
Think about it from the consumer’s perspective:
Bid on your competitors’ keywords (specifically, your competitors who don’t have an online presence).
As far as your competitors are concerned, you’re no longer running ads on Google.
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#1: Have your campaign show up on “Near Me” searches

Close this window and go read another PPC guide instead. (And I mean that in the nicest, least offensive way!)
This isn’t the same as your phone call extensions, which looks like this:
But that isn’t good enough.
Here’s how you get all your low-hanging fruit:
So test out the various techniques above, and remember, always track and evaluate your efforts, so that you can fine-tune your campaign for better results.
Basically, this helps you better tailor your ads to what your consumers are searching for… without having to manually create ads with different keywords.
…but at the same time, do keep in mind that there’s no one-size-fits-all solution.
Before you start reading this article on PPC, a word of disclaimer:
Time to start optimizing your campaigns – better conversion rates await!

#2: Enable Mobile Click-to-call (not just phone call extensions!)

Now that you’ve filtered out these pesky people who just want to spy on you, and won’t actually buy any products, your conversion rates are likely to increase as well!
Phone call extensions show up in the form of a “call” button next to your ad.
Smart, huh?
For entrepreneurs, this is huge!

Running a successful campaign is all about localization, my friend.

Use IP exclusions so your competitors can't see your ads
Once you’re done, go ahead and exclude these IP addresses from your campaigns.
Adwords’ Dynamic Keyword Insertion feature is truly a game-changer.
You probably already do this on some level. Obviously, when you’re creating your ad, you’ll be specifying that you want to target people in, say, New York, as opposed to Chicago.

#3: Bid on competitors’ keywords

The first thing you’ll need to do is to find out your competitors’ IP addresses (there are a few ways you can do this – check out this article, and if that doesn’t work, there’s this other one as well.)
Well, I can guarantee that they’re doing the exact same thing to you.
But if you’ve been running your PPC campaigns for a while now, and you understand the basics of how to optimize these campaigns, then you’re at the right place.
(This one is for all the entrepreneurs who have physical shopfronts. If it doesn’t apply to you, skip ahead to the next point!)
Google bills it’s In-market Audiences as “a way to connect with consumers who are actively researching or comparing products and services”.
It’s easier to sell to a shopper who’s browsed through your products (or even added these to a cart!) before, as opposed to a shopper who’s never seen your site. We all know that.
You’re basically stealing customers off your competitor, and it is kind of a sneaky thing to do.
Simple – create a campaign for “Near Me” searchers!
This next tip is super simple to accomplish, but it’s something that not many PPC marketers know about.
If you’re a newbie PPC marketer, do yourself a favour…
Use them to target shoppers who have made a purchase, and up-sell or cross-sell them that way!

#4: Use remarketing ads, but to cross-sell and up-sell

One last little-known tip: Consider working with well-known influencers to name drop in your remarketing ads. You can find them via an influencer network. For example, your ad might read “Looking for the best outfit for this weekend? See what Sophia Amoruso is wearing.”” …and help you absolutely crush your competition.
Google’s Ad Customizers.
They spend huge bucks on these large-scale ad campaigns, but they don’t even have a website set up. That’s a fantastic opportunity for you to jump right in.
You’re now able to reach out to shoppers who are further along in their buyer’s journey. Because these shoppers have been actively Googling and researching their various options, you know they’re really looking to make a purchase. New York is a huge city, and just because someone’s in New York, it doesn’t mean that they’re located relatively near your business, or that it’s convenient for them to visit you.
That’s it – you’re done!
For this to work, make sure you target a highly specific location (for example, Long Island, instead of just New York).
Headline: Buy {KeyWord:Chocolate}

#5: Use Adwords’ Dynamic Keyword Insertion feature

What do you do? You search for them online…
This makes total sense, if you think about it:
Here’s how to maximize your remarketing ads:
All you gotta do is to use a keyword insertion code in your ad headline. For example:
These higher-level conversion rate optimization techniques that I’ll be teaching you will help you make your campaigns even more profitable…
So go ahead and launch some new remarketing campaigns, stat!

The click-to-call function, on the other hand, turns your dead phone number on your mobile site into a live, clickable phone number.

You know how you’re always checking out what your competitors are doing, and keeping an eye on their ads?

#6: Use Adwords’ In-market Audiences feature

IP exclusions!
That’s all there is to it. The rest is up to Adwords – it’ll replace this code with the different keywords in your ad group, and automatically push out these variants of your ad.
I’m talking about all the old-school companies which still rely heavily on TV, print, and radio ads.
Remarketing ads are one of the oldest tricks in the book, but they’re super effective.

#7: Use Google’s Ad Customizers

…again, with your “2 hours” bit updating in real time.
I’m going to be introducing some pretty advanced techniques in this post, and it might be a little too technical and/or overwhelming if you don’t have any experience with PPC.
Sometimes you just gotta take a step back, and marvel at technology.
But it’s even easier to sell to a shopper who’s purchased an item on your site before, and who’s familiar with your shipping and return policies.
I’m talking about… enabling your Mobile Click-to-call function.
The problem is, you can’t remember their phone number – all you recall is their name.
Guys, here’s a PSA:
You can even get down to the nitty-gritty (using hours instead of days) with this, and do something along the lines of…
You see a pretty interesting ad about XYZ plumbing company, and you’d like to make an appointment to get some work done.

#8: Use IP exclusions so your competitors can’t see your ads

Enable Mobile Click-to-call (not just phone call extensions!)
Some of these functions might be more useful for certain industries and types of products, and not as effective for others.
How do you get around this?
Just because a certain feature (In-market Audiences, for example!) worked for someone else, it doesn’t mean it’ll work for you as well.
So here’s a trick that will enable you to stop your competitors from spying on you, plus eliminate any ad spend that you’re wasting from their clicks:
These are great for driving urgency. For example, you could have an ad that says…

Don’t just use them to target shoppers who have abandoned their carts.

You’ll now be getting higher quality traffic, better conversions, and more people showing up at your store!
…and with your Ad Customizers enabled, Adwords will automatically program the “5 days” bit to update in real-time.
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Final thoughts on advanced PPC conversion rate optimization techniques

But it’s a dog-eat-dog world out there, and if you’re not willing to do it, someone else will!
Go ahead and experiment with the above conversion rate optimization techniques that we’ve just outlined above…
Now, don’t get confused:
…and since you can’t find their website, you click on an ad for another plumbing company which guarantees they’ll be able to fix all your plumbing issues within an hour, flat.
Here’s another feature that allows you to automate your ads (the updating of your ads, to be precise):
Previously, this feature was only available for Display Network and YouTube campaigns. But earlier this year, Google rolled out the same feature for Search campaigns as well.

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