Conversions! Marketers build landing pages that single goal. Sometimes, this focuses on call tracking or product sales. In this Google Adwords Optimization Guide, I’m focusing on form submissions. 

Your form could feature a variety of offers. For example, many businesses use a free ebook download or a newsletter subscription. When users fill out the form, they give you their contact information. Then, you can target them with offers in the future. However, many businesses struggle to get any responses on their forms. 

The main reason: You may be setting up your form, ads, and tracking wrong. Check your plan against the steps below to see if you can improve. 

Google Adwords Optimization Guide

Follow each of the steps below to optimize your entire Google Adwords funnel

1.Build a Strong Form

Raising your conversion rate starts with a strong form. If you already have a form, you need to check it against the tips below. If you are creating a new landing page, use these tips to guide form creation. A strong form leads to more submissions.

Select Right Layout

Each platform offers different layouts. Some of these convert better than others. For example, the size of input fields matters. These should match the expected length of entries. Also, make your field labels easy to read. Most importantly, only use one column with one question per row. These display best from device to device. Stick to the right layout. You won’t confuse users.

Use Less Fields

Pick the most important fields and only use those. You can follow up after submission to update their profile and get more information. By limiting the number of fields, you increase the chance of submission. Try name, email address and one specific question. It’s easier and faster. 

Don’t Ask for Phone Number

Users avoid entering phone numbers. They fear telemarketing calls. Skip this question completely. 

Pick the Right Position

On your landing page, the form sits at the top. It must stand out from the other content on the page. If you put it somewhere in the middle or bottom of the page, visitors may miss it.

Explain the Offer

As part of the descriptive text, explain the offer. Let them know if you plan to contact them. Give them a preview of the upcoming download. Show them an example of a sign-up email. This will entice them to submit their information. They will know what to expect after clicking through.

Remove Captcha

You may be worried about spam. But, many website forms perform fine without this filter. Avoid using Captcha unless you have a real spam issue. It forces visitors to jump through too many steps.

2.Optimize Your Google AdWords

Now that you have your form set up correctly, you can optimize Google AdWords. Several simple tips can help you improve your conversion rate. Then, you’ll have more form submissions on your landing page. If you don’t optimize Adwords, you’ll waste money on clicks that don’t convert.

Use Location Settings

Account managers often overlook this trick. Limit your ads to the regions where you do business. Otherwise, people will click through the ad before they realize you can’t serve their needs. This lowers your conversion rate. You attract the wrong people by skipping this setting.

How to Change Location Settings

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the name of the campaign you wish to edit.
  4. Click the Settings tab.
  5. Click Edit next to “Locations” and click Advanced search.
  6. Click Radius targeting.

You can find more options to target locations on Google Adwords.

Segment your data

You can use segments to change your view in AdWords tables. Split your data into rows including:

  • Periods of Time
  • Click Type
  • Device
  • Conversion
  • Keyword/Placement
  • Network

Each of these helps you narrow your audience. Then, you can only target that profile in your ads.

How to Segment Adwords Data

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. To see data for a specific period, click the date range menu on the top right corner of the page and select the time period you’d like to analyze.
  4. Click one of the tabs that appear in the middle of the page, such as the Campaigns, Ad groups, or Ads tab.
  5. Click the Segment button above the statistics table.
  6. To add a segment, select a segment from the drop-down. To remove a segment, select “None.”

Learn how to use these insights to understand your data at Google AdWords.

Create a Search Query Report

This report helps you understand user intent. Select a single keyword or all keywords. Check to see if this matches your landing page. If it does not, your audience is too broad. The wrong people are clicking on your ad. Then, they don’t convert on your form. Fix this by reviewing the search query report.

How to View a Search Query Report

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the Keywords tab.
  4. Click the Search terms button.
  5. You’ll see data on which search terms triggered impressions and clicks.
  6. You can alter your search terms report and modify which columns show by clicking the Columns drop-down menu, and then selecting Modify columns. This will allow you to add, remove, or reorder the columns in your report.

7.To download the data in a report, click the download button

For more tips to modify the report, visit Google AdWords.

3. Track your Conversions

After you create your campaign, tracking allows you to make adjustments. Pick which conversions you want to track. In this case, you want to track form submissions. For this, visitors might download something, sign up for emails or contact your organization. You should watch this to understand your conversion rate. Then, you can improve your campaign over time.

Focus on Conversions

Optimizing Google Adwords starts with building a strong form. Otherwise, you’ll scare aware prospective leads. Then, you need to optimize your ads. This helps you save money and narrow your audience. Finally, tracking allows you to improve your campaign over time.

You can use each of these steps to evaluate and improve your Google Adwords campaign.