You have completed all the necessary steps for the PPC campaign, which is one of the most applicable methods to increase your website traffic, and now let the customers in. Sounds like a good plan, right? However, after this stage, one of the biggest nightmares of anyone who wants to achieve something in the field of eCommerce may arise😨 While keywords with above-average CPC continue to provide traffic to your site, you may lose every day instead of making a profit, because of not reaching the conversion values you want.
Don't worry right away! Although this is a problem that can grow with the effect of snowballs, you can quickly prevent this situation with the necessary precautions. In order for this nightmare not to grow to such an extent that it will affect your business marketing performance and to keep everything under control, these ratios should be followed regularly. In this article, we will talk about the situations that can cause high CPC but no conversion keywords and how to find high CPC keywords.
How to Calculate CPC
Each time a person clicks on your link when you employ pay-per-click (PPC) advertising, you are charged a price. This sum is shown as Cost Per Click (CPC). CPC rates show you how much the PPC ad cost and how frequently consumers clicked on it. It is very crucial to utilize this statistic because if the cost is too high it means that you are not performing the proper optimizations and are not employing an effective search query strategy.
How to Calculate Conversion Rate
The data on the number of people who have successfully executed the activity you specify is known as conversion rates. The conversion rate is calculated by dividing the total number of visitors by the number of visitors who completed the task you set, then formatting the result in percentage form.
You may get a good notion of how successfully you can integrate and draw customers to your site by regularly analyzing the conversion rate. It is also crucial to observe this ratio in order to know the number of potential consumers as the users who perform the actions you have set become valuable users for you.
5 Reasons Why You’re Getting Clicks but No Conversions
1) You Are Not Focusing on the Intents of Your Audience
The eCommerce field needs constant renewal and control due to its dynamics. Creating leads and subsequently converting them into actual customers is a step-by-step achievement. However, if you cannot analyze the intention of your target audience correctly at the very beginning of this process, the increase in your actual customer rate will not be as much as you expect. That's why you need to know your target audience and their intent well in order to direct users to complete the activities you specify and turn them into actual customers step by step.
2) Your Keyword and Landing Page May Not Match
It is important in many ways that the keywords you use in Google Ads match the products and opportunities you offer to users on your landing page. Of course, when users click on an ad, they don't want to see anything other than what they clicked. So, if the keywords in the ad and what they see on the landing page do not match, they will probably leave your website without taking a detailed look. This will increase the CPC rate while lowering the conversion rate.
So, what should you do?
The solution is quite simple. You need to make sure that the Google Ads keywords you use to make your website visible to users accurately reflect your website and products. In other words, instead of using keywords that are not related to you or partially relevant, using keywords that exactly match your site will solve this problem.
It will also be very useful to use Google Ads negative keywords. By using negative keywords, you can create parts that you can fully focus on instead of appearing in irrelevant search queries. This will keep you away from the queries you don't want to be visible. In this way, you will prevent users from entering your site and not finding what they are looking for and leaving your site immediately.
3) Not Focusing on Conversion-Based Search Queries
Of course, the keywords and search queries you want to be visible should be compatible with the main theme of your website. For example, if you have an informative and educational website, the keywords and search queries you use should match this and you need to catch the attention of the users. However, if you have a more sales-oriented conversion strategy, you need to create a strategy by correctly analyzing the keywords and search queries you want to be visible. Therefore, it will be very beneficial for you to use different Google Ads keywords according to different search query types.
4) Technical Problems
Sometimes when you think everything is going well, you may fall victim to technology😖 One of the reasons why users do not interact with your site in any way may be technical problems on your site. For example, broken links directly cause users to be unable to reach your site even though they click on the link. Another problem can be long load times. While broken links prevent access to your site, long load times can cause users to leave your site without waiting. It is also useful to consider that most of the users are trying to reach your site via mobile rather than desktop. Therefore, make sure that you regularly optimize your site technically and make the necessary adjustments.
5) Your Landing Page Is Not Interesting Enough
If you have fulfilled everything we mentioned above and still cannot reach the conversion rate you want, then perhaps you need to review the visualization of your site. Remember, there are a lot of people who believe in love at first sight and people will focus on the outward appearance of your site rather than its inner beauty 😞That's why it's important that your site's layouts and menu design look good. At the same time, providing too much or too little information on your landing page is a mistake that will keep users from interacting with your site.
The problems we mentioned above and other problems arising from them may be the reasons why your site is not getting enough conversions. Therefore, it will be beneficial for you to regularly make the necessary optimizations and focus on the missing points.
Why Is It Crucial for Your Business to Track the Conversion Rates of Keywords with High CPC?
First of all, the question we need to ask is "Is high CPC good or bad?". Of course, having a low CPC rate is a goal that everyone wants. However, the main criterion here is what your conversion rate is compared to the CPC rate. Because having a high CPC and low conversion rate is an indication that alarm bells are ringing for your business marketing performance. This is exactly why tracking the conversion rate of keywords with high CPCs is so critical for you.
This tracking, which you will do regularly, will allow you to see the problems that will have a snowball effect in the future for you and take precautions. Otherwise, it can be very difficult for you to control your budget. Because high CPC rates can consume your budget more than you planned and cause you to not focus enough on some important points.
So, what are the benefits of doing this tracking for you?
1) You Can Use Your Budget More Controlled
If there are keywords that are spending more of your budget than you planned, and you can't notice this early, you can't focus on the points that need improvement. Of course, if you don't have millions🤑 So it would be a very smart strategy for you to find keywords that don't bring you conversions but cause a decrease in your budget.
2) You Can Increase Your Authority
It is very important to have high traffic to your site and to be known by users. However, if you cannot make the users take the necessary actions to increase your conversion rate it will indirectly affect your sales, and this means that there are many problems. On the contrary, if users both generate traffic to your website thanks to your Google Ads keywords and increase your conversion rate, this indicates that your authority is high on the part of users. Thus, both your Google Ads and SEO performance will increase, in the long run by indirectly affecting your organic traffic.
How to Detect the Keywords with High CPC but Not Converting
The first thing you need to do is to follow up on the necessary data manually after spending long hours and effort in front of the computer. If this is difficult for you, it is to find a tool that will do this fully automatically for you😝 Of course, the second option makes more sense, doesn't it?
The important point is that you find a tool that will save you time and energy and that can provide you with all the data you want fully automatically. And yes, the tool you are looking for is the heybooster😎
With heybooster, you can do the keywords with high CPC but not convert with just a few clicks. Moreover, heybooster not only provides you with the data you want but also lets you take action by notifying you when there is a change in this data.
Let's see what these steps are!
1) The first thing you need to do to choose heybooster as your travel companion and step into the magic data world is to register.
2) Secondly, click on the Integrations title from the left side menu and connect the data sources with heybooster.
3) In the third step, click on the Insight Categories title from the left side menu and then run the Google Search Ads Performance package.
4) Then select Queries That Have High CPC And No Conversion from the page that opens.
5) And yes, now you have the data you want. Now you can quickly access the data you want with heybooster.
6) Finally, you can be notified when there is any change in the data by clicking the Set a Notification button 😊