Ads generate significant traffic to your website, but do your visitors really convert (do they buy your products or services)? You can use conversion tracking to assess the number of users who, for example, purchased items or signed up for a newsletter (in other words, performed “conversions”) after accessing your site. You can make various changes to improve your conversion rate, including adding more specific keywords and negative keywords.

Use conversion tracking to evaluate your performance

Before making significant changes in your account, it is advisable that you evaluate the activity that your ads generate. With AdWords, you can determine the number of impressions and clicks of your ads. But would not it be interesting to know the number of conversions that they generate? The solution is to use the conversion tracking tool.


Once you have set up conversion tracking, you can evaluate the effectiveness of your campaigns based on conversions. For example, if you edit a campaign, and find that your conversion rate increases, this means that the modification improved the performance of the campaign.

Use specific keywords to improve conversion rates

Once you are able to track your conversions, you can focus on improving conversion rates. Specific keywords will usually give a better conversion rate than general keywords.

Generally, specific keywords such as “samsung 32″ tv” can get a better conversion rate than general keywords, like “samsung”. Indeed, those users looking for a specific product usually have already researched the product and wish to make a purchase.

However, remember that using more specific keywords can generate a lower number of impressions. If your keywords are too specific, the number of users searching on these terms will be very low. The challenge is to find the right balance between generic keywords  and specific ones to generate a good volume of conversions at an excellent price.

Add negative keywords to improve the relevance of your traffic

In the process of improving your conversion rate, you can also use negative keywords. This allows you to not show your ad when a user performs a search on these keywords. It’s recommendable that you use negative keywords if you want to limit the exposure of your on terms that you think are not relevant to your business or that perform badly.


Some advertisers use for example the term “free” as a negative keyword. You can do the same in order to attract the least possible people looking for free products, unless you offer trials or free products on your website. Users who want free products are generally less likely to make purchases.

Use the report “Search Terms” to reach relevant customers

AdWords allows you to evaluate the performance of your various keywords, but also to identify the specific words that your customers have used and that have triggered your ad. This list of terms included in the report “Search Terms” .

Examine the report to add some search queries to your keyword list or to exclude some of the latter. You’ll be able to target more relevant users by presenting your ad to a larger number of users interested in your product or by filtering users that are not relevant for you.

Let’s say you sell DVD movies on your website. When examining your report “Search Terms”, you find that your ad was triggered by the search term “movies magazine.” People looking for magazines do not necessarily want to buy DVD movies immediately. In this case, you might consider adding “magazine” as a negative keyword so that it won’t trigger your ad.

At the same time, you also notice that your ad was triggered by the search term “promotion dvd movies” However, it turns out that you have DVD promotions on your site! In this case, you might consider adding “promotion dvd movies” to your list of keywords, so that the search term is more likely to trigger your ad.

Include price in your ad to attract potential buyers

To improve the relevance of traffic to your site, you can include price in your ad text. If a user sees the price of your product and click on the ad, you can conclude that it is likely to buy the product at that price. If the price does not suit him, the user won’t click on the ad and you will not have to pay for that click.

To test, you can add the price in your ad copy to see if your ads gets a better conversion rate. This method can be particularly effective when your prices are lower than your competitors!

Whether it is suitable for your situation, you can test adding the price by creating an ad and posting it alternately with your other ads. The Ad rotation feature allows you to compare the effect on CTR and conversion rate of adding prices on your ads.

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