SurPrep Sanding

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Canvas By Numbers (CBN)

Client Overview

Canvas By Numbers (CBN) is a D2C paint-by-numbers brand selling customizable and ready-made painting kits online. The brand operates in highly competitive international markets, targeting hobbyists, gift buyers, and relaxation-seeking audiences through Google Ads.

Initial Challenges

• Strong demand existed, but impression share was limited due to budget caps
• Competitors consistently outbid CBN in high-intent Search & Shopping auctions
• Remarketing potential was underutilized despite strong visitor volume
• Seasonal demand fluctuations were not fully leveraged
• Opportunity to further reduce CPA and scale volume during peak months

Objectives

• Increase impression share across high-intent keywords Lower CPA by
• improving auction coverage and remarketing efficiency
• Scale conversions profitably during peak demand periods
• Strengthen brand presence against dominant competitors
• Capture full-funnel demand (Search → Shopping → Remarketing)

Ad Budget Evolution

• Early 2025 average spend: ~$25K–$40K/month
• Peak scaling months (Q4):
• November: $56,977 I December: $59,935

Strategy Implemented

Search & Keyword Scaling

• Increased budgets on top-converting keywords
• Expanded long-tail and competitor keywords
• Maintained consistent coverage in high-intent auctions

Shopping & Performance Max

• Improved product feed structure Expanded asset
• groups with additional creatives Leveraged
• Performance Max for cross-channel visibility

Remarketing & Customer Match

Activated CRM-based remarketing Focused on repeat touchpoints and return buyers Strengthened mid- and lower-funnel performance

Seasonal Budget Allocation

Controlled spend during summer slowdown Aggressively scaled during Q4 peak demand Captured year-end gifting and hobby demand

Results Achieved (2025 Performance)

Bonus Impact

Conversions nearly 4x from mid-year to December CPA reduced by ~50% compared to early 2025 Remarketing conversion rates projected to improve 3x–5x Strong lift in branded and competitor search presence Established a scalable structure for future growth

Key Takeaway

CBN’s growth was not limited by demand — it was limited by coverage. By strategically increasing budgets, strengthening Shopping & remarketing, and aligning spend with seasonality, Canvas By Numbers unlocked significant scale, stronger ROAS, and long-term growth efficiency.

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Some businesses get too few clicks on their ads, while others get more. As an advertiser, you must aim to get the highest clicks. CTR is a percentage of the total clicks of your ads based on the impressions (number of views). So, what is your goal? Targeting 10% CTR means ensuring ten clicks for every 100 ad views.

How Do You Measure CTR?

You cannot tell if your ad is performing well if you cannot measure the CTR. To check your CTR, you need to log into your Google Ads account. Then, go to the “Reporting” tab and find the “Ad Performance” report. The next step is to select the time frame you want for your analysis.

Your click-through rate will be under the “CTR” column. Remember, a good CTR is relative to your goals and niche. For example, if you are selling insurance, a 0.50% CTR may be considered good because it is high for that industry.

On the other hand, if you are in eCommerce, you should aim higher. That is why this blog emphasizes 10% CTR or more. It will help you get the highest possible CTR for your Google Ads. You will get a higher conversion and increase your ROI when you have more clicks.

Follow these ten steps to get the best out of your advertising.

1. Research Your Competitors’ Ads 

The first step is to research your competitors and find their best ads. There are various ways to do this, but the easiest way is to use software like AdBeat. This platform gives you access to insight into your competitors’ ad campaigns. 

A competitor research tool works by analyzing websites and determining the ads they are running. Having said that, it also tells you how much they spend on their ad campaigns and other essential details. 

This useful information is vital to help you understand what works for your competitors and adapt it to your business needs. AdBeat is just one of the many competitor research tools in the market. You can also use What Runs Where and iSpionage. 

Once you have access to your competitors’ campaigns, take some time to study them. Note the headlines, images, descriptions, call to action (CTA), and anything else that stands out. Also, note the negative points to avoid repeating them. 

2. Identify Your Target Audience 

Knowing your target audience will help you determine the kind of people you want to reach with your ads. Try to be as specific as possible when identifying your target audience. not everyone will be interested in your products even when they tend to like other items in the niche. Consider age, gender, interests, income level, job title, and location. For instance, if you sell women’s shoes, your target audience will be females. But you can further specify by age, interests, and location, among other factors. 

This step is crucial to help you create custom ads for your target audience. The more specific you are about your target audience, the easier it will be to appeal to them through Google Ads. Remember, the audience will click on a product if it fits their interests, solves their problems, and is convenient to access. 

To identify your audience, you must establish your buyer persona. Doing this makes the process of targeting more seamless. You must understand what your audience is looking for and their specific needs. 

Creating a buyer persona for your advertising requires you to put yourself in their shoes. If you were a customer, what would you want? Once you have understood this, it will be much easier to target them with your ads. 

If you are unsure how to do this, consider using AdWords’ Customer Match. This tool allows you to upload a list of your current customers and target them with your ads. Google uses the information in the database to target ads to people who match your customer list. Another way to identify your target audience is by using Google Analytics. This tool provides you with data to help you understand your website visitors. You can use this information to create a buyer persona and know the best way to reach them. 

You can use Google Analytics to track your visitors’ behavior, location, the device they used to visit your site, how long they stayed on your site, and the pages they visited. You can also track conversions and see which traffic sources generate the most leads. This practice helps you identify people who often buy products like yours. You can convert them more easily. The advert will receive more clicks from this audience, translating to a higher CTR. 

3. Write Compelling Ad Copies

Use the information you gathered in the previous step to create ad copies that appeal to your target audience. Remember to use persuasive language, but keep it simple. 

Create catchy headlines catchy and use numbers, symbols, and power words to capture attention. The description should elaborate on what the product does and how it can help the customer. 

Remember that Google Ad Copies have a limit on the characters you can use. The space you use has to accommodate a heading up to 30 characters, two descriptions of up to 90 characters each, and a URL. 

The headline is the most significant part of your ad to communicate your message to the audience. So, make sure it is clear, concise, and captures attention. It simply implies what you want to sell is equivalent to understanding the needs of consumers in the modern age. Your descriptions should elaborate on what the product does and how it can help the customer. Use persuasive language, but keep it simple and within the character limit. 

The use of symbols in ad copies can also help you engage the audience. Various signs send unique messages to the reader. For example, an exclamation mark can show excitement, while a question mark can show concern or a need for more information. 

You can use the percentage sign (%) when offering a discount, the copyright sign (©) when you want to show credibility, and the dollar sign ($) when you want to talk about value. 

Power words are also essential in ad copies as they can help evoke certain emotions. For example, if you want to show that your product is luxurious, you can use words like “premium,” “exclusive,” or “deluxe.” 

If you want to show that your product is affordable and feasible, you can use words like “budget-friendly,” “economical,” or “value for money.” Choose the best CTA for your ad copy. It should be simple yet effective. It can be an encouragement to call, visit the website, or learn more about the product. Your CTA should be relevant to what you are offering, and it should align with your overall marketing goals. 

If you want people to buy your product, use a CTA like “Buy Now,” “Shop Now,” or “Add to Cart,” while if you want people to learn more about your product, use a CTA like “Read More,” “Watch the Demo,” or “Download the Guide.”Ensure your CTA is visible. Use action words that encourage people to take the desired action instead of generic words like “click here.” 

4. Employ Keywords Appropriately 

Keywords are fundamental in every form of advertising and copywriting. They help you rank the products in SERPs. Keywords also enable customers to find the items or services they need with a few descriptive words. For example, “white chocolate” will show only ads with chocolate in the title or description instead of those with the word “candy.” 

The keywords you use on your ad copies must reveal the nature of the product you sell. Use the keywords in a specific way instead of generic. Avoid terms that would bring confusion, like “click here,” which could mean anything. 

Use long-tail keywords, which are more specific and have low competition. They help you target a particular audience with the ads. An example of a long-tail keyword is “buy white chocolate online.” 

Use negative keywords to prevent your ad from appearing when customers use these terms in their search. This method will lower your ad appearance but improve the CTR. Your ads will be relevant for product listings that people need. 

Also, use keywords in all parts of the advertisement. Add them to the heading, description, and display link. People want to be sure the page is about the product you are advertising. They want to see the keyword in the link to have assurance. A keyword research tool is vital in finding the right keywords for your product copy. Google Ads Keyword Planner is one of the best tools you can use. You can also use Google Trends to find which keywords are popular and relevant to your product.

5. Create A Sense Of Urgency 

People are more likely to buy a product when they feel they need it right away. You can create a sense of urgency in your ad copy by using phrases like “limited time only,” “while supplies last,” or “act now.” This method is effective because it encourages people to take action on expiring offers and limited edition products, like a particular car model. Also, you can use this method to advertise a product on special sales like Black Friday or Cyber Monday. 

When using this technique, make sure that the urgency is real. Avoid using it for products that will always be available or those on sale all the time. Also, do not overuse this method as it can backfire and turn customers away. Creating a sense of urgency is an effective way to encourage people to click on relevant ads. Employ appropriate words and phrases to produce the desired effect on potential customers. 

Your language must not come across as pushy. Be clear about what the offer is and when it expires. Do not use false claims or exclamation points to make your ad seem more urgent than it is. When used appropriately, this technique can boost your CTR on various ads to your E-Commerce store. Your product listing must be on point, and the offer must be legitimate for customers to take you at your word. 

You can also use urgency in your ad campaigns by running time-sensitive promotions. For example, you can offer a discount for 24 hours or free shipping for a week. This type of urgency usually works well because people are more likely to buy when they know they are getting a deal. 

Another thing to avoid is using too many words to describe your urgency. Remember the character limit, and you must convey your message in as few words as possible. Be clear and concise in your language to produce the desired effect. 

When used correctly, creating a sense of urgency can be an effective way to improve your CTR. You must be strategic in your word choice and offer legitimate deals to customers. This method can help you increase conversions and sales for your business. 

6. Offer a Discount or Freebie

People love getting discounts and freebies. You can use this to your advantage by offering a discount or a freebie in your ad copy. For example, you can offer 20% off the regular price or a gift with purchase. 

This method is effective because it entices people to click on your ad. They know they are getting a deal, so they are more likely to buy from you. Also, make sure the discount or freebie is relevant to your product. Do not offer a discount or freebie that is not related to your product. It will only confuse potential customers and lower your CTR. You want people to click on the ad because of the product and not the discount. The discount should be an added value for their purchase. 

Avoid hiking the price when creating an offer to cover the discount. This behavior will only make people suspicious of your motives. Be transparent in your pricing and stick to your regular rates. 

Ensure your offering appears clearly in the heading to grab the buyer’s attention. Use offers like “Buy 2 Tires Get a Free Tube” to get more clicks to your tire shop. Ensure you offer a quality tube to your buyers because negative feedback can ruin your trustworthiness and sales. 

7. Employ Ad Extensions

Ad extensions on Google Ads are an effective way to improve your CTR. They are additional information you can add to your ad to make it more relevant and informative. 

Examples of ad extensions include callouts, sitelinks, call buttons, location, and price. These extensions help improve the quality score of your ad and make it more likely to appear in search with various keywords. However, only use ad extensions relevant to your product or service. 

Never add too many ad extensions. It can clutter your ad and make it less effective. Stick to a few necessary extensions that will improve the quality of your ad and increase the likelihood of people clicking on it. 

When using ad extensions, test different types to find the most effective ones. You can use A/B testing to see which ad extensions perform best for your particular campaign. This method will help you improve your CTR and conversions over time. 

Be strategic in using ad extensions, and only add relevant ones to your campaigns. Understanding your audience and product will help you determine which ad extensions will work best for you. 

Understand that using ad extensions costs you nothing extra. Your only expense is the time it takes to create them. If you can save time by using ad extensions, then do so. They are worth the effort if they improve your CTR. 

8. Employ Smart Bidding

You cannot get accurate CTR if your ad keeps fluctuating in position. Consistency promotes visibility and stability in your brand. 

Google’s Smart Bidding is an effective way to improve your ad position and CTR. This feature uses machine learning to set bids for you automatically. It uses various factors such as conversion rate, click-through rate, search term, device, and location. 

Smart Bidding can help you save money and time while improving your ad performance. However, you need to understand your goals before using this feature. 

If your goal is to improve brand awareness, focus on impressions and reach. If your goal is to increase sales, focus on conversion rate and ROI. Once you know your goals, you can set up Smart Bidding to help you achieve them. 

Smart Bidding is not a magic solution that will improve your CTR overnight. It is a tool that can save you time and money while also improving your ad performance over time. Use it wisely, and you will see the benefits in your campaign results. 

The best way to deploy this strategy is by setting up a budget and scaling according to performance. The automated process will enhance performance by promoting your ad to relevant visitors according to behavior, keyword search, time of day, and other factors. 

9. Lower Your Ad Impressions 

How many times must someone see your ad to click on it? You may think that you need more impressions for you to increase CTR. However, that is the opposite. More ad views can lower the clicks you receive to your website. 

As you test your ads, you will understand that some keywords and ad formats perform better than others. This information will help you focus on the areas that are working and lower your ad spend in the areas that are not. 

You can use Google Analytics to track your ad impressions and clicks. This data will help you understand which keywords and ad formats perform well and which ones need improvement. 

Focus on quality over quantity. Check the lower CTR keywords and add them to the negative keyword list. They will trigger your ad less often, but you will save money while improving your overall CTR. 

Your Google Ads will only be visible on more relevant searches by eliminating the low-quality ads. You will receive more clicks because your ad will appear in front of people who are interested in what you have to offer. 

You can also use Google’s Display Planner tool to research where your ads will be shown. This information will help you ensure that your ad is placed on websites relevant to your product or service.

10. Improve Your Quality Score

Your Quality Score is a metric that Google uses to determine how relevant and useful your ad is. The higher your Quality Score, the lower your CPC and the better your ad position. 

A higher Quality Score means your ad is relevant to the keywords you are targeting and valuable to those who see them. It should also focus specifically on the product or service you are selling. 

You can improve your Quality Score by using relevant keywords, targeting ad groups, and creating relevant ad text. You should also ensure that your landing page is relevant to the keywords you target and easy to navigate. 

You will improve your CTR, lower your CPC, and save money on your Google Ads campaign by improving your Quality Score. This strategy is essential if you want to be successful with Google Ads. 

Conclusion 

Advertising on Google can help you reach a wider audience. However, you may spend more on CPC and CPM if your CTR is low. You need to take action to improve your CTR if you want to be successful with Google Ads. 

The strategies in this guide will help you increase your CTR and improve your ad performance. Google provides support and resources to help you get started. Use them wisely, and you will be on your way to a successful campaign. 

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Combining the quality score with other vital metrics, such as click-through rate (CTR) and cost-per-click (CPC), will help you better predict your campaign’s performance and optimize your ads. Therefore, your online marketing campaign’s success depends on understanding how to calculate and improve your quality score. It’s Google’s way of communicating with advertisers what they think about their keywords.  

In the subsequent sections of this article, you will learn: 

• The definition of Google ad quality score 
• What a good, quality ad score entails 
• Reasons for a bad quality Google ad score 
• The importance of a quality Google ad quality 
• How to calculate the Google ad quality score 
• How to improve the Google ad quality score 

So, let’s get started.

What is Google Ad Quality Score? 

A quality score is attached to all Google Ads, ranging from 1 to 10. It reflects Google’s goal to make all information valuable and accessible and highlight the ad’s relevance. This score provides an estimation of the value of your PPC ads.  

The score compares the keywords and landing pages you use with other advertisers. Google will use these factors to calculate a quality score, which helps it sort through all the ads. 

What Is A Good Quality Google Ad Score? 

The keyword you choose will determine a good quality Google ad score. For instance, if you have an e-commerce store, you can aim for a three-set rating. These include: 

• Branded: Aim for 8 to 10. 
• High-intent commercial: Ideally, aim between 7 and 9. 
• Low-intent commercial: Target at least seven. 

You might want to take action if your Google ranking is near the bottom. If your rating is 1-5, that’s a bad score. 

Reasons For a Bad Quality Google Ad Score 

You can end up on Google’s bottom rung for several reasons, but how can you do that? You may spend considerable time and effort on your campaigns, only to see no return on our actions. 

Several factors contribute to this. While some are in your control, others are not. Some of these are: 

• Poor Click-Through Rate (CTR): When you have a low CTR for a keyword, this may show Google you do not meet search query requirements. Over time, this will cost you money and harm your reputation. 
• Irrelevancy: A poorly organized campaign with poor Google Ad copies can cause a low score if it becomes cluttered. 
• Using Only Short-Tail Keywords: Your CTR will remain below 2% if you rely only on short-tail keywords. It is more effective to use long-tail varieties. 
• Poor Quality Landing Page: Poor landing pages can cause a high bounce rate if someone clicks on your ad and finds a low-quality page. The search query doesn’t satisfy the user, which is not suitable for Google. 

Why is Google Ad Quality Score Important?

Ad quality has a significant impact on how your Google Ads campaign will perform. One crucial area that matters is budget. More effective ads cost less per click than less effective ads. The CPC you pay for low-quality ads is likely to be close to your optimal CPC even if there is no competition. It is therefore crucial that your ads comply with Google’s quality standards. 

When you have high-quality ads, Google shows them above the search results, so your audience can easily see them. The Quality Score feature allows you to tailor your ads for better results. You can use component analysis to see what needs improvement for a better user experience.  

For instance, if your landing page isn’t as good as it should be, you can improve it, so it’s more relevant to your advertisement. Quality ads can generate more clicks and conversions. 

How Is Google Quality Score Calculated? 

Google calculates your score each time someone searches for something resulting in your ad showing up. 

To calculate your score, it considers three factors: 

• The expected CTR: Google estimates the likelihood of your ad’s viewers clicking on it. To do this, it examines your campaign history. 

• Ad relevance: It determines the relevance of the keywords to the ad copy. The more relevant you are, the higher your ratings will be. 
• Landing page experience: It determines your target page’s ability to meet people’s needs. Therefore, the long-term statistics of your account influence your ranking. 

How to Improve Quality Score 

Here’s how you can improve your Google Ads quality score:

Keyword Research 

You can use keyword research to determine the most relevant keywords to use in your ad campaigns. Popular tools you can use include the Keyword Planner and platforms like SEMrush and Ahrefs. You can discover new terms for your campaigns by looking at your search terms. Using Dynamic Search Ads (DSA) can help you find more keywords.

Content Optimization 

Each keyword has an importance level and a preferred location. For instance, specific keywords are crucial. If you miss them, your users will go to your competitors instead. Keyword location refers to where they appear in the content. The title is the most crucial part of any document, followed by headings, subheadings, and content. It’s vital to perform keyword research to optimize your content. Excellent research will allow you to include all relevant keywords in your work. 

Efficient PPC 

While it’s vital to keep users on your landing pages and encourage them to click through as much as possible, they need first to connect. You can test multiple titles aligned with your target audience to become more efficient. You will improve your Google quality score as more people click on your ads. 

Better Landing Pages 

As this is the landing page searchers will arrive at, you must adequately optimize it for your campaign and accomplish its goals. For instance, be sure it is: 

• Adapted for smartphones. 
• Loads pages quickly. 
• The copy on the landing page uses relevant keywords. 

Conclusion

The road to mastery takes time. You can improve your ads with some strategic decision-making and concerted effort, which leads to a higher CTR and ultimately a higher quality score. Eventually, you’ll end up with a very successful campaign. 

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One fundamental factor in the success of your Google ads is the quality of your ad copy. Compelling an ad copy can make the difference between a click to your E-Commerce site and a pass. Aim to get as many ads clicks to your website as possible, and you will be on your way to meeting your business goals. 

Here are seven tips for writing compelling Google ad copy 

1. Strategize Your Keyword Use 

Writing an ad copy is not the same as crafting a blog post or landing page copy. You will indeed use keywords for all three, but the keywords you use in an ad copy should be different. Why? Because people searching on Google are in a completely different mindset than someone just casually browsing the internet. 

When users type keywords into the search bar, they indicate that they want to see results related to those terms. Your job is to make sure your ad copy is one of those results by using the keywords in your ad. 

But you do not want to use so many that it becomes difficult to read. Remember that the ad has three parts; the headline, the display URL, and the description. You want to use keywords thoughtfully in each section to keep your ad relevant to the search query and stand out among other ads. 

To find the right balance of keyword use in your ad copy, start by brainstorming a list of potential keywords you could use. Also, ensure the description and headline do not mislead people into clicking on the ads. It is vital to check the quality score of your ads to determine if your keywords are accurate. 

2. Address Customer Pain Point and Provide Value 

Not everyone will click on your ad. People searching for specific information want to know that you can solve their problem. Your job is to let them know that in your ad copy. 

To do this, start by brainstorming a list of customer pain points that your product or service can address. Think about how your product or service can provide a solution. 

For example, you could be selling software that helps businesses manage their social media accounts. Your Google ad copies could address the pain point of not having enough time to handle multiple social media channels. 

3. Make the Ad Short and Specific

You only have a limited space to get your message across in a Google ad, so make it count. The headline can be up to 30 characters, the display URL can be up to 15 characters each for the two fields, and the description can be up to 90 characters. 

Use each of those spaces to their fullest potential by being as specific as possible. Do not get too much information into the ad. Neither should you use it to list all the features of your product or services. Keep it sweet, short, and to the point. 

4. Write a Compelling Headline 

The headline of your ad is the first thing people will see, so it needs to be attention-grabbing. Start by using the keywords you brainstormed to make a headline relevant to what people search for on Google. 

Also, address the pain point in the headline to encourage people to read your ad description. However, you must not exceed the character limit. The headline will become truncated, and people will not see the full text. 

5. Avoid Jargon and Generic Terms 

Google Ads should deliver a message relevant to the user, and using generic terms will not help you do that. Generic phrases are those that could apply in any context, such as “quality” or “affordable.” 

Jargon is an industry-specific language, not understood by everyone. For example, if you are in the medical field, terms like “pre-op” or “post-op” would be considered jargon. 

Instead, use language specific to your product or service and simple for people outside your industry. That will help you deliver a relevant message that will convert. For instance, if you are a plumber, you could use the word “drainage” instead of “sewer.”

6. Address Product Scarcity 

People tend to buy products that are running out of stock or are rare to come across. If you are selling a product in high demand or is hard to find, use that to your advantage in your Google ad copy. 

Addressing product scarcity will create a sense of urgency and encourage people to buy your product before it is gone. Just be sure not to use false scarcity to get more clicks. It should be well-placed and relevant. If you have an ending discount offer, make it clear why a customer should click on the ad. 

7. Include a Call to Action 

Advertising without a call to action is a wasted opportunity. A call to action encourages people to take the next step, whether clicking on your ad or placing a call. 

Your CTA can be something as straightforward as “click here” or “buy now.” Ensure it is easy for people to follow. You might also want to consider utilizing a unique landing page for your Google ad campaign, specific to the offer you are promoting. It will encourage people to take the next step after fully understanding the product. 

Summary 

Using Google to advertise your products will boost your visibility and traffic. It can deliver a large audience to your site. However, you need to write compelling Google ad copies to make the most of this opportunity. 

The seven tips above will enable you to create attention-grabbing, relevant, and specific Google ad copies. Also, be sure to test different versions of your ad copy to see which ones perform the best. With practice and some experimentation, you can create ads that deliver results. 

The post 7 Ways To Write Compelling Google Ad Copies To Boost Your Ads Quality appeared first on Get Better Click-Through Rate.

Creating a clear and compelling ad copy strategy can set your campaigns for massive conversion. These strategies are used before making Google ad copies, during the writing process, and after making the copy. 

Boost your ads’ performance to increase click-through rate and double your return by reading and carefully implementing the strategies in this guide.

Define or Redefine Your Content Strategy 

One major mistake businesses make, especially when starting, is not developing a proper buyer persona, content strategy, and marketing strategy. Your content strategy encompasses all of these and helps define your buyers in the most precise way possible, so you can know almost exactly what interests them. With this knowledge, you can make copies that feel relatable, emotional, and genuine. 

If you have a content strategy already but struggle to understand your buyer persona, consider starting all over or get help from professionals if you have to. It is easier to brainstorm ideas when your content strategy is clearly defined, and it also guides your copywriting team in their creativity flex. 

The Headline is a Big Deal 

When developing fantastic content, the headline is a crucial component. Why? Because the headline determines if your target audience will read that post at all. It gives the first impression about the rest of whatever you have to offer. 

An average web user reads 80% of headlines every day, but only 20% read articles. This shows a captivating header helps you gain more readers and influences search engine and virality, crucial to improving CTR and ROI. With this, you should consider dedicating an excellent copywriting team to develop a robust and strategic headline that syncs with your overall copy.

Keep Communication Succinct

Depending on the Ads platform you are communicating from, you don’t always have the privilege to say everything you want in one piece. The best way to engage your audience when passing information is to keep things creative and relevant, such that each smaller piece reads like a decent summary.   

It is also crucial for any copy related to your business to have a consistent communication style and voice. Keep in mind that your business should maintain effective communication throughout the buyer’s journey. It is what keeps faith in your product or service quality and helps build equity in the long run. 

Create Urgency 

According to the SearchEngine Journal, one of the most proven tactics for ads is to write your copy in a way that creates a sense of urgency for your product or service on offer. This is, of course, useful after you can establish to the target customers that what you offer is valuable and scarce.  

Creating urgency is a popular strategy of luxury brands. Apple deals with its iPhone release using hype and FOMO to induce pre-order, and it works. Fashion brands are now known for doing similarly, and it even has the name Limited Drops. 

Another way to induce urgency in your copy is to use persuasive words like Now! Exclusive, or Limited Edition. Other methods include displaying the number of products available or tickets currently in real-time. 

Figures and Numbers Do Wonders 

According to the North Carolina Press Association, having relevant and naturally positioned figures in your ads can help project an image of legitimacy for your ads. For example, instead of “our customers made a lot of money from our offer,” say “customers made 8% more than usual from our offer”. Using figures and numbers help potential customers relate better with your offering, especially when they have an overload of choices.  

One remarkable show of numbers in action is the report of The Next Web’s “Deal or 104 Deals” experiment. The company tested two variations of CTA to the website’s offer, and the engagement for the one indicating the number of done deals increased by 257.8%.  

Repurpose Your Best Ads Copies

Repurposing your existing ad copy is an intelligent way to retarget your best-performing content. It can let you reach new audiences, announce changes to previous offers or maintain a popular trend. Besides, according to The Marketing Rule of 7, a prospect needs to “hear” the advertiser’s message at least seven times before they’ll decide to make a purchase.  

Repurposing ads copy is making the most of your effort because the chances of the new audience interacting positively with the copies as the previously targeted audience did is high.

Keep an Eye on Competition 

Like the famous saying of Sun Tzu, “If you know the competitor and know your business, you won’t have to fear the result of a hundred competitions in a niche.” If certain ad copies seem to work for your competitors, you should consider experimenting with them. 

If you’re in a new niche with little to no competition, focus on your strategy and cover your tracks from competitors as much as you can by making company-specific copies. But in a niche overcrowded with competition, you need to know the kind of copy your competitions send out to better them at it. Constantly audit what works for your ads and evaluate what the rest are doing or not doing right. 

Make Your Landing Page User-friendly 

A landing page can be a significant roadblock to your ROI hopes, even if your potential customers found your ads and love them. Usually, this is the first interaction of potential leads with your E-commerce site or other website types and the first impression of your entire business. A landing page is where you probably request visitors’ contacts to make them leads for a follow-up, so having it look terrible can be detrimental to your copywriting effort and conversion rate. 

Conclusion

Implementing Google ads copy best practices benefits your business in both the short and the long term. It does not only help you put the business in a position for a better ROI, but it also boosts the Quality Score over time. Your Quality Score makes Google decide which Ads should go to the top of the SERP. Quality Score combines your Ad relevance to users, landing page experience, and expected CTR. 

The post Ad Copy Strategies That’ll Boost Your CTR And Increase Your ROI By 2X  appeared first on Get Better Click-Through Rate.

About the Company

Our client was an independent family-owned liquor store located in Wyoming, USA. With their Invigorating Tasting Events or intriguing Calendar Gift Offerings for every palate-type imaginable; they have been able to successfully cater to the tastes and needs of every connoisseur.

“The Ads team at Ebizon Digital was able to create an amazing holiday campaign(which is the most competitive time to run a campaign) for our website. We saw a tremendous increase in sales 5-6% ACOS(Around ~20X Return on Adspend) and new clients purchasing.
We are very excited at the prospect of growing our website sales by leveraging Google Ads”

-Owner

158%

Increase in ROI

75%

Increase in Sales

1Mn plus

Unique traffic in 3Months

The Challenge

Our client already had a Google Ad campaign running for its products. But the sales numbers were good but nothing out of the ordinary. They realized if they wanted to grow and thrive in the online liquor market, they needed to do something which they had not been able to achieve before- get more than 10x ROI during the most competitive period (Nov-Jan) but also potentially the most profitable one.

In the 3 months window, they were looking for 

1. Minimum of a 10-to-1 Return On Ad Spend (ROAS) 
2. Reduction in current CPC by 20%
3. Attract more online traffic

The Solution

Many companies prefer to use guesswork to generate a list of keywords that they “feel” will generate good results.

At AdsCrayon, we prefer to use real data to test assumptions instead.

Before we did any work on the site, we ran a baseline GoogleAds report to establish how the site ranked for various keywords, its customer profile, and other important metrics. That way, we could make sure that the changes we made had an effect (positive or negative).

We also ran a competitive analysis, to see how the current website performed against its top five competitors. This helped us know what keywords to focus on, and where there was room for improvement.
We also verified that statistics tracking and analytics were working properly on the site.

It’s easy to generate traffic to a site. It’s much harder to know what keywords actually generate sales.

We created several small-scale Pay Per Click (PPC) campaigns using Google Ads, and cast a wide net with keywords. What we found were not just keywords that drove increased traffic to the site, but we were able to identify days and timings for which the number of impressions will be highest.

We found that ads that run on Fridays and Saturdays have the highest impressions. After midday, a 6-hour window from 1 pm to 7 pm was also ideal for displaying ads to potential customers.

The Results

One of the misconceptions about Google Ads is that once a campaign is optimized, there’s nothing more that can be done. The continual performance improvements in this campaign prove that even a highly profitable advertising program needs constant tweaking and overhauling in order for its efficiency levels not only to meet but exceed those of competitors!

Compared to the previous year, the 3-month ad campaign showed that

1. ROI increased by more than 158%
2. CPC went down from 43% to 12%
3. 5x more online traffic

The post How a growing liquor retailer beat the odds and achieved 18x ROI during the most competitive festive season appeared first on Get Better Click-Through Rate.

Editor’s note: The difference between a professional Google ads company and a mediocre one is that the former knows how to run ad campaigns successfully for getting maximum returns on investment. Recently, we assisted a well-known skincare brand to increase their ad spend by 5 times. Take a look how we did it.

Our client sells wide range of skincare products.  The company also provides expert and professional skincare advice to their customers.

They offer advanced skincare solutions, as well as professional help and advice to customers to ensure the safe and proper use of cosmeceutical products at home.

The company’s goal was to maximize marketing efficiency and increase ROI. They contacted us for the support. Predominantly, they wanted us to focus on Adwords campaign.

After reviewing it, we identified that we had to decrease the cost of conversion by optimizing search campaigns while getting more transactions on their website without increasing their budget.

Let’s learn more on how we went about implementing it.

Challenge

Our client was struggling with low Adwords ROI that was just 2 times of ad spend( for every $100 ad spend they were just selling $200 worth of products). This showed that they were not able to get the desired revenue from online sales. Clearly, they were losing out on potential customers.

We decided to –

• Reduce their overall Ad Spend
• Increase their revenue from online sales
• Bring down the Ad Spend/Total conversions less than 20 percent(20/100) i.e. increase their Adwords ROI to 5 times.

Approach

We started off by doing a complete analysis of the user behavior on their website to track down what they were missing and why they were losing potential customers.

The analysis helped us in realigning their Google Adwords campaigns as per the user searches and their product categories.

Here is the complete list of strategies that we devised for them based on our analysis.

1. 24*7 Presence on Google SERP – A separate campaign with ad groups having generic keywords was created. This campaign had generic ad copies and landing pages with content that did not violate Google Ad policies. This ensured that we are present on Google SERP 24*7 via Google Ads. This resulted in:

• Greater brand awareness
• More user acquisition
• 24*7 Google SERP presence

2. Language-Specific Campaigns – Separate language-specific campaigns were created for regions that were getting revenue and the primary language was other than English.
This resulted in:

• More user acquisition
• Greater brand awareness

3. Location Targeting in Top Brand Campaigns – We started targeting the best revenue-generating locations by adjusting bids in top-selling brand campaigns.
This resulted in:

• More user acquisition in the targeted location
• Better conversion rate

4. YouTube Ad Campaigns – Created new campaigns for YouTube ads. The active users on YouTube are in millions in the UK so it made sense to do that.
This resulted in:

• Greater brand awareness
• Better reach
• More conversions
• More number of users for Re-marketing

5. Automated Bid Strategy – Started using Automated Bid Strategy in campaigns with low or no conversions.
This resulted in:

• Better reach
• More number of clicks

6. Phrase Match Modifier ( New Keyword Type in Google Ads) – The new phrase match modifier helped in combining Broad Match, BMM and Phrase Match Type keyword in a single keyword thus giving more control over keywords.
This resulted in:

• Better reach and conversions

7. Competitor Campaign-Product Brands – Created separate competitor campaigns for the top-selling brands as the competitors were different for different brands.
This resulted in:

• More user acquisition
• More number of clicks

Results

Below is a comparison of Adspend and ACOS (Total Adspend/ Total Conversions) summary for the year 2018  (when they were handling the Adwords on their own) and 2019 ( when we took over their Adwords Account)

Working closely on the project, in just one year, we were able to bring the following change:

• Decrease the Ad Spend by around 50%
• Ad Spend/Total conversion was improved by 30.6%, thus improving the Adwords ROI from just 2 times in 2018 to 5 times in 2019

Optimization is the key to success of online advertising campaigns.

Our team monitored their campaigns closely and adopted different strategies while keeping an eye on their competitors.

Clearly, the results were beyond our client’s expectations and totally worth the effort that we had put in.

The post How We Helped a Skincare Products Store Increase Their Adwords ROI by 5 Times in Just One Year appeared first on Get Better Click-Through Rate.

The following case study is about one of our clients, who is one of the best liquor and wine providers in the greater Los Angeles area. The client has been in the alcohol business for over 10 years and deals with hundreds of liquor brands and unique offerings from around the world.

Their product range includes domestic and imported beer, wines, champagne, spirits, and liqueurs. Apart from that, non-alcoholic beverages, bar accessories, and gift baskets are also sold on their site. The client has shown great commitment to their customers by expanding some of their stores to include a wine tasting room and a “Freeze Room” as well.

But despite a flourishing business and well-designed website with friendly navigation and reasonable filterings they were dissatisfied with the way their Google Adwords was performing.

The client then approached Ebizon with the intention of improving their overall Google Adwords ROI. This required thorough understanding of the problem followed by a strong action plan.

Challenge

The main finding was that their key competitor was also advertising on Adwords with increased budgets, which was leading to lower ad positions for them and also higher competition for key search phrases.

Their Adwords ROI was just 2.5 times of their Ad Spend, with an average product profit of $45. Clearly they were spending more and getting less revenue.

We had to work on the following areas.

• Increase their ROI a minimum of 6-8 times
• Bring down their Ad spend/ Total Conversion Value to at least 15 percent(15/100)

Approach

Our initial approach was to realign all of their existing Google Adwords campaigns with the user behavior on the website. This helped us in understanding what they were actually missing. The campaigns were not aligned with specific Product categories and this was the main reason their ROI was not so good.

This led us to devise a series of strategies for them. Below is the list of activities that we performed:

1. Restructured Campaigns( Structured good Google Ads)
Created different campaigns as per Product categories such as Wine, Spirits, etc. Also, in order to gain more visibility, we created different campaigns such as Search, Display, and Shopping.
This resulted in:

• More User Acquisition
• Greater Brand awareness

2. Smart Campaigns
We started running Smart Campaigns for product categories that were not performing well. Smart campaigns helped in highlighting selling points for these categories and understanding how can we attract more customers.
This resulted in:

• A better understanding of how well the website meets customers expectations
• More number of conversions

3. Scrubbed out Negative Keywords
We removed negative keywords to avoid irrelevant traffic to the website.
This resulted in:

• Targeting customers having a buying intention.
• Reduced Ad Spend

4. Bidding Strategy
Activated Maximise Clicks Adwords Smart Bidding Strategy and changed the bid strategy to maximum clicks.
This resulted in:

• More Conversions
• Stable cost of conversions

5. Competitor Campaign-Product Brands
Created separate competitor campaigns for top-selling brands as competitors were different for different brands.
This resulted in:

• More User Acquisition
• More number of Clicks

Results

With our continued effort, in around 6 months, we were able to:

• Increase revenue through Google Adwords by 223%.
  

  

• Cost per conversion(CPC) decreased from $5.47 to $3.32
  

  

• Percentage of Ad spend/total conversion decreased by 8.5% in 6 months
  

  

High-quality day-to-day optimization is the key to the success of effective online advertising campaigns.

Our team used to monitor the campaigns on a regular basis and adopted different strategies based on competition to make sure we didn’t miss out on potential customers.

Clearly, the results were beyond our client’s expectations and totally worth the effort that we had put in.

The post How a US online Liquor Retailer Increased Revenue Using Google Adwords by 200 Percent in Just 6 Months appeared first on Get Better Click-Through Rate.

Conversion rate optimization (CRO) is simply defined as the process of increasing the percentage of conversions from your online store or mobile app. CRO involves idea generation for elements on your online store, which you can improve and then use split and multivariate testing to validate your ideas.

In order to understand the importance of conversion rate optimization, it’s good to know and understand what a typical conversion looks like.

For most ecommerce websites, a typical conversion includes making a sale, users adding items to their wish lists or products to their carts, email signups, social media shares and any other key performance indicator (KPI) you find valuable.

With these in mind, the conversion rate then becomes the percentage of visitors who come to your ecommerce store and complete the desired action, which can be any of your KPIs.

CRO then becomes important in that it allows you to get more value from your users or visitors and lower customer acquisition costs. This way, you can increase the revenue per user or visitor, get more customers and enjoy business growth.

Why Conversion Rate Is Important For eCommerce

There are many reasons why you need to understand CRO, but the main thing you need to know is how many people accept your offer vis-à-vis those who visit your site.

Many business owners and marketers tend to relegate CRO to the periphery, but it’s the most important activity to apply to their businesses.

This guide covers 12 reasons why conversion rate optimization is important for ecommerce so you can create a better user experience and grow conversions for your site.

1. Generates a stream of free customers

CRO helps increase the conversions from your current web traffic without you having to increase your advertising budget just to increase conversion rates.

CRO allows you to grab the free money on the table that you can generate from the same web traffic you get every month on your site. Consequently, CRO decreases the cost of customer acquisition and increases sales and revenue.

2. Increases traffic to your eCommerce store

As you optimize your conversion rate, you also reduce the cost of customer acquisition and begin to receive free customers without increasing your advertising budget.

The result of all this is that you get more traffic to your site and you have more profit, which gives you a chance to run ads based on your audience, outbid and outgrow the competition.

You create a growth loop when you start investing and applying new CRO strategies to your site, which creates a snowball effect on your traffic, conversions and profits.

In addition, as more ecommerce stores are added to the list, it gets increasingly difficult to compete for customers. Some big retailers seem to be eating away the smaller ones, meaning you need a strategy to beat the competition.

CRO helps you tweak your website and the funnels to make them easier to use for your visitors, thereby getting them to take the actions you want them to, and increasing conversions.

3. Increases revenues and profit

A higher your conversion rate doesn’t translate to increased costs. In fact, your fixed costs and advertising will remain the same as you start optimizing the different elements on your website.

When you remove variable costs like extra units, more workers, extra distribution and others, you get even more money to grow your business.

CRO saves you the money you’d otherwise have spent on PPC ads and/or digital marketing efforts just to get your website optimized. You’ll find that you’re spending less money per customer while making more money.

4. You get to know your customers

As you apply more and newer CRO strategies on your ecommerce store, you get to learn even more about your customers and visitors.

You find out things like what they need, what they want, why they come to your site, and other audience behaviors, which form the basis for CRO. Once you test different elements of your site’s functionality, you’ll get feedback from your audience and customers, from which you can deduce what makes them tick.

5. Leverages existing assets

Once you have a regular stream of website visitors, you want them to convert. You can use several tools to help you with the growth hacking process, which leverages existing assets such as your website traffic to anticipate what users do when they arrive on your site.

One such tool is Google Analytics, which gives you different sets of information including user demographics, devices used, sessions and pageviews among other things. This way, you can know what to optimize on your site to get higher traffic without spending a dime.

6. Lower customer acquisition costs

They say it’s less expensive to retain an existing customer than it is to acquire a new one. In fact, Harvard Business Review reports that acquiring new customers is anywhere from 5 to 25 times more expensive than it is to retain an existing customer.

This shows how important customer lifetime value is, so you want to spend as little as you can to get more customers, which CRO helps you achieve.

CRO ensures that you can give your customers what they want, position your brand on the market using more effective copy and sharp brand design. You also get to reach the right prospects and enjoy sustainable, repeatable and consistent growth.

7. Improves your search engine rankings

Search engine optimization is critical for many businesses today because consumers go online first to find out about your business or product before they decide to buy from you.

If you can’t be found on search engines, it will be hard to get more customers or generate sales and revenues. Focus on optimizing your website’s pages and primary keywords so you can rank higher on search engine results pages (SERPs).

8. Data-driven decision making

When it comes to business and making profits, you don’t want to leave anything to chance or guesswork.

You want to know for sure that what you’re doing is backed by evidence and that it will work. CRO ensures that you get the hard data about your audience and use it to make better decisions including adjusting different elements on your site for better performance and profitability.

9. Allows you to take calculated risks

As we’ve already seen, CRO helps you understand your customers and your business better. With the relevant data in hand and the right strategies, you’re able to take calculated risks because you’re more secure about what you can experiment on thanks to the constant traffic stream and increasing revenue. After all, taking risks plays a big role in business success.

10. Get more business leads

By optimizing different elements of your site, you get to increase your conversion rate and improve lead generation results. This allows you to capture more information about your audience and visitors and market to them.

Once you get leads to your ecommerce store, make sure they’re able to get right down to business. This may mean speaking directly with a sales rep depending on your product and sales process.

Encourage high-intent visitors to complete specific actions. This way, they can easily become marketing qualified leads and take action through several thoughtfully designed pages, clear and compelling copy and smart calls to actions.

For instance, if you find that visitors who sign up for free trials convert lower than those who sign up for product demos, you can optimize your site and conversion paths for those booking meetings or demos with a sales rep.

11. Create more targeted and profitable advertising campaigns

CRO comes with business growth, improved traffic and profitability, which more often than not would encourage you to advertise more so you can gain more.

In particular, social ads are extremely beneficial for ecommerce businesses as they bring more leads, traffic and in turn help you get valuable data you can use to create targeted, paid advertising campaigns and keep the success cycle going.

Plus, pay per click (PPC) is getting costlier over time, even though it can get you high traffic. However, for smaller ecommerce retailers, PPCs are a luxurious entity.

While PPC can help you get attention, it’s becoming less critical as not all clicks convert into sales, which makes CRO even more attractive because you get to build your brand at no extra cost.

PPC isn’t the only cost that’s increasing online. Digital marketing in general, as well as offline marketing like print and television, are set to become more expensive than before.

The main point of marketing is to guide users to your ecommerce store, but if you don’t have the budget for it, CRO is the most affordable and effective way to increase the number of page visitors and conversions while combating the rising cost of digital advertising and marketing.

12. Builds trust

If you don’t have trust, you won’t be able to make the profits you hope to make. Trust is a result of consistent marketing, as customers learn more about you and what to expect, while you do your best to never let them down.

CRO helps build this trust as you get to know when and how to target your customers with the right offers thanks to already existing data from CRO efforts.

On top of that, CRO helps you optimize your website’s design to make it easier for users to find what they need, or at least quickly figure out how to find it.

This is especially critical because plenty of psychological studies have proven that consumers in the digital age have short attention spans compared to previous generations of consumers.

The faster it is for them to find what they need on your site, the more they’ll come back because of the user experience. Consumers want a site that readily offers them what they want regardless of the price and CRO helps combat this attention span mentality by increasing the chances of getting their attention.

CRO Best Practices You Can Use To Optimize Your eCommerce Store For Conversions

Now that you know why CRO is important to your ecommerce store, here are a few tips to help you get started with optimizing your site for conversions. Keep in mind the credibility, trust and safety of your website to your visitors as you use some or all of these best practices.

• Offer social proof through client testimonials, certifications, awards, media exposure, social shares and industry experts to build trust and credibility
• Improve your site’s speed to make the user experience better and rank better on search engines
• Develop user personas that will help you in content creation and establishing messaging that resonates with the audience’s needs and wants
• Use clear and active calls to action labeled in bright colors to help entice users to click
• Use heatmaps to analyze your customers’ behaviors on your ecommerce store
• Run continuous split testing and make improvements until you have fully optimized pages
• Perform customer journey analyses to identify pages that are key in the conversion process
• Ensure your site looks professional with clean, professionally designed elements and images

Wrapping Up

Too often, business owners tend to focus on getting minimum viable products into the market as cheaply and quickly as possible. While this is the norm for most lean startups, it’s not necessarily the case for ecommerce stores.

As an ecommerce store owner, you need to create a website experience as part of your revenue maximization efforts, and this requires immediate attention just as you would have done with a physical store.

With a little effort and these CRO best practices, you can materially increase conversions on your website, generate more sales and increase your revenues and profits. At the end of the day, the conversion rate is the only metric that matters so make it count.

The post 12 Reasons Why Conversion Rate Optimization Is Important for eCommerce appeared first on Get Better Click-Through Rate.