Understanding Conversion-Driven Google and Meta Marketing

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Boosting Your Brand: Conversion-Driven Google and Meta Marketing

By Ashutosh Kumar - Updated on 9 October 2024

Do you wish to grow your brand digitally? Explore the different ways to boost your brand through Google and Meta marketing

Cheerful businesswoman presenting a growth graph, explaining sales and expenditures data with a whiteboard marker

More than 22%^[1] of companies worldwide are happy with their conversion rate from Google and Meta marketing.

Higher conversion rates are crucial to drive business growth for your brand. Implementing conversion marketing strategies helps brands boost revenue by encouraging existing site visitors to become paying customers.

Both Google and Meta offer potent analytical and advertising tools to help businesses in this effort.

At Growth Jockey, we value company visibility and growth. And we do so through data analysis in digital marketing. This blog will discuss strategies for improving your Google and Meta marketing campaigns for higher conversions. Read on to learn how to build strong connections with your audience using Google and Meta Ads. But first, let’s understand the significance of conversion marketing.

How Does Conversion Marketing Work?

Conversion marketing aims to drive more conversions to boost revenue growth. That’s why, the strategies focus on existing website visitors rather than driving website traffic.

Conversion marketing tactics target people already interested in your business and visit your website for more information. Hence, these tactics focus on giving them a reason to become paying customers.

It is fundamental to conversion rate optimisation (CRO) as it helps increase ROI on ad spend. Conversion marketing does that by encouraging specific actions that result in higher conversions.

Boosting Conversions with Meta Marketing

Understanding the concept of meta-marketing can help you increase your website visits. Facebook, Instagram, and Messenger are popular platforms with many potential customers. Using robust social media marketing strategies across these channels, brands can gain more audience visibility.

Here are some tips to drive conversions through Meta ads-

Audience Targeting

Meta Ads let you target three types of audiences-

Core audience- Launch customised campaigns by segmenting the audience based on demographics, location, behaviour, etc.
Custom Audience- Target people who have interacted with your content. They are more likely to visit your website. You can display remarketing ads that align with their interests.
Lookalike Audience- Connect with potential customers who share the same characteristics as your existing buyers.

Set Up Meta Pixel

Meta Pixel is a code you can set on your website. It helps you track the actions audiences take while engaging with your business. For instance

Ads they click to visit your website
Pages they explore on your website
Products they click on
And more

This tool can help you create targeted audience segments and refine your remarketing strategies.

Create Engaging Ad Content

Here are some tips to make ad copies that convert

Use keywords strategically but naturally in your ad copies
Add a value proposition. Concisely but clearly explain benefits and product features.
Include a solid call to action that prompts your audience to take action. Pay attention to CTA placement.

Another significant ad strategy includes repurposing the successful blogs on your social channels. Use analytical tools to identify the best-performing blogs. Convert them into videos or infographics to upscale your Meta Ads.

As a brand, you must tune your campaigns and creative assets. This can help maximise your return on marketing investment.

Pick the Right Ad Format

You can choose from several ad formats available on Meta platforms.

Image ads- Ideal for campaigns with a straightforward and concise message
Carousel Ads- It lets you display multiple images or videos at a time. It works best to showcase several products or tell a story.
Video ads- Using video ads, you can convey information in a short time. They are highly engaging and quickly grab your audience’s attention.
Collection Ads- These let you highlight products with direct buying options. It is an ideal option for e-commerce businesses.

Aim for In-App Conversions

Instead of sending your audience to the website with every ad click, try engaging them with Meta tools.

For instance, you can send top-of-the-funnel leads to Messenger instead of a landing page. It helps you initiate a personalised conversation to increase the chances of conversions.

Similarly, you can provide built-in lead forms to middle-of-the-funnel prospects and identify leads with the highest purchase potential.

As a brand, you must tune your campaigns and creative assets. This can help maximise your return on marketing investment.

Getting Visitors to Convert with Google Ads

Marketers have many choices for remarketing to site visitors with Google Ads. Google Ads can also help you target relevant searchers across display networks. Companies can attract interested consumers by displaying targeted ads that address their preferences. It ensures that the money you spend on ads reaches those more likely to convert than site visitors.

Before launching Google Search ads, marketers need to conduct thorough keyword research. This helps them create ads that match the search queries of potential customers. It allows Google to showcase the ads to people more likely to buy your offerings.

Moreover, configure your marketing techniques to maximise conversions rather than clicks. More so because higher click-through rates may boost website traffic, but conversions will lead to business growth. Ensure that you optimise landing pages to establish credibility and enhance conversion rates.

This is essential to get the most out of your Google Ads investment.

Additionally, pairing your campaigns with conversion-focused landing pages can improve the quality score of your ads. Google calculates the quality score of your paid ads based on their relevance, landing page quality, Click-through rates, etc. Optimising one or more factors to improve quality score can boost ad ranking and increase ROI on ad spend.

Furthermore, you can measure your campaign’s performance with conversion tracking on Google.

What are the benefits of conversion tracking in Google Ads?

Google lets you set up conversion tracking on your account to monitor if your ads translate into sales. It lets you track conversion metrics like website visits, phone calls, in-app conversions, etc.

Here are a few benefits of installing conversion tracking in Google Ads:

Optimise campaigns for maximum returns.
Set realistic goals and benchmarks for higher efficiency.
Keep track of ad data to make data-driven decisions.
Identify high-performing keywords and ads.
Understand the buyer’s persona and the customer journey.

Can digital marketing increase the conversion rate in Google Ads?

Yes, digital marketing campaigns can increase your conversion rate in Google Ads. The following strategies can increase conversion rates:

Using a CRO planner to
- Conduct conversion audit
- Identify areas of improvement
- Determine a method to test your ads
Shortening your forms.
Including social proof.
Track how visitors interact when they navigate your site.
Add an option for live chatting.
Testing your offers.
Conducting A/B testing.
Increasing and fostering trust and removing friction.

Continually Optimizing for Growth

Conversion-boosting through Google and Meta is a continuous process. It improves depending on performance data. Growth Jockey can help you do so with your brand.

By adopting a results-driven strategy, brands can ensure that their efforts adapt to changes. These changes can include platform algorithms and demographic changes.

Establish channel-wide tracking, such as ad click-through and landing page bounce rates. You can use Meta and Google Analytics tools to track ads and website performance.

Utilise the data at your disposal to find areas that might use improvement. Experiment with different components. They can include messages, graphics, calls to action, and page designs.

You can filter away underperforming components and focus more on areas producing favourable results.

Wrapping Up

Google and Meta offer powerful tools to increase conversions for organisations aiming to accelerate business growth.

Conversion monitoring offers the information required to focus on the messaging and content. This helps in grabbing readers' attention.

At Growth Jockey, we are passionate about using techniques suited to your company. We implement strategies for search, social media, and other conversion lifts.

Our expertise in adjusting to changing algorithms allows us to optimise your investment in Google and Meta ads. Get in touch to use insights-driven Google and Meta marketing to propel your company's success. Now is the perfect time to reach targeted audiences looking for answers.