how to Improve your return-on-investment (ROI)

Now that you understand what ROI is, how to calculate it, and how important it is to your business, it's time we talk about how you can improve it. In general, you'll want to focus on improving your conversion potential through attracting the right customers to your business. We'll outline some basic strategies and also share very specific tips about keywords, ad text, and bidding and budgeting.

Basic ways to improve your ROI

If you find that a large percentage of visitors have clicked your ad but haven't made a purchase or performed an action you'd like them to take, the following steps may help you increase your conversions and ROI:

1. Use a landing page that's most relevant to your ad
When customers click your ad, they expect to see a webpage highlighting the exact product, deal, or information described in your ad. If they don't find what's promised as soon as they arrive, they're more likely to leave your site without making a purchase or signing up for your service. Be sure that any promotions and discounts mentioned in your ad text are visible on your landing page. Check out more landing page tips.
2. Make sure your website is easy to navigate
Evaluate your site's overall design, layout, and function. If people can't navigate through your site easily, they're less likely to stick around and make a purchase.
3. Use highly relevant keywords and ad text
If you use general keywords and ad text, a customer may arrive at your site expecting to find something that you don't offer. Highly targeted keywords and ad text help ensure that your ads show only on searches relevant to your product or service. Learn how to create targeted ads and keywords.
4. Adjust your bids
The bottom line for any keyword is how much value it generates compared to its cost. For keywords that show a profit, increase the bid to increase exposure and generate more traffic. For keywords that aren't profitable, decrease the bids to lower your costs or even consider deleting those keywords. Learn how to bid strategically to improve ROI.
5. Add successful sites as placements
View your Placement Performance Report to find placements where your ads are earning the most clicks. If you find that your ad converts particularly well on a given website, try adding that website to your ad group as a placement, with a higher placement bid to help your ad appear on that site more often.