Optimize the Landing Page
Here’s something surprisingly few people know: Your performance is not only based on the ad itself but also on how easy it is for people to convert beyond the ad.
The easier it is for a user to perform your desired conversion, the more people will do it.
In short, that’s the gist of conversion rate optimization (or CRO) and is typically applied in combination with split-testing websites to make more people convert.
If you are optimizing for purchases, your performance is directly tied to how easy it is for a customer to buy your product.
If landing page A makes it unnecessarily challenging for users to buy your product or service, fewer people will do it. But if landing page B smoothes out that challenge, more people are likely to buy—and this is all external to your ad.
The ad’s job is merely to get people to whichever landing page you’ve set up.
Furthermore, it’s not just important to optimize your website for the desired conversions but also other actions you want the user to take, such as completing a lead form. For instance, the fewer boxes there are to fill out in the form, and the more that are filled-out automatically, the more people will convert (i.e. submit their lead-information).
Therefore, in order to improve your Conversion rate ranking, you should not only focus on the ad and the targeting itself—remember to also make it easy for people to convert beyond the point of clicking your ad.