5 Ways to Improve Your Google Ads Campaigns
This article will go over five strategies to increase the effectiveness of your paid search efforts to increase performance and expand your business. Search Engine Marketing or paid search is a digital channel that offers a wealth of possibilities.
Key Takeaways
To be ahead of the game in search, you have concentrated on generating the most effective conversions, by optimizing across multiple dimensions. Some of the most effective optimizations that Google Ads include leveraging the negative keyword, ads rotations automatized bidding, data-driven attribution and continuous testing.
5 Tips for Google Ads
Although they are largely text-based there’s much more happening in the background of the text ads that can determine or derail your performance in the world of paid search. If you’re already operating your paid search marketing We’ll go over five strategies to help you bring your campaigns to a higher step.
1. Negative Keywords
One thing that is often overlooked or not properly managed is the negative keyword lists of negative keywords. If you’ve got broad match terms like “+best +watches,” you’d be shocked to discover the amount of the search volume you have isn’t relevant to your business, and how it affects the overall performance of your campaign. If your company is only selling watches for men, you’ll be shocked to find that the majority of the results are for children’s or women’s watches. There are two main reasons that negative keywords are particularly useful.
- The main reason is that you’ll be paying for clicks that don’t convert for you, such as when the person who clicked on your ad in search of a watch for their child and discovering that you do not have any.
- The third motive is the fact that this could affect your overall score of the campaign , and can affect your quality score.
The three components of a quality score are the expected CTR and landing page experience and the relevancy of the ad. If you appear on an advertisement and you do not provide the product or service to meet the requirements of the buyer and requirements, they’ll either choose not to be able to click (CTR) or immediately leave your website (landing pages experience) and both could affect your score on quality. We suggest going through your reports on search queries every once or every month, to identify the latest negative terms that you ought to add. If you haven’t reviewed your negative keyword lists for a while and you’re not sure how to do it, this will increase your campaigns’ effectiveness in terms of cost savings as well as improvement in quality score. Read our article about keyword phrases that are negative to find out more.
2. Ad Rotation
Ad copywriting is an art all its own, however luckily Google along with other advertising platforms provide tools that can help you improve your creative approach. Your current ad group might have one or two ads and you might not have recently updated your ads for some time. Making sure you update your ads’ content could be beneficial generally as well as switching to ad rotation optimization could yield even greater benefits in the long run.
If we have two ads within our ad group, and both are receiving 500 views per month, one of them is far ahead of the other with regard to clickthrough rates in addition to conversion. Although we can turn off the ad that is performing poorly, however, it could be quite lengthy to perform for all our ad groups. That is why optimization for ad rotation is in play. This option available on Google Ads lets Google rotate automatically between several ads to achieve the best frequency for each advertisement.
In our scenario of two ads, Google might shift to showing the more effective ad 75 percent of the time while the other one shows 25 percent of the time in order to increase the performance of the advertising group. You could also use this tool to automate your workflow as a means to test more than two ads. It is possible to add three or four ads in the mix to see how they perform while having the certainty that the ad rotation will optimize general performance.
Utilizing ad rotation optimization could help take some of the burdens of constantly managing the ad copy, and also allow you to experiment with more pieces of copy more often. To begin using this feature, you can turn on ad rotation optimization at the individual level of an ad group and at campaign levels.
3. Automated Bidding
Another amazing automation feature Google and other advertising platforms provide can be automated bidding. The process of determining the appropriate bids for each keyword within your account is extremely challenging and managing the fluctuations and ebbs of business cycles and competition can render manual bidding inefficient. We are fortunate to have automated bidding tools that simplify our lives simpler and our campaigns more profitable.
Google’s Smart Bidding, the automated bidding system, allows you to maximize your bid towards different goals, based on the outcome you want to achieve. It is possible to set your bids to boost site visits, increase the share of impressions and increase conversions for an agreed CPA or more. If you choose to focus on increasing conversions, or any other measurement, make sure there is a plan set so that your expenses don’t get out of control.
In the beginning, it could be better to utilize to use Target CPA as well as Target ROAS to make sure you get the desired ROI as you spend your money. For more information on the various options and ways to set them up, refer to Google’s guidelines for Intelligent Bidding.
4. Data-Driven Attribution
The majority of people begin with creating conversion tracking with the last-click approach that is a good way to start. Once you’ve mastered paid search, you might wish to explore other kinds of attribution methods based on the specifics of your company.
Let’s suppose you sell an expensive item on the internet, like wedding rings, where the customer is likely to conduct lots of research prior to purchasing, but you shouldn’t expect the very first search made by the customer to lead to an order. The initial search of the client could include “best wedding rings” and after that, they may browse several websites including yours, but they won’t make a purchase.
After visiting several websites and giving it time, they determine that your offer is ideal, and they begin searching for your name and then buy from your website.
In a world of last-click it is possible to view your first search ad as unimportant because it didn’t bring in sales However, you and I each know that if we had not been present for the initial search, that buyer might not have been aware of our company and thus ultimately made the purchase. This is why other forms of attribution could be useful.
Google offers a report as well as a tool known as Data-Driven Attribution where you can observe the differences in conversion between the last-click method and Google’s data-driven method. To enable data-driven attribution on your account, you need to access the Tools menu > Conversions, Edit Settings attribution Model > Data-driven Attribution. To find out more, read Google’s tutorial on data-driven attribution.
5. Testing
Our initial four suggestions were specific to a particular feature or purpose within the field of paid search However, our fifth recommendation is a general suggestion to increase the effectiveness of your ads. The fifth suggestion is to try more across the various dimensions that make up the paid search.
When you test different features in your account, you’ll discover new information about your clients and discover new methods to optimize your the paid search that is specific to your account. Although one kind of advertisement or landing page may work best for one account the opposite one might be suitable for a different account. One way you can discover particulars about your client and company is to try it out.
You can make use of the Google Draft & Experiments feature to create tests using whatever tool you prefer to use. We suggest running more extensive tests at least once per quarter and having smaller tests that are running more often.
One example of smaller tests that might be run more often is ads that use the ad rotation method as mentioned in the previous paragraph. Utilizing ad rotation to test the new ads is a low-fidelity approach to constantly evaluate and improve your ad copy.
One example of a larger test that might require software like Drafts & Experiments is a test for landing pages, which requires more resources to design an entirely new landing page, develop the test, then run the test.
Test your landing pages, ads content, audience lists and more is a great method to discover new information and propel your business forward.
