It’s really important to fine-tune your Google Ad campaigns to improve performance and maximise your return (ROI). Profitable campaigns will help grow your business, whilst unprofitable ones will help destroy it. Over the next few moments, we’ll share where we look to generate some quick wins for our client’s businesses.
We look at keyword selection
One of the key factors in optimising your Google Ads campaigns is selecting the right keywords. Conducting thorough keyword research is essential to find relevant and high-performing keywords that will attract your target audience. Use tools like Google Keyword Planner or SEMrush to identify keywords with high search volume and low competition.
In addition to selecting the right keywords, it is important to use keyword match types effectively. Broad match, phrase match, exact match, and broad match modifier are the four main match types that determine how closely a user’s search query must match your keyword for your ad to be triggered. By using a combination of these match types, you can control the visibility of your ads and ensure they are shown to the most relevant audience.
Continuously monitoring and refining your keyword list is also crucial for optimising your Google Ads campaigns. Regularly review the performance of your keywords and make adjustments as needed. Identify underperforming keywords and either remove them or modify their match types. Similarly, identify high-performing keywords and consider increasing their bids or allocating more budget towards them.
We think about ad copy
Another important aspect of optimising your Google Ads campaigns is writing compelling and relevant ad copy that grabs attention and entices users to click on your ads. Your ad copy should clearly communicate the value proposition of your product or service and highlight any unique selling points.
In addition to writing compelling ad copy, utilising ad extensions can significantly improve the performance of your ads. Ad extensions provide additional information and increase click-through rates. Sitelinks, callouts, and structured snippets are some of the ad extensions you can use to provide more information about your business, products, or services. Experiment with different ad extensions and monitor their performance to determine which ones work best for your campaigns.
A/B testing different ad variations is also a valuable strategy for optimising your Google Ads campaigns. Create multiple versions of your ad copy and test them against each other to identify the most effective copy. Test different headlines, descriptions, and calls-to-action to see which combination resonates best with your target audience.
We explore the landing page experience
Optimising your landing page experience is crucial for improving the performance of your Google Ads campaigns. Your landing page should be relevant to the ad and provide a seamless user experience. Ensure that the messaging on your landing page aligns with the ad copy and delivers on the promises made in the ad.
In addition to relevancy, optimising your landing page load times is essential for better conversion rates. Users have short attention spans, and if your landing page takes too long to load, they are likely to abandon it and move on to another website. Use tools like Google PageSpeed Insights to analyse and optimise your landing page load times.
Furthermore, using clear and persuasive call-to-actions (CTAs) on your landing page can significantly improve conversion rates. Your CTA should clearly communicate what action you want users to take, whether it’s making a purchase, signing up for a newsletter, or requesting more information. Use contrasting colors and compelling language to make your CTA stand out and entice users to take action.
We add relevant ad extensions
Ad extensions are a powerful tool for increasing the visibility of your ads and providing more information to users. Take advantage of ad extensions like sitelinks, callouts, and structured snippets to enhance your ads.
Sitelinks allow you to include additional links to specific pages on your website, providing users with more options and increasing the chances of them finding what they are looking for. Callouts are short snippets of text that highlight specific features or benefits of your products or services. Structured snippets allow you to showcase specific categories or types of products or services you offer.
Monitor the performance of your ad extensions and make adjustments as needed. Experiment with different extensions and analyse their impact on click-through rates and conversion rates. By optimising your ad extensions, you can increase the visibility and effectiveness of your Google Ads campaigns.
We try make the most of a single visit by using remarketing strategies
Remarketing is a powerful strategy for re-engaging and converting past visitors to your website or users who have interacted with your ads. By targeting users who have already shown interest in your business, you can create personalised ads that are more likely to resonate with them.
Create remarketing lists based on user behavior, such as visiting specific pages on your website or abandoning a shopping cart. Use these lists to tailor your ads and offers to the specific needs and interests of each audience segment. By delivering personalised ads, you can increase the chances of converting past visitors into customers.
Remarketing lists for search ads (RLSA) is another valuable feature that allows you to tailor bids and ad copy for past visitors. By adjusting your bids and ad copy based on the behavior of past visitors, you can increase the relevance and effectiveness of your ads.
We’re always measuring and contextualising our bid strategy
Regularly monitoring and adjusting your bidding strategy is essential for optimising the performance of your Google Ads campaigns. Review the performance of your campaigns, ad groups, and keywords regularly to identify areas for improvement.
Consider using automated bidding strategies to optimise for conversions or other specific metrics. Automated bidding strategies use machine learning algorithms to adjust bids in real-time based on various factors like user behavior, device type, time of day, and more. By leveraging automated bidding strategies, you can save time and improve the efficiency of your campaigns.
Monitor competitor activity and adjust your bids accordingly. If you notice that a competitor is consistently outbidding you and taking a significant share of the market, consider increasing your bids to regain visibility. On the other hand, if a competitor is not performing well, you may be able to reduce your bids and allocate budget towards more profitable keywords.
We take an Always Be Testing Approach to ads
Experimenting with different ad formats and placements is another effective strategy for optimising your Google Ads campaigns. Google offers various ad formats like text ads, image ads, and video ads, each with its own advantages and disadvantages. Test different ad formats to determine which ones work best for your business and target audience.
In addition to ad formats, test different ad placements on the Google Display Network and YouTube. The Google Display Network allows you to reach a wide audience across various websites, while YouTube offers the opportunity to engage users through video ads. Analyse performance data to determine which ad formats and placements are driving the most conversions and adjust your strategy accordingly.
We’ll consider our perfect customer and target them using audiences
Audience targeting is a powerful feature that allows you to reach your ideal customers based on their demographics, interests, or previous interactions with your business. Utilise demographic targeting to reach specific age groups, genders, or income levels that are most likely to be interested in your products or services.
Affinity and in-market audiences are another valuable targeting option that allows you to reach users with specific interests or purchase intent. Affinity audiences are based on users’ long-term interests and can help you reach a broader audience. In-market audiences are based on users’ recent purchase intent and can help you reach users who are actively researching or considering a purchase in your industry.
Create custom audiences based on website visitors or customer lists for more targeted campaigns. By targeting users who have already shown interest in your business, you can deliver personalised ads and increase the chances of conversion.
We’ll always be snooping around in the data
Regularly analysing campaign data is crucial for identifying trends and areas for improvement. Use tools like Google Analytics to track conversions, bounce rates, and other key metrics. Analyse the performance of your campaigns, ad groups, and keywords to identify areas that are underperforming or have room for improvement.
Conversion tracking and attribution models are also valuable tools for measuring the success of your Google Ads campaigns. Set up conversion tracking to track specific actions on your website, such as purchases or form submissions. Attribution models allow you to assign credit to different touchpoints in the customer journey and determine which channels or ads are driving the most conversions.
Make data-driven decisions based on your analysis to optimise the performance of your campaigns. Adjust your bidding strategy, ad copy, targeting options, and other campaign settings based on the insights you gather from your data analysis.
Our team spends a lot of effort reviewing best practices and staying ahead of the curve
The digital advertising landscape is constantly evolving, and it is important to stay up-to-date with industry trends and best practices. Follow industry blogs, forums, and social media channels to stay informed about the latest Google Ads updates and strategies.
Attend webinars or conferences to learn from industry experts and gain insights into the latest trends and strategies. Networking with other professionals in the industry can also provide valuable insights and opportunities for collaboration.
Continuously educate yourself and adapt your strategies to stay ahead of the competition. The digital advertising landscape is highly competitive, and staying informed about the latest trends and best practices can give you a competitive edge.
Invest the time
Optimising your Google Ads campaigns is essential for achieving better performance and maximising your RO By implementing the strategies outlined in this article, you can improve your keyword selection, enhance your ad copy, optimise your landing page experience, utilise ad extensions, implement remarketing strategies, monitor and adjust your bidding strategy, test different ad formats and placements, use audience targeting, leverage data analysis, and stay up-to-date with industry trends and best practices.
Remember that optimising your Google Ads campaigns is an ongoing process. Continuously monitor and analyse your campaigns, make data-driven decisions, and adapt your strategies to stay ahead of the competition. You can achieve better results and drive more conversions by continuously optimising your campaigns.
