Following on from a previous blog which looked at the benefits of using Google Ads, we thought it would be a good idea to go a step further and look at how to optimise the actual ads that are live.
Now, as a digital agency, we would always say that ultimately, the best route to successful Google Ads campaigns and the best ROI (return on investment) is to let us professionals manage campaigns. We are Google accredited, and have spent (literally) hundreds of hours analysing campaigns, keywords, ad groups, and more.
However, at a particularly tough time for many businesses in various sectors, we understand that not everybody as the expendable funds to do this, so managing your businesses Google Ads may be something that is currently necessary.
If this is the case, don’t fear! We’ve a list of key pointers below that will help you optimise your businesses Google Ads campaigns…
Make Your Key Words Accurate
Now, this sounds fairly obvious, and frankly, it is! Without keywords that are accurate and will match the desired outcome for people searching your business or products, they will struggle to find them. Having keywords that are too obscure or have very little to do with a product or business won’t generate the desired results.
There are multiple platforms and tools that can help with keyword research and will ensure good results. Some of these include Google Keyword Planner, Google Search Console, Semrush and Keywords Everywhere, to name just a few.
Once the correct keywords have been found, they need to correct match type within the campaign.
Use The Correct Match Type
One of our favourite elements of Google Ads is the ability to decide how closely keywords have to match the search criteria that then triggers your ad. The main three options are broad, exact and phrase match.
As expected, broad match is Google’s default option and this option will show your ad for searches with your keyword, similar words, similar phrases and other variations related to the word.
Phrase match is a little more to the point and allows the advertiser to increase how close the match is. This option will show the ad for precise keyword phrases, with spelling variations.
Finally, exact match is just as it sounds. This selection will only show your ad when the exact match of your keyword or keyword phrase is searched for, with very minor variations such as spelling.
Adding Negative Keywords
Negative keywords are used to help prevent ads showing to users that are searching for unrelated queries to what your business is providing or selling, therefore giving your business the potential to reach a more effective audience.
So, negative keywords can help both tighten the relevance of your ads and increase the likelihood of users clicking on your ad, and that click turning onto a conversion.
As well as helping CTR (click through rate), they can help your business and your campaign with increasing conversions, saving money, improving ROAS (return on ad spending), and bringing more relevant users to the website.
Use Multiple Ads and Optimise Each One Effectively
By using multiple ads within ad groups, your business can make ads more specific and hone in on more specific target audiences.
If there are various ads within an ad group, Google will rotate these ads and give the best performing ones a greater chance of being seen. This also allows the user to have more successful ads shown more often.
This option is particularly useful for those on a tighter budget, and allows users to test various ads all within the same ad group. Rather than creating separate ads and paying for them all separately.
Avoid Low Search Keywords
Low search keywords, or low volume keywords, are associated with little or no search traffic. This indicates that they aren’t relevant to customers searches (which can sometimes be a surprise!).
Google will often inactivate low volume keywords, which can be frustrating if you feel it is a god search term. However, Google does know best, and if search queries for these terms increase by even a small amount, they will be reactivated.
Having a few low search volume keywords in your account shouldn’t affect account performance too much. However, if there are a significant number, it is likely to have an impact.
Monitor, Manage and Make Sure to Convert
To get the best out of any Google Ads campaign, it requires regular monitoring, managing and updating. Without looking at the data, and responding to this information, the ads that are running will not be reaching their potential. So, make sure this is something that is carried out on a regular basis.
Google Ads does have its own in-built recommendations system which will suggest changes and additions to things like keywords, using this can also be helpful. Make sure to keep an eye on your campaigns optimisation score also. We aim for 100%, and anything under 97% – though it sounds small – can lead to noticeable drop offs.
Finally, though it isn’t actually an optimisation tool, ensuring that conversion tracking is switched on is always a good idea and gives a much better impression of how those ads are performing – you can’t argue with sales!
For any help, assistance or advice with your businesses Google Ads, please feel free to contact us.