A successful Google Ads campaign can help any business achieve brand exposure, generate leads, sell products and a whole lot more. It’s an invaluable business advertising tool that just about any business type can benefit from…
If you optimise your campaign correctly!
Google Ad campaigns should always be optimised correctly to ensure the best outcomes – whether the goal of your campaign is to drive traffic to your website or to sell a product. A poorly optimised campaign may not only fail at achieving your objectives but can actually land up costing you more!
Ready to find out how to optimise your Google Ads campaign? Read on!
Four Types of Optimisation
Generally speaking, there are four broad types of Google Ads optimisation that you can do:
- Technical optimisation
- Ad group optimisation
- Ad optimisation
- Keyword optimisation
Let’s start with Technical Optimisation.
Google Ads: Technical Optimisation
First and foremost, identify what targets you are trying to achieve, as this will define the rest of your campaign. Once you’ve identified your target, you can start setting a CPC (cost-per-click), conversion costs and more.
Setting up your ad groups is a crucial step when creating or optimising your Google Ads campaign. Each ad group should be carefully planned and created to include relevant keywords, optimised landing pages and related targets.
This useful setting will ensure that accurate data is sent between Google Ads and Google Analytics.
Ad rotation is imperative. Instead of rotating your ads to achieve the most clicks, rotate them indefinitely to allow Google to show your best ads more often.
This setting is often overlooked by campaign managers but can be extremely effective when trying to avoid wasted clicks and improve your CPC. Placement exclusion allows you to remove whichever locations your ad might show up in but which are not relevant to your business or overall campaign goals.
Google Ads: Ad Group Optimisation
This is the second ‘level’ of your campaign that you should optimise as best as possible to ensure positive results at the end of your campaign.
Did you know that you could optimise your campaign for specific devices? At a time where many people are becoming more reliant on their mobile phones, many businesses have seen a huge increase in the number of customers who access their ads and website through their mobile. For this reason, device optimisation is crucial.
Always monitor how your ads are performing on the different devices available. This will allow you to optimise your campaign, negative keywords and even landing pages to suit the device type that will bring you the greatest amount of conversions.
Using search partners is a great method for obtaining clicks from outside of Google. However, using this facility won’t always improve performance and should be monitored carefully throughout your campaign. If Search Partners are performing significantly less than Google is, you may want to consider turning off this option.
Accelerated vs Standard Delivery
These settings have to do with your budget and how it is used during the day. A Standard Delivery will spread your budget evenly throughout the day, while an Accelerated Delivery will ensure maximum budget use for your ads at specific times.
Google Ads: Ad Level Optimisation
Your ads may need constant tweaking for some time before becoming successful or before successfully achieving your campaign’s goals. Consider the following optimisation options.
A/B testing is one of the easiest and most lucrative ways to assess which elements of your campaign are working well. You can do A/B testing on ads or on landing pages. If, however, no concrete data is provided after the A/B tests are complete, you may need to consider making greater changes to your campaign.
You may need to frequently tweak your ads before settling on a finalised version – and even that may not be final. This is because the considerations you should make when creating your ads can fluctuate: usability, user experience and the content in your ads all play a major role. Additionally, your ads will help define the action you want your customers to take when seeing your ad or landing page. If your ads don’t match up with the content or call-to-action on your landing page, not only will your quality score go down, but your campaign’s performance will also suffer.
Google Ads: Keyword Level Optimisation
There are three main factors to consider when optimising your keywords.
CTR, or click-through-rate, is a useful indicator of the performance of your campaign. This is because CTR links directly to Quality Score. If your CTR is low, it means that your ads are not optimised correctly and are not useful to Google, which means Google will show them less often and your impression share will decline. Optimising your keywords properly will help ensure high-intent clicks from potential customers, which will inevitably improve your CTR.
Don’t neglect your negative keywords! Clicks and budget can be quickly consumed when you don’t optimise your negative keywords. This is because keyword match type (broad, phrase and exact match) can define what types of clicks you get. The broader your keyword, the more chances that your ads will attract clicks from customers with low-intent, or from users who aren’t a part of your target audience at all. By optimising your negative keywords, you ensure that each click your ads receive is valuable.
The positioning of your ads is very important. Though holding the first spot in the search engine results page is highly desirable, it isn’t always effective. This is because of CPA (Cost of Acquisition). If your CPA is higher than the CPA you have set, you will need to revise your ads – the top position is only valuable if it doesn’t decrease revenue and ROI!
Need Some Help with Google Ads?
Google Ads is a useful tool for any business owner looking to improve their reach and generate some leads. However, Google Ads can be tricky and hard to get right. Why not let the experts handle it? Get in touch with the DNHQ team today!