Looking Google Ads tips that will help you achieve high quality traffic and conversions? Google Ads, or Google AdWords as it was formerly known, is the largest online advertising channel in the world. If set up correctly. Google Ads can be extremely powerful – as the Google Ads interface provides complete control over several metrics of your Google Ad campaigns. From controlling the time your ads show to bidding strategically based on location or device – Google Ads offers an array of features which help advertisers grab the attention of high quality traffic. However this level of control and specificity makes Google Ads highly complex and therefore potentially dangerous to advertisers since tiny mistakes can end up costing you significantly!
Here are 5 tip for Google Ads tips to help you prevent wasted spend and poor results:
1) Grouping Keywords:
Your Google Ads campaigns should be broken up into different ad groups. There are two approaches to this that are generally accepted to be best practice:
– You can create Single Keyword Ad Groups (SKAGS). As the name suggests,
these ad groups contain only one keyword… but CAN contain all four keyword
match type as wells. This structure gives you maximum control over how every element
within your ad group should work.
– Ad groups with groupings of keywords that match a common theme .
This is the latest approach to structuring your ad groups and allows you
to take maximum advantage of Google’s artificial intelligence as Google will then
use the immense amount of data of computing power available to them, to
automatically optimise your campaigns and display your ads to the most relevant
2) Keyword Match Types:
While it is important to choose the right keywords, you can damage the performance of your campaign if you select the wrong match type. You need to select a keyword match type that tells Google how aggressively or restrictively you would like to match your advertisements to keyword searches. Our Google Ads experts tend to use a variation of match types depending on each individual client’s business. We tailor each Google Ads strategy to best ensure successful results for our clients. Our most commonly used keyword match types are: Exact Match and Broad Match Modified keyword types. These two match types provide maximum flexibility and reach whilst still keeping irrelevant searches to a minimum.
3) Negative Keywords:
Our Google Ads specialists are always focused on the quality of clicks – from prospective customers who are ready to buy. Our point of difference is that we focus on quality over quantity in order to reduce wasted spend from prospects with low intent. So, how do you prevent your ads from showing to an audience that you know is not interested? Negative keywords are the answer! This type of keyword excludes your ads from showing on searches that include words you don’t want your ads to display for. So if you’re a wedding photographer that doesn’t do engagement photoshoots, you could add a negative keyword that blocks all engagement related searches from displaying your ads, designated with a minus sign (-).
Negative Keyword example: -engagement
User Search Example: engagement photographer – This would then not display your
Few businesses devote enough time and energy to building a negative keyword list, despite the significant role that negative keywords play in reducing wasted ad spend and maximizing ROI. How do you find negative keywords? One of the best ways to find negative keywords is by analysing your Search Terms Report and identifying search terms that are not related to your products or services.
4) Ad Text And Landing Pages
Checking your Quality Score is an essential Google Ads Tip. This is because Google grades each keyword based on the keyword’s quality score. A quality score is a score out of ten which Google uses to determine whether or not your Google Ads are actually helpful to prospective searchers. In order to identify each keyword’s quality score, Google looks at your Ad Text and your Landing Pages to see if they match the
keyword closely enough. This is why it is crucial to categorise each of your ads into ad groups with specific keywords associated with the ads. It’s imperative that your ad text contains the keyword that they are appearing for. Additionally, always ensure that the landing page you have chosen for your ad is relevant to your keywords and ad text.
Keyword analysis is the process of analysing your keywords and search terms that brought visitors to your website from Google Ads. The search terms report is a list of the actual search terms that people have typed into Google which resulted in your ad being displayed and clicked on. Depending on your keyword matching options, the search terms listed might be vastly different than your keyword list. Analyzing your search terms report to ensure high relevance is one of the most crucial aspects of managing a Google Ads campaign and it will help you to optimise your campaign for efficiency and results. Here are a few examples of how keyword analysis can help your Google Ad campaigns:
Reduce Wasted Spend: Analyse your keywords in order to distribute more budget to
successful keywords and eliminate keywords that are costing you money but not
Increase Conversions: Analysing the performance of your keywords allows you to
identify keywords that are achieving the most conversions and focus on building your
keyword list around keywords which are similar. You can also analyse your search terms
to customise multiple factors related to how much you are bidding on specific keywords
and how much of these keywords’ market share you are acquiring. This ensures that your
ads show as often as possible for keywords that generate leads and do not show for
keywords which don’t.
Find New Markets: Use keyword analysis to expand your campaigns and discover more
specific keyword queries that could open your ads up to more relevant searches and
lead to high-quality conversions.
Google Ads can be a complex platform to manage and unfortunately, mistakes can lead to frustration and costly campaigns that yield few conversions. That is why it is important to keep up to date with the latest strategies, or alternatively, work with an experienced and dedicated Google Ads Specialist. If you would like expert assistance with your Google Ads strategy and keyword selection you are welcome to apply for Free Google Ads Strategy session with us.