Whether you’re an expert or rookie, optimizing your Google Ads account is a must. Along with the new year come new challenges and opportunities, so let’s have a look at what needs to be taken care of when it comes to optimizing your Google Ads account and how to give yourself the best possible start to tackle 2020 head-on.
Taking the time to clean up your Google Ads campaign with these quick and easy steps can optimize the success rate of your campaign and can lower the costs of running the Ads by cutting down on wasted ad spend. So, optimizing your Google Ads account is key to increasing the results and ROI of your marketing campaign.
On your marks, get set…
Before we get started it is crucial that you strive to secure a high Google Quality Score. You may be asking yourself ‘but why is this so important?’ Well, the answer to this question is simple; having a high Quality Score you better your chances of being displayed on the first SERPs (Search Engine Results Pages) and you lower the costs required during the bidding process.
But what exactly is Google Ads Quality Score?
Google Ads Quality Score is a gauge used by Google to rank your ads based on relevance, quality and performance. Quality Score has a knock-on effect on ad placements and ad spend.
How do I increase my Quality Score?
Keywords, keywords and more keywords. Constantly updating your keywords with regular research can help to maintain and generate ad campaigns that are extremely relevant to your target audiences search query. Another very important element of managing your keywords is arranging them into small, woven groups. This practice increases the relevance of your ads and enables you to meet the demands of your target audience.
Quality Score is also based on click-through rates. Creating ads that are both enticing and relevant to your target audience’s search queries will inevitably boost your click-through rate and conversions. This is the number one recipe to improving your Google Ads Quality Score and lowering your ad spend.
Google Ads and KPIs
KPIs are key performance indicators that you, the online marketer, use to measure the success rate and how well your Google Ad campaigns are performing. KPIs revolve around what you want to take from your Google Ads campaign. For instance, if your main aim is to increase your site’s traffic, then your KPIs would focus on click-through rates and impressions. On the other hand, if your main goal is to increase sales, then your KPIs would center on cost-per-conversions and conversion rates.
So, you need to have a clear understanding of what you want to take from your Google Ads campaign so that you can set out relevant and appropriate key performance indicators.
Find the KPIs that are struggling
To have some sort of cost framework, it is advised that you set out priorities. For example, if your business goal is to increase traffic and sales then you will need to come up with a budget for your cost-per-action. Once you have these boundaries in place it will make it easier for you to determine when your Google Ads are performing well and when they are underperforming.
Some of the most common KPIs include conversion rates, click-through rates, and impressions. Depending on what your goals are you may want to focus on all or specific metrics, but it is always a good idea to monitor all KPIs to ensure that you maintain a well-balanced Google Ads campaign.
Assess your bidding strategy
Bidding strategies on Google Ads can be broken down into two groups; automated and manual bidding, but, which is best?
Both manual and automated bidding strategies have advantages and disadvantages. Having said this you should adopt both ways and see which method works best for your campaign’s needs. Perhaps one of the best features is that you can any strategy you want across all the active campaigns in the ad account.
Automated bidding strategies can spare a lot of time, but you have to tell Google what areas to concentrate on. Having outlined which elements you want Google to focus on you will be prompted to specify your budget and other important information. Once you have laid the foundations, Google’s algorithm then regulates your ad bids based on your specifics.
Manual bidding is more autonomous than automated bidding because it enables you to specify which ad groups and which keywords you will be bidding on depending on your evaluation of how they are performing. Manual bidding gives the advertiser greater rule and oversight over his or her bidding strategy.
What does it all boil down to? Deciding between automated and manual bidding boils down to how much time you are willing to spare on creating, maintaining and adjusting your ad bids; and whether or not you want a hands-on or hands-off approach.
Don’t forget negative keywords
Eliminate wasted spend by including negative keywords into your Google Ads account. Search terms and queries are constantly evolving and changing depending on trends, so making sure that you update and track how your keywords are performing is a must if you want to improve the relevance of your Google Ads campaigns.
What is a retargeting audience and why is it important?
A retargeting audience allows your ads to be displayed to users who have viewed your site once before. This is an effective method of remarketing where you can reach out to potential customers who have already shown a level of interest in your business offering.
Tailor your bidding strategies on each device accordingly
A great way to ensure that your bids are working effectively and that you are minimizing wasted ad spend, you should assess the performance of each device and adjust the bidding system accordingly. For example, if your click-through rate is higher on desktop devices when compared to mobile devices then it would be a good idea to increase the CTR bid threshold on desktop devices and decrease it on mobile.
Remember to keep a record of the changes you make
When making changes to your bids or any adjustments to keywords that could have an impact on the results of your Google Ads campaign, you should record the changes so that you have a clear rap sheet of exactly what, how, when and why you made the adjustments. Google Sheets is a great tool when it comes to recording data as it enables you to export data from your Google Ads account.