Google AdWords is one of the most powerful marketing tools. With AdWords, you can reach your target audience and make a profit too. There are many tips and tricks that will help you get the best ROI from your Google AdWords campaign.
To generate more conversions in your Google Ads search network campaign, you need to focus on bringing cheap conversions by optimizing your campaigns.
In order to bring quality conversions, you must refine the ads, refine the segmentation of the audience and the choice of keywords, and also improve the landing pages that the surfers reach. In this article, we will go over five additional ways by which you can refine your campaigns for the Google Ads search network and generate more conversions with them.
Sponsored advertising on the Google search network is an advertising channel full of opportunities and proper campaign optimizations will help you achieve better performance.
Table of Contents
5 tips for campaigns on the Google Ads search network
Although the campaigns on the search network are text-based and this is what is actually shown to surfers, behind the scenes the campaigns look completely different and these ads can be successful or fail to depend on the actions you perform.
Assuming you already have campaigns running, use these 5 search engine optimization methods to take your existing campaigns to the next level:
1. Negative keywords
One of the things in Google Ads that people tend to ignore or mismanage is negative keywords. If you use a broad match in your keywords in the campaign (not recommended at all), you will be surprised to find out how many keywords that are opened in the search are not relevant to you or the business and they negatively affect the performance of the campaign. There are 2 main reasons why using negative keywords is an effective action for your campaigns:
Negative keywords significantly reduce search terms that are not relevant to you and thus the budget is used in a better way for words that are relevant.
Using negative words improves other campaign parameters such as the click-through rate (CTR) and the quality score, which ultimately affect the quantity and quality of conversions.
To perform one of the most recommended and effective optimizations in Google Ads, I recommend at least once a week goes into the search queries in your campaigns to find new negative keywords that you need to add. Updating the negative keywords frequently will keep you with a high CTR and a good quality score for the ad.
2. Ad Rotation
A monkey of awareness is Torah within itself. Fortunately, professional PPC agency have tools to help you optimize your strategy in writing the copy as well.
You may have one or two ads in your ad group and it’s very possible that you haven’t had the chance to update the monkey in the ad lately. Ad cycle optimization may pay off for you in the long run.
Ad rotation optimization is a setting offered to you in the Google Ads advertising system and allows Google to automatically rotate between several ads to display different parts of the ad content at a certain frequency while keeping the parts in the copy that show the best performance.
The main goal of optimization using Ad Rotation is to relieve the burden of managing the ads and allow you to test more headlines and text in the copy of the ad without having to perform the tests yourself manually (pause, delete and update regularly). To start performing this optimization, you can run an ad round at the ad level or at the campaign level.
3. Automatic quote
One of the well-known automation of Google Ads is automatic bidding. Identifying the right bid for each keyword in your account can be very difficult, and trying to manage a large number of keyword bids can make manual bidding suboptimal.
Fortunately, there is an automatic solution that can make our lives easier. Google’s Smart Bidding – the automatic solution for bids per click, allows you to optimize according to the desired result.
You can set the bid to increase the number of visits to the site, increase the share of exposure, increase conversions at a set price per purchase, and more.
4. Data-Driven Attribution
Most people start campaigns with conversion tracking set up in a last-click attribution model. An attribution model means how to give the credit for the conversion according to the campaigns in mind, whether to the last click (shown and remarketing will usually take all the credit) or other models.
You may want or need to work with other types of conversion attribution depending on the nature of your business. Let’s say you sell a complex item on the Internet, such as a wedding ring – it is likely that surfers will do research before entering to purchase from your website and you would not expect that the surfer’s first search would result in the purchase.
After searching and browsing the sites, the surfer chose to search for your brand and return to your site for the purpose of purchase.
In the attribution of the last click, the surfer’s conversion will not be attributed to the running campaign even though without the campaign the surfer would not have been exposed to the fact that you are selling a wedding ring.
This is where other types of conversion attribution can come in handy. Google offers an analysis tool called data-based attribution where you can see the difference between the last click the surfer made and the other interactions he made with your ad and website.
To set up data-based attribution for your account, go to tools and settings, click on the association, and on the right side, click on the switch to data-based attribution. This way you can know which attribution model is most suitable for your campaigns
5. A large number of tests
The previous recommendations in the article were specific to certain features in Google’s paid advertising campaigns on the search network. This recommendation is a broader recommendation for improving the performance of your campaigns in general.
It is very important to test everything that is possible in your Google advertising account. By checking different things in the account where you run campaigns, you will get new and relevant information about your audience, landing pages, and other optimizations that should be made in your account.
A good example of a relatively small test that can be done in your ad account is using an ad round as I mentioned above. Using an ad round to test the ad copy is a good way to test and improve the ad copy on an ongoing basis.
An example of a slightly larger test is a test for landing pages – create different landing pages and do a test to check which page generates a better conversion rate. Testing landing pages, ad copy, audiences and other things is a great way to learn new insights about the business and take it forward.
Creating a campaign on Google for the search network is not an overly complicated operation. The significant work on the campaigns is optimizing what is possible in the account. Optimization is an ongoing process and improving Google campaigns does not happen overnight.
In the article, we went over 5 ways to improve your Google campaigns. Use what is relevant to you because there are small businesses that will not need to do a large number of tests or they do not have enough products or services that require a large number of ads.