The major goal of any marketer is to achieve high conversions at an affordable price. Google Ads is an effective tool for promoting a project online, but, like any digital instrument, it requires constant improvement and optimization. Unfortunately, due to the lack of experience and specialist knowledge, many entrepreneurs and marketers cannot correctly assign priorities and set tasks, consequently, they do not get the desired result.
Most advertisers believe that the success of an advertising campaign is in its setup, but in fact, success lies in its optimization. That is why here we’ve made a list of crucial tips for optimizing Google Ads campaigns.
Improving the quality score
Advertisement ranking as one of the crucial Google Ads metrics comprises the ad bid, quality score, and the expected impact of the extensions. In turn, the quality score includes the relevance of the ad, the expected click-through-rate (CTR), and the landing page.
If you decide to optimize the ad campaign on Google Ad, you should start with the improvement of the quality score. The first thing that needs to be done is to properly cluster the semantics when the campaign has just launched. Due to this clustering, the marketer can write the most relevant ads and put down proper URLs on the site. Then, an ad specialist should write at least three advertisements per group. We recommend using up to five. Because if he writes more, Google will alternate them for a long time, and then you won’t easily get the necessary statistics on the effectiveness.
Next, we recommend the marketer to create all possible ad extensions and maximally use the headline and text length limits. It is better to use keyword substitution in their context. This increases the number of words highlighted in bold. For the most frequent keywords, the marketer can create an ad group and write a more relevant ad. As a result, Google will show different extensions more often, the CTR will become higher and the CPC, on the contrary, will decrease.
The basis of each Google Ad campaign is the optimization of keywords. The right selection of keywords attracts the most promising leads and increases ROI. We recommend two effective methods of optimization of the keywords.
- Using the exact match for frequent queries.
Google Ad firstly shows the posts that exactly match the keyword type of the query. That is why when the marketer does keyword analysis, he needs to identify exact keywords and phrases that are the most targeted for the promotion of his brand and at the same time popular in the search. The exact match of keywords increases the CTR, makes the cost per click lower, and increases conversions.
- Removing ads with affectless keywords.
The marketer may see the notice about ineffective keywords in the “status” column of the ad optimization report. That means that some keywords have very few searches during a certain period, and are automatically blocked by the system. If there are more requests on them, they will be reactivated and brought back to the auction. The problem is that if the account has a lot of keywords with a low rate, it affects the overall performance of the ad campaign and negatively influences the quality score. That is why we recommend it for the company to delete advertisements with ineffective keywords.
Make the proper match between the advertisement and landing page
To make the content of the landing page jump with the ad is not a simple task. But if the marketer wants the campaign to be as clickable as possible, he needs to solve it appropriately. The marketer’s task is to make the buying or ordering process understandable to the user and to provide the information on the ad that fits the content of the landing page.
The correspondence of topics plays no less essential role in the optimization ad campaign than implementing new technologies. For example, if the brand advertises a “cost-effective web design tool” on Google Ad, then its landing page should be called a “web design tool” or be very similar to it. If there is no related topic or content matching on the landing page, customers will leave the site despite the fact that the number of clicks continues to grow.
That is why the brand should pay maximum attention to its landing page content and the behavior of the clients, as the quality score of the campaign depends exactly on its customer experience with the brand’s landing page. Another reason to keep track of the ad and landing page match is to make the bounce rate lower. Users will never convert into buyers if they don’t get what they expected by clicking on the ad.
Google Ad is an effective tool to quickly drive traffic to the brand’s website. The mentioned tips in the article can help the business optimize ad campaigns. In addition to the provided tips, it will also be useful to understand the Google Analytics system. It contains many reports on the effectiveness of advertising and the behavior of website visitors. The site is an important link in the conversion rate. However, you can use all the best tips and practices when setting up and optimizing the ad campaign, but if the quality and content of the landing page won’t match its advertisement, then all the efforts are vain and will not bring a single conversion.