If you are using Google Ads to advertise your goods or services, then you are making a conscious and significant effort to increase your business and improve your market share. However, you won’t be increasing your profitability and reaching your max potential unless you take the necessary steps to optimize your Google Ads campaign and ensure that you are getting the best bang for your buck.
Through the process of helping thousands of digital marketing agency and online advertising professionals assess their campaigns, we’ve put together a list of five essential tips to help optimize your Google Ads campaigns and get the most from your ad dollars.
Measure lost impression share
Running a successful Google Ads campaign is heavily dependent on the data that you can gather on behalf of your campaign. When you are able to collect more data and especially Impression share, your ability to optimize and expand your campaign will be far higher. However, this is sometimes easier said than done. You can get Impression share data by adding the column Search Lost IS in Ad groups and Keywords reports. The metric gives you the percentage of time your ad didn’t show up because of poor ranking and low budget. It means that you are losing opportunities and need to take action. It also means that you could be leaving out significant portions of impressions that could assist you in making a robust and profitable campaign.
An optimization tool like SEISO is skilled at helping advertisers to realize what their lost impression share really is. Acting on it is a step away, but the first is to understand what corners of the advertising market you are missing out on and creating an action plan to capitalize on this area. Use the SEISO tool to estimate the growth potential of your campaigns and the budget gains.
Increase CTR to boost your Quality Score
Once you have the impressions on your ad, your work is not over. One of the most critical metrics in Google Ads is click-through-rate or CTR and Quality Score. You might be getting high-quality, affordable traffic from your ads, but if you aren’t getting industry-standard, it will be all for nothing. Having a good quality score is what makes your cost per click more affordable, and the average position of your ads increases.
As it so happens, SEISO Google Ads analyzer features functionality that helps to examine the quality score of your Google Ads to show you where you are thriving and where you could use improvement. This can have a massive impact on the return on investment of your campaigns, and SEISO gives you an easy way to prioritize your efforts to reach your expected CTR, Ad Relevance, Landing Page experience of your ads.
Curate keyword match type
When building your Google Ads campaign, one of the most important things that you will have to do is set a match type for your keyword bidding strategy. The match type will determine how alike your keyword needs to be from the final phrase that you are bidding on. As you can imagine, this has relatively large and powerful effects on not only how much you spend on your campaign, but also how well your Google Ads convert. When you select the right keyword match type, you can experience a better conversion rate and more affordable customer acquisition costs. However, the wrong match type can quickly sink your entire budget without results.
Trying to figure out a match type for your keywords can often turn into a guessing game that involves expensive trial and error. If you want to come to the proper keyword match type sooner and save yourself time and money, then it might be best for you to use the SEISO audit, which can provide you the match type analysis with the best practices that are optimized and appropriate for your campaigns.
Optimize your ads performance
Perhaps the most critical part of running a profitable and successful Google Ads campaign is the optimization of your ads. Optimizing a campaign consists of establishing and scaling profitable keywords and ad campaigns and terminating those without success. However, how can you know when it is time to give up or when it just needs adjusting? There are thousands of data points in each campaign, and trying to look at them with the human eye can be frustrating and not give you the speed and progress that you might like.
The SEISO tool can do the heavy lifting for you. SEISO’s engine takes a look at your existing ads and points out which ones to scale higher, adjust, and terminate altogether. It takes a lot of the guesswork out, and you can establish long-lasting profitable sales funnels that deliver exceptional results.
Micro-manage your keywords
A truly optimized Google Ads campaign requires management at the keyword level. It can seem like an enormous task, but it is mandatory if you want to extract the full potential out of your campaign and achieve high ROI. In almost any young Google Ads campaign, there are keywords and budget allocated that are going to waste. Identifying this can be done by leveraging the search terms report to get new high-potential terms and add them to your campaign or phrases that aren’t relevant to you and put them in the negative keywords list to exclude them.
It is usually not enough, and if you want to tackle the waste and drive up the profitability of your Google Ads campaign, then a tool like SEISO can help again. It identifies budget-waste and lack of profitability in your Google Ads campaign while making potential savings visible. In a single report, you will get keywords with no conversion, negative keywords to exclude or terms with potential.
Much more to discover in the SEISO analysis report, including expert tips and Google Ads best practices, account activity analysis, budget management recommendations, and more than 75 criteria sifted.