Google Ads has been on the hype for quite a time, which makes it one of the most crucial topics to discuss. At the present time, paid search or search engine marketing has become a digital channel that is full of scopes and opportunities.
Some of the beneficial optimizations for Google Ads include constant testing, leveraging negative keywords, automated bidding, ad rotation, and data-driven attribution. In this article, we will discuss these 5 highly effective tips that will help you to raise your campaign level.
One thing that people often tend to overlook is negative keyword listing. It is crucial to learn how much your search volume is not suitable for your business and how it can bring a downfall in your overall campaign. Generally, there are two major reasons why negative keywords are beneficial for all sorts of Google ad services. The first reason is that you need to spend money on clicks, which do not get converted for you. And the second reason is that bringing the performance of the campaign down can impact your overall quality score.
Google and several other platforms possess tools that help you to optimize your Ad rotation development strategy. While updating your ad copy can be a good idea, switching to ad rotation optimization can help you in your long run. Generally, you get to turn off the bad-performing ad, which might be a time-consuming task for all your ad groups. It is there where the ad rotation strategy becomes your savior. The setting proposed by Google Ads enables Google to rotate automatically between multiple to head towards the optimal frequency for every ad. You can even leverage this automation tool to test more than two pieces of ad copy.
One other amazing automation element that other platforms, along with Google, offer is automated bidding. It can get difficult to figure out the right bids for every keyword in your account. Along with that, manage the flow and ebbs of business and competition cycles that can make manual bidding more suboptimal. But with automated bidding, all these tasks get easier and make your campaigns more profitable. Google’s Smart Bidding is the one automated bidding solution that helps you to optimize towards varied goals based on your desired result. You might also set your bids to drive conversions at a particular CPA, increase impression share, increase site visits, and more.
The majority of the users start by setting up the conversion tracking using a last-click method that gets suggested to begin with. They then visit multiple websites, and after going through it all, they might feel like your offerings are the best and then search specifically for your brand and make purchases. In that last-click word, you might find your initial search ad as worthless as that didn’t result in the sale. That left the user completely unaware of your brand and segregated them from purchasing your brand. There is where you require the tool and reports offered by Google, which is known as Data-Driven Attribution. That will help you to spot the difference in conversions between Google’s data-driven methodology and last-click methodology.
By performing tests on different factors of your account, you get to learn a lot newer things about customers, along with those other new ways of optimizing paid search specific to your account. While a particular type of landing page or ad works better for one account, the reverse type might work for another account. And the only way to learn your type of business, audience, and other factors is by undergoing a test. You can also leverage Google’s Draft, and Experiments feature to perform tests or whichever search tool you use. It is better to run smaller tests more often and run larger tests once a quarter.
These are the top five actionable optimizing ideas that also help you improve your search campaigns. You can apply them as per requirements, and success is yours for sure.