Google Ads can be a major source of frustration for small businesses. That’s because it’s easy to overspend on Google Ad campaigns. Even worse, despite the cost, you might still need to get your desires.
It shows that simply creating Google Ads isn’t enough, and you also need to optimize them to get your Returns on Ad Spend (ROAS). So, if you’re tired of overspending on Google Ads and getting mediocre results, this article is for you.
We’ve realized that optimizing your Google Ads can be a manageable amount of effort. With the right Google Ads optimization strategies, you can get better results while doing less.
Here are 5 highly effective tips that’ll give your ad campaigns a major boost.
#1. Track your Main “Conversion” Metrics
When optimizing your Google Ads, monitoring your Google Ads conversions and all the metrics surrounding it is crucial. Knowing these metrics will help you make a better analysis of your campaigns.
But in monitoring these metrics, you need to ensure that you only take note of the values that matter. Refrain from measuring your results based on clicks and impressions. Rather, focus on end results.
For instance, don’t inflate your figures with the value of visitors to your blog when you care about the value of leads or sales.
In essence, you also need to track your conversions. Doing this helps you to assess how effective the campaign is. It lets you know if the campaign drives conversions based on the amount you spent acquiring them.
Get rid of data columns that you don’t use daily. Instead, you can create an “Impression to Conversion” (ITC) column to help you analyze data faster.
With ITC, you can know the full performance of your ads in one simple column. This way, you can be more focused when optimizing your search campaigns.
#2. Use Google Analytics and In-market Segments
First, ensure your Google Ads account is linked to your Google Analytics account. If it isn’t, you’ve been making a big mistake.
Here’s how you can use Google Analytics to start optimizing your Google Ads:
- First, log into your Analytics.
- Next, click the “Audience” tab and go to “In-Market Segments.” Here you will find priceless data that will help you optimize your campaigns.
Under the in-market segment section, Google segments your site’s visitors by what they’re in the market for. By analyzing these segments, you’ll understand better how to reach your target audience.
Create a goal for your Google ads conversion action. Then add your goal to this report and check for audiences with the highest conversion rates.
Once you’ve found them, go to your Google Ads account and add these audiences to your campaigns (in the “Audience” tab).
So, for instance, you find that audiences under “arts and fashion” are converting more than other audiences. You can add this audience to your campaign and allocate them a higher bid adjustment percentage.
When you do that, Google will up your bids by the allocated percentage for a user in this audience.
#3. Engage Long-tail Keywords
One way to refine your search strategy is by engaging long-tail keywords. For context, keywords are the word/s that you choose to bid on. They determine when and where your ad can appear.
Keywords greatly influence the success of your Ad campaigns, so it’s best to get them right. Instead of focusing on short keywords to optimize your Google Ads, look for long-tail keywords. These are keywords that are around 3-5 words long.
Particularly, go for long-tail keywords with intent. These are keywords that include “how to,” “buy,” “purchase,” and “quote.” They are specific, intent-driven, and less competitive. As such, you have better chances of ranking higher using them.
You can use tools like Ubersuggest to get very accurate search terms. It also provides powerful data like volume, CPC, and trends.
Using Long-tail keywords to adapt your search strategy will help to improve your ad performance. It ensures that you’re there when your ideal customers are searching with intent, with exactly what they are searching for.
#4. Use Negative Keywords
Another way to use keywords and search terms to optimize your Google Ads is using negative keywords. Negative keywords are the opposite of keywords.
They aren’t terms you want to include in your campaigns. Rather, negative keywords are search terms that you want the algorithm to exclude your ads from showing up for. These terms are blocked from triggering your ads.
So, when a user types a search term that includes your negative keywords, your ad won’t be eligible for the auction. Therefore, it won’t show up, so you don’t pay for the click.
For example, you’re a clothing retailer specializing in men’s wear. You can make negative keywords around clothing for women or children. You may include ‘women’s clothing’ or ‘children’s wear’ to your negative keywords list.
#5. Take Advantage of Remarketing Lists for Search Ads (RLSAs)
RLSAs are a Google feature that allows you to target specific audiences by adding a remarketing list audience to your campaigns.
Remarketing lists are not popularly used for improving display campaigns. However, layering a remarketing list on the top of your campaign can help optimize your ads. This will allow your ads to narrow your keyword traffic to audiences that have already been to your site.
That way, you can have more room to target broad-match keywords. Combine the broad match keywords with a retargeting list (set to targeting, not observation).
This will help you reach people searching that keyword who have already visited your site. This gives you a higher chance of reaching a relevant audience.
If you are new to RLSAs, here are some useful tips:
- Using a large remarketing list will yield better results.
- Duplicate your existing campaigns to test RLSAs, especially those that are top-performing. Use RLSAs alongside your campaign, not as a replacement.
To increase conversion volumes, you only need to work smarter, not harder. Following the optimization tips we’ve given above, your account is about to be the healthiest and strongest it’s ever been.
Only ensure that you have a Google Ads optimization checklist so you know exactly how often you need to optimize your Google Ads campaigns. By paying the proper attention to your Google Ads, you can get the ROAS you desire and even more!