Este artículo tiene:
- 1 Tips to improve your Google Ads campaigns
- 1.1 1. Define your objectives
- 1.2 2. Properly organize campaigns and ad groups
- 1.3 3. Don’t forget to add manual extensions to your ads
- 1.4 4. Perform A/B Testing on your ads
- 1.5 5. Analyze the results and detect important keywords
- 1.6 6. CTR first
- 1.7 7. Watch your negative keyword list
- 1.8 8. Constantly review the “Search terms”
- 1.9 9. Analyze the reports and their respective data
- 1.10 10. Take care of your keyword matches
- 2 11. Improve your ad copy
- 3 Conclusions
Tips to improve your Google Ads campaigns
AdWords is one of the most used advertising platforms in the world and the one that earns Google the most revenue. If we take as a premise that the Mountain View search engine is the most used in Spain and the world, we should not be surprised that more and more people decide to advertise on its platform.
Starting an Adwords SEM campaign is not a complex task, however, optimizing it and making the most of our budget is. It is for the above mentioned that I have decided to make a guide with 15 tips so you can optimize your campaigns and get better results. Let’s get to it.
1. Define your objectives
This is the first thing to do. There’s no point in starting a campaign if we don’t have clear objectives. Selling is, broadly speaking, what we want to achieve, but we have to analyze how we are going to do it, what products or services we are going to offer, what is the budget we want to allocate, whether it is profitable or not, etc.
2. Properly organize campaigns and ad groups
This is fundamental and applicable to any campaign. Organizing your campaigns and ad groups well is a task that will take you some time at the beginning, but will bring you many benefits later on: it will allow you to measure and control correctly.
A good practice is to know your geographic segmentation. Knowing it will allow you to know, for example, the number of campaigns you will have to set up. I do not recommend you to use several locations in the same campaign, it can be counterproductive.
For local businesses, I recommend you restrict the ads to a nearby area of influence, by localities or specific cities. By communities if it is national and by countries if it is international.
Once you have a clear idea of the number of campaigns, it will be necessary to plan the number of ad groups. Ideally, each ad group should feature a single keyword and its possible variations. For example: For a furniture factory, one ad group can be “cheap furniture”, another “low cost furniture”, another “furniture on sale”
3. Don’t forget to add manual extensions to your ads
For search ads it is TOTALLY recommended to use ad extensions. This will allow you a higher visibility and quality level.
The ones I recommend the most are:
- Call extension:So you can include a phone number.
- Location extension:So you can add an extra line to your ad with your company’s local address if you have one.
- Site link extension: So you can add links to interesting content on your website.
- Highlighted text extension: They do not contain links but descriptive text that enriches your ad with relevant information about your company.
4. Perform A/B Testing on your ads
An A/B test is simply a research action where you launch two versions of the same element in order to measure which one performs better
Start with a good research question, such as, “Would a long title work better than a short one?”, “Should it appeal more to emotion than meaning?”
The results are likely to give you more signals of what user behavior is like and apply these actions in your campaign.
5. Analyze the results and detect important keywords
When you observe the behavior of your campaign and analyze its results, you will be able to know which words have activated more times your ads, which ones register a higher percentage of clicks and impressions (CTR) and, above all, which ones have generate higher conversions.
All of this can be used to create new ad groups, use keywords in the title text and manually raise the bid for that particular keyword.
I recommend that, if over time you detect that a word does not have good indicators, pause it so that it does not affect the overall performance of the campaign.
6. CTR first
Never neglect those keywords with a low CTR, because it is this statistic that affects the quality of the keywords the most.
Quality is an important factor with respect to how often your ad will run, in which positions, and how much you will pay per click.
Many times we think that the amount of clicks is the most important thing in a campaign, however, this is a wrong statement. Google increasingly gives more and more weight to CTR for both paid advertising and organic results.
7. Watch your negative keyword list
First, think about the phrases you don’t want to appear for and add them as negative keywords with respect to campaign or ad group, as the case may be.
For example: imagine you have a travel agency and you offer high-end tourism products for a target of high purchasing power customers, then maybe your negative keywords are: cheap travel, low cost hotels, 2×1 offers, travel for little money, etc.
8. Constantly review the “Search terms”
This section is very important because it allows us to observe which keywords have triggered our ads and to decide whether they are relevant to our business.
If we notice that there are certain words that we are not interested in, then we can add them as a negative keyword, but if on the other hand they are relevant to us, then we can add them as a keyword.
9. Analyze the reports and their respective data
Data analysis is a constant in a Google Adwords campaign and is essential if you are looking to optimize it. These three that I am going to mention, are, in my opinion, fundamental:
- Ad scheduling report: It summarizes the most favorable and active days to show your ads.
- Device report: It lets you know what kind of devices (Computers, tablets and mobiles) you are more interested in targeting your ads.
- Search terms report: In the previous point I mentioned it to you. Pay close attention to this report, some words may surprise you.
10. Take care of your keyword matches
By default, when we add words in Google Ads, they have the “broad match” type activated. At the beginning it is good for getting a higher number of impressions and get more data, however, after a few weeks or, if you already have time with the campaign, you should apply another type of match: phrase and/or exact match.
This type of match allows you to limit and filter what type of searches can trigger ads. You may get fewer impressions and clicks, but the latter will be of higher value than with the broad one.
11. Improve your ad copy
The ad is fundamental for the user, it is what allows us to capture him, to invite him to click on it, it is the first encounter between the user and your business. Keep in mind the following tips to make your ads more effective:
- Include the keyword in the title: It will make it more relevant for the user and for the Google Ads ad quality factor.
- Give information and describe your product: Make it clear how you are different from the competition. Take advantage of these 80 characters to make the user fall in love.
- Add calls to action: Get the user’s attention and generate the need to buy. Tell them what to do. Example: “Book today”, “Limited spaces!”, etc.
12. Link your Adwords account with Google Analytics
This will help you track more data and conversion detail. Tracking the latter should always be your number 1 priority when it comes to any type of paid internet advertising.
If you don’t track your conversions, how will you know that your campaign or digital strategy is working? Therefore, you won’t be able to measure your ROI (Return on Investment). Linking your Analytics account with AdWords allows you to track your goals and, in addition, get other important information such as bounce rate and visits to your landing pages.
13. Use the keyword planner
Using this keyword research tool should not only be done when we are creating the campaign, but also during the whole lifecycle of your campaign.
It allows you to get new keyword ideas, the average monthly searches for each keyword, the approximate CPC and the traffic forecast they could generate for you if you finally include them.
14. Compare your ads to your competitors
Run searches from time to time to see what the ads of other companies and brands in your industry look like. Spot flaws and, above all, get ideas to improve your own ads. Notice what calls to action they use and what stands out about their product.
The idea of all this is not to copy you, but to get ideas that will allow you to improve your ads and stand out from your competition.
15. Don’t post on Fridays
Once you have activated a campaign, you need to follow up 24 hours after you have activated it. Doing it on a Friday means that, quite possibly, we won’t check it over the weekend and maybe some keywords are consuming more than we want or some ads may have been rejected and we won’t detect it until the following Monday.
Also, the behavior of users during the weekend is often different from during the week.
There are many more tips for optimizing your Google Ads campaigns, however, this article is not intended to cover them all, but rather to help you point in the right direction and improve those important aspects of your campaigns so that you protect your budget and make more profit.