How To Optimize Your Google Ads
Google Adwords is an advertisement platform where you bid on specific keywords so that your clickable promotions appear in search results. Therefore, you can show off the unique features of your business to reach customers searching for what you offer. By opting to use Google ads, you uptake a very significant effort to boost your market share. However, to maximize the benefits, you need to optimize your Google ads campaigns to get the most out of your efforts.
In Google AdWords, ROI stands for the returns you make from your google ads in comparison with the money spent on the same. Therefore, you need to monitor your conversion rates to know how the ads contribute to your enterprise. Here is an informative piece that aims at teaching you how to optimize Google ads 2021.
Did You Know?
- 73% of the paid search market share belongs to Google.
- 65% of small-to-midsize businesses have a PPC campaign.
- 46% of clicks go to the top three paid ads in search results.
- 35% of users purchase a product within 5 days of searching for it on Google
Create Better-targeted Ad Groups
You can choose to target your audience by interest to ensure that you deliver targeted content that aligns with searchers’ needs. Note that people act more receptive to content that meets their wants directly. Therefore, analyze customer data to help break your prospects into smaller groups based on their interest. With this, you can gain more valuable clicks that may outstandingly increase your conversion rates.
Google ads’ most significant strength is the location-based bid modifiers, which allows you to target your prospects accurately. However, you require careful use of the tool to reach out to the right people at the right time and place. The first parameter in this Google ads optimization tool is maximizing the use of geological settings. Below is an example of Google ads optimization tool:
AdWord allows you to refine the area you intend to convey your advertisement message. It’s worth noting that not all areas are equal in terms of conversion and product performance. For instance, if you deal with camping items, your sales will appear higher in rural areas than in urban areas. The location-based modifiers will thus help you set higher bids in promising areas with high conversion capabilities.
You can achieve this by adjusting your geolocation settings via the campaign settings, in the locations tab. Remember to specify the exact location you wish to serve your ads by typing in the desired region. You can target a province, individual cities, states, or postal codes.
Additionally, adjust your dayparting settings to optimize the periods you wish to show the ads to your prospects. You can access these settings through the campaign level via the dimension tab. You will be able to analyse the most active day of the week in terms of impression, click-through rates, and the average cost per click. Proceed to the ad scheduling options and click on ‘ad schedule’ then choose your preferred day and time.
(Image Credit: WordStream)
Combining the location and dayparting targeting parameters, positions you better to reach out to your target audience at the right time, and maximize returns.
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Create An Advanced Keyword Strategy
A robust keyword strategy is an essential element in the Google ads optimization checklist that ensures that your ads perform at a pro-level. Luckily, Google allows you to include multiple keywords into your account, so you have better chances to reach your target customers.
By optimizing various settings, you may significantly reduce your AdWords costs. First, you can use negative keywords to stop any irrelevant clicks. It means deleting any phrase that you wouldn’t want to appear in user searches. Please note that you pay a certain amount of cash every time searchers click on your ads. It would be wise to eliminate wasteful keywords to avoid spending money on clicks that won’t lead to conversions.
Another vital thing to do is to experiment with keyword matching options for your bidding strategy. It will give you a better understanding of which searches trigger your ads, profoundly affecting the campaign cost and your converts. When you select an appropriate keyword match, you will achieve a better conversion rate at lower customer acquisition costs. For example:
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How to Optimize Your Google Ads
(Image Credit: SEO Services Group)
Please note that the Google ads optimization process works best when you address the user intent. Therefore, you need to base your content on whether the users want to repurchase, learn more, or buy. The best sign of user intent is by doing a branded keyword search whereby someone looks for a particular brand that they have heard about before. Therefore, you can use the competitor targeting tactic to run your ads when prospects make branded searches for your competitors.
Optimize Your Website
Another essential tip in Google ads optimization is focusing on your website experience. Most users will abandon mobile-unfriendly sites. Therefore, you might lose click-through traffic and end up paying for the clicks even if the individual immediately left your page. Additionally, a poor website experience will earn you low-quality points on Adwords, translating to more cost per click.
First, examine your site on the Google page speed test, and follow the recommendations available to improve your page speed. It may involve some minor changes like getting rid of unnecessary widgets, or image optimization. Look at the example of recommendations below:
(Image Credit: ITSMDaily)
Further, proceed to your menus and buttons to determine whether you have an easy to navigate interface. Additionally, test your site on various devices to know what the webpage looks like to your visitors. Ensure that you have large enough text then fix any poorly functioning element or formatting to maximize ROI. For example, notice the difference between the following pages (one on mobile, one not):
Remember that Google awards quality score depending on the user experiences you offer. Based on analytics, they can determine how people perceive your page and rate you on a scale of 1 to 10. Therefore, it may affect the cost-effectiveness of your cost per click advertisements.
If you have seven and above points, you will receive a discount for the clicks, and can save up to 50 %. Besides, your ads get a better ‘real estate’ while Google determines where to place which content.
However, if you have six points, you may have to pay slightly higher, but it’s hard to get a good return on investment for one or two points.
Align the Landing Page to Your Ads
When a visitor taps on your Google ad, you may want to send them to a designated landing page rather than a website homepage. If you offer numerous products or services, your homepage may appear distracting. Therefore, the searcher may abandon the site even before arriving at the specific item you are promoting.
However, if you use a custom landing page, it improves customers’ experience making it easier for them to take up the desired action. Besides, it helps you connect with every prospect effectively, and you can reach out to more people while protecting your ROI.
Keep testing your landing pages using Google analytic or any other appropriate tool to analyze the performance. See what works best and make slight adjustments on the color, wording, image, or other elements. This picture shows an example of a landing page:
(Image Credit: unbounce)
To create a landing page that positively contributes to the Google ads optimization score, put your call to action below the fold. It would be wise to outline the benefits of product or service and what to expect. Later, you can include a clear call to action with alluring offers like ‘claim your discount now,’ or start enjoying the results now.’
Additionally, avail only a single offer for each landing page to make it easier for your customers to choose. If you avail too many, they may begin to have second thoughts.
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Automate The Bidding Process
Automated advertising works well for both novice and experienced advertisers by helping save on time and unnecessary spending. It’s one of the most cost-effective AdWords optimization strategies that help match your campaign to a specific goal.
For instance, you can automatically set bids to achieve the highest conversion value while spending within your budget. However, it highly depends on the keyword traffic volume. Therefore, if your keyword phrases generate essential data on performance, the algorithm has enough details to do high ROI bidding.
Including automation, in your Google ads optimization checklist helps control your spending by adjusting your bids as required. If you align your goal with the target CPA to determine how much it costs to get a new client with each keyword, then the algorithm will help reduce your target bid.
On the other hand, if you use target RAOS to calculate how much you spend on each ad, it will help increase your target number of conversions, and the price adjusts accordingly. When the Google ads algorithmic reaches an average for your target RAOs, you can now restrict the number of conversions in your campaigns to save on money.
Use RLSA Campaigns To Boost Revenue
The remarketing lists for search ads (RLSA) is another incredible Google ads optimization tool that offers secondary targeting for your keywords. It helps you send marketing campaigns to customers already familiar with your brand, which may improve your ad performance.
For instance, if you sell phone cases and your customer previously viewed this on your website, you can serve ads to this customer if he searches on broad keywords like ‘the best phone cases.’ You can choose to create a remarketing list then set up new campaigns. Alternatively, you can create the list and add it to your existing ad group or campaigns.
If you are already conversant with using RLSA during Google ads optimization, you may want to make use of messaging coordination. When customers visit your site and interact with a specific item, create RLSAs of a target group who viewed the product. Include ad messaging, highlighting the benefits of that particular item.
(Image Credit: WordStream)
Further, you can use RLSA based on cart abandonment behaviors to remarket and turn the shopping intent into sales. It helps convince indecisive visitors to get back to your site. Instead of focusing on people who don’t know your brand, you can choose to show your adverts to people who have been to your page. Keep in mind that people who have shown interest in your site, when reminded, are more likely to make more purchases.
Use Ads Extensions
Google now offers more options that will help include additional information about your business. The review extension allows you to add some social proof that may attract more customers to your store. Besides, the price extension gives you more space to tell your prospects about what you offer and at what charges.
Utilizing these tools gives your customers a better understanding of your enterprise even before clicking on the ads. Please include necessary information like location, ratings, phone number, which improves your Google ads optimization score. Further, it may increase conversions and derive more sales.
Use Seasonal Targeting Tactics
You can also customize your ads to fit into a specific season to further boost your AdWords optimization strategies. To stay ahead of competitors, without a significant rise in cost, control your bids to accommodate the inevitable spike in traffic.
You can consider some aggressive advertising on special specific events like black Friday, without having to increase bids on regular days. Besides, you can opt to switch to the CPA bidding, which allows you to control your advertising spending tightly. It’s an efficient method, especially for some day’s events, which helps generate extra traffic at or below the target cost per action set. Here is an example of a target CPA simulator:
(Image Credit: Search Engine Land)
Please note that the language you use can drastically affect your Adword optimization strategies. Therefore you may want to reach out to your potential shoppers using their native language. The Google ads language settings allow you to personalize your message for better results. Besides, you can target more than one native language based on your searchers’ history and preferences.
Further, you don’t need to create multiple campaigns for a variety of language speakers. You aim at reaching out to a bilingual audience who understands English, although they use a non-English browser. All you have to do is log in to your Google ads account, proceed to ‘campaigns’ in the navigation bar, then click ‘settings.’ From the edit menu, you select, ‘change languages,’ then type a dialect in the text box and apply.
Additionally, Adword allows you to measure your performance to improve your marketing message continually. Therefore, include superior information to attract searchers to your site. You can achieve this by using relevant and appropriate keywords, special discounts, or events.
It will result in a fantastic click through rates. Make the message simple and specific by focusing on the first two lines to ensure that you present your selling points in a more substantial and impactful way. For example:
Run Ads Through Google Display Networks
While people search for specific items or services, the ads appear under the Google Search Network. On the other hand, the Google display network places your advertisements in a list, among other similar websites.
It would be best if you first understand where your ads run. Proceeding to the display network, then click on ‘placement.’ Please reduce the number of fraudulent clicks, for instance, if your advert appears on multiple similar sites. To fix this, duplicate the already running campaigns, erase the existing add display placements, and start again.
Find about 100 top websites in your industry, create a safe list of sites, run the campaign, and judge the difference between conversion and clicks. You may find out that you have been spending too much money on a little worth. Although the display network is a valuable tool in the Google ads optimization process, it requires careful management.
Analyze Performance And Make Adjustments
You need to take a more comprehensive approach to ensure that you generate significant awareness for less. You can choose to use digital strategies like incorporating email marketing to further nature leads in a profoundly meaningful and customized manner.
Additionally, obtain data on impression share to gain metrics on the percentage of time your ads didn’t show up due to low ranking.
It will help you understand the corners of advertising that you could be missing out to come up with better plans to capitalize on such areas.
Please note that you may lose on the impression if you have an excessively low spending plan. For instance, if you reach your limit by 5:00 p.m., you miss out on perception for individuals who search on your terms past this time.
Diib®: Making Your Ads Work for YOU!
If you are looking for more conversions, gainful clicks and genuine traffic, Google Ads is a great solution. The guidelines we’ve talked about can help you on your way to a successful AdWords campaign. While learning how to optimize Google ads 2021, experimentation strategies are beneficial. Back them with real data and metrics and you have a winning combination! Diib’s User Dashboard gives you real time data and metrics coupled with actionable insights for improving not only your Google ads, but your entire website health. Here are some of the features you’ll love:
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Once your audiences are condensed to 2-3 ad groups, you can choose 3-6 of your best ads to add into each set. Use true split testing on the separate campaigns to assess which ones are most effective.
While it is definitely possible to manage your own AdWords campaigns, you do need the resources and expertise to pull it off. Many of our small to medium sized business partners choose to hire a company specifically to handle their Ads.
Remember when you could only have one email address per account? Yeah, that’s history. With Google AdWords, you can connect up to 5 accounts to one email. You do this through the ‘Manage AdWords accounts’ from the main menu.
In a nutshell, AdWords is Google’s paid advertising product. And, you only have to pay whenever someone clicks on your ad. This is known as cost-per-click advertising (CPC).
Depending on your industry, objectives and locations you wish to target, industry strategists recommend starting at $1,000-$10,000 per month.