In the ever-changing world of online marketing and Google Ads, a well-optimised Google Ad campaign is essential for any business that wants to succeed. As a leading SEO agency, we have the expertise and experience to help you create and manage a Google Ads campaign that will reach your target audience and generate results. From crafting clear and concise ad copy that resonates with your audience to leveraging the latest Google Ad research techniques, we’ve got you covered.
What Is A Google Ads Campaign And Why Is it Important?
A Google Ads account campaign is a strategic online advertising initiative conducted through Google’s advertising platform, known as Google Ads (formerly known as Google AdWords). It allows businesses to create and display ads across Google’s vast Google Search Network, which includes search results, websites, mobile apps, and videos. These ads are designed to optimise and reach potential customers precisely when they are actively searching for products, services, or information related to the advertiser’s offerings. By effectively managing your Google Ads account and utilising Google Search, businesses can achieve enhanced visibility and engagement with their target audience.
The Google Ads platform offers businesses the opportunity to optimise and leverage a Google Ads account and run effective Google Ads campaigns, providing a highly targeted and measurable way to reach their target audience. Here’s why utilising the Google Ads platform is beneficial to your business:
Targeted Reach Through Google Ads
In a Google Ad campaign, an advertiser can precisely target their ads through their Google Ads account to reach people whose search queries match their chosen target keywords. This means that Google Ads will display their ads to users on their search engine results page who have specifically entered terms related to their product or service.
An advertiser can also optimise their targeting by focusing on people who live in a particular geographic area, or by targeting people of a certain age or gender. An effective Google Ad placement and a strong ad rank are crucial in ensuring that your ads are displayed prominently to your target audience.
By using these methods to optimise your Google Ads campaign, advertisers can ensure that their campaigns are as successful as possible. By reaching the right people with the right message, you can ultimately maximise your return on investment.
Unlike organic search engine optimisation, where businesses rely on search engines to rank their websites based on a variety of factors, Google AdWords – now known as Google Ads – allows businesses to pay to have their search ads appear at the top of their search query results when users enter relevant keywords. With the introduction of new Google Ads features and enhancements, businesses have even more tools at their disposal to effectively manage and optimise their paid search campaigns.
Google Ads can help businesses achieve immediate visibility online, even for terms that include their business name. This can quickly drive traffic to their website, resulting in faster optimised results than many other marketing methods.
Running Google Ads can work effectively to achieve these goals. Google Smart Campaigns make it easy for businesses to create effective ads that reach their audience. These Google Ad Campaigns use automation to streamline the ad creation process, so businesses can focus on what they do best- running their business and targeting the right audience based on their relevant search query.
13 Ways to Optimise and Improve Your Google Ads Account Campaigns
Are you looking to optimise and improve your Google Ads campaigns? There are many ways you can do this, and the best approach will vary depending on your specific goals and ad spend budget.
These strategies include targeting the right keywords, writing effective optimised Google Ad copy, and using negative keywords to prevent your ads from showing for irrelevant searches.
All of the tasks outlined below should be carried at least once a week.
Checking the Performance of Your Google Ads Campaigns
Regularly evaluating your Google Ads campaigns is key to optimising your online advertising and maximising your ROI. This can be achieved through the following points.
1) Check The Number Of Clicks In Each Campaign
Monitor the number of clicks of each campaign using Google Analytics, paying attention to which ads within the Google Ad process are performing better than others and finding any patterns. For display campaigns, you may not need to focus solely on monitoring clicks (instead, focus on impressions) since multiple ads can contribute to a variety of engagement metrics.
2) Check The Click Through Rate (CTR)
CTR, which stands for Click-Through Rate, is the percentage of the number of times a user has clicked on your ad out of all the times the user has seen your ad on the search results page. The average benchmark for CTR for Search Campaigns, including shopping ads, video ads and image ads, is 2.5%. Note that you should be looking at Search Campaigns only, including the performance of the first Google Ad, and not Display Campaigns, as including Display could significantly reduce the CTR for the account.
3) Check Average Cost Per Click (Avg. CPC)
Cost-per-click (CPC) is the total cost divided by the number of clicks the campaign has received. Your ideal CPC will depend on your business industry, so it’s important not to be overspending or underspending when trying to attract more clicks. A quality score plays a role in this – Google determines the relevance of your ad and its landing page, which can influence your CPC. A helpful question to ask when acquiring an ideal cost per click is how much a conversion is worth for your specific business – and how well a click can lead to a conversion.
4) Check Conversions Of Your Google Ads
It’s important to check conversions, especially to see whether your conversion tracking is firing properly across all devices, including mobile devices. If you haven’t seen conversions in the past few weeks, then you may be dealing with a tracking issue or need to look into why your ads and long-tail keywords aren’t converting.
Once you’re sure that your conversions are being tracked properly through your Google account, you should also monitor the Cost per Conversion (cost/conversion) to ensure you’re getting the best ROI and not overpaying for your conversions. Measuring results accurately is crucial to drive more sales and optimise your campaign effectively.
5) View Search Impression Share & Search Absolute Top Impression Share
Campaign type plays a significant role in determining your Search Impression Share. This metric measures how often your Google Ads were shown to people who were searching for the keywords you’re targeting, divided by the number of times your ads were eligible to show. Low search impression share could be due to a number of factors including low budget (Search Impr. share lost due to budget), ad position (search impr share lost due to rank), or even the quality of the ad.
When you measure results, it’s crucial to understand the effectiveness of your campaigns. Search Absolute Top Impression Share is the number of times your ad appeared in the most prominent (top) area of the search results, out of all the times your ad was eligible to appear in that area. If your goal is to attract the most traffic by ranking your ad within the top positions of search results, then we highly recommend focusing more on Search ads. Top impression share rather than Search Impression Share.
6) View Ad Performance
Look at which ads are generating the most qualified leads and which ones might be underperforming. Analyse the relevant ad copy by navigating to Ad Extensions. Organise the results from highest to lowest based on the number of clicks, interactions, conversions, cost per conversion, and more.
For underperforming ads, consider whether there are better CTAs you can use or phrases to attract your audience better on the next page. This analysis will help you optimise your campaigns across different campaign types and improve overall performance.
7) Check Keyword Match Type
Under Keywords > Search Keywords, you’ll find the targeted phrases and terms for each campaign. Utilise tools like Google Keyword Planner to optimise, discover and refine relevant keywords that align with your campaign objectives. Make sure that each keyword is set to a suitable match type: broad, broad match modified, phrase, or exact match.
Generally speaking, in the Google Ads process, the less budget and/or the tighter focus you have in your campaign, you should opt for exact, phrase, then broad match modified keywords respectively. This strategic approach will enhance your ad rank and ensure that your campaigns effectively target the right audience while minimising irrelevant clicks, particularly when working with limited resources or specific campaign objectives.
8) Check The Search Terms Report
Not to be confused with the Search Keywords report, the Search Terms report outlines other phrases that users typed that triggered your ad. Analysing the Search Term keywords can provide insights into the keyword themes that are driving traffic to your website through your ads.
You can use this information to refine your campaigns, enhancing and optimising your quality score by focusing on the most relevant and effective keywords. You have the option to add these Search Term keywords or exclude them as negative keywords to ensure that your Google Ads work precisely and efficiently, targeting the right audience and driving meaningful engagement.
9) Check Negative Keywords
If you come across irrelevant keywords that are triggering your ad, you should exclude these keywords either by ad group, campaign, or account level depending on how refined your campaigns are. Additionally, it’s essential to optimise your landing pages to align with the specific keywords you’re targeting in your campaigns. This ensures that prospective customers find the information they’re looking for and have a positive experience on your site. Also, note the match types needed for negative keywords to effectively prevent your ads from appearing for irrelevant searches on Google.
10) Check Location Targeting Settings
Under each individual campaign, go to Settings > Locations > Location Options. If your business relies on a physical location, it’s best to click the option to target ‘People in or regularly in your targeted locations’. This ensures that your ads are shown to users who are likely to visit your business. Additionally, you can exclude ‘People in, or show interest in, your excluded locations’ to avoid displaying your ads to users who might not be relevant to your business. This approach will help you optimise your campaigns and drive more relevant sign-ups and interactions while maintaining accurate business information for potential customers.
11) Make Ad Schedules (optional)
After running your first campaign, you can monitor what times your ads are best performing (after attaining data of more than 3 months ideally) and then create ad schedules to make better use of your budget in specific time frames. To optimise your bidding strategy, consider utilising automated bidding techniques that adjust your bids based on factors such as time of day, user location, and device type.
If you’re also using product listings in your campaigns, these insights can help you showcase your products to potential customers during their most active times. Keep in mind that these strategies are especially important if you’re extending your reach to the display network, where timing can greatly impact the effectiveness of your ads.
12) Create Audiences (optional)
If you know certain topics and demographics of your target audience, add them to your Google Ad campaigns. This will help you effectively reach your desired audience across various platforms, including the display network. Ensure that your landing page aligns with the audience’s interests and needs, as this enhances the likelihood of engagement and conversions. Additionally, consider setting an appropriate maximum bid to compete effectively and gain visibility among your desired audience segments.
13) Review Recommendations
Lastly, you can review the Recommendations tab within Google Ads, which contains various suggestions from Google to improve your ad performance. However, we’ve found that some of these suggestions are counterproductive and may end up increasing your ad spend and surpassing your monthly budget unnecessarily. It’s important to carefully assess each recommendation and consider its potential impact on your overall advertising goals and budget constraints.
While this is just a brief overview of Google Ads optimisation, we hope it provides a helpful starting point. For more tailored advice, services and assistance, please contact our digital marketing specialists at Integral Media today. We’ll work with you to achieve your specific business goals and get the most out of your Google Ads campaigns.