When done right, PPC brings in twice the traffic that SEO does.
But you can't just get it right the first time, launch a campaign, and sit back while the leads pour in.
A successful ad campaign is a well-optimized one.
In this article, we'll cover a host of Google Adwords optimization techniques categorized by one-time, daily, weekly, and monthly efforts.
Google Adwords optimization is the act of reviewing, analyzing, and modifying your account data to achieve optimal performance.
Because the digital marketing environment changes so frequently, what ensured ideal performance last month may work against optimal performance today.
Routine optimization is the best-practice approach to guarantee improved performance.
While you're optimizing your campaign, you will also learn about the secondary impacts your keywords and settings have.
Ad optimization saves you money in the long term by increasing ad performance and cutting down on current extraneous expenditures in the present.
Each of the following low-cost optimization techniques works to either stretch your budget or increase performance:
If you want to better understand the costs of running a Google Ads campaign, go here.
Cutbacks in PPC spending mean making every dollar (and minute) count.
Remove data columns that you don't utilize on a regular basis or don't provide value.
Concentrate on metrics that you can genuinely change, such as your click-through rate (CTR).
Google updates mean continuously refining your overall search strategy.
Most importantly, make sure that your offerings fit the searcher's intent.
Adding more precise keywords entails looking for lengthier search phrases to include (long-tail keywords).
These have fewer competitors, cheaper bids, and help with crafting highly relevant ad copy.
Google Search Console is an excellent free keyword research tool.
Use it to identify which keywords bring visitors to your site. Next, include them in your search advertising campaign.
You can also use Google Search Console to discover search phrases that your site ranks for in the search engine results page (SERP) but don't actually generate traffic.
How long should your exact match keywords be? 2-5 words is the optimal range.
One-word keywords are typically either too expensive or too low in conversion rates.
Keywords with more than five words are likely to have a low search volume and receive very little traffic.
First, link your Google account with Google Analytics.
You'll find that Google has already classified your website's visitors based on what they are looking for.
By further analyzing GA, you'll be able to segment your audience.
In-market segments help ensure that higher bids correspond to viewers that are more likely to convert.
Once you've determined who these high-intent viewers are, you can increase your bids accordingly (because they're worth it).
Impression to Conversion ratio (%) = Conversions / Impressions.
Creating a custom column for ITC can greatly simplify your optimization efforts.
Some ads with a high CVR will have a low CTR, while others with a high CTR will have a low CVR.
What is the best way to prioritize your Google Ads?
ITC allows us to see your overall ad success in one column to determine which ads are doing the best.
In your Google Ads account, select "Columns."
Next, at the bottom of the screen choose "Custom columns".
Simply add the conversions/impressions calculation
Last, add the column to your dashboard and save it.
One-time improvements can have a significant impact on the condition of your account.
Our chosen one-time optimization techniques include the following:
With SKAGs you can configure your PPC campaigns for complete control.
Whenever you have a 1:1 keyword-to-ad ratio, create a group of advertisements with that identical term in the headlines at least once.
If you want to read more about optimizing with SKAGs, check out our post on B2B targeting on Google search ads.
RLSAs are a Google product that allows you to add audience targeting from a remarketing list to your search campaigns.
Furthermore, it lets you limit your keyword traffic to searchers who have already visited your site. This provides you with greater leeway in terms of keyword broadness.
People at the bottom of the funnel are very close to closing the transaction.
Google display advertisements are good at capturing this type of intent.
Some ways you can run a Google Display Ads campaign include:
If you're interested to learn what the different kinds of Google Ads are and how to use them, go here.
Each stage of the conversion cycle has a distinct "temperature" of intent.
Colder intentions are often matched with colder CTAs.
However, the warmer your visitor is, the warmer their conversion intent, and hence the warmer your CTA temperature level.
Even if your landing page performs an outstanding job of weeding out false leads, you'll still get some, generally in the form of bots.
Deactivate Search Partners with unqualified, irrelevant, or lousy traffic.
Everyday improvements entail plenty of monitoring and revisions. Here we'll share optimization techniques in the following categories:
Pay special attention to changes and fluctuations. That said, don't be alarmed if an element's performance varies by 10-15% every day.
However, if a keyword's expenditure increases from $10 to $1,000 per day, then you've got a more serious issue.
Reduce or raise the daily budgets allotted to your campaigns if you're pacing too fast or slow.
Pacing too slowly could mean that something is wrong with your offers.
It's not uncommon for 30% of advertising or ad extensions to be rejected.
Check your email for disapproval warnings, or use a "disapproved advertising" filter to swiftly identify any concerns.
Remember to verify your extensions, such as site links, because you won't receive notifications if they are denied.
Examine your bids and bidding techniques.
If you're using a manual bidding approach or eCPC, be sure your bids aren't sliding too much below the predicted first-page bid.
If you don't want to check manually, set up an automatic rule to raise keywords to the first-page bid.
Weekly or biweekly optimizations entail additional modifications that are designed to have a bigger impact than daily optimization.
In essence, you're pinching and tucking areas of performance where you perceive room for improvement.
If you look back after a week and notice that your modifications are making an impact, but it would need more time to be definite, then biweekly is the way to go.
Here's what we'll cover for weekly (or biweekly) optimization:
You should go over your search phrase lists on a frequent basis to remove any terms that you don't want to appear for.
Even combing through two weeks of search phrases can potentially take many hours.
Examine the search phrases that are receiving clicks or extremely high impressions to discover if there are any that are irrelevant.
If you want to learn more about negative keywords, check out our post on conducting an effective Google Ads lead generation campaign.
Advertisers alter bids based on audiences, locations, and devices. These are the areas to target.
Simply adjust your bids and add any necessary negative keywords based on performance in the aforementioned categories.
However, it helps to make these adjustments separately, that way it'll be easier to correlate results to the appropriate adjustment.
Just because your competitor's site ranks for a keyword doesn't mean it's bringing in qualified traffic.
Positive ROI requires fine-tuning your keyword list.
A search terms report provides conversion statistics derived from the search keywords that prompted your ad.
If you can't spend time every day or week monitoring the performance of your customers' websites, then monthly optimization may be the best way to go.
Any monthly improvements could require additional work or may result in greater potential performance changes that will take longer to analyze.
Here's what we cover for monthly optimization techniques:
Test each ad for at least a month to get an accurate picture of its capabilities.
Google advertising normally favors the original ads for a short period of time until it has the opportunity to offer updated messaging more frequently.
For your campaign, it is advised that you enable the "Optimize for the best performing ads" setting.
If you're targeting the United States or a wide collection of nations or cities, you can't expect them to perform consistently.
Increase the competitiveness of your advertising in regions where you see results and save money in exchange for a higher return on investment.
With the reduction of cookie tracking, determining performance by demography might be challenging.
Navigate to the "Audiences" page after selecting a campaign. You can switch between age, gender, and family income information.
If you find a chance to eliminate a known group that is overspending and providing you too little in return.
Examine your conversion data and daypart to determine if there are any optimal periods for displaying ads.
There's no need to show ads 24/7 when they only convert a couple of hours out of the day.
Google's time reports provide data breakdowns based on the time of day, day of the week, and other factors.
Bid adjustment evaluation is an excellent opportunity to review your bids and see if there is anything extra you can add or subtract.
Take an honest hard look at your overall campaign performance once a month.
Don't be afraid to retire campaigns you don't need or move on from ones that aren't functioning.
We've given you a taste of many different techniques and avenues to optimize your Google Adwords campaign.
If you're ready to let InterTeam bring in qualified leads, or if you have questions regarding the specific techniques listed above, schedule a call with us.