Improve your Google ads to build profitable campaigns that increase your ROI.
Increase your quality score on Google Ads by improving your click-through rate, and relevancy to keywords.
Max Bid x Quality Score = Ad Rank equation to determine how well your ad ranks. The goal is to have a higher ad rank among the competition.
To have a good quality score focus on:
- Improving your click through rate by spending more on ads or optimizing your click through rate.
- Increasing the relevancy of your ad to the keyword and the user’s search query. You can use keyword diagnosis to better understand your quality score for each keyword, and how to improve.
- Creating a landing page that is relevant, original, easy to navigate, and transparent.
Connect Google Ads to Google Analytics, to analyze the effect of individual keywords and placements on sales rates.
Google’s ValueTrack parameters allow you to see which keywords and placements have the highest sales rate. You can then combine this data into your customer relationship management lead data, or use a spreadsheet to calculate which keywords and placements make you the most money.
Analyzing this data will then allow you to set new cost per action goals, and potentially allow you to bid more aggressively on certain keywords that have a better sales conversion rate than others.
You can increase or decrease your maximum cost per click bid for profitable keywords. For example, if Keyword A and Keyword B both have a conversion rate of 5%, but Keyword A has a sales conversion rate of 32%, compared to Keyword B’s 11%, then bid more aggressively on Keyword A.
Increasing your bid means you will pay more for more exposure, but potentially boost ROI. You can decrease your bids for keywords that are not profitable, to lower costs and improve ROI. This will also free up your budget for higher-performing keywords. You can use first page bids to determine the approximate bid needed for your ad to reach the first page.
Analyze low performing keywords before removing them to optimize your keywords for sales, based on your Google Ads data.
For example, the keyword may be performing poorly because it has low search volume. If the keyword is an exact or phrase, you can try opening it up to modified broad or broad match, to increase the volume.
The keyword may not be performing well because the bid is not high enough. You can try experimenting with a higher bid before removing this keyword. You may find that the keyword has lots of impressions and no conversions. If the keyword is broad, pause it and add it with a more restrictive match type.
Alternatively, you can pause all poor performing keywords immediately and save the analysis for later. Consider pausing keywords with low click-through rates, for example, 0.5% to 1%, when they are in the top five ad positions.
Conduct quality assurance on your dedicated landing page and sales funnel, to prevent paying to send traffic to a broken site.
A high quality landing page should have relevant, original content, be easily navigable with quick load times, and minimal popups or popunders. The landing page should be transparent about the nature of your business, how your site interacts with the visitor’s computer, and how you intend to use the visitor’s personal information.
Select targeted keywords, write targeted ad copy, and use negative keywords for your Google Ads campaign.
Select the correct keywords and copy for the buying cycle and the stage you are targeting. For example, do not write ad copy for comparison shoppers, for an intent to buy keyword.
You can use negative keywords so you are not paying for low-value clicks. For example, Jacob Baadsgaard took all the keywords that were not converting, turned them into exact match negatives, and applied them to all campaigns saving his client $50,000 a month. Delete duplicate keywords because Google only shows one ad per advertiser for a keyword.
Plan the structure of your campaign, educate yourself on the Google Ads terminology, and segment your Google Analytics data.
Learn the Google Ads platform, understand the terms and concepts, and get familiar with all the capabilities. You can segment your Google Analytics data to find hidden insights on why conversions happen, and why they do not.
Start with your top five search terms and build them into their own single keyword ad groups (SKAGs) to compare the statistics, before and after using them. Then, if your results do improve, you now have a reason to continue granulating things out.
Check that your search terms are matching your keywords. If your search terms do not match your keywords, then extract and create a new SKAG, while eliminating the internal competition with ad group level negative keywords.
Navigate to change ad rotation, then select the Rotate Indefinitely option. Google will then show lower-performing ads more evenly with higher-performing ads, and will not optimize. Note that this is a campaign-level setting, so all ad groups will be affected.
Alternatively, you can set your ad rotation to Rotate Evenly, but that puts the optimization in Google’s hands, and Google might not know what is actually making you money.
Analyze the Google Ads competition with your auction insights reports, A/B test different offers, and focus on testing for high traffic ads.
Analyze your competition by pulling up your auction insights reports and selecting the campaigns, ad groups, or keywords tab, based on what you are analyzing. Then, click the Details box and select All or Selected based on whether you want to analyze a specific campaign, ad group, or keyword. For example, if your competition is offering a free demo, you can offer a better, or different value in your testing.
You can use your highest trafficked ads to determine what language increases click-through rate, then apply those learnings to other, lower trafficked ads in your campaign. Create different ad variations that cater to different user motivations, intention, beliefs, and buying cycle stages for best results.