Google Ads have become more significant for business growth than ever. Especially after the pandemic, businesses have realized that their digital presence is no more an option instead it has become the mandatory stuff.
Actually, there are multiple ways to optimize a Google Ads campaign and this blog is here to provide you 4 best tips/ways that are tried and tested by me personally.
Before I begin, let’s first understand why it is necessary to optimize Google Ads. Isn’t merely setting up the campaign and letting it run with the help of AI, enough? Aren’t Google Ads machine learning intelligent enough?
Why It Is Important To Optimize Google Ads
Here I do not claim that Google’s AI and Machine Learning are not competent enough to run any Google Ads campaign effectively. But to be able to understand the areas where the campaign can perform better, Machine Learning eats up your budget before optimizing the campaign.
Moreover, it is helpful for Google’s Machine Learning if we put some efforts to optimize Google Ads in the beginning.
If you solely depend on Google’s Machine Learning to optimize Google Ads, your ads would surely get optimized eventually but it could lead to more consumption of budget than what actually is required.
To summarize the thing, if we keep optimizing Google Ads on regular basis, we would be able to save our ads spend / budget and additionally help Machine Learning to optimize Google Ads more effectively.
Now that you understood the necessity of optimizing the ads, lets move straight into tips to optimize Google Ads. These tips are tried and tested by me and were found effective.
Tip #1: Search Terms
As you all know search terms are the keywords that prompted our ads to get into bidding action and get published in search results. So it is very helpful for Google Ads professionals to strengthen their search keywords pool.
So coming to the Tip #1 which is –
Keep regular watch on search terms and take action on each of the keywords to either include or exclude off your search keywords list.
The benefit of taking action on search terms on a regular basis as mentioned above is it helps in filtering and improving the quality of search keywords. Also the number of keywords with high ad relevancy increases which, as a result, increases the performance of ads.
Tip #2: Segregate Ad Groups According To Keyword Theme
As a result of intense keyword research, you may have a cloud of keywords with a certain group of keywords having a thing (maybe a word) in common. Such a set of closely related keywords is called a keyword theme.
For example, if you are performing keyword research for a real estate company, then you may come up with the final list of keywords which can be divided into 2 different keyword themes.
One is the keyword theme in which all keywords include a common word “flat”. E.g flats for sale, 2 BHK flats for sale, luxury flats for sale, flat for sale in Mumbai, etc.
The other one is the keyword theme in which all keywords include a common word “apartment”. E.g apartment for sale, 3 BHK apartments for sale, apartments in Mumbai for sale, etc.
This is followed by creating separate ad group for both the keywords themes.
Create separate ad groups for each keyword theme.
The benefit of segregating keywords across ad groups (to optimize Google Ads)is you can design ad copies to target keywords specifically. This results in improved keyword relevancy of ad copies which eventually helps in winning bids and perform better.
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Tip #3: Implement Conversion Tracking
Individuals who are new to Google Ads or business owners who manage the ads on their own with the help of basic knowledge they have gained, do not understand the importance of conversion tracking.
Sometimes, they let forego the process of conversion tracking before kick-starting the ads campaign just because of the fact that conversion tracking is not mandatory to run a campaign.
But as far as machine learning of Google Ads is concerned, the conversions play a major role in the optimization of the ads in automated biddings.
Therefore, one shall make it a thumb rule that before running any ad campaign on Google, one must have all the conversions tracking set up.
Generally a conversion is one or more than of the following activities performed by user after engaging with Google ad.
- Fill sign up the form on the landing page
- Call the phone number mentioned on the landing page
- Click on a particular page of your landing page.
- Performs a specific activity after arriving on the landing page like click on the cart, etc.
Using Google Analytics or Google Tag Manager, one can successfully implement conversion tracking. As a result, every time one performs the desired activity (for eg. filling up of sign-up form) after engaging with the ad, the conversion is considered in the Google Ads account, and accordingly machine learning optimizes further to give the best results.
Check out: How to optimize Google My Business
Tip#4 : Improve Optimization Score
Optimization score is the parameter every ads manager should keep an eye on. It is derived from the overall health and setting of the ads account taking into consideration a number of factors like keywords relevancy, budget, ad extensions, etc.
To know more about optimization score, visit Google’s Help Centre on Optimization Score
Optimizing Google Ads also includes improving the optimization score of the campaign. One may ask what if the ad campaign is already set up and running. Can then the score be improved.
The answer is YES.
To improve optimization score post the ad campaign is published, follow “Recommendation” section available in every Google Ad campaign.
My experience is whenever the ad campaign is having an optimization score greater than 90%, the cost per conversion drops which is a desirable event.
Usually, in the Recommendation section, there are multiple suggestions made by Google’s machine learning based on its understanding of the performance of our ads, and all these suggestions are directed towards further optimizations of the campaign.
The Recommendations include taking action on set of keyword whether to include or exclude them from your keyword list, updating daily budget, introducing missing ad extension, etc.
Now that the article has mentioned 4 tips to optimize Google Ads, I would also like to inform you that there are numerous ways in which Google ads performance can be improved. I do not claim that these are the only ways to optimize ad campaigns.
Thus, I request to ads manager to continuously lookout for new ways to optimize Google Ads and let me know which one worked better for you in the comment section.
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