Are you thinking about setting up a Google Ads campaign and want to ensure you get results instantly? Or are your campaigns underperforming so you’re looking for an instant boost in conversions? Unfortunately, this is not always possible but here are some tips to get the results you want as fast as possible!
ALWAYS add negative keywords!
Surprisingly, this is a fundamental Google Ads tool which is often forgotten about so if you’re not using these, then it’s highly likely that you’re losing a lot of money within your campaigns. Unsure what negative keywords are? Here’s Google’s definition:
“Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers.”
Simply put, negative keywords are put in place as a method of preventing your ads from showing up to people who are searching using specific terms or phrases ensuring that your ads are only reaching a targeted audience. Therefore, they are vital to any Google Ads campaign.
However, adding too many negative keywords can actually have a negative impact on the performance of your campaigns. You may find that your ads are showing to a very limited number of users due to the restrictiveness of your negative keywords, or that you’ve stopped one of your keywords from performing. With this being said, it’s paramount to ensure that you keep on top of your negative keywords by adding only irrelevant/poor return on ad spend terms and using the correct match types.
Following on with match types, a key aspect of negative keywords is that broad match modifier is not a valid match type. In our experience, we have come across many accounts using these negative match types intending for them to work a certain way, but they don’t. These types of negative keywords work as broad match types as Google often ignores symbols such as “+”.
Track your website goals
If you’re not tracking certain actions on your website that you would value as a lead or sale, then it is incredibly difficult to know which ads or keywords are working. Conversions are classed as any meaningful interaction that a user makes from your marketing campaigns.
Conversion tracking is absolutely vital to any online marketing campaign as it helps you to determine which areas of your Google Ads campaigns are/aren’t working with your customers. Furthermore, Google works out how much each conversion is costing you on average so that you can work out how much you’re spending for a sale or lead.
For example, you may have spent £400 on a specific ad group and received 8 purchases from this. With conversion tracking in place, you will be able to see that each sale tracked has cost you an average of £50 to receive, which then allows you to track the profitability of your campaigns/ad groups. Therefore, if you’re selling socks at £3 a pair then it is clearly visible that this ad group is highly unprofitable which then encourages you to make changes to increase the profitability of the campaign over time.
Another perk of conversion tracking is to do with Google’s automated bidding strategies. Although manual CPC bidding gives you full control over every maximum CPC in your Google Ads campaign, taking advantage of the automated strategies by Google can push account performance even further. Some of their strategies include Maximise Conversions and Target CPA (cost per acquisition/conversion). With Maximise Conversions, bids are set automatically to help get the most conversions within your campaign whilst spending your budget. Google has stated that it “uses advanced machine learning to automatically optimise bids and offers auction-time bidding capabilities that tailor bids for each and every auction”. Target CPA bidding sets bids to help your ads get as many conversions as possible at or below the target CPA that you have put in place. This, too, uses machine learning technology to optimise bids for each and every auction a keyword enters.
Conversion tracking is a fundamental part of any Google Ads account but we’re aware that not all business owners or marketers have the time or know-how to set this up. That’s why we conversion tracking set up is included within our PPC management service, free of charge!
Ensure your account is well structured
By structuring your account correctly, you can have full control over which ads are triggered by which keywords and when, where and how you want them to show to your audience. With an account that is structured positively, you will see better quality scores across the campaigns which lead to lower CPCs and high ad rankings. Additionally, you will find that your account is significantly easier to optimise if it is organised. If performance is on the decline, with poor account structure it will be a lot more difficult to find the reason behind this.
If you’re completely new to Google Ads, you will need to spend some time to decide how you want your account to be structured – but if you’re looking for an agency, then this is something that we would be doing for you. However, there is no “one size fits all” approach to how this should be set up.
Different factors need to be taken into account when building or restructuring campaigns such as the products or services that you are offering, as well as the structure of your website. However, ensuring that you have your ad groups broken down based on specific keywords is absolutely vital as these decide which ads show for which keywords. For example, if you are a hairdresser, you could potentially have your account set up as below.
Use the correct keywords match types
Another common mistake that advertisers make within their Google Ads account is not utilising the variety of keyword match types available to them. There are a majority of match types available from Google and these are broad match, broad match modifier, phrase match and exact match. Check them out below.
Broad match: Allows you to reach the widest audience possible within your ad group. This means that ads can appear whenever a user searches using your broad keyword in any phrase or order, including misspellings and synonyms. For example, the keyword red jumper may allow your ads to trigger for search queries such as “maroon jumper” or “red hoodie”.
Broad match modifier: These keywords have a “+” at the beginning of each term to lock specific keywords in place. This allows Google to know that you only want to trigger your ads when those specific terms appear in the search query and this can be in any order. For example, the keyword +red +jumper may allow your ads to trigger for search such as “where can I buy a red jumper” or “red and white jumper dress”.
Phrase match: These keywords are surrounded by “s. They allow your ads to trigger when users search for your exact keyword phrases, however, there may be terms at the beginning or end of the search query. For example, the keyword “red jumper” may trigger for search queries such as “buy red jumper” or “ripped my red jumper”.
Exact match: These keywords are surrounded by “[and]”. They allow your ads to be triggered by search terms that are exactly the same as the keyword in place. For example, the keyword [red jumper] will trigger for search queries such as “red jumper”.
If you’re looking to target a large and wide audience, then broad match keywords may be the most beneficial type for you to use. However, as the name suggests, you will be seeing a huge number of broad terms triggering your ads, some of which may be irrelevant traffic. With this being said, it is important to ensure you accompany this match type with negative keywords too. Broad match modifier and phrase match types are some of the favourites from Google advertisers because of the control and reach they will give you.
Alongside the 4 main points in this blog, there are a huge range of tools and factors that come into play when looking to improve performance from your Google Ads campaigns. Included within this is A/B testing, bid adjustments, bidding strategies, branded keywords and so on.
So if you’re looking to scale your campaigns further and increase profitability from your Google Ads account, get in touch with our PPC experts now!