Google Ads is one of the best ways to get your products or services seen on Google. What is great about it is that you only pay when someone clicks on your advert, so essentially you are getting free brand awareness at the same time!
There is definitely an art to getting Google Ads right though, you can waste an awful lot of money if you don’t know what you are doing. Here are some top tips for managing your Google Ads campaign in order to help increase your profitability.
Key Metric – Lost Impression Share
Whilst it can be very tempting to just go in and start adjusting budgets for your keywords, it is important to actually look at the data Google Ads is providing. Impression share is the percentage of impressions that your ads receive, compared with the total number of impressions your ads could get. It is a great way to understand whether your ads may reach more people if you increase your bid or budget.
By increasing your impression share, you will be able to collect more data and therefore gain a better insight into ways in which you can expand your campaign.
Increase CTR – Improve Your Quality Score
Improving your impressions is a good place to start when it comes to optimising your Google Ads campaign. Next you need to turn your attention to clicks. Click Through Rate (CTR) is the percentage of clicks to impressions that your ads receive. By spending time improving the quality of your ads, you will end up paying a lower cost per click. Your average ad position will increase too, moving them further up the search engine results pages.
Consider Keyword Match Types
When you first build your Google Ads campaign, one of the most important things to consider is the match types for your keyword bidding strategy. There are 4 different keyword match types: broad match, broad match modifier, phrase match and exact match.
These match types control which searches on Google trigger your ad, so it is very important that you understand these before launching your Google Ads campaign. When you select the right keyword match type you will experience a better conversion rate, and a lower cost per acquisition for each customer. However, get this wrong and you can quickly spend your entire Google Ads budget with no results.
Optimise Your Ads
One of the most important things when it comes to managing a Google Ads campaign is regular optimisation. It isn’t just a case of setting it up and letting it run. By optimising your campaign you can scale profitable keywords, and pause ad groups which are underperforming. A Google Ads expert will be able to enhance your campaign on a regular basis so that you receive more leads and conversions for your budget.
Micro-Managing Your Keywords
Just like with optimising your ads, a well-optimised Google Ads campaign requires regular management at keyword level. This can seem like a daunting task if you are not familiar with Google Ads, but it is essential if you are looking to achieve high ROI. By spending time reviewing your keywords you will quickly be able to identify any keywords and allocated budget that are going to waste.
I hope this has given you an insight into how you should be optimising your Google Ads campaign. If you would like any further assistance please feel free to get in touch via email – firstname.lastname@example.org.