While Google Ads is one of the most straightforward methods for increasing website traffic, developing a solid advertising strategy to maximise return on investment is still worthwhile.
A higher ROI is possible with Google AdWords and website optimisation (ROI). While the path to success may be convoluted, there are methods to maximise the effectiveness of Google Ads campaigns and accurately evaluate their impact. For all perfectionists, when it comes to managing my Google Ads campaigns, we were looking for new ways to improve their ROI.
Increasing the average quality score of your account’s keywords is still the most effective way to boost your campaign’s return on investment (since quality score and cost-per-lead metrics are correlated). Still, your Google Ads success also depends on whether or not you have amassed enough resources to make a larger pie for yourself.
10 Pro Tips To Maximise Returns On Your Google Ad Spend
1. Create a winning bidding strategy.
Although increasing the spending on a poorly performing PPC campaign may seem like a sensible solution to increasing conversions, in most circumstances, simply shifting your bids would yield better results.
Target-focused tactics, such as cost-per-acquisition (CPA) and return-on-ad-spend (ROAS), leverage automated bidding that directs your spending by modifying your bids as required. Again, this is more realistic than adjusting your spending to match fads.
For instance, the algorithm can minimise the target bid if you are consistent with a target CPA, which considers the cost of acquiring a new customer for each keyword.
2. Check your mobile site speed.
Google reports that mobile accounts for over half of all web traffic but that PPC conversion rates are lower on mobile than on desktop. Why so? Because, especially on Google, speed is crucial to provide a good user experience. Visitors who tap on your ad but wait too long to see the page they’re taken to will likely never return. However, even if the buyer never visited your website, Google will still charge them for clicking on your ad.
A well-designed website that loads quickly and gets the customer’s attention should be at the top of your Google Ads optimisation checklist. Depending on the size of your site, this may need updating more than simply the homepage. A visitor’s trust and the likelihood of purchasing your business will increase if their time spent on your site is as effortless as possible.
3. Go for relevant keywords.
When it comes to optimising your Google Ads, keywords are crucial. Your ad budget will be well-spent if the keywords you’re bidding on are not commonly searched or don’t relate to your target demographic.
Finding search terms that consumers use when their intent is aligned with your company’s content and products and having a good search volume is your goal when selecting keywords. To optimise your Google Ads campaign, employ keyword research tools to determine the most practical terms to target. While keyword research can help you develop a large pool of potential keywords, you should narrow and refine your list based on your unique products and services.
4. Use quality ratings to improve ad relevance.
Ad rank can be determined partly by the quality score, which affects your search campaign’s cost-effectiveness. While other search campaign metrics may use a single measure, the zero to ten scale used here considers various other elements. Landing page relevance and quality, click-through rate (CTR), keyword relevance to ad groups they pertain to, Google Ads account performance history, and ad relevance are all indicators, albeit the exact weight each carries is unknown.
First, examine your keyword structure, which is the fundamental factor in determining your quality score. Create distinct ad campaigns for each set of keywords you choose. Your keywords and landing page content should be in lockstep within these broad headings, and the latter should be dynamically updated in response to actual user queries. To avoid wasting money, you should also use “negative keywords.”
Finally, ensure your ads’ wording flows well with your keywords to create a seamless user experience from the initial search to the ad click to the final destination.
5. Advertisements that have proven successful can be automated.
Ads with a high conversion rate can be automated to save time and boost conversion rates. The frequency with which this method is employed may change over the year, as it mostly depends on the traffic volume for each phrase.
High-return-on-investment (ROI) keyword bidding automation is a simple process if the target term generates actual performance data that makes it straightforward to predict its future performance. Paradoxically, things get messier if there isn’t enough information associated with your keyword. The Google Ads technology saves you time and effort by double-checking your group conversion rates and campaigns whenever it comes across a keyword with limited performance data.
6. Make more aggressive targets during certain seasons.
While automatic bidding improves and grows with account history, it does not associate your personal account history with holidays like the Fourth of July or Black Friday.
If there is one day when your advertising gets more clicks than usual, switching to CPA bidding can increase your conversion rate.
Since Google’s algorithm needs to be more consistent to execute this automatically, tailored seasonal advertising is essential. To stay ahead of the competition on a given day without witnessing a constant increase in cost, businesses need to allocate resources to regulate bids on holidays manually.
7. Go for a higher ranking in search results.
Intuitively, a higher placement in search engine results is necessary for your ad to be seen. It’s important to remember that even ads that appear in the lower positions (the fourth or more down) can still garner clicks and may have a reduced CPC.
Furthermore, there may be significant advantages to making a low-profile entrance. Customers may need more time to be ready to make a purchase, place an order, or visit your store during their initial online research. They might still need to be prepared to commit to a purchase because they are still gathering information. Suppose you show up lower in search results. In that case, you might not attract the attention of the curious, who are still in the discovery phase, and instead, focus your budget on the people who are actively looking for something specific at the time of their search and are taking the time to read through the results before clicking.
8. Target-specific locations.
Showcasing your advertisements to the entire country can burn a hole in your pockets without meeting the objective if you have a local storefront and want more customers to visit your physical store. To get the best returns from your advertising money, tweak the targeting options in Google Advertisements so that your ads only appear to individuals searching for places that are either local enough for them to visit or have some other relevance to your company.
Location targeting could be beneficial if your company sells to customers in other countries or worldwide. To kick things off:
- Focus your marketing efforts on a handful of cities or regions where you have the best chance of success.
- Check your Google Ads and Analytics statistics regularly to see where your website traffic and purchases are coming from.
- Spend your advertising dollars wisely by honing in on the precise areas where your target audience can be found.
9. Responsive Search Ads
Paid advertising relies heavily on testing, and it often takes a lot of iteration before the optimal mix of variables is found that maximises return on investment.
Google’s Responsive Search Ads platform allows you to add several headlines and descriptions to a single ad and then tests out different permutations automatically. After a sufficient amount of testing has been completed, the findings can be analysed to determine which combinations yield the highest return on investment.
10. Monitoring and adjusting
Google Ads’ ability to monitor the efficacy of your online advertising campaigns at any time and adjust your strategy and spending accordingly is a significant perk. Thus, you can see what works and tweak it accordingly. Continuously test out various advertising approaches, informed by insights gleaned from Google Ads and Analytics, until you find the one that best serves your company’s objectives.
Google Ads is a great way to increase exposure for your business and, ultimately, your sales and profits. However, making the most of your Google Ads campaign isn’t always a walk in the park. If you are worried that you may have forgotten these methods, you should immediately review your financial records. If you implement only one of these strategies, you could see a 10-20% increase in your campaign’s return on investment. Check out this Google ads guide for a thorough understanding.
It’s crucial to test out new methods and play around with different approaches until you find the ones that perform best for your company. You must do more than just launch a paid advertising campaign and expect it to bring in the dough. You can achieve better results from your advertising spending if you put in the time and effort to conduct extensive testing and make steady adjustments based on your results.