If you currently use Google Ads to let people know about the services or goods you offer, you are making a significant and conscious effort to grow your business and improve your overall market share. Keep in mind though that you aren’t going to increase your profitability or reach your max potential unless you have taken the needed steps to optimize your campaign and ensure you are achieving the biggest bang for your money.
The good news is that there are campaign optimization tools that will help you diagnose the issues you (along with virtually all advertisers) face with modern Google Ads campaigns. Use the tips here to begin effectively optimizing the Google Ads you create today.
Measure the Lost Impression Share
Running a successful campaign is dependent on the data you gather for it. When you can collect more data and impression share, you can optimize and expand your campaign further. However, this is often easier said than done.
You can find Impression share data when adding the column Search Lost IS in Ad groups and the Keywords reports. The metric will provide you with the percentage of your ad’s time not showing up because of low rankings or low budget. What this means is that you are losing out on opportunities needed for you to take action. It may also mean you are leaving out impressions that may help you make a profitable and robust campaign.
Boost Your Quality Score to Boost CTR
After you have the impressions of your ad, it doesn’t mean your work is over. A critical metric in Google Ads is the CTR – click-through-rate and the Quality Score. You may be getting high-quality and affordable traffic from the ads you create, but if you aren’t getting the industry-standard, it will all be for nothing. When you have a good quality score, it makes the cost per click more affordable, and the average position where your ads show up will increase.
Curate Keyword Match Type
When you are building your Google Ads campaign, a crucial thing you must do is to set a match type for the keyword bidding strategy you use. The match type is going to impact how alike the keyword must be from the final phrase that you plan to bid on. This has significant effects on what you spend on the campaign and how well the ads you create convert. If you choose the appropriate keyword match type, you will achieve a higher conversion rate and more affordable acquisition costs. However, if you choose the wrong one, it may take your entire budget and provide no real results.
Your Google Ads campaign can be challenging; however, when you know what to do and what to consider, you can achieve the desired results and make the most of the marketing money that you have. If you need help with this, hire the pros. They will provide you with the information and resources needed to achieve the best possible results.