How to Improve Your Google Ads Performance with Simple Strategies & Tactics 2023

 

What is Google Ads and How Does it Actually Work

 

With the help of Google AdWords, companies can efficiently target their target market and increase traffic to their websites.

Despite its benefits, many businesses need assistance in maximizing their advertising budget and obtaining a high return on investment (ROAS).

We have created a list of 10 practical suggestions that companies may utilize to enhance the performance of their Google Adwords accounts and increase ROAS in order to solve these issues.

By using these pointers, businesses can develop advertisements that are more successful, target the correct demographics, and ultimately make the most of their advertising budgets.

Top 10 Strategies to Increase Your Google Ads Performance:

1. Do keyword research first

 

A great Google Adwords search strategy begins with doing in-depth keyword research.

Thinking like a consumer or member of your target audience is a fantastic opportunity here.

The act of locating and examining the words and phrases people use to seek for goods, services, or information online is known as keyword research.

Understanding search volume, which refers to the frequency with which a phrase is looked up on a search engine like Google, is a crucial component of keyword research. High volume keywords may provide a ton of traffic to your website, but they are sometimes more costly and competitive.

Cost-per-click for each specific term is another measure to take into account. When someone looks for that term, this method relates to the sum spent for each click on your advertisement. The level of competition in the ad space, the sector, and even the geographic location might affect the CPC price structure.

When operating a successful PPC campaign, a high CPC is a sign that the desired term will be costly, but it may also mean that a keyword is very relevant.

There are several keyword research tools available that may assist you. You may input a term associated with your company or industry into the Google Keyword Planner, Ahrefs, or SpyFu to receive a list of associated keywords that your target market is searching for. Afterwards, you can construct a tailored list of keywords for your Google AdWords campaign using this data.

2. Make Engaging Ad Copy

 

After performing your keyword research, the next step is to write engaging ad text that grabs your target audience’s attention and motivates them to respond to your advertising.

Ad copy, or the written material that appears in an advertisement, is essential to deciding the success of your marketing effort. Your advertisement should clearly convey the unique benefits of your product or service and include a strong call to action that inspires the viewer to act.

Tips for Targeting the Right Audience for Your Google Ads Campaigns

Following these guidelines for writing powerful ad content is essential since generating an advertisement that connects with your target market is essential to success.

Make a compelling title: As people will see your ad’s headline first, it is crucial that it capture their attention and correctly describe the goods or services you are offering.
Ads should be simple to comprehend and devoid of industry jargon or technical phrases, so use straightforward, succinct wording. The objective is to convey your content in a manner that your target audience will find relevant and simple to understand.
To distinguish yourself from the competition, emphasize the benefits of your goods or services, such as their superiority in terms of quality, accessibility, or pricing.
Add a compelling call to action: Your copy should have a compelling call to action that motivates the user to interact with your advertisement. Include words like “learn more,” “join up now,” or “purchase now” in your sentences.
Try several variants: To find the finest variations, think about testing many versions. You may compare two alternative versions of your advertisement using A/B testing to discover which one generates more clicks and conversions.
Keep in mind that your ad text should inspire and engage your target audience. By following these recommendations, you may write effective advertising text that gets results and aids in your advertising objectives.

3. Use pertinent landing pages

 

When a user clicks on your advertisement, a landing page is shown.

It’s critical to make sure your landing page is relevant to your advertisement and offers a positive visitor experience.

The landing page should give a clear route for the visitor to take action and should align with the message and offer offered in your ad.

You may construct personalized landing pages that are optimized for conversion using a landing page builder. These landing pages direct visitors to do certain actions, including making a purchase or submitting a form. You can make sure your landing pages are aesthetically pleasing and simple to use by using a landing page builder.

4. Use Responsive Search Advertising to the Max

 

Google Adwords was terminated in 2018, and responsive search advertising (RSA) are now thought of as the new norm.

To find the headlines and descriptions that perform the best, RSA combines and contrasts a range of headlines and descriptions. RSA also offers a helpful grading system of “bad,” “good,” and “outstanding,” making it simpler than ever to increase the quality of your ads.

We advise using the following strategy since RSA lets you construct advertisements with up to 15 headlines and four descriptions:

Tips for Targeting the Right Audience for Your Google Ads Campaigns

Use as many headlines and descriptions as possible.
Some of your headlines and descriptions should concentrate on your target keywords.
Use the remaining headlines and descriptions to draw attention to your value propositions and call to action.
Review your advertising’ ratings on a regular basis. An advertisement that is now rated as “outstanding” may later get clicks and impressions that lower it to “good” or “bad.”

 

5. Ad extensions

Ad extensions can help you optimize your Google Ads campaigns by providing additional information like location details, phone numbers, and website links, which can improve user experience and conversion rates.

google Ad extensions include

 

Sitelink extensions let you link your ad to certain pages on your website.
Call extensions: These let visitors contact your company straight from search results by adding a clickable phone number to your ad.
Location extensions: These ads show your business’s address and a map marker to help people locate you.
Review extensions: Showing favorable reviews or awards builds confidence with future clients.
Callout extensions: These let you add text to your ad to emphasize product or service attributes.
Ad extensions may promote supplementary services and increase search results space while delivering useful information to your target audience. For example, a business that offers multiple benefits can use ad extensions to promote these services directly within its ad, making users more likely to engage and further explore their offerings. Not all ad extensions will be relevant or effective for every business, so it’s important to test and analyze different extensions to determine which ones work best for your needs and goals. Ad extensions may boost PPC campaigns and increase targeted website visitors.

6. google Ad Agency

 

A Google Ads-focused ad agency may help firms optimize their ad budget. These firms understand Google AdWords and create successful ads.

Ad agencies provide constant optimization and analysis, which is a major benefit. Ad agency monitor and optimize campaigns to save you time and money.

Ad agency may assist with campaign policy breaches as well as optimization. An professional agency can help you comply with Google AdWords’ complicated and ever-changing standards. They may also assist you traverse Google’s Advertising Verification Program, which verifies that advertisers comply with Google’s advertising regulations.

A Google Ads-focused ad agency may improve your online advertising outcomes. Their experience and optimization help boost marketing ROI while saving time and costs. An agency can help you comply with Google’s Advertiser Verification Program and operate your ads efficiently.

7. Optimize Mobile

 

Mobile-optimized websites and adverts are essential as mobile device usage rises. Your website and adverts should accommodate smaller displays and touchscreen navigation. Responsive design lets your website dynamically adjust to multiple screen sizes. Mobile-friendly landing pages load fast and are easy to navigate.

Google’s mobile-first indexing and ranking makes mobile optimization crucial. So, Google now ranks websites by their mobile versions. So, not optimizing for mobile devices might affect search ranks and reduce ad visibility.

Hire mobile-optimized site designers and developers. They can help you build a responsive website that boosts engagement and conversions.

8. Landing Page Conversion Optimization

 

Google AdWords success depends on landing pages. Following best practices like utilizing clear and appealing headlines, captivating photos and videos, and a prominent and easy-to-find call-to-action can help your landing pages convert. This will enhance the user experience and boost the possibility of visitors filling out forms, buying products, or signing up for services.

Optimize your landing pages to maximize your advertising ROI and conversion rate.

 

 

9. Utilize Remarketing

 

Remarketing is an efficient way for companies to re-engage with prospective consumers who have demonstrated interest in their brand. This method lets organizations provide customized adverts to customers who have visited their website, added products to their basket, or signed up for their newsletter. These users may convert more easily than new ones since they already enjoy the industry. Remarketing lets marketers show customized adverts to these users to entice them to buy again.

Remarketing lets firms personalize their message and offers to returning consumers. They may advertise items or services the consumer has previously showed interest in. Personalization may boost site visits and sales.

 

10. Optimize Campaigns

Google AdWords campaigns must be constantly tested and improved. A/B testing ad text, landing pages, and bids may help you enhance your campaigns. Refining advertisements may boost ROI.

Business development requires Google Adwords investment. These five simple tactics may enhance your ad budget and ROI. You can maximize your ad expenditure by targeting the right audience, writing compelling text, and monitoring and tweaking your ads.

 

How to Measure & Analyze Your Google Ads Performance

 

Online ad performance is usually discussed in terms of ROI and CPC (CPC).

Let’s discuss ROI and CPC, their importance, and how they affect your company.

 

ROI (ROI)

ROI is a proportion of profit minus expenses. It’s a simple but crucial technique to determine whether your advertising are profitable and worth your time, effort, and cash.

To calculate ROI, remove ad expenses from sales income, divide by ad costs, and multiply by 100.

Such as:

Sarah’s tutoring adverts cost $100.

Her advertising generate $200 from two tutoring sessions.

Her total income ($200) less her ad costs ($100) yields $100 in profit.

$100/100 = 1. 1 x 100 = 100.

Sarah had 100% ROI.

Sarah earned $1 for every $1 she spent.

Ads with a favorable ROI make money. Profit and ad performance increase with ROI %. If your advertisements have a negative ROI, they may be stabilizing or need a text and keyword theme update. Don’t worry if your ROI is poor at first—results take time. As we find what works best for your company, your ad performance may take weeks to normalize.

Cost-per-click (CPC) (CPC)

CPC ratios determine how much you pay each ad click. It quantifies and values your business’s ad exposure.

To calculate CPC, divide the total amount you paid on advertisements by the number of clicks they drove to your website.

Such as:

Dental office adverts cost Carlos $100.

His advertising get 50 website clicks.

100/50 = 2.

Carlos’ clicks cost $2.

Google AdWords Smart campaigns provide ad CPCs in the campaign dashboard.

Online ad performance is usually discussed in terms of ROI and CPC (CPC).

Let’s discuss ROI and CPC, their importance, and how they affect your company.

 

ROI (ROI)

ROI is a proportion of profit minus expenses. It’s a simple but crucial technique to determine whether your advertising are profitable and worth your time, effort, and cash.

To calculate ROI, remove ad expenses from sales income, divide by ad costs, and multiply by 100.

Such as:

Sarah’s tutoring adverts cost $100.

Her advertising generate $200 from two tutoring sessions.

Her total income ($200) less her ad costs ($100) yields $100 in profit.

$100/100 = 1. 1 x 100 = 100.

Sarah had 100% ROI.

Sarah earned $1 for every $1 she spent.

Ads with a favorable ROI make money. Profit and ad performance increase with ROI %. If your advertisements have a negative ROI, they may be stabilizing or need a text and keyword theme update. Don’t worry if your ROI is poor at first—results take time. As we find what works best for your company, your ad performance may take weeks to normalize.

 

Cost-per-click (CPC) (CPC)

CPC ratios determine how much you pay each ad click. It quantifies and values your business’s ad exposure.

To calculate CPC, divide the total amount you paid on advertisements by the number of clicks they drove to your website.

Such as:

Dental office adverts cost Carlos $100.

His advertising get 50 website clicks.

100/50 = 2.

Carlos’ clicks cost $2.

Google AdWords Smart campaigns provide ad CPCs in the campaign dashboard.

 

Best Practices to Boost Your Google Ads Performance

1. Target the right keywords

For starters, make sure you’re targeting the right keywords. Here are three types of keyword to focus on for higher click-through rates:

• Commercial intent keywords: Commercial intent keywords are those people type in when they have intent to purchase (like “best CRM” or “stainless steel dishwasher”). Avoid informational keywords like “what is a CRM” since this will result in lower CTR and/or wasted spend.
• Branded keywords: These are another great opportunity, and not just your own brand. Target partner brands, competitor brands, or other brands your target market may searching when they’re in buying mode.
• Local keywords: Local keywords (like “san diego personal trainer”) tend to get high CTRs since local searchers often have a high commercial intent.

 

2. Use negative keywords

This is a must for keeping your click-through rates in check. Negative keywords are the ones you don’t want Google to show your ad for. So if you sell new cell phones, for example, you would set “refurbished” or “used” as negative keywords. This way, your ad won’t show for people unlikely to click on your ad.

3. Narrow your audience targeting

If you’re not running search or keyword-targeted ads (or if you are but are layering audiences on top of that), you may also want to revisit your audience targeting. By narrowing your audience down to more specific criteria, you can more specifically cater your ad copy and improve your click-through rate, even if you aren’t getting as many clicks overall.

How to improve Google Ads CTR with ad copy

Low click-through rates could be because you’re bidding on the wrong keywords. But in most cases, you can significantly increase CTR (and conversion volume…and ROI) by simply writing stronger ad copy. Here’s how.

4. Keep it simple and skimmable

Unless it’s a billboard at a long traffic light, you can rest assured that virtually no ads are read in full—especially online ads. Keep your ads simple so they can communicate an effective message at a glance. Here’s how:

• Include the keyword in the headline and description, but don’t repeat it.
• Don’t use the full character count if you don’t need it.
• Don’t complicate your ad with abbreviations that aren’t intuitive.
• Use plain language that reads easily.

Plenty more Google Ads examples here.

 

 

5. Actually have a CTA

Telling a user that you have what they’re looking for, that what you have is better than what your competitors have, is not a call to action. You need to actually invite your ad viewers to act. And to act now. Buy now. Download today. Though it’s just one or two words, it’s a micro-push that can make all the difference.

Even better, reinforce a feature or benefit in the CTA, like “Starting saving now” or “Talk to a specialist today.”

6. Put a special offer in your headline

Everyone loves special offers and promotions like discounts and free shipping. But instead of just including them in the description, put them right in your PPC headlines. Mainly because the headline is the first (and sometimes only) thing searchers read. But also because numbers in headlines always tend to perform well and words like “free” light up the human brain (like the elevator buttons when Buddy the Elf pushes them all at once).

7. Put your main keyword in your display path

Google Ads display paths appear after the slash of your destination URL. Though they’re optional, you should absolutely use them. Treat them as a part of your ad copy and use them to include your keyword. In the examples below, one of these is not like the others. Those display paths can be used to indicate value or reassure the viewer that you have what they’re looking for.

8. Create emotional ads

Emotional ad copy is a must for increasing your click-through rate. But the secret to emotional ad copy is to keep it subtle. No need for all caps, hyperbolic words, or exclamation points. Take a look at the two ads below for public speaking coaches, both with solid ad copy.

The first one uses terms like “best public speaking coach,” “level up your public speaking skills,” and “tailored.” That’s all well and good, but the second ad has more emotional words and phrases, like “Speak more confidently,” “Boost your career,” “live your best life,” and “unlock your potential.”

Not only is this more benefit-focused copy, but it’s also more emotional. Nothing extravagant, it just has feeling to it.

More ways to improve Google Ads click-through rate

These last methods originate from a study we performed using data from our Google Ads Performance Grader. We identified accounts that make up the top 15%, 5%, and 1% of performers in terms of click-through rate. Here’s what we found.

9. Use dynamic keyword insertion, but don’t overuse it

With dynamic keyword insertion (DKI), Google will automatically insert the keyword that triggered your ad into your ad copy or headline. This is beneficial, but only to a point, as illustrated from one of our studies below:

You can see that ads with DKI have a higher relative frequency than those without, but only for the top 15% of accounts. As you move to the top 5% and 1%, notice the red curve actually dips below the blue.

This tells us that DKI should definitely be part of your toolbox as it tends to produce slightly higher early returns, but it shouldn’t be overly relied on.

10. Use, but don’t rely on ad extensions

Google Ads extensions can help your ad take up more space on the SERP and give it more clickable appeal. In the same study, we found that accounts using sitelink extensions did slightly better than those that did not, which is not a surprise.

It’s a modest increase, but it won’t double or triple your click-through rates and it certainly won’t make up for boring ad copy. So just like DKI, use extensions but don’t rely on them.

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