While Google Ads is one of the most convenient ways to bring traffic to your website, you should take the time to create an effective advertising strategy in order to make the most out of your ad spending.
Simply put, optimizing your Google ads and website can lead to an increased return on investment (ROI). The processes toward this goal might be intricate, but there are some techniques that can help you take advantage of Google Ads campaigns and adequately assess the results.
Based on my experience heading a medical marketing agency, the following are some detailed tips on how your business can get a higher ROI on Google Ads.
Implement an effective bidding strategy.
Optimizing your bids is a surefire way to improve your ROI. While modifying the budget of an unproductive pay-per-click campaign may appear like an effective option to drive more conversions, adjusting your bids is a way more practical approach in most cases.
Target-focused strategies, such as cost-per-acquisition (CPA) and return-on-ad-spend (ROAS), utilize automated bidding that directs your spending by altering your bids as required. But, again, this is more practical than lowering or raising your budget to follow trends.
For instance, if you are consistent with a target CPA that evaluates how much it incurs to acquire a new client with every keyword, the algorithm minimizes the target bid.
Optimize your website first.
Is your website mobile responsive, or do you send your mobile traffic to a poor mobile experience? If your website is not optimized for mobile users then you are wasting the cost of those clicks. In a survey commissioned by Google of over 1,000 U.S. smartphone users, 79% said they will leave a site that isn’t optimized for mobile.
Unfortunately, you still have to pay for clicks even if a visitor abandons your site immediately. So if your website is slow, hard to navigate or isn’t organized, you are wasting your ad budget on those clicks.
Therefore, it is imperative to fix bad formatting or poorly functioning websites and landing pages if you want to make the most of your ads.
The good news is that there are many ways to test your site for mobile optimization. Revisit your buttons and menu and make the site navigation easy for new and old visitors alike. Moreover, make sure you don’t create choice paralysis by giving the users too many options. Try to minimalize your menu so it can guide your visitors.
Leverage quality scores to enhance ad relevancy.
The quality score has a considerable influence on the efficiency cost of your search campaigns and helps you determine ad rank. In contrast to other search campaign metrics, various factors are involved in deciding the zero to 10 number score.
Even though it’s unknown precisely how much each factor influences the results, the indicators include landing page relevance and quality, click-through rate (CTR), keywords relevance to ad groups they relate to, the historical performance of the Google Ads account and ad relevance.
Since applicability is the primary quality score measure, start by evaluating your keyword organization. Make sure your keywords are in specific groups and spread out into separate ad campaigns.
Within these categories, your keywords should be consistent and aligned with your landing page content, and you should constantly update it depending on the actual search terms. Also, implement negative keywords to keep from misusing your ad spend.
Finally, ensure that your ad text is cohesive with your keywords to provide a relevant customer journey from search terms to ad clicks to the landing pages.
Automate your high-performing ads.
Automating your ads that drive higher conversions can save time while increasing your conversion rates. However, this practice is primarily based on traffic volume for every keyword, and its use might vary depending on the specific seasonal factors.
For instance, if your target keyword produces considerable performance info, it can help predict future performance.
Automation is a crucial process as the algorithm has massive amounts of information to facilitate high ROI bidding. Conversely, things become more complex if your keyword doesn’t have adequate data.
When the Google Ads system comes across a keyword with insufficient performance data, the platform’s algorithm gauges your group conversion rates and your campaigns to avoid confusion and save time.
Structure keywords with similar conversion rates.
When there aren’t multiple keywords, collectively structuring keywords with similar conversion rates is a good practice.
This organizing requires a study of relevance, which gives a more well-rounded metric for assessment. Keyword group structuring with similar conversion rates is influential for automatic bidding as it provides a more consistent indicator of a specific keyword’s performance.
It is good practice to arrange your keywords following the conversion rates and other dependable factors such as value or product lines. Then, when the Google algorithm discovers a keyword with inadequate data, it will automatically check your ad-related campaigns group conversion rates for context. Otherwise, the particular keyword’s data is leveraged to decide its bid.
Make more aggressive targets during certain seasons.
While automated bidding gains more and develops due to an account’s history, it doesn’t link your specific account history to particular seasonal events such as Independence Day or Black Friday.
For an improved conversion rate on a particular day, you can shift to CPA bidding for the one day your ads generate additional traffic.
It is essential to incorporate targeted seasonal advertising in your plan as Google’s algorithm isn’t standardized to perform this automatically. Firms that want to stay ahead of the competition on a specific day without observing a continual rise in cost should dedicate time to control bids manually on holidays, accommodating the foreseeable spike in traffic.
I have seen how Google Ads is an essential and powerful tool for digital marketing departments across industries and sectors. However, its characteristics aren’t always intuitive. I think you will notice a better ROI in your online marketing campaigns by executing the above-mentioned strategies.