Google Adwords campaign optimisation is essential if you want to approach the right people at the right time to produce a solid ROI.
Marketing campaign optimisation doesn’t have to be complicated, as Google has done most of the work for you. Through optimisation, you can make a more significant return, earn more money, and cut down on time and costs it takes to manage your advertisements.
When looking into adwords campaign optimisation, you’ll have to take a lot of different things into account, such as:
In this article, you’ll find out everything there is to know about Google Ad campaigns, your AdWords campaign optimisation options, and the best practices.
Contents
Before we go into any ad campaign optimisation, we’ll need to cover some starting ground on advertisements. Every advertisement has a unique structure that consists of numerous different things, such as the campaign itself, the advertisement groups, the unique advertisements themselves, and, last but not least, the keywords that define the ad.
Following the sequence, as mentioned earlier, ensures that your advertisement is ordered in the best way possible. Why? Well, following this sequence is highly beneficial for many reasons.
First and foremost, this sequence ensures that the campaign’s management will be as easy as possible, as everything is organised. It will help the advertiser identify which groups are relevant and which ones are working. Please note that structuring the ad account won't automatically ensure that all ads and ad groups are relevant - the advertiser still has to pick them manually.
Relevancy is vital for advertisements, and following this order will ensure that the advertisements will perform well.
The structure of your advertisement, for the most part, dictates the visibility and performance of your ad. By demonstrating a proper ad structure, you can show your ads to the people that want to see them, where and when they want to see them.
To put this into perspective, ads for campaign one will only appear to those people who are interested in products featured in that specific campaign (ie. honey). People who search keywords that are in campaign two (ie. sports shoes) will not see the ads from campaign one. All this will ensure that your ads are shown to the right target audience.
Furthermore, this means that your advertisements are always targeted to the correct demographic, maximising conversions.
But, structure alone won’t get you very far. Sure, it’s highly beneficial, but if you ignore other things, such as bidding, keywords, and targeting – you aren’t likely going to see a significant ROI. However, structuring your advertisements is a fantastic bedrock on which you can build the rest of your ad.
Another essential aspect of any advertisement is the cost.
One of the most important things you should do if you want to save money while making it with these ads is to use an intricate keywords strategy. You can do this in a selection of ways, but the most important ones are:
A keyword planner is a nifty tool that you can use to your advantage as long as you use it correctly. There are many keyword research tools you can use for your AdWords optimisation, but the Google Keyword Planner is one of the best.
Using tools will allow you to research new keywords, including long-tail keywords, which will ultimately add to your advertisement’s visibility. Some of the most popular research tools are:
Some keywords might add to your overall advertisement performance, but negative keywords can subtract from it. You should regularly monitor your negative keyword list and include anything that might hurt your performance. Irrelevant clicks, bad prospects, and wrong keywords will, without a doubt, mess up the targeting, resulting in less ROI.
Now, finding negative keywords can be a nightmare if you don’t know where to look. A good way to find negative keywords is through Google Ads themselves. Navigate towards the keywords section of your Google Ads account and see the performance.
If a keyword is hurting your campaign, make sure to add it to negative keywords. The best tools for this are already built into the platform – but some decent alternative options are the same as the research tools.
Filtering out negative keywords will make your advertisement relevant again, as it’s one of the most important campaign optimisation techniques.
If you want to learn more about negative keywords, check out our ultimate negative keyword guide here.
Like most good platforms, Google has already done most of the hard work for you. With a tool such as the Search Terms that you can find on your google ads account, you can regularly update your keyword lists, ensuring that your content is always relevant to the search query.
You can locate the search terms by going to your Adwords account, selecting all campaigns, and click the keywords section. Once you do so, a drop-down menu will appear, which includes search terms.
That will allow you to root out the keywords that aren’t performing well and optimise the campaign budget.
Experimentation is key, especially if you want to save some money.
Every advertisement campaign is unique, so finding what works best for your case is the most important metric of them all. A good way to start is by experimenting with advanced keyword match types, giving you total control over the search terms and keywords that trigger your specific advertisement.
To better understand this, we’ll have to get into the keyword match types themselves. There are four main keyword match types, and all of them trigger your ads based on different things.
Targeting the correct parameters is equally as important as saving money on ads. By targeting parameters, you can improve your ads’ performance, cut down on related costs, and make more money as a result. A good way to do this is by optimising your geolocation settings.
With this method, the right things show up to the right people at the right place. It can boost campaign results, as it shows it directly to your target demographic. People in certain areas of the world require specific goods and services, and marketing yours for the right place will ensure a good ROI.
There are five simple steps on how you can target based on your geolocation:
Another essential part of targeting is ad scheduling, which will ensure that the time is right and that your advertisements appear only at the correct time required for you to make a sale.
As a demonstration, advertisement scheduling would be very useful if you’re running a business that gets most of its visitors at a particular time, such as a nightclub. Most people visit night clubs in the evening, and scheduling your advertisements to appear at the prime time people are looking where to go will make your specific advertisement pop up.
To make this easier, here are some simple steps.
Both of these are very simple, as Google has already done the bulk of the hard work you need for your advertisement and website optimisation campaign.
Optimising your bid strategy will help you save time and money by automating numerous aspects of your bidding, thus improving ad performance.
Here are some pointers based on goals you might have to help you establish a smart bidding strategy.
Bidding Strategy: Maximize Clicks
Why: Maximising clicks on your advertisement isn’t only a fantastic way to improve website visits – it’s a great way to appeal to potential prospects. More clicks, more website visits, more ROI – it’s as simple as that.
Bidding Strategy: Impression Share Targeting
Why: This tactic automatically sets bids on your ad, ensuring that the ad appears in the best place possible, such as the most relevant ad or at the top of the page. Placement is crucial when it comes to advertisements, so this is a remarkable smart technique.
Bidding Strategy: tCPA
Why: Targeting your cost per action to minimise costs is a good way to save money, increase profits, and improve conversion rates. This smart bidding strategy automatically sets bids to garner as many conversions as attainable within your CPA or below it.
Bidding Strategy: tROAS
Why: tROAS another automatic smart bidding jig that values different conversions differently. Through tROAS, you can place bids based on a predetermined target return on your ROAS – yielding a higher conversion rate.
Bidding Strategy: Maximise Conversions
Why: Increasing your conversions will ultimately improve your AdWords campaign’s success rate and your overall campaign optimisation score. This is another smart bidding technique that ensures that you’ll get the best results possible by automatically setting bids within your predetermined budget.
Bidding Strategy: Maximise Conversion Value
Why: Maximising conversion value is a machine-learning AI-assisted smart bidding technique that works to give you the most bang for your buck. This bidding strategy automatically optimises the bids and sets them to get the best conversion value all while staying within budget limits.
Learn more about bidding strategies here.
Starting with the ground rules, the most important thing you can do is include a relevant keyword in your advertisement’s headline. Secondly, you’ll have to convey your USP to the best of your ability. Discussing your unique selling proposition is half the job, and if you do it right – you can ensure that the reader will be hooked.
Once you’ve got them where you want them to be, you’ll need to devise an adequate CTA. A good call to action will make users click on your advertisement and lead them to your website or landing page.
Now that we’ve covered the golden rules of advertisements, we’ll get to some textual ideas for campaign optimisation.
There are two main types of advertisements based on their purpose – feature-driven and benefit-driven.
Feature-driven advertisements highlight the features of your product or service. They’re a fantastic tool if you want to communicate your USP but aren’t ideal if you want to appeal to new prospects.
Benefit-driven advertisements, on the other hand, are ads that highlight the potential benefits the user could have from using your product. These are better at reaching out to broader demographics but don’t do much to communicate your product or service.
Using active language is a very niche thing that not that many people are aware of. Using passive language in your text ads is a sure way to make your prospects click off.
Why?
Well, the active language encourages action and paints your USP in the now. It’s snappy, quick, and advertisement friendly – and most importantly, it appeals to a broader demographic.
To help you get a better perspective, let’s present both.
People always love my products and services! ( Active Voice )
or
My products and services have always been loved by people! ( Passive Voice )
Do you see the difference? Not only is active voice shorter, but it will also convey your USP better, allowing you to secure a conversion.
Proper marketing is all about personalisation. People love it when you appeal to them exactly, and a good way to go about it is to play around with Google’s language targeting. That will allow you to reach your prospects by using their language, automatically making your USP more familiar and desirable.
You can get a good perspective on which languages to target by using the search function. The process itself is relatively simple, but to ensure you get the gist of it, here are some steps to setting different languages for multiple ad campaigns.
It’s that simple. By doing this, you’ll ensure that you appeal to the right people in the right manner.
Optimising display URLs is by far the most straightforward optimisation tactic on the list. Unlike other tactics that directly affect a selection of metrics, this one is all about finesse.
Display URLs are the webpage addresses that appear alongside your advertisement. Making them appealing will add to your advertisement’s overall aesthetic, thus making it more attractive to your prospects. Y
our PPC advertisements need to be as approachable, inviting, and beautiful as possible, and to top all of your hard work off, you’ll have to edit your Display URL.
It doesn’t even have to match the landing page or website URL – it just has to be in the same domain.
It’s a simple and straightforward process, but if you want to make sure you’re doing it like a pro, you’ll have to take care of a couple of things.
The best ways to optimize your Display URL are by:
Now that you’ve done the above and want to improve further, there are some alternative methods to optimize your campaigns and put the cherry on top of your PPC ads.
The two most prominent alternative methods to optimising your AdWords campaigns are using countdown timers and advertisement extensions.
Countdown timers are a fantastic way to optimize your AdWords campaigns by creating a sense of urgency. Advertisements with any form of animation are also far more likely to catch the user’s eye. It’s a fantastic way to improve your CTR.
You can implement a countdown timer in your ads with ease as it’s an already built-in widget. You can insert it into your advertisement by typing out a brace { and selecting the countdown timer option.
The only thing that’s left is to add the date you want to count down to, and you’re done.
Advertisement extensions are a top-of-the-line option if you want to make your advertisements that much more appealing and exciting. There are more ad extensions than you can imagine, and all of them serve a different role.
Some of the most useful advertisement extensions are:
Click here to learn about all the Google Ad Extensions available, and how to use them.
All these options will help you improve your AdWord campaign performance. By optimising and organising your account, you’re making the essential grounds for building your whole ad campaign.
You should ensure that you’re spending as little money as possible while getting the best results. An excellent way to further all of this is by optimising your bid strategy.
Making your advertisements slick, inviting, and approachable by devising intricate texts and USPs will make them more appealing to customers, as will a custom display URL.
Using a countdown timer or advertisement extensions is only going to be the cherry on top.
With all of this out of the way, you’ll need to understand that every advertising campaign is unique. Experimenting with your advertisements, targeting, and messaging is by far the most effective way to find out what works for you and your unique AdWords campaign.
If you still feel like you need help with your adwords campaign optimisation, feel free to reach out to our friendly and experienced Singapore Google Ads consultant. We are also rated by many as the best SEM company in Singapore that has proven records to delivering results!
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