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Google Ads Optimization Tips [Checklist]

Google ads can be very lucrative as long as you make them work for you. If you ensure you boost your Google Ads optimization, you can increase your conversion rate. Businesses have different goals for different campaigns so you need to make sure you clearly define your goals. You also must find out which ads are generating more interest in your business, and which features and keywords work best in your Google Adwords campaign. For Google Ads optimization tips, check out this video.

Here we also have a Google Ads optimization checklist. 

1. Don’t make too many changes too quickly

It’s essential to manage your Google Adwords account efficiently. One of the things you shouldn’t do, for example, is to make too many changes too quickly. You only need to make changes in your conversion rate drops and you are sure why this is. Google Ads also provides personalized recommendations. You should prioritize these based on the impact they will have on performance. 

Don’t search for your own ads as this will affect your click-through rate (CTR). Instead, use the ad preview tool provided. Also, check your recommendations regularly as this will identify any opportunities for your account. Ensure you prioritize the recommendations that align with your business goals.

2. Create a strong account structure

It’s also necessary to create a strong account structure. Make sure you use relevant keywords per ad group. Choose the search terms you want your potential customers to look for on Google and don’t use too many. Your account shouldn’t be too varied and needs a clear description of your product or service and what it does. 

Include a maximum of two extended text ads (ETAs) and one responsive search ad (RSA) per ad group. Ideally, you should have two or three ads per ad group. It’s better to keep it simple.

3. Run separate campaigns for each device

Run separate campaigns for each device and have an individual budget for your desktop, mobile, and tablet campaigns. Continually monitor each campaign and find out which one is working the best for you and which is costing you more. Mobile campaigns tend to use up more of the budget, so you might also want to set a minimum spend for your mobile campaign.

There are different types of ad groups you can run use, but BMM/exact are probably the most effective. Choose a main keyword or keyphrase and ensure all keywords include this. For example, if “buy+laptop” is your main keyphrase then all keywords that include this will be relevant such as “buy a cheap laptop”, or “buy a fast laptop”.

4. Focus on profitable keywords

Another important point is to focus on profitable keywords that convert at your target cost per acquisition (CPA). Stop or at least pause and unprofitable keywords, or the ones that cost you more but don’t tend to generate many conversions. 

Make an account level of negative keywords and apply this to all your campaigns. Add to this at least once per week and keep fishing for new negative keywords from the search query report. If you can, also run as many extensions as possible. These can include:

  • Sitelinks
  • Callouts
  • Structured snippets
  • Call
  • Location
  • Promotion  

5. Align your landing page with your ads

Last but not least, it’s vital to align your landing page with your ads. Your landing page needs to match your ad and keywords closely. For example, you should include a bold headline that clearly matches what you offer in your ad. This needs to be a great offer as if you aren’t offering potential customers anything then there’s no real “hook”.

As well as a clear offer you also need to include a strong call to action on your landing page. Your customers need to know what to do as soon as they arrive and how to redeem your offer. Don’t include too many links sending them off to different pages. Instead, have one simple call to action, and make your landing page easy to navigate.

Use your landing page to clearly explain the features and benefits of your product or service. You can also include positive customer reviews that show real opinions. Optimize your content and try to provide useful and original information. Your ads only help to get potential customers to your website, you then need to keep them there.

Google Ads optimization is essential to ensure the success of your campaign. If you would like to find out about how to optimize Google Ads for your business, learn more today.

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