Pay-per-click (PPC) advertising
isn’t something you “set and forget” - it requires monitoring, testing, and optimizing to improve performance which is why the start of a new year is a great time to fine-tune your Google Ads campaigns. By following these settings and strategy tips, your Google Ads will produce better results to help grow your business.
1. Make sure conversions are being tracked.
When conversions aren’t being tracked properly, you’ll be left in the dark on the true effectiveness of your Google Ads campaign. In a 2016 report from Disruptive Advertising
, only 58% of the 2,000 accounts in their study had at least one conversion, and only half of those accounts had the code implemented correctly. Only 29% of the accounts were properly tracking conversion!
2. Review targeting settings.
Targeting is one of the most powerful features of Google Ads, but it can often fly under the radar when optimizing a campaign. Review your campaign’s targeting settings to see if they see still make sense for your business and adjust accordingly. There are three targeting settings, in particular, that you should review:
- Mobile Bid Adjustments
- Target Locations
3. Assess ad groups and create new ones (if needed).
Bigger isn’t always better, especially when it comes to ad groups. A general rule of thumb to follow is having 15-20 keywords in an ad group to ensure relevancy so you can write more targeted ad copy. If you have a bloated ad group, see how you can group similar keywords and split them up into a new ad group.
4. Review negative keywords.
Negative keywords prevent your ads from receiving impressions and clicks from unqualified searchers. First, find out what terms are triggering your ads. If you see any that you don’t want ads to show up, set them as a negative keyword. Already have negative keywords? Review them to make sure that they’re appropriate so you don’t end up blocking qualified searchers. Also, check your negative keywords’ match type settings. For example, an ‘exact’ match type can be too specific and not do anything for the ad group or campaign.
5. Have several enabled ads in each ad group.
Similar to keyword quantity, it’s important that you don’t have too little or too many enabled ads in an ad group. Only have one enabled ad won’t be enough for testing ad variations, limiting PPC optimization. Yet, having many enabled ads per ad group will dilute testing results. Two to three ad variations per ad group is a good number because they’re enough to run testing without watering down the results.
6. Check ad extensions.
Ad extensions are essential for making your ad more compelling and increasing click-through rates (CTR). Review your extensions to ensure they fit your business. For example, don’t include a location extension if your business is e-commerce
or make sure the call extension is going to the appropriate number and you have the staff to handle call volume. Review your sitelinks, callouts, and structured snippets to confirm they represent your offerings truthfully without being overly repetitive.
Improve Your Google Ads in 2020 and Beyond
Creating and running a successful Google Ads campaign requires resources that not every business has which is why partnering with a digital marketing agency can ensure PPC success in 2020 and future years. Sales & Marketing Technologies is an Orlando-based digital marketing agency that creates, manages, tests, and optimizes Google Ads campaigns for local and national clients. Schedule a free 30-minute consultation to discuss PPC advertising opportunities for your business by calling 407-682-2222 or filling out the form