28 Dec 5 Fundamental Steps to Skyrocket Your Google Ads Performance
Paid Search? Search Engine Marketing? PPC Marketing?
Where do we start? As consumers become less receptive to passive ads, search marketing is becoming an increasingly popular channel for businesses to reach their target audience. The logic is simple; you can show your ad to a potential customer in the key moment when they are actively looking for the products or services your business offers. Some may argue that no one clicks on ads, but Google’s ad revenue should disprove those misgivings. (Google Ads are responsible for over 80% of Google’s annual revenue). We leveraged our experience in the paid advertising space to formulate the key steps to set up your search campaign for success! Our approach is centred around the holy grail of Google Ads campaigns – keywords!
Step #1 Conduct thorough keyword research
Keywords are the most vital part of your search advertising campaign. Start off by coming up with a list of 10 keywords you think your potential customers will likely search on to find you. Combine into this list, a mix of broad & specific keywords. Run a test search of these keywords on google to understand the nature of respective search engine results pages.(who or what is showing up for relevant searches). But obviously, 10 keywords aren’t enough. Run these 10 “seed keywords” through the google keyword planner & download the sheet.
You may find keywords you didn’t even know were being searched on! Other tools you can use for keyword research include – uber suggest & keyword hole. An error we sometimes make is assuming our customers think like us – they don’t. Utilize your empathy and your ability to put yourself in your target customer’s shoes when coming up this list.
Step # 2 Organize your campaigns and ad groups
The most underrated but vital part of your search campaigns is strategizing your campaign structure. Allowing your campaigns to be structured benefits your business in the long term and makes management & reporting easier. Structure your campaigns by keyword themes and segment them using related themes for your ad groups. For example, if you’re selling 4 types of fruits on your website & in store, segment the campaigns by each fruit and further segment the ad groups to offline driven searches vs online driven searches.
Step #3 Never underestimate keyword match types
Think through your match type strategy. Google lets you pick between broad match, modified broad match, phrase match and exact match keywords. The default setting on google will select broad match for all your keywords, stay away from this practice if you are limited by budget and have a specific product focus. Broad match can drive costs up for you while bringing in irrelevant traffic to your website. Balance your account with phrase, modified broad and exact match keywords to ensure the most relevant traffic is reaching your website.
Step #4 Leverage the power of search terms and negative keywords
Google helps advertisers by giving us all the data we need to make our campaigns smarter & more effective. Using search term data is one of the best ways to judge the effectiveness of your campaigns. As search advertisers, it is challenging to pro-actively assume what people will search for that could trigger our ads. Check your search term data every 2 days and find irrelevant search terms & add them to your negative keyword list. For example, if you are selling organic fruits and have selected phrase match on it. A search term like ‘organic fruit pesticides’ is irrelevant to your business, so you can add pesticides to your negative keywords.
Apart from daily monitoring of your search terms, set up a general negative keyword list for your campaigns for terms indicative of profanity. This will pro-actively ensure your keywords do not trigger ads for off-brand searches.
Step #5 Focus on quality score
Google Ads is transparent with data on the quality score of your keywords. Quality score, is the score given to your keyword from 0-10. As WordStream explains, “it is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process”. You should aim to have a quality score between 6-10. Google Ads has also introduced indicators of your Ad Relevance & Landing Page Experience to give advertisers advice on how to improve their Quality Score.
Follow these steps to effectively leverage the power of google ads and reach your ideal customers at the exact moment they are looking for the product or service your brand offers.
Get in touch with us to learn more about how you can adopt an effective pay-per-click advertising strategy to grow your business.
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Rafiki is a data-driven, customer-centric digital marketing company that combines analytical thinking with a creative mindset to deliver spectacular marketing campaigns.