How To Optimize Your Google Ads Campaigns For Better ROI

What is Google Ads Optimization?

Reviewing your account data and applying modifications to achieve optimal performance is known as Google Ads optimization.

It is no secret that the digital marketing landscape evolves rapidly, that there is no certainty that the tests, builds, and settings that worked well for the last couple of weeks may produce optimal results now.

For example, a keyword might have worked well in the first month. However, when you examine your statistics in the succeeding month, you'll notice that it significantly affects and increases your cost-per-conversion (CPA). As a result, you modify your optimization strategy and stop using that particular keyword to concentrate on other keywords that generate lower CPAs. 

When optimizing your Google Ads, you also have to be aware of the secondary implications that your present keywords and settings will have.

Let's say your present keywords are performing very well in terms of giving you conversions and CPA, but upon looking further into what the actual search phrases are, you discover that they are entirely irrelevant to your business. You'll start to make sense of how those unqualified leads got into you.

Hence, practicing attention to detail when optimizing your Google Ads is advisable to guarantee that you're taking the correct direction.

How Does Google Ads Work?

Google Ads is among the world's most prominent pay-per-click (PPC) advertising networks, if not the most notable of all. So, how does it work?

Essentially, you select specific keywords and bid on them depending on how much you're ready to spend for every click. You choose keywords or phrases that often appear in search inquiries linked to your service or products. So when a person searches for your keywords, your advertisements will be displayed above search engine results pages (SERP).

Google Ads significantly improve your chances of gaining new leads, and it's all a matter of selecting the proper keywords and phrases.

Every time a user clicks on your ad, you get charged according to the amount you bid for that corresponding keyword. On average, Google charges about $1-3, but it could go more, especially in highly competitive niches. The allure of Google Ads lies in you having complete control over your ad expenditures because you'll only get to pay when your ad is clicked.

Ways How to optimize your Google Ads Campaigns

Understanding people's spending behavior can give you a significant advantage in enhancing your marketing campaigns. And optimizing your Google ads will improve your return on investment (ROI).

Although the process of achieving this can be complex, there are several approaches that you can utilize to take advantage of Google ads fully.

The methods listed below can help you optimize your Google ads campaign to boost ROI.

1. Optimize Your Website

How to optimize your Google ads? The first method is to optimize your website. In a Google-commissioned poll of over 1,000 U.S. mobile phone users, 79% stated they would exit a site that isn't mobile-friendly. Yet, even if a user leaves your site instantly, you must still pay for the click they did in your ad. If your website is not mobile-friendly, you are sacrificing the cost of those clicks. If you intend to get the most out of your advertising, it is only imperative to correct improper formatting or poorly performing websites and pages

2. Remarket Your Previous Campaigns

Remarketing your Google ads campaign gives you more flexibility and freedom, and on top of that, you can use more specific keywords instead of wasting your budget on irrelevant searches. This can happen because by remarketing your campaigns, you can now combine all your audience across different traffic sources and segregate them into different income brackets. As per Google, just 2-4% of site traffic converts into sales. Ergo, you must retarget previous site visitors. Remarketing allows your targeted audience to be redirected back to your page, potentially resulting in a conversion.

3. Automate Your High-Performing Ad Campaigns

Ad automation promotes higher conversion rates. It allows you to save time while increasing conversion rates. Moreover, this approach is highly dependent on keyword traffic volume, which changes depending on variables such as holidays or seasons.

Ad automation is essential since the algorithm has vast quantities of data to handle extensive ROI bidding. In addition, insufficient keywords complicate the entire process, so you have to make sure that you have enough keyword data. Google ads read through keyword performance data, and the algorithm evaluates conversion rates and your campaigns to eliminate confusion and save time.

4. Leverage In- Depth Keyword Research and PPC Spy Tools

Alongside remarketing, marketers should maintain a keen watch on expanding prospects by employing research tools. Keyword research is a time-consuming effort, but it is doable with persistence and the right tools. 

PPC spy tools are your best option if you want to be more in-depth in keyword research — it allows you to keep an eye on your rivals. These tools provide you with information about what your competitors are doing. Using such tools can assist you in determining which keywords to test based on the criteria they correspond to.

5. Leverage Quality Score to Enhance Ad Relevancy

Tracking your ad quality score in Google reduces costs while also assisting you in evaluating rankings. Relevance is an essential factor in determining the Quality score, so you should have your keywords in check.

Your keywords should be related to your individual ad campaigns. It is also recommended to update your keywords depending on real search terms, and it has to be consistent with the content of your landing page. Refrain also from using negative keywords to avoid wasting ad cost. And lastly, your ad text must be cohesive with your keywords in order to provide a relevant customer journey from searching to clicking your ad to reaching your landing page.

6. Optimize Your Bids

Automate your bids to limit ad expenditure while increasing or decreasing your budget—it has been a tried and tested strategy. By aligning your target CPA, the cost to acquire a new customer for each keyword can be tracked as the algorithm lowers the target bid.

If you use target ROAS, which monitors your spending per ad, it increases your goal number of conversions and adjusts the rate of expenditure respectively. As a result, the Google Ads algorithm computes an average for your Target ROAS, aiding you in limiting the number of conversions for the campaign and saving money.

Conclusion

Indeed, Google Ads is a valuable tool for digital marketing. Scroll through the above recommendations on how to optimize your Google Ads campaign for better ROI. Alternatively, you may trust SMART VAs to set up, optimize, and measure your Google Ads performance! Our digital marketing virtual assistants and Google Ads specialists can assist you with your PPC strategy and digital marketing. To begin and to learn more, book a discovery call with us immediately!