google ads performance
Digital marketing Google

How to improve google ads performance? 

Improving Google Ads Click Through Rate might not be as easy as you think. However, it is also not that hard if you have the right ways and tricks. Over the years, there have been man changes in Google itself with the increase of mobile traffic. You should know how to work with your Google account or else the click through rate will diminish.  

Increased budgets are sometimes necessary but think twice before investing your money in a Google Ads campaign try some of the tips and trick on your own. Companies are starting to realize that competing for attention online is the key to standing out as a result of the decline of traditional advertising formats like television and newspapers 

The rise of digital campaigns has a reach that can engage up to 80% of global internet users. Google Ads can display on its results pages in a variety of sizes and locations, providing both flexibility and visibility. Google Ads produce more clicks than conventional banner ads or pop-ups because they seamlessly integrate with organic results. 

And given that Google controls 90% of the search market, it makes sense to use their Google Ads) service for the most exposure. Your business objectives will suffer while theirs benefit because you won’t receive the traffic, inquiries, or sales that you had anticipated. So how do you raise the click-through rates for Google Ads? Here are a few strategies to increase the traffic to your Google Ads. 

 

Strategies To Increase The Traffic To Your Google Ads

 

Look at Your Quality Score

 

As many may not know, each key phrase in your account receives a Quality Score rating, which ranges from 0 to 10. It serves as a gauge for the effectiveness and value of your advertising. Followingly, Google predicts the likelihood of how many users will click on your advertisement and an evaluation of the user experience they will have on your website. 

85 percent of all website ad click-throughs occur at the top of the page, which is the most popular place for visitors to click. They are more noticeable on the page and are therefore more likely to receive clicks. 

Give your users what they want that is what you need to to have good performance in Google words. Concentrate on your long-term performance objectives and consider ways to enhance user experience while using Quality Score as a diagnostic tool. 

 

Understand SEO & SEM

 

Normally, SEO & SEM are taken as two different exclusive marketing methods. However, they function properly together.  

Consider looking at organic search results if you want to increase PPC performance. There are lessons to be learned about PPC ad copy and organic click through rates (CTRs). Additionally, you can obtain a B as well as PPC quality scores and organic conversions. 

 

Use of relevant keywords

 

The entire Google Ads interface is set up to encourage you to create multiple Ad Groups and accounts with various keywords in them. The issue with this is that having numerous keywords in a single Ad Group affects how each Ad Group’s keywords and advertisement text relate to one another. 

Go a different way and use negative keywords, sounds weird? Here is the catch. By using negative keywords, advertisers can concentrate only on the search terms that are important to their businesses by excluding certain search terms from their advertising campaigns. Campaigns can improve targeting and increase return on investment by keeping an eye on campaign activity and adding negative keywords. 

Try using keywords that are not used often which gives the high probability of showing your page on the first page which increases the chances.

 

 Ad Extension

 

You can go through 10 of the ad extensions. However, not all of them will typically apply to every campaign you run. Utilizing all available extensions expands the size of your ads and gives them a more relevant appearance, both of which increase click through rates.  

Ad Extensions are supplementary details that expand your advertisement and increase its value to users. Phone numbers, additional links from your website, and seller reviews are typical types of ad extensions. 

Here are a few ways in which you can improve your ad extension.  

 

  • Sitelink Extension

 

Sitelinks from Google Adwords are extra links in your advertisement that direct potential customers to a particular page on your website. 

Whatever product or service you are selling online, you will have to use sitelink for the specific product or the service that is relevant to you. You can add two more lines of text beneath each sitelink heading by including sitelink descriptions in your campaign or ad groups, which has been shown to increase click through rates. Utilizing this function makes your advertisements stand out and pushes out competing advertisements in the paid search results. 

 

  • Call Extension

 

Call extensions are somehow like site links in that they make it simpler for people to contact you. This is perfect for companies where the sales process frequently involves customer calls.  

The main benefit of call extensions is that users can click to call from a desktop or mobile device using software like Skype.  

 

        i. Paid Extension

 

Price extensions add extra links to your advertisement that direct viewers to a particular product page. Additionally, it can be used to show various service levels or pricing tiers. 

By making the information users need quickly and easily accessible, price extensions increase your Quality Score and increase your click through rate. 

 

       ii. Promotional Extension

 

A promotion extension is something which appears beneath your advertisement. It enables you to draw attention to specific deals or offers. There are four different kinds of promotion extensions. They are up to, up to monetary, up to percentage, and up to a monetary discount. For instance, this advertisement is for a sale that runs over the Easter holiday and offers discounts of up to 50%: 

 

Adjust the geographical location

 

Think about your geotargeting when talking about settings. If your audience is too small, your targeting may be ineffective. In contrast, if you are looking forward to cover a large area, you might be spreading your resources too thinly to compete with other advertisers who are placing bids for the same keywords. Find the area where you perform best and concentrate there. 

Cost per click for keywords relating to lawyer, for example, can range between $150 and $200. Advertisers must be extremely specific about the locations they target if they want to avoid paying those high prices. Get specific with Google Ads‘ Maps feature. To increase conversions and make your advertising budget go further, choose the precise regions closest to your service areas. 

 

Focus More on customer acquisition cost

 

Rather than focusing on CTRs (click-through rates), CPCs (cost per clicks), CPAs (cost per acquisition), and other platforms, attributed revenue and CAC (customer acquisition cost) are something that you must investigate.  

Simply put, the purpose of pay-per-click advertising is to make an investment and earn a profit. Many businesses get wrapped up in optimizing top-of-funnel metrics. However, the question is that metric worthwhile if good CTRs don’t correlate to revenue? 

 

Look into the recommendation of Google Ads

 

There is a recommendation tab in Google ads that you can explore. They recommend you optimize your campaign. Additionally, you can investigate the “optimization score.”  

A machine-learning algorithm is used to generate a score indicating how well your campaign is performance optimized. Choose the advice you believe is pertinent and follow it. 

Because Google won’t suggest changing an automated bid strategy after a similar change has already been made, it’s important to keep an eye on whether your account eventually meets the requirements to switch to a more sophisticated approach. 

 

Bidding Strategies

 

As automation has become more prevalent, Google Ads has really improved its game with clever bidding tactics. The best thing about smart bidding is that Google will automatically place your ads in auctions where you have a higher chance of receiving clicks.  

You will increase your click through rate by entering more specific, more targeted auctions. Here are some of the tricks for bids and budget.  

  1. Maximized clicks will help you bid more effectively.  
  2. Maximized conversions will help you bid more successfully.  
  3. Make more effective bids using Target CPA.  
  4. Use Target ROAS to place bids more effectively.  
  5. Increase your bid efficiency by using Target Impression Share.  
  6. Effectively bid using Enhanced CPC. 

The era of automated bidding, which meant manual with improved CPC, is over. There are now fully developed, intelligent bidding strategies available. 

 While they may not be flawless, when used properly, they can significantly boost the performance of your advertisements.  

The primary advantage of these new tactics is auction time bidding, which essentially means that they use machine learning to modify the bids of your keywords in each auction. 

 The fact that each auction is unique makes it impossible to carry out this process manually. 

 

Work with different ad types

 

You are no longer restricted to using only expanded ad types. It has been demonstrated that responsive text ads boost click-through rates. They also have the benefit of being able to use more fields in their expanded search ads than just the 3 headline fields and the 2 description fields.  

This raises your chances of displaying a more pertinent advertisement for a pertinent search. You need to evaluate how effectively you are interacting with your target market. When this is the case, a display campaign targeting in-market or custom intent audiences may be the best option for you. 

 Sometimes it may be beneficial to take your audience before they find you. Perhaps attracting visitors to your website is not the issue; rather, it’s encouraging them to register or make a purchase once they are there. You may need a targeted remarketing campaign. 

Additionally, the box that lists your ad’s strength is located above the previews. This offers you some advice on how to make it stronger as you make changes to the ad. The ad you produce as a result will be of higher quality. 

Though you think you are using Google ads in the right way, you might be making a few errors here and there. The bad practice in AdWords will decrease the performance of your site and create a huge dent on click thru rate.  

Here are a few common mistakes that you might make without acknowledgment. Scroll down to find out if you will have to make changes to your Google AdWords.  

 

Not placing ads prominently

 

In the world of PPC, your advertisement will suffer greatly regardless of its appeal or content if it isn’t placed in the proper spot. It undoubtedly makes for bad word recognition for the 15% of advertisers who are placed there. 

 85 percent of all website ad click-throughs occur at the top of the page, which is the most popular place for visitors to click. On the other hand, the right-hand sidebar is where advertisements are most frequently placed. However, even though 61 percent of all campaigns appear there, only 13 percent of users click on them. 

What you need to remember is to build your campaign with prominence in mind. The key is at the top of the page, where one small change can increase the clickthrough rate of your ads by over six times. 

 

Wrong use of Ad extension

 

The difference between a mediocre ad and a great one may depend on your ability to use AdWords to add additional information and access to your advertisements. You’d be missing a trick if you didn’t connect a strong customer rating to your advertisement.  

According to a report by the marketing solutions company Blue Corona that 90 percent of online users trust online reviews.  

 

Not considering mobile-friendly ads

 

With 97 percent of the market share for mobile search advertising, Google is by far the most powerful player. Additionally, according to the reports, 70% of mobile searchers dial a company directly from Google Search. It is crucial for businesses looking to sell their service over the phone. 

Customers can make quick decisions thanks to mobile technology. Up to 70% of mobile searches result in an action being taken within an hour, according to previous research. If your company provides quick fixes that can satisfy an audience that is always on the go, failing to use mobile advertising will ultimately reduce your return on investment. 

 

Less advertising on a local level

 

If your business has a physical location that customers and clients can visit, make sure to optimize for local search. The statistics are unambiguous: according to Google, up to 72% of users who conduct a local search visit a store within five miles.  

Within a single day, 50% of those users visited a store, and 28% of local searches resulted in a purchase. Use extensions that can show your location on a map thumbnail or include your town or city of household in your description line to increase your locality on search engines. 

 

Bad choice of time

 

You need to know that time is crucial when it comes to advertising alongside cost-per-action (CPA) campaigns. It heavily relies on being active when their target audience is online. In B2B advertising, where the minimum CPA complies with working hours, this is particularly true. 

The working hours of CPA for companies are fixed. You can see how strongly affected advertisements are by the time they’ve set of day. For example, according to WordStream, the working hours CPA for a company named B2B advertisers was 49.97 on Thursdays between 9 and 10 am.  

You can see how strongly affected advertisements are by the time of day by comparing that to 1 am on a Monday, which has a CPA of 606.80. 

 

Not being able to track the ads

 

In analytical terms, AdWords campaigns that see a positive return on investment are 17x more likely than those that don’t. This indicates that a shockingly large number of users are overlooking chances to improve their campaigns. 

Worrisomely, only 57.7% of people who own AdWords accounts have tracking software in place. This indicates that a shockingly large number of users are overlooking chances to optimize their campaigns. Applications like Google Tag Manager give users insights into the best times to run campaigns and who to target. In addition, it also gives the ability to track the success of their campaigns and the engagements that go along with them. 

 

No conversion optimizer

 

An essential tool for making the most of AdWords is Google Optimize. In order to enable advertisers to increase conversions at a relatively low cost-per-action than would otherwise be possible. In addition, the service defines bids at the keyword level.  

Google’s own statistics show that advertising campaigns using Optimize typically see a 21 percent increase in conversions while also experiencing a 14 percent decrease in cost-per-action. 

Driving traffic to your website may be a goal of yours, but that doesn’t mean that every visitor should become a customer. These are easily measurable using already-in-use metrics like Google Ads clicks or Google Analytics pageviews.  

Conversion actions ought to be viewed as those higher-value actions people can perform, such as completing a form or making a purchase. 

 

Not considering Google Display Network

 

Every month, Google’s Display Network generates a staggering 180 billion impressions. The campaigns can reach as many as 80% of all internet users worldwide.  

Numerous content producers have noted that this approach to ads has increased their traffic by up to 300 percent, demonstrating the power of Google’s Display Network.  

The system allows companies to display visually appealing advertisements in front of huge audiences, potentially raising significant levels of awareness. Worth considering in your process. 

 

Smart Bid Paired with The Wrong Goals

 

The same accounts using Smart Bidding techniques that are centered on “conversions,” Ads can be a huge mistake. You can accomplish your objectives by using one of the many different types of Smart Bidding strategies offered by Google. 

However, when you combine automated bidding that is centered on conversions with an account that is incorrectly using pageviews as that conversion, you are left with an account that will be effective at driving users to click on your ads and visit your site, but not very effective at anything else. 

However, there are some restrictions regarding algorithmic bidding and conversion optimization. Despite Google’s claims that its system is intelligent enough to know what conversions you want and optimize for them without much input. 

Automated bidding with a conversion focus might be a good choice for you if you average anywhere between 7 and 10 conversions per week, or more than one per day. 

If your volume is lower than that, you might want to test out various bidding tactics to see which ones work best. Starting with Maximize Conversions is a good idea, but you should be willing to switch to Maximize Clicks or Enhanced CPC with frequent bid reviews to concentrate on performance. 

 

Not funding your campaign enough

 

Don’t tighten your pockets while you are funding for ads. Make sure you’re at least getting value for your money in the form of insight and results. Although the account has many high-quality keywords that are all tightly focused and average CPCs of $10+, the daily budget is split among 5–10 campaigns, with each receiving only $5/day. It is not enough to pay for a single click. 

There are many ways to save money in Google Ads while remaining steadfast if you have very low budgets due to severe financial constraints. The WordStream Free Google Ads Grader can be used to check that you aren’t wasting money that could be put to better use. 

It might be time to give your account more attention if you are already implementing all the advice from the other post. Turn off all other campaigns and keyword sets and direct all your budget toward the one or two that you believe will perform the best. After some time, assess how it performed. Continue if you’re getting results. If not, put a stop to that group and go to the next.