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Five Fast Tips To Improve Google Ads Performance
Five Fast Tips To Improve Google Ads Performance
Here is a quick one for this week. Sorry… I’ve been super busy building ads for clients, so here are some easy tips and tricks that we’ve been using to help our clients get better ad performance on Google Ads.
1. Maximize your conversion events
While no one enjoys setting up all their conversion events for things like “form submission” and “chat lead”. You want to have a clear understanding of both engagement and lead event goals set up in GA4.
This ensures that when those goals are imported into Google Ads you can set which conversions are “priority” events vs “secondary” events.
Google’s ad auction will take all of these into account and thus deliver better overall performance based on the bid strategy that particular campaign is using.
2. Utilize all headlines and descriptions in your RSAs
Another well overlooked task for most marketers and agencies is not maximizing the headlines and descriptions on responsive search ads.
Long gone are the days of using expanded text ads…Google actually did something right by adding RSAs. It enabled much better ad rotation which allowed for better click through rate performance and conversions.
The key to improving CTR and performance for RSAs is to make sure you provide compelling ad copy that best aligns with the landing page experience you set in the final destination URL.
Better alignment and user experience = higher overall CTR
3. Keeping your account structure aligned with your overall budget
Time and time again we see ad accounts that we inherit that have unreasonably large amounts of ad groups and keywords for minimal daily budget. This unfortunately leads to lackluster performance because the overall budget is spread too thin.
Fixing this is actually much easier than most people think. The first big step here is to review all the keyword and campaign performance to find the highest performing keywords and ad groups for your ad account.
Once you have an idea of the keywords that are underperforming you can pause them out and force the budget towards your higher performing keywords.
Pro tip: Every time you pause ad groups or keywords from a particular campaign. Wait a week or two and evaluate the impression share performance for the campaign to better understand how your budget is being deployed based on the overall available impressions in your geo targeting.
4. Search Query Mining Negative Keywords
Most advertisers and unfortunately ad agencies do not take the time to add the appropriate negative keywords over time to their ad accounts. This leads to higher overall ad waste and irrelevant traffic.
Google is continuing to push advertisers to add broad match keywords to extend the ad performance and ability to capture traffic relevant to an advertiser’s intent. However, when you add broader match types the search queries become much more broad and requires significantly more maintenance to negate irrelevant traffic.
Adding new broad match keywords should be done carefully and with a ton of attention to analyze the search terms report to make sure negative keywords are being added often.
5. Day Parting
Day parting is an extremely effective way to maximize the right time and day your ad account performs best. Before adding any bid modifiers to your ad scheduling make sure to pull a report that shows all the conversions by day of week and time of day.
Once you have this complete, you can start to plan your ad schedule to match more closely to higher a converting time of day.
This article is brought to you by Lambos Digital.