Are your Google Ads campaigns costing you a lot of money but not very profitable? We give you tips to optimize key points of your campaigns!
An effective Google Ads campaign is a real gold mine for your business! Conversions galore and traffic to your site! Yes finally that, it’s only if everything goes well!. You can also contact Best Google Ads Management Services Company
In reality, in many cases, a Google Ads campaign can become a real money pit ! Here are tips to avoid disaster and collect a maximum of conversion!
1) Target relevant keywords
If your campaign is already running you’ve probably already passed the keyword listing stage, but are you sure you’ve done a good job?
Well , let’s start from the beginning , here’s how to establish a list of relevant keywords!
Google Keyword Planner: Generate keywords easily!
The most effective tool to help you list your keywords is the Keyword Planner tool built into the Google Ads platform .
Google Keyword Planner allows you to “Find new keywords” from one or more keywords. The tool automatically generates a list of similar queries for you and gives you key information like search volumes and CPCs . All you have to do is make your selection!
Google suggest: find related keywords!
The other way to complete this list of keywords is to use Google ‘s Search Suggestion Tool .
Start by typing a keyword in the search bar and observe the suggestions that Google offers you, do some of the keywords correspond to what you are offering? So hop it goes on the list!
You can also add “*” at the end of the word and Google will suggest words to complete the query.
Last step , launch your search and go to the bottom of the results page and observe the “related searches” section. Keywords you hadn’t thought of? And hop on the list!
Google Search Console: target keywords outside your natural referencing
The Google Search Console is a veritable goldmine of keywords for your campaigns! Why ? Because it gives you concrete data on the searches that caused your site to appear in the search results.
1) Go to the “Search results” section
2) Check “Average position”
3) Scroll to the table
4) Sort by number of impressions
5) Select all the keywords on which your position is higher than 10 (beyond the first page)
And bam we add to the list!
Here is a list of keywords that is starting to fill up! 😉
Keywords of your competitors: get inspired by the best
You know, those competitors who consistently come up when you search for one of your products or services on Google. Well, they are the ones to take inspiration from!
For that, we at the agency use SERanking, it’s a great tool that allows you to identify the keywords on which your competitors are positioned in paid (and natural) referencing. We can even see a small preview of the ads that work best for them!
This great tool is nevertheless paying! Like most tools that offer this Google Ads campaign analysis feature.
Beyond the paying keywords used by your competitors, you can nevertheless identify the keywords they target as part of their natural referencing ! For this you can use Screaming Frog! This tool exists in free limited version and paid full version.
2) Segment your keywords
If you have followed all the previous steps, you have in your hands a whole list of relevant keywords in relation to your activity and it is time to sort them out!
- Segmentation of keywords by theme
Let’s imagine that you are a beauty salon in Lyon that offers several types of care.
The keywords on your list probably correspond to your different services.
You must therefore associate each keyword with the corresponding theme , in the case of the institute, this will surely correspond to your different services.
It is possible that some keywords do not fit into a specific theme , you can leave them in “unclassified” for the moment but you will have to assign them a category in the long term.
If you can’t classify them , ask yourself if they are too “broad”? Do they really define your services? If the answer is no then remove them immediately from your list.
- Think needs
For a relevant segmentation, what you must above all bear in mind is the notion of “need” . Each group of keywords must be linked to the same need!
Need that your ads must display and to which your landing page provides the answer!
3) List the keywords to exclude
- Establish an initial list as soon as the campaign is launched!
Your Google Ads campaign will be broadcast for the keywords you are targeting, however, depending on your targeting criteria, Google may decide to expand this list to similar terms and related to your keywords!
If you’re a builder , for example, and you’re targeting the keyword “builder” in broad match, chances are that queries like “builder training” or “builder job” will trigger your ads!
It would be a shame to lose budget for requests so far from your services!
So we quickly exclude “mason training” and “mason job” from your campaigns before attracting a future mason into your nets!
To establish the list of keywords to exclude , simply proceed in the same way as for the keywords to target and simply reverse the selection criteria! This time, you will have to select all the suggested keywords that have nothing to do with what you are selling!
- Use Google Key Planner
Remember all the proposed keywords that do not correspond to your activity
- Use Google Suggest
Select the suggestions that are the opposite of your services
- use your head
Not all answers are always provided by google, you can also think about the keywords you don’t want your ads to show for.
Like “Free” for example, I imagine that if you have put a Google Ads budget to promote a service, there is little chance that it will be free! “Free” hop goes straight to the list!
This step might be a bit long but it’s really important if you don’t want to waste your budget on useless queries
- Evolve this list throughout the campaign
It is impossible for you to have defined all negative keyword possibilities in advance . Your ads will inevitably show for keywords you don’t want to target!
– Use the “Search Terms” tab
4) Create thematic ad groups
- Associate each group of keywords with an ad group
Well, if you were made to do all this segmentation work, it wasn’t just to annoy you!
This is where this segmentation takes on its full importance! For each thematic group you will have to create a dedicated ad group!
– For better quality ads
The ads you write will be more targeted and will get a better quality score from Google!
Who says better score, says better diffusion and better cost of diffusion! All good!
– Pay attention to the CPCs of your keywords
Some keywords are much more competitive than others and you may see inequities in ad serving.
So pay close attention to the CPCs of your keywords and do not hesitate to create a campaign specific to an ad group if you are afraid that other groups will prevent it from exploiting its maximum potential!
5) Write effective ads
For an effective campaign you need effective ads! Here are the key elements to write convincing ads!• Display a differentiating offer. First of all, your ad must clearly display your positioning and your differentiating offer! Answer your target’s questions! Ask them about a problem and tell them that you have the answer.
• Add CTAs Your ads must absolutely include CTAs (Call To Action), these action verbs must encourage your targets to click on the ad. They must be clear and relevant!
• Your posts should match your landing page as much as possible Ad messages should match the landing page as closely as possible!First of all because it affects the quality of the ad but above all because it directly impacts your conversion rateIf your ad promises something, your landing page must inevitably live up to that promise! Otherwise, no conversion possible and unnecessarily paid clicks!
• Use the keyword insertion tool. Here is a super interesting tool offered by Google Ads! It allows you to insert the keywords you are targeting into the text of your ads!To integrate it into your ads, simply add “{” and the {keyword} tool appears.Your ad will then inevitably be in phase with the request made!
• Include keywords and reassurance criteria in your descriptions. When a Google Ads ad is shown, the query keywords are highlighted in bold! And this undeniably plays on the click rate on your ads! So be sure to add keywords in all your descriptions!To improve the click-through rate of your ads, you must include reassurance elements such as the number of years of experience, for example, your certifications, your guarantees, etc.So many elements that will make Internet users choose to click on YOUR ad!• Use all possible extensions!Your ads must be VISIBLE and Google Ads offers you a whole range of extensions to make it take up maximum space on the search network.So if you are not yet using ad extensions, here are all the ones you absolutely must add to your campaigns!
6) Optimize your landing pages
The quality of the landing page has a direct impact on the distribution of your ads, which is why it must be optimized!
• Feature fast loading and mobile-friendly pages. If your landing page has poor loading performance, it will be spotted by Google and the quality of your ads will be impacted!Test your page on Page Speed Insight! If your score is below 90% then your ads probably won’t run at full capacity!Your page should load as fast as possible and should be perfectly suited for mobile browsing! Yes, Google does not deviate from its “mobile first” policy!
• Messages specific to each landing page. Your landing pages must absolutely correlate with your ads! As explained above, the promise made in the ad must be kept on the landing page!If the content of your ads is not consistent with your landing page then you will on the one hand handicap the quality score of your ad but also negatively impact your conversion rate!
• Reinsurance criteria. Your landing pages must contain as many reassurance criteria as possible to convince your targets to carry out the conversion action.So add your certifications, your key figures, opinions, guarantees on your services and your prices. If you have an e-commerce site, specify the payment and delivery information, etc.To know all the criteria involved, you can consult our article on improving the user experience to increase conversions.
• Add CTAs to your page!A landing page must include many call-to-action buttons at strategic places on the page! These CTAs must be as personalized as possible according to the needs of your targets.
• Simple and concise form. Your form should be as simple as possible! Ask only for the necessary information!
