3 IDEAS TO OPTIMIZE YOUR GOOGLE ADS CAMPAIGNS

In this period, online activities have seen an incredible increase in revenue. People are at home and have more time to surf. Desktop sessions are much more than before and we rely on e-commerce for any need.

 

In this particular context, your online advertising efforts cannot be misdirected. Have you read our guide on how to create a Google Ads campaign? Today you'll discover three ways to optimize your existing Google Ads campaigns and increase conversions!

 

1. LIMIT THE CHOSEN KEYWORDS

 

Normally, when evaluating the keywords for a campaign, you choose terms belonging to two categories: keyword "in target" and keyword "collateral". The former are perfectly in line with what you promote, the latter are more informative.

 

A typical mistake is to choose many keywords for campaigns, of both types. This is a mistake because the correct number of keywords is determined by your daily budget . Imagine spending 10 $ a day and having selected 50 keywords: the budget will most likely be dispersed trying to cover all the terms at the expense of the really effective ones.

 

If your daily budget is small, limit your keywords to the ones most capable of converting . Usually these are "bottom-of-the- funnel” keywords , that is, search terms that show a clear purchase intent by users. Don't waste your budget, first activate a virtuous circle of constant conversions and then you can evaluate an expansion of the campaign!

 

2. USE THE EXCLUDED KEYWORDS

 

Another typical mistake in managing Google Ads campaigns is ignoring or underestimating negative keywords. In fact, the search terms that should NOT show your ads have the same importance as those chosen to activate them. Maybe even more!

 

Because? Because getting clicks for searches that don't interest you unnecessarily consumes your daily budget. That's why in a Google Ads campaign optimized often the ratio between "positive" keywords and excluded keywords is 1: 1. Sometimes the number of excluded keywords is far greater than the number of keywords chosen for ad serving.

Read also: 3 digital marketing myths that we should dispel in 2020

 

You have to see the use of keywords and their matches as a way to "sculpt" the traffic coming from the countryside. You don't want to spend money on people looking for something other than what you offer, so make sure you don't show up for those searches!

 

3. DON'T FOCUS ON COST PER CLICK

 

Many people worry about the cost per click of their campaigns. In the vast majority of cases, however, this metric has no value.

 

The reason you advertise is to earn. So what you are interested in is not the CPC but the CPA, the cost per acquisition. This metric in your Google Ads campaign dashboard is called Cost / Conversion and indicates the average cost you incur for each conversion.

 

It doesn't matter how much a single click costs you, but the cost of the conversion is profitable. To understand this, you need to consider your conversion rate and the average value of a conversion. Having defined how much you can spend to the maximum to obtain a conversion that is in gain, it is this metric that you must refer to.

 

Cost per click is an insignificant metric also because it is influenced by factors that do not depend on you, such as the number of competitors participating in the auctions or the niche in which you operate. It is not strange to see CPC of tens of dollar in some sectors; on the other hand the average value of the conversions could be thousands of dollars!

 

Of course, if your daily budget is very low then the cost per click high could be a problem. On the other hand, if the CPC in your niche is high and you have little budget for the advertising campaign, you should probably consider a different marketing strategy.

 

These ideas will help you optimize your Google Ads campaigns and increase revenue by controlling costs. It's your time, put them into practice!