There is a lot of potential for optimization in Google Ads accounts that simply “advertise” without regular support. The Google Ads campaigns in such accounts often have neither a good selection of keywords nor all the latest functions – from ad formats to the latest ad extensions. This would be very important for success.
With these 5 tips from the SEA professional you can bring momentum to long-running AdWords campaigns.
Tip 1: Check the basic settings of the Google Ads campaign
Click into the Google Ads campaign that you want to optimize. In the AdWords ad group overview, select the menu item “Settings”. There you will find four important basic settings.
1. Advertising networks:
If the selected campaign is advertising in Google SEARCH, then “Include search network partners” should definitely be clicked under Advertising networks. But the checkbox ” Include Google Display Network ” should not be activated. If so, then uncheck the box.
Does the selection of the target regions really correspond to the geographic reach that makes sense for your business? If necessary, adjust the setting by clicking “Enter another location”> “Advanced search”.
Here you can now select individual locations, but also entire federal states, in which you want to advertise. If you want to exclude certain sub-regions in selected regions, this is just as easy with “Exclude”. Use the “perimeter-based targeting” if you want to advertise your location + a few kilometers perimeter.
Often only “French” or “French” and “English” are selected here. However, this narrow language selection no longer corresponds to reality in many corners of France.
There are many people who are looking for your products and services but are more likely to speak Russian, English or French as their first language. Nevertheless, these people live in the region you have selected and also speak French. Therefore click away all languages with the small x until there is only “All languages “.
4. Bid strategy:
It may still say “Manual CPC” here. And don’t get us wrong: There is actually nothing against manual bids for participating in Google Ads auctions – as long as someone regularly takes care of manual bid management. In many cases this is not the case. But then manual bid management makes no sense !
Google has been offering automatic bid management in AdWords for many years as an alternative to manual bids. With “Change bid strategy” you can select the automatic bid strategy “Maximize clicks “. If you want the system to set an upper limit for the bid on your keywords, then activate the “Set maximum CPC bid” checkbox. Here you can now enter a “Limit for the maximum CPC bid”, but it should not be too tight. Remember: This is not the maximum cost per click, it is the maximum bid within the Google Ads auction that is determined!
Explanatory video: Understand the Google Ads Quality Score
Search engine operators want to satisfy their users . Every search query should be answered with the perfect results page. The search results should pick up the searcher for his search intention – be adapted to the current search situation.
In order to make this possible for the paid results in addition to the “organic search results”, there is the Google Ads Quality Score. This explanatory video describes how it is calculated and what effects it has :
Tip 2: Select only 100% matching keywords for the ad groups in your Google Ads campaign
Google Ads advertising in Google search results pages (SERPs) is based on the fact that advertisers are shown in these results pages that match the search queries of a Google user. The basis for this ad delivery are those keywords (search queries) that the advertiser stores in addition to his ads in the Google Ads ad groups.
A question for you: What would a Google user from New York enter as a search query when looking for a gym in New York? Just “fitness”? Or “Gym in New York”? Or just “New York”? Of course not!
Nevertheless, many Google Ads advertisers book keywords that are much too general in their Google Ads campaigns. You surely know better! The New York Google user would of course search for “Fitness gym New York” or “Fitness center in New York”. And only those precise keywords you should use only in Google Ads ad groups.
Use Google Tools for Keyword Research
Google will help you find these precise keywords. Pay attention to which terms the Google search engine suggests when entering search queries using the auto-complete function ( Google Suggest ).
These suggestions are the most popular searches on the “tarnished” topic. You can use all suggestions in these lists that fit very well with the advertising you are planning as a keyword in Google Ads ad groups tailored to them.
Tip 3: Formulate high-click advertising texts for your Google Ads advertising
Most Google Ads ad texts are above all one thing – not relevant enough to the search query of the Google user who is currently searching and formulated clearly too weakly for sale. It works much better with just a few tricks:
1. Top keyword in
headline 1: Many Google users often only decide on the content of the headings of Google hits whether they click on them or not. It is therefore all the more important that the content of the headline is closely based on the Google user’s search query. The headline of a Google Ads ad is made up of 2-3 headlines. In headline 1, the central keyword belongs to the ad group, in headline 2 it is explained why the click on this ad leads the user to the appropriate solution, and a call for action is formulated in the headline.
Warning: Headline 3 is not always used by Google.
2. Formulate the offer in an inviting and direct way:
In text line 1, you can clearly describe what you are offering in up to 90 characters. Appropriate adjectives help – superlatives should be avoided. At the end of the line, please put the punctuation mark.
3. Customer benefit and call for action: In line 2 of the text, you describe in 90 additional characters why exactly your business is the right product or solution provider for this Google user and ask him / her to contact you or to buy. End this line with an exclamation mark!
Warning: Text line 2 is not always used by Google.
4. Top keyword in “Displayed path”:
Enter the top keyword again after the automatically integrated domain name. Two path elements with 15 characters each are available for this. The URL that becomes visible is only used as a fourth advertising line in your ad text – it doesn’t really have to exist. You were able to save the actual “final URL” at the beginning of the ad text creation.
This sample ad shows how well you can do it! By the way: Don’t just write one ad text per ad group – it can be three ad texts per ad group. The Google Ads system will determine which ad has the most clicks and will soon use it more often than the others.
Tip 4: use Google Ads ad extensions cleverly and strategically
Many AdWords text ads on Google search results pages contain more information than just the heading, two lines of text, and the destination address. There you can see phone numbers, links, addresses from Google Maps and rating stars. Use as many ad extensions as you can for your business.
1. Call extension:
Enter the telephone number of your company and activate the call extension. You can access the extensions via the menu item Show. Here you can add the phone number of the business when setting up the call extension and even specify that the phone number is only displayed when your office / business / shop is occupied (e.g. Mon-Fri 9 am-6pm).
2. Sitelink extension:
With these additional links below the actual ad text, you can draw attention to other products and services of your company – upselling and cross-selling are possible with the Google Ads sitelinks. They can also be time-controlled. You can even add links to your Facebook and Twitter accounts here – but you are not allowed to link PDFs or other files here!
The ad extensions can be assigned to the ads at the account, campaign and ad group level. Adding ad extensions to the ad text makes the ad space larger, attracting more attention to the ads and making them more likely to be clicked. The above example ad proves this impressively.
Increasing the click probability is very important to Google – after all, Google only receives money from advertisers if the ad is actually clicked. This is clear from the video on the Google Ads Quality Score (earlier in this post).
By the way: There are other exciting ad extensions. Be sure to use ” extensions with additional information ” (call-outs) and ” snippet extensions “. Local stores should use the location extension in conjunction with Google My Business. Companies with their own smartphone app should activate the app extension. And if you can / want to shine with price examples, the price increase is recommended.
Tip 5: Use Google Ads reports for regular analysis of Google Ads campaigns
If you are sure that all settings in the Google Ads campaigns have been made correctly and purposefully, the AdWords success must be checked regularly. The numerous reports that the Ads account provides for the campaigns are used for this. Measured values are provided there that provide information about the current performance. This information provides information about the corners of a Google Ads campaign that still need optimization.
1. Impressions, clicks and click rate (CTR – Click Through Rate):
The number of clicks on ads should be in a (very) good relationship to the number of ads (impressions) delivered. The click rate should be well above 1%. Google expects an individual value for each keyword that is advertised on. This is – in all probability – formed on the basis of historical performance values. The quality factor shows how well you are doing against your own ads when comparing these values.
2. Keep an eye on the quality factor : The detailed evaluation of the quality factor – for each individual keyword (i.e. at keyword level) it becomes clear which click rate is expected. Here you can see whether the current click rate is rated by the system as above average, average or below average. The click rate is largely determined by the attractiveness of the ad. If the click rate is average or below average, check whether all possible ad extensions are being used … and the text in the ad arouses Google users’ curiosity and encourages them to click.
3. Bounce rate, session duration and pages / session:
If the Google Ads account is connected to Google Analytics, then basic values on user behavior can also be viewed on the website. It can be checked down to the keyword level whether the Google users “bought” through the Google Ads campaign are concerned with the content of the website . What percentage of these people jump off immediately after entering the website? How long do the remaining people stay on the website on average? And how many pages of the website do these people look at during the visit? These values can tell if the campaign is sending the right people to the site … or if it is lacking relevance.
More articles about Google Ads:
A few more words about conversions: Tracking goals in Google Ads
“Measure conversions on your website!” Is a common piece of advice. But what does that actually mean?
With every website one goal is pursued – people are supposed to be after reading the website content
- fill out a contact form,
- Become a member of a community,
- subscribe to a newsletter or
- make a purchase directly.
These important final acts are called conversions. You can record goals in Google Analytics web analysis and transfer them to Google Ads. If another web analysis is used, the conversion goals can also be recorded on the website with Google Ads conversion tracking.
If the conversions are clearly tracked in Google Ads, then those conversions that have come about through Google Ads can be displayed in the Google Ads reports. This is how you can determine which Google Ads campaigns, ad groups, keywords and ad copy are contributing to the success of your marketing activities … and which are not!
If enough conversions occur (around 50 per week ideally), the AdWords system can even be geared to participate in the Google Ads auctions in a way that optimizes conversions. Thus, the focus of the advertising is no longer placed on the maximum number of clicks. Instead, the maximum number of conversions is the focus of ads!
The conclusion as an explanatory video: Seven Google Ads tips for existing campaigns
This explanatory video sums up in a nutshell what is important when optimizing existing Google Ads campaigns. If you succeed in these AdWords optimizations, your campaigns will perform better: