5 Overlooked Strategies to Boost Google Ads ROI
Successful Google Ads campaigns involve a considerable amount research, optimisation, constant testing, and refinement. However, in spite of all this hard work, there a number of often overlooked, simple strategies that can make a substantial difference to ROI and make the difference between overall success and failure.
Even the most optimised campaigns can still receive irrelevant clicks that eat up a significant portion of the advertiser’s monthly budget. For example, a business selling rare antique furniture who bids on the phrase “antique furniture” will likely attract visitors that have entered terms such as “how to restore antique furniture”, or “antique furniture books”, or even “free antique furniture”. For a business purely focused on selling rare antique items, these search terms are largly irrelevant and therefore a waste of money.
To get an idea of which negative keywords to implement, go to Keywords>Search Terms. Here you can see what actual phrases have triggered your ads. If you find unprofitable terms such as “free antique furniture”, you can enter the word “free” as a negative keyword. This tells Google to ignore searches that include the word “free”. In my experience, irrelevant search terms can eat up more than 50% of an advertiser’s budget, so implementing negative keywords is a must.
Bidding on Brands
If you are not bidding on your own brand, you could be missing out on easy business. That’s because even when your customers are trying to find you by searching your name in Google, they will likely see your competitor’s ads at the top of their search results. Often, searchers will click on your competitor’s business without even realising it because they incorrectly assume that the search engines list the business they are seeking at the top of the results. So, be sure to bid on your own brand or business names. You may also want to consider bidding on competitors’ brands but be careful not to infringe on IP laws or Google’s advertising policies.
Ad extensions allow you to include additional links and/or text points to your ad at no extra cost. Not only do extensions increase the size of your ad, the additional links and information increase the relevance of your ad and, therefore, they increase the click through rate. You can also include your address or phone number in your add, which is particularly effective for local area searches. If you are not using Ad Extensions, you are putting yourself at a major disadvantage to your competitors.
Tight alignment of keywords, ads and landing pages
Because the Google Ads auction system is based on relevance in addition to the advertiser’s keyword bid, increasing the relevance of your ad groups can substantially increase your ROI. The key to relevance is tight alignment of keywords, ads and landing pages. To maximise relevance, create dedicated ad groups for each important keyword (or a few closely related keywords). Then create at least 3 dedicated ads for each keyword and include the keyword in the ad title and description. Finally, create a dedicated landing pages for each keyword, and include the exact keyword as the title and heading. Be sure to include this keyword in secondary headings, general text, media, as well as the URL of the page. Exclude all other irrelevant content and links on the landing page.
Landing Page Experience
This follows on from the previous point. Not only do highly targeted landing pages improve your ad quality, laser targeted landing page make visitors happy and less likely to hit the back button because they cannot find what they want. Further, UX is also a factor that contributes to organic search ranking. Be sure to test the effectiveness of your landing pages by checking parameters such as bounce rate in Google Analytics.