Is your Google Ads campaign not generating ROI on expected lines? Has your campaign stagnated, and you aren’t witnessing an uptick in engagement and conversions? It is a typical situation that businesses often find themselves locked in. On one hand, you may see lead generation and conversions while on the other, the cost per acquisition is too high. As any google ads management company would tell you the success mantra with Google Ads is simple – increase your conversions and reduce the cost per acquisition.
The goal of your Google Ads campaign is to improve lead generation and maximize your conversions. However, achieving a high return on investment for your Google Ads campaign is easier said than done. If you are in an extremely competitive industry, the scale of the challenge goes up. How can you avoid wasting your precious time and money on campaigns that don’t justify the ROI? Here are some tips that will help you maximize your leads and conversions.
1. Focus on Long Tail Keywords
Long tail keywords are often overlooked when managing Google Ads campaigns. Though most brands have their focus on broad keywords, long tail keywords are known to drive close to 70% of the traffic to these ads. Long tail keywords are a combination of two or more keywords that are meant for a specific search. For example, a broad search term for pet supplies would be “dog food” while “chicken treats dog food in Sydney”. Though long-tail keywords have been long used in Search Engine Optimization, using them in Google Ads has its advantages. Here is why we suggest you focus on long-tail keywords –
- Long-tail keywords are specific phrases and hence they have less competition as fewer marketers target them. Though the search volumes may be lower, relevant long-tail keywords can drive sales
- Google Ads CPC is calculated based on demand. High search volumes and competition can push the bid cost of the keywords. Long-tail keywords with less competition are cheaper to bid
- Long-tail keywords are targeted and specific. The user is keen on the exact item they are looking for and it improves the conversion rate
- Long-tail keywords are voice search friendly, and this is the future of marketing with Siri and other virtual assistants gaining increasing popularity
2. Improve Your Quality Score
A professional Google Ads management company always has its eyes on this and for good reasons. Your ads don’t run in a vacuum but are a part of a larger ecosystem. Their performance is tested against the ads your competitors run. This is where the Quality Score of your ad campaign becomes important. A quality score is a comparison of your ad against what other advertisers are running. It is measured on a scale of 1-10 and the better the quality score higher your odds of conversion.
Quality Score acts as a guide to identifying the shortcomings in your campaign and improving them. Let us look at some ways in which you can improve the quality score of your campaign
- Make sure your ads are relevant to your targeted keywords as ad relevance is an important factor in your overall quality score
- Focus on improving the Click Through Rate and you can do this by highlighting the USP of the products in your ad campaign
- Create a compelling ad copy that acts as a hook for your audience. Trigger the desire and interest in their minds using your ads
- Your landing page should be informative and relevant to the information appearing on the ad
- Make sure the website is mobile-ready and users have a good experience when browsing on their mobile devices
3. Don’t Ignore A/B Testing
If you or your Google Ads management company religiously run A/B Tests on your campaigns, you might wonder why we mention it here. The reason is simple – not all marketers are as diligent, and some ignore tests completely! If you have not run A/B tests in the past, it is also known as split testing or bucket testing. In this methodology, two versions of the same ad are run for two groups.
The Control Group sees the ad that you have planned on while the Experimental Group sees an experimental version of the ad. This test allows you to measure the engagement on the two different sets of ads and figure out which works best for the client. By opting for A/B tests in your campaign you will –
- Make the right decision about the ad that has the maximum potential for success. Such decisions are data-driven and not based on gut feeling
- Improve the conversion rate of the ads and bring down the cost per acquisition ads you optimize the ads regularly.
- Testing allows you to implement changes in a safe mode instead of drastic changes that may affect conversions adversely
- Improve your ad campaign along the way and draw inspiration from what other businesses are doing
4. Split Campaign Between Mobile and Desktop
To split or not to split, this is a raging debate that is on in the Google Ads marketers’ community. As with any debate, there are pros and cons on both sides but as a marketer, you need to weigh the pros and cons. The naysayers argue about the cross-platform world where users switch from one device to another during their buying journey. However, there is a case for device segmentation and here is why we feel splitting the campaign between desktop, mobile and tablets has advantages. Here’s how it can improve your ROI –
- Splitting campaigns offers you greater control over your bids. You will be able to segment your ads into different platforms you can take advantage of the cost advantage the platforms offer
- Desktop and mobile browsing increase and decrease at certain times of the day. With segmentation, you can schedule your ads aligned with user habits
- Generate targeted shopping feed for different devices based on their screen sizes which improve engagement
- Create device-specific ads such as short-tail keywords for mobile devices and long-tail ones for desktop ads
- Target platforms that offer maximum results based on the results of the campaigns you have run in the past
5. Optimize Google Shopping Feed
If you follow the tips, we have mentioned above you’d start noticing improved ROI in the ad campaign and bring down the acquisition costs. Another thing to focus on is optimizing your Google shopping feed. This is what a Google Ads management company does for success. Studies have shown that close to 65% of Google Ad clicks originate through the Google shopping feed in 2021. This is almost a two-fold growth since 2019. Hence, data feeds have become the backbone for the most successful Google Ads campaigns. There are several ways in which you optimize the Google Shopping feed, and these include –
- Obtain a Global Trade Identification Number (GTIN) as this assures the authenticity of the product and increases impressions on the search platform
- Optimize the product titles and align them with user search habits to improve the discoverability of the product
- Make use of well-meaning product descriptions that strike the chord and generate buying desire in your target customers
- Use high-quality images for the products and remove all watermarks, text, etc. to offer the best glimpse of the product to the buyers
- Use as many product attributes as possible such as weight, size, type, etc. as these help buyers find the right product
To wrap up, these are some of the basic things you must focus on in your Google Ads campaign. By implementing these changes, you will witness an increase in your conversion rate and increase in ROI from your marketing budget. Google Ads have undergone evolution and the same should be the case with the campaign. You must take note of the market dynamics, your competition, and user habits while creating campaigns.
Running a successful Google Ads campaign requires a creative mind and thorough knowledge of technology. This is best left to a Google Ads management company that can create campaigns with competitive keyword bids and spend every dollar on the campaign judiciously.