In this guide, you’ll discover 18 ways to optimize your Google Ads and Bing Ads accounts.
To help you navigate the page more effectively, here’s a hyperlinked table of contents that’ll take you to the sub-topics that are most important to you:
- Mirror the navigational structure of your site.
- Create tightly themed ad groups.
- Implement conversion tracking.
- Don’t bid on tablets to begin with.
- Focus on long tail keywords.
- Analyze the search query report.
- Identify the right keywords.
- Optimize for quality score.
- Use advanced location targeting.
- Protect your account with negative keywords.
- Use different keyword match types in your ad groups.
- Qualify your ad copy’s headline.
- Use ad extensions.
- Use geo-targeting to exclude competitor locations.
- Setup remarketing campaigns.
- Split test your ads.
- Setup bid adjustment multipliers.
1. Mirror the navigational structure of your website.
The best way to organize your PPC account is to mirror the navigational structure of your website. Your account should mirror your site’s organizational structure so that you have separate campaigns for the different categories of products you sell. Every category on the site will also require totally different campaign strategies because they represent totally different levels of profitability and value.
2. Create tightly themed ad groups.
The best way to structure your AdWords account and organize your ad groups is to group them by themes. Each of your ad groups should have one central, specific theme so that you are able to create ads that are extremely relevant to all of the keywords inside that ad group.
3. Implement conversion tracking.
Tracking conversions is the only way to determine whether an account is profitable or not. Conversion tracking allows you to identify the specific component that led to a conversion so that you can trim the wasted spend and replicate the action to generate even more conversions.
4. Don’t bid on tablets to begin with.
After analysing over 4 million click across hundreds of client accounts, award winning digital advertising agency Adventure Media discovered that out of the campaigns run on smartphones, tablets and desktops, tablets offer the worst conversion rate, and have higher CPCs than mobile phones.
5. Focus on long tail keywords.
Searchers that use long tail keywords know exactly what they’re looking for and tend to be at an advanced stage of the buying funnel. For example, a user that enters a specific search query such as black ralph laurent polo shirt with big pony is more likely to have more commercial or buyer intent than a user that simply searches for polo shirts.
6. Analyze the search query report.
The Search query report is a really powerful document that will save you lots of money. It is the most important report because it allows you to identify the specific keywords that are leading to conversions and other valuable actions in your account.
7. Identify the right keywords.
Keyword research is critically important to the success of your AdWords campaign. You need to identify the keywords that your potential customers are typing into Google to search for the products and services that you offer.
8. Optimize for quality score
Quality score is a metric that is used to determine the order in which ads appear for any given search query. Ads that are considered by Google to be highly relevant to the searchers’ intent are assigned higher quality scores, and appear higher in the search results.
9. Use advanced location targeting
When adding locations in a particular region, rather than simply adding all the locations at once, add each region individually so that you can have more control over the bids you set in the specific areas you include in your campaign.
10. Protect your account with negative keywords.
Protecting your account with negative keywords is the most important way to optimize your AdWords account. Negative keywords are filtering words and phrases that protect your ad from appearing for irrelevant searches so that you don’t send bad traffic to your site.
11. Use different keyword match types in your ad groups.
Keyword match types are used to direct the system on how closely to match what the user is typing in and what types of search queries you want your ad to show for. There are three main keyword match types you should be using in your account: exact, phrase and modified broad match.
12. Qualify your ad copy’s headline.
When writing your ads, aim to make it attractive to those people that are most likely to convert on your goals and dissuade clicks from anyone who is not likely to convert. This is one of most effective ways to cut down on wasted spending, and it is a tactic that is highly recommended by Google.
13. Use ad extensions in your ads.
Ad extensions improve your ad’s visibility on the search results page because they take up more real estate and help you stand out on the page. They also allow you to add more relevant content to your ads and cater to the specific needs of potential customers on the search results page.
14. Select the right bidding strategy for your specific goals.
You now have a whole spectrum of bidding strategies, and it is important to pick the right strategy for your specific goals. You may need to test different bid strategies to see which one is going to be the most profitable for you. By testing the different bid strategies over time, the data is going to reveal which strategy makes the most sense for your business.
15. Setup remarketing campaigns
Remarketing allows you to show your ads to people who have already visited your website before. It is one of the most powerful and effective tools in an advertiser’s tool box. Remarketing helps brands overcome one of the biggest challenges in the form of brand recognition.
16. Split test your ads.
Split testing your ad is an essential component when optimizing an AdWords account. If you have great ideas for ad copy, there’s no way to know which ad copy will generate a higher clickthrough rate or conversion rate without running a split test. With a split test, you’re trying to determine which of your ads will perform the best because no two ads will perform the same.
18. Set bid adjustment multipliers.
Bid adjustment multipliers are an integral part of Google Ads that can help you make the most of your data. For example, say you’re an insurance agent, and you have found that you generate the most profitable leads between 10 a.m. and 1 p.m. on Tuesdays and Wednesdays. You may also find that you get the highest cost per conversion between 4 p.m. and 9 p.m. Mondays and Fridays. Bid adjustment multipliers allow you to take advantage of this data.