Optimizing Google Adwords campaigns is a fundamental task that you must take seriously if you want to make the most of your money and achieve your sales or branding goals as soon as possible. We will show you the tools for advanced Adwords strategies that can help you improve your campaigns.
Another key aspect in Google Ads is to know how to interpret the reports and organize yourself taking into account the segmentation. This article is similar to an advanced manual for optimizing search and display campaigns. We highlight the most important aspects related to the budget of your campaigns, the adjustment of your bids and the text of your ads.
Optimize your search campaigns
If you do not segment your campaigns and groups well, you will be missing the opportunity to control and measure correctly. So as fundamental advice and applicable to any campaign: segment as much as possible.
The segmentation by geographical location is a key section that should make you think about the number of campaigns in your account. Don’t try to cover many locations in a single campaign because it will be counterproductive.
Ask yourself what kind of business you have and act accordingly. For a local business, we recommend restricting ads to a nearby area of influence, by specific locations or cities. See if your company’s activity is developed nationally by communities and if it is international by countries. As always, the key will be to test and see if you achieve the expected impact.
Once you are clear about the number of campaigns, you need to plan the number of ad groups. In the search, each group should be led by a keyword and its possible variations. This will guarantee the optimization of the text in the ads and the relevance of keywords for that particular group.
Mix and Match those Keywords
When you’ve been showing your ads for a few days and you’ve generated an acceptable volume of impressions, it’s time to add another type of match (by default you’ll have broad match enabled). The purpose of this setting will be to limit and filter what kind of searches the ads can activate. Each match has its nuances. For this, we recommend the Keyword Mixer from Synapse Ads that will help you in all your business needs.
Being too specific tends to slightly decrease the number of impressions but you will get a higher percentage of medium and high-quality clicks. Only searches that match that phrase and words included before or after it will activate the ad.
Long tail keywords
You get a lot of impressions but have low-quality clicks because Google accepts searches that include synonyms, singular forms, plurals, spelling errors, derivations and searches related to your keywords. (It is recommended when starting a campaign)
Exact Keyword Match
It considerably reduces the number of prints but increases the number of conversions. It is the most restrictive of the keywords and you must bear in mind that it will only activate ads when the user’s search matches exactly your keyword or small variations of a common root, spelling errors and plural/singular. It does not admit general variations, change of order and much fewer synonyms.
Compare your ads
Luckily or unfortunately in SEM you will probably have many competitors. Your ads and your keywords always compete with other advertisers.
- Search from time to time to see what the ads of other companies and brands in your sector look like.
- Detect bugs and, above all, obtain other feedback to improve your ads. That always works!
- See what their ‘calls to action’ are and what they highlight about their product
Improve your text ads
It’s time to focus on your text ads and make the most of all the characters that Google Ads offers. Here are some tips to make your ads more effective and stand out from the rest.
- Include the main keyword in the title
It is the most visible part of the ad because of its size and color. When the user’s keyword matches the keyword in your ad, the word will be marked in bold and will increase in thickness. It will be even more visible. That is why it is so important (and a quality factor for Google Ads) the relevance of the keywords in the text ad. Try different expressions until you find the ideal one in 25 characters.
- Give information and describe your product
Apart from the title, a text ad in search has a descriptive line 1 and a descriptive line 2, each of 35 characters. Use descriptive line 1 to describe your product and highlight how you differ from the competition. Find 3-4 arguments to change this phrase in other ads.
- Use a call to action
Descriptive line 2 is ideal for attracting the user’s attention and generating the need to purchase. Here are some phrases that you can adapt to your ads:
- Call us and book now
- Book today
- Limited places!
- Sign up now
- Take advantage of this offer now
- Discount for booking today
- Don’t miss out!
- Words and expressions that are not allowed
Google Ads is quite strict with some expressions and words that go against its advertising policy. Keep them in mind in case you ever have problems with the status of your ad.
Words that are NOT allowed:
- Include the word “Google”.
- The expression “Click here”
- Shift type: FREE, BUY NOW, NOW, LAST PLACES
- Incoherence in admiration: call us, Buy!!!!, visit us! (the correct thing would be to visit us! or buy!)
- Spelling errors: sale of florws, horganic milk from calidat, etc.
- Phrases like: “best”, “#1”, “better than”, “faster than”.
- Attention-grabbing symbols type: f*l*o*r*e*s, m_u_e_b_l_e_s
Remember that in Synapse Ads we guide you on how to use these types of tools. We offer you the keyword mixer tool that will guarantee the success of your conversion optimization. Your commercial growth is our priority and we have all the information to help your business improve every day.