Google Ads PPC (Pay Per Click) 5 Strategies to maximize your success in 2020.
By Nola Young on Jan 24, 2020
Yesterday a colleague asked a hypothetical question that I thought was a good one to share on my blog. She asked, “There have been consistent daily leads coming in from a paid search campaign, however you notice there have not been any leads in the last 5 days. What steps would you take to troubleshoot this?”
Truthfully, I don’t think I answered the question adequately, so I decided to write, this article, because I know this is a common question in the minds of anyone thinking of advertising with Google Ads.
The goal for any Campaign Manager who is managing a Google Ads account, is to ensure that you are more than happy with your conversion rates. But invariably there are occasions when the struggle to keep the leads consistently coming in, is an ongoing challenge. So, when there is a sudden drop-in activity, what do we do?
There are a number of metrics we can look at within the Google Ads interface that will help give us insights as to how we can tweak your campaign. From the ‘Search Insights’ report to the ‘Search Impression Share’ report there are plenty of good reports and insights that Google provides. The good news is with a little time and effort we will be able to bring it back on track.
As any good Campaign Manager knows, that right from the moment we set up a new Google Ads campaign and all the way through the campaign’s duration, we need to continually work to ensure that we are using effective strategies for success. This means not only getting consistent leads coming in, but also getting the most qualified leads coming in.
This is not a simple one-and-done task. Its an ongoing process and only through continuous testing, monitoring and tweaking can we ensure that qualified leads are continuously coming in.
So how do we optimize Google Search Ads campaigns to perform consistently?
Have Good Goals: Goal setting is the metric against which we track and measure your campaigns success, so it’s important to have good goals. What do you want to achieve with your Google Ads? Is it to increase brand awareness, build traffic to your website, increase consideration for your products or services, increase leads or sales? Once a goal is identified, it can be set up for conversion tracking. Which means that when someone clicks on your ad and then takes an action that previously identified as a goal, it is considered a conversion.
Optimal Campaign Setup: It is critical to set up a good structure for your Google Ads, which means separating your campaigns and within those, separate your Ad groups into groups that share similar targets. Often the best way to setup Ad Groups is to mimic the navigation menu of the client’s website, or to separate keywords into other meaningful groups. You can get as granular as you like when it comes to your ad group and keyword grouping.
Choose good quality keywords. Google’s Keyword Planner is a great tool to build effective keyword lists and there are many other similar tools out there too. Its important to note, that your keywords should match the words on your website or landing page. This will improve your Quality Score with Google and help to lower your Cost per Click (CPC) and place your ads higher up on the SERP (Search Engines Results Page). Along with building good keyword lists, we would also build a negative keyword list to exclude any words that do not relate to your brand, products or services. You don’t want to pay for clicks for these words, so its important to monitor this and keep your negative keyword list updated on a regular basis.
Write good quality Ads. The process of writing good Ads is to ensure that they entice the user to click your ad and go through to your website or landing page. Good quality Ads will include headers, descriptions, snippets, callouts and site-links and a good call to action. Doing this effectively, is a skill set unto its own, and it’s critical to the success of your campaigns.
Optimize As Campaign Managers we regularly audit and optimize your ads and keywords for better overall performance, and to ensure that leads are coming in consistently.In the process of an audit we will invariably find that some ads are being shown more often than others. One reason for this is because those ads are more closely aligned with your website and landing pages. As such, Google will rank them as more relevant and will show them more often. We will also find that some of your keywords are not performing as well as others. This is when Google’s keyword planner comes in handy. It will help us find new keywords based on historical data, or in the unlikely case we may have missed a good search term during the keyword discovery phase. It will also help us to see how your keywords might perform in the future.
To sum up, I would say that the reasons for sudden drops in conversion rates can be many, but I believe that by doing the proper leg work upfront, should mitigate issues like this in advance. And by doing regular optimization and maintenance on your account, issues like this will get caught quickly and will be easier to get things back on track.
Nola Young, owner KW Digital Solutions 519-741-7641 email@example.com