When we speak with prospective clients about using Google Ads for business, one of the questions that come up is; How Do I Improve my Results With Google Ads? Google Ads (formerly known as Google AdWords!) provides a powerful platform to reach new clients and customers at each buyer journey stage.
If you are currently not achieving the results you want from Google Ads, we recommend going through our recommendations below. Often, it’s minor tweaks that make significant differences.
7 Tips to Improve Your Google Ads Results
Linking to Your GA4 Account
A huge part of improving your Google Ads results is linking your Google Ads account to Google Analytics 4 (GA4). Connecting these two allows you to gain access to invaluable data and insights that can help optimise your campaigns. You can see the entire customer journey, from how they interact with your marketing, such as clicking on the ad, to ultimately completing the actions you want them to take.
Correct Conversion Tracking
Proper conversion tracking is crucial for measuring the effectiveness of your Google Ads campaigns. Ensure you have correctly set up conversion tracking (using GA4) to capture events such as enquiries, calls, sign-ups and purchases. Setting up your conversions properly allows you to identify what is working in your campaign and how to optimise campaigns, ad groups, keywords and budgets.
Add Negative Keyword
Negative keywords allow you to exclude specific search terms from triggering your ads. Utilise negative keywords to prevent your ads from appearing for irrelevant or low-converting searches. It helps to refine your targeting and improve the efficiency of your campaigns.
Here’s an example: You’re running a towing service, and someone searches for “motorcycle towing”. If your towing service does not include motorcycle towing, you likely need to add “motorcycle towing” as a negative keyword to your campaign. So you don’t have your ad shown for people searching for motorcycle towing.
Using A Range Of Keywords
You can select Broad-Match and Exact-Match options for keywords when you run Google Ads. You may reach a larger audience using broad-match keywords, which can result in irrelevant clicks. On the other hand, exact-match keywords are more precise but may restrict your reach. Choose the correct match type for each keyword and group to ensure your ads appear for relevant searches.
Here’s a quick example: If a travel agency uses broad match keywords such as “adventure”, their ads might appear for searches like “adventure books, adventure equipment”, etc.
Optimising Landing Pages
Driving traffic to a website is just the first step. Your landing pages need to be optimised for conversion to secure actual conversions. Ensure your landing pages are relevant, visually appealing, and easy to navigate. Clear call-to-action buttons, concise copy, and compelling visuals can significantly improve conversion rates. Regularly test and optimise your landing pages to boost their performance. A well-optimised landing page can substantially enhance the overall success of your Google Ads.
Defining Your Audience
When creating your campaign, you can choose “Audience Targeting” to control who sees your ads based on age, location, and interests. For instance, if you sell rural-specific products, target people living in rural areas. You can also target those who visited your website or searched for similar products. It helps businesses reach specific groups and boosts profits. You can target various individuals, including previous website visitors or those searching for similar products. It is excellent because it enables businesses to focus on specific audiences with their ads regardless of size. When done right, this can drastically boost profits and sales.
Set realistic daily or monthly budgets for your Google Ads campaigns to avoid overspending. Monitor your budgets closely and make adjustments as needed. To optimise your spending and achieve your desired conversion goals, utilise automated bidding strategies, such as target CPA (cost-per-acquisition).
Remember that Google provides a guide for setting budgets, and if you go below the recommended threshold, your ads may need more visibility. So, it’s essential to consider their guidelines while determining your budget.
With Google Ads, your campaign spend is optimised to maximise clicks and conversions during the most effective days of the month. It means that you may not reach your average daily budget on some days, while you might exceed others. However, rest assured that you will never be charged more than your daily spending limit in a single day or your monthly limit in a month.
Summary Of Google Ads That Convert!
Google Ads is a great platform for businesses to target their audiences at the exact moment they are searching for the products and services offered.
Following the tips shared in this article can significantly improve your Google Ads results and conversion rates, all of which signal to Google that your ads are both relevant and valuable when someone searches for related keywords.
Achieving higher rankings in search results is the dream for a lot of organisations and with Google Ads set up correctly, the likelihood is you will drive more traffic and potential customers to your business.
Are you ready to improve your Google Ads results? Please reach out to us for a free Google Ads Audit. We have a team of trained experts in Google Advertising and manage close to $500,000 in advertising spend annually for our clients.