What if your New Year's resolution for 2021 was to stop squandering money on Google Ads and instead focus on increasing the profitability of your campaigns?
Google's ad products are becoming increasingly automated and complicated. While it can assist with day-to-day campaign administration, it comes at the expense of readability and campaign control.
You must keep control over your campaigns and plans as an expert PPC management Los Angeles marketer. Google's optimizations aren't always in your best interests, and they don't always understand your brand's context. Using campaign optimization tools could be one answer. It allows you to gather information about your campaigns while maintaining control over the ultimate choice.
SKAGs: out, Intent: in
Within campaigns, Google prefers consistency. The better your keywords perform, the better your campaign will perform overall. The famed single keyword ad groups technique (or SKAGs) that was popular a few years ago was based on this logic. To be honest, it was a complete disaster. Fortunately, Google recently released a couple upgrades that rendered SKAGs obsolete: match type update, close variants, etc.
To begin, all keywords associated with your brand should be gathered together to get the greatest CPA and ROAS. Second, mentions of keywords like "price" or "discount" are strong indicators of purchase intent. While terms like "specifications," "size," and "warranty" are crucial to bid on, your CTR and CR will be lower, therefore you should drop your bid for those. You must see and quantify the areas in which you can enhance things and discover new business if you want to improve results.
Make your campaign clutter-free
Keeping track of dozens of campaigns, hundreds of words of ad content, and tens of thousands of keywords will get stressful. Nonetheless, it is critical to your success and necessary for Google ad words campaign management. The part of your Google Ads expenditure with a low quality score or that isn't converting enough is known as underperforming spend.
Keeping track of things becomes more time demanding when you add new phrases and copies on a daily basis. It can become uncontrollable after a few years. To cut down on wasted spend, look at two reports: the Quality Score and the Search Query Report, which will help you assess the search phrases that trigger your advertising.
Concentrate on your strengths
Advertisers frequently believe that in order to improve their sales, they must purchase fresh keywords. While this is true, ensuring you have the greatest market share on the terms for which you are the most profitable (apart from branded traffic, of course) is just as crucial! Monitoring your Impression Share on Google Ads SERPs is the greatest approach to ensure you don't miss out on any opportunities.
Make it shine
In campaigns, copy and images are becoming increasingly crucial. Because a user is exposed to over 6000 advertisements every day, you must stand out in order to get their attention. The quality of the creative can influence the performance of Facebook Ads campaigns by up to 80%, and we see a similar pattern with Google Ads.
Giving in to the power of statistics is the key to optimising your commercials and creatives. You can never be sure which creative will work best, but you can now put your best predictions to the test. Between 3 and 5 is the magic number. In each ad group, test at least three and no more than five commercials.
Spend smarter, not more
Google is catching up to Facebook in terms of a user-centric approach. You must not just commit your budget to keywords or placement levels, but you must also consider user profiles. Users' declarative information, such as when and where they are online, as well as Google Analytics shared data and inferred information from various search queries, are used to collect data (i.e. if a user searches for football game score, he is a sports enthusiast). Make bid modifications to your most valued audiences and criteria to take user profiles into account. Integrating variables for audiences in your campaigns is critical: socio-demographics, time of day/day of week, region, devices, and so on.
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