What Four Strategies Can Accelerate Your Google Ads?

Running Google Ads campaigns is getting tricky and complicated. Google has introduced so much complexity and automation to the Google Ads platforms that you take the risk of spending a lot of money without a favourable ROI if you do not know what you are doing.

Here are five ways to optimize your Google Ads campaigns to increase your conversions and help deliver a favourable ROI:

#1 Don’t run advertising On search partners’ Sites

Once you set up your ad campaigns, there is a small but very important checkbox asking you want your ad to appear on the websites of Google’s search partners. Google is not upfront about who its search partners are; therefore, you may not want to advertise on these sites unless you are a wise PPC analyst. There is no alternative way to control how much of your ad budget goes to these potentially hidden sites. Rather than best to keep your ads on Google.

#2. Consider Opting Out Of Automatically Applied Ad Suggestions

Google automatically suggests changes to the text of your ads. For new Google Ads accounts, the default settings are for ad suggestions to be automatically applied after 14 days. This means if you do not see Google’s suggestions and dismiss them, it will automatically apply ad copy changes to your ads. Review the click data after a couple of months, and then make changes yourself. Remember, the more constants you have, the easier it is to analyze.

#3. Periodically Review Your User Locations Report

This report tells you how your ads are performing in each city, state or zip code depending on how you choose to view them. Has it ever happened before that your products or services doing exceptionally well in one location but have zero conversions in another?

Well, many factors can impact your conversion rate in a specific location. For instance, if you are selling a product, and one zip code is an area populated by a high number of retirees, you are probably not going to have many conversions. If you constantly monitor this report and adjust your ads so they are not performing well.

#4. Analyze Your Device Data

Check your Google Analytics and see where the bulk of your traffic is coming from, and adjust your PPC campaigns accordingly. Look at how your campaigns are converting on each type of device — desktop, mobile phone and tablet. If you haven't had a conversion on a desktop in months, perhaps you want to lower those bids or turn them off completely. Perhaps you'll want to increase your bid by 20% for mobile phones. I typically lower my bid for tablets by 90%.

Check your Google Analytics and see where the bulk of your traffic is coming from, and adjust your PPC campaigns accordingly. Analyze how your campaigns are converting on different devices like desktops, mobile phones and tablets.

Summary:

There are a lot of levers and switches in the Google Ads platform. Some will apply to you not all of them will benefit your campaigns. It’s crucial to simplify the number of moving parts.

Just like new automobiles often have way too much engineering, the same can be said for the Google Ads platform. Not all those levers, switches and recommendations are going to benefit your campaigns. If you are not an experienced PPC analyst, you might want to drive your campaigns like an old Chevy instead of a Tesla.