In Google Ads, search campaign optimization is not a set-and-forget task. The real work begins after you set up your Google Ads account. It’s the people who commit the time and effort to their accounts that will be successful with pay-per-click (PPC) advertising.
How to Scale Google Ads Campaigns Effectively?
In this article, we’ll explore the best practices PPC managers should keep in mind if they want to scale Google Ads and want to generate an excellent ROI in Google Ads. In essence, this comes down to three areas:
- Scale the Structure of your campaigns.
- Scale the performance metrics of your campaigns.
- Scale the targeting of your campaigns.
Firstly, check your impression share. More specifically, you need to inspect the Lost Impression Share, as this metric will show you how much you have missed out on due to budget limitations. Quite often, you reduce the Lost IS (budget) metric by increasing the daily budget in your PPC campaign. For instance, you may have a high-performing ad with a $10 daily budget. By increasing it to $20 per day, you could dramatically improve your impression rate — and also your leads and conversions.
Keywords are an integral aspect of search campaign optimization. You must always look for new search terms, and continuously refine your keywords list so that you attract as much quality traffic as possible. PPC expo provides keyword planner tool to identify best suited new keywords for your campaigns.
Create a negative keywords list
Negative keywords act as filters for irrelevant traffic, effectively preventing your ad from being shown to unqualified users. You can add irrelevant search terms to your negative keywords list, ensuring you only receive clicks from relevant prospects.
The search term report shows you a list of the user search queries that triggered your ads in the past. This report comprises real data from real users, making it a valuable source of information that helps guide your keyword selection and targeting.
More often than not, you’ll discover new keywords that drive traffic, many of which you would never have considered before. Many of these terms will be irrelevant, but there will be some highly-valuable terms you can add to your ad group to boost traffic. Just be careful not to create bloated ad groups that target too many keywords.
This feature allows you to connect with your ideal audience or potential customers with a perfectly customized message at precisely the right time and location.
Google Ad Customizers save advertisers time spent regularly updating ads. At the same time, they dramatically improve advertisement performance and help to capture customers further down the marketing funnel. When used correctly, this feature will likely boost your performance due to increased CTA, relevancy, and quality score.
5. Beware of changing your bidding strategy
Some PPC managers opt for a change in tactics when they want to get more conversions. You should know that switching from manual bidding to automated bidding (or vice-versa) will not necessarily yield a higher conversion rate.
PPC advertising is a complex environment with many factors in play. You must think about your competition, your keywords, quality score, and many other aspects. Changing your bidding strategy is not a quick fix.
6. Optimize your landing pages
You can also increase the effectiveness of your Google Ads campaign by focusing on your landing pages — the more engaging and relevant they are, the more likely it is that visitors will convert.
You don’t need to tailor a landing page to every single keyword, but if you have ten keywords for “dog grooming” and ten keywords for “dog food,” you should have two separate landing pages that focus on each product.
By segmenting your keywords into related groups, you can target a smaller but more focused group of people. Once you have their attention, use your landing page to drive them to action.
What’s the ultimate goal? A phone call, visit, newsletter sign-up, or Facebook page like? Tailor everything on your landing page to accomplish that goal.