Being an Google Ads Campaign manager, I was always finding an opportunity to increase ROI. After years of analysis I have come across few ways that has really helped me a lot to improve my clients ROI.
RLSA (Remarketing Lists for Search Ads) – It can help to place your ad in front of right people. Using RLSA you can keep your keyword bid up for your returning customers which can be very helpful if they are important to you and are more likely to convert. Apart from increasing keyword bids you can also create custom ad copies for these customers.
For e.g. – Suppose you are running a White label PPC campaign and paying $2 for your keyword “+buy +flowers +online”. If someone clicks your ad and visits your site, it’s obvious that you add them to your remarketing list. Now, if the visitor leaves your site without buying anything as he may want to look for more options around the web. You can keep your bids up for them in order to make an effort to bring them back to your site.
Use Keyword Search Tool & Recognize Capable Keywords – It is very important to find capable keywords that has less competition. You can always use Google Ads Analyzer Tool for this, it is really very effective and helpful. Try to add targeted keywords in ad description and headlines.
Also, don’t hesitate to pause the keywords that are not performing well. Analyze your campaign well and capitalize on certain top converting keywords because change is good sometimes to see huge improvements.
Frequency Capping – It helps to set how many times your ad will show to your prospect customers. Increasing the frequency cap means, you are increasing the number of times someone will see your ad. This can affect your click through rate and cost per conversion goes up.
Use Google Ads Segments to Improve ROI - Google Ads segment helps you view your campaign data in number of ways like day, time, month, networks, device etc. Hence making it easier for you to slice and dice your campaign data for better analysis. You can refer my article on “Google Ads Segments” which explains how and when can we use Google Ads Segments.
In-Market Audience – This allows you to advertise to people who are actively searching for the product and services you offer on Google Display Network. Google can determine the purchase intent of the customers using lot of data like the frequency of visits, relevant clicks and subsequent conversions. Via these user action Google gets to know about user intent.
Use Geographic Bid Modifications – Suppose you are running your ads in three cities x, y and z. It may be possible that for city x its performing very well and underperforming for other cities. In such case you can increase the bids for city x so as to spend more on them and see improvement in your conversion rate.
Dynamic keyword Insertion in ad copies – Dynamic Keyword Insertion can automatically display your ads with the user’s search query. It is extremely contentious subject between Google account managers. Though it can bring in worst kind of leads, it does usually bring many more leads overall.
This method can work extraordinarily well for your business if you know how to figure out how to use them efficiently. Like, you should not implement DKI for the ad group which is not performing well.
Turn Off Automatic Targeting Expansion – Don’t be in hurry while setting up your display network campaigns. Make sure you turn off default setting that automatically reaches the new audience and can cost you double or even more than that deprived of any ROI. This option is only good for those who have less promises or common mass appeal.
Turn Off Ad Sense for Mobile Apps – It is almost known to every Google Ads account manager but still I’m including this point so that you won’t miss it. In display campaigns, Google automatically allows us to display ads on mobile devices. By analyzing your mobile display campaign reports you can check if they are working fine for you or not. Most of the time what happens is mobile app click doesn’t provide good quality leads because most of the people accidently clicks it. So it’s better to turn off ad sense for mobile apps.
Check your Google Ads account and try these best practices to improve your campaign’s ROI. There is a lot to do with your Google Ads campaigns, don’t depend on certain principles always try new ideas and techniques to increase your ROI and conversions. Hopefully these article have helped you to get more insights into Google Ads!
Annu is B.E Information Science and is currently a search specialist at Megistron Media. She specializes in campaign audits & management, execution and creating solutions for global clients.