If we’ve talked about Google Ads so far, how it works, how to set up your initial campaigns, indicators, and how to conduct effective research with important data, now is the time to do really important optimizations.
I will try to be as clear as possible and to say briefly what you need to do and how to think about your account structure, how to create your ads and how to optimize yourself along the way.
Account structure and ad groups
The account needs to have a clearer structure because only this way you can monitor and optimize your campaigns correctly.
- Start from the site structure that should be as clear and easy to understand as possible. If it is not, insist that the site be simplified and contain large categories, subcategories and possibly niches if necessary.
- Carry out brand protection campaigns
- Focus on the most selling products, categories or subcategories. It’s important to get away from what you know is being sold.
- In the case of service companies, create campaigns on each service offered and optimized until you get the desired results.
- Do not complicate your campaigns!
For example: Suppose you sell evening dresses of all kinds. Either create a “evening dress” campaign to have the following ad groups: evening dresses, long evening dresses, short evening dresses, or choose to create 4 distinct campaigns in which your keywords are clearly highlighted.
Personally, I recommend that you create separate campaigns for each family of words.
Having 4 separate campaigns for each category, you will know a lot easier what optimizations are needed and which campaign is more effective.
Having all the ad groups in a single campaign, they can be budget-limited because searches on evening gowns are much more than searches on long or short evening gowns.
Account structure must be based on the site, and we recommend that each campaign have one ad group. Get out of general campaigns like evening gowns and then, as you discover what people are looking for, create more targeted campaigns like long evening dresses that are more relevant to them.
Ads are the ones that sell today and are the visible part of your efforts.
Create ads to induce a certain state, feeling, life, or idea.
People are more attracted to ads that make them dream and visualize what they would like to have that product.
What to include in ads?
– Benefits (free delivery, discounts, discounts, promotions, offers, free trial, samples, demo, free access, etc.)
– Product qualities (resilient, durable, efficient, performance, newest, etc.)
– Price – In some cases, price inclusion will only increase sales if it proves to be competitive or even the smallest.
– The feeling (in the case of the dresses you write about the fact that they will feel special, special, they will attract attention etc.)
– Call To Action (CTA) This is the urge that users need (Order now, take advantage of discounts, etc.)
– Emergency (create the idea of time pressure by including the fact that the stock is limited, that there are only a few hours or just that prices are available today)
– Bargain hunters (they are looking for low prices, so if you have low prices try to create advertisements in which you price it and tell them that today they can order at this price).
– Statistics and numbers (it is important to include numbers in the ads, whether they are related to discount, price or statistical data, they must be included to attract users’ attention)
– Keywords added to the campaign (it is essential for a good quality score, the headlines include the keywords on which they will be displayed).
Google Ads recommends at least 3 ads per campaign. Some specialists recommend even 5 ads, but personally I recommend you go for 3 ads first and after discovering what works to create more ads.
Test ads permanently until you discover what your users are best at. Depending on the field of activity or the niche, you will find that they react much better to price, benefits, quality or product type.
Optimize your ads permanently and make the most of your space.
With the new ad version, you’ll be able to create effective and detailed product headlines, including benefits at the same time.
Do not forget to fill in the “Display path”.
Descriptions are also very important. Try to test descriptions that list benefits and benefits, as well as descriptions of what you are talking about about the product.
You can analyze the results and relevance of an ad by taking a quick look at its CTR, conversion count, and cost per conversion.
Your CTR will show you if the ad is relevant to your campaign keywords and if the text you use is what users want.
Conversions and cost per conversion show you the landing page efficiency and the cost you have for your ad to generate an order.
Optimizes your CTR by continually increasing it and optimizing your site and product page so your conversion cost is as low as possible and your conversion rate as high as possible.
Keywords and match type
Keywords are the ones that determine what searches your ads will show. In other words, things are as follows:
– you are creating ads for long red evening dresses;
– the main keyword will be: + dresses + evening + long + red
– The user searches in the browser on “New York Red Long Evening Dresses”
– After the auction, the system will decide whether or not to show your ad for such a search
Your ads are the visible part of the campaigns and the one that convinces a user to enter the site and order. To increase the relevancy of the users and to be as specific as possible, you need carefully chosen keywords so that the budget you have at your disposal is not wasted. This can be done by matching types made available by Google Ads.
As I said before, you need to do a research on the keywords relevant to the business you are promoting and that you need to include in your campaigns.
Matching types available in Google Ads:
– broad match
– broad match modifier
– phrase match
– exact match
Because Google Ads wants you to spend as much money, this type of match is default for all keywords.
We do not recommend using this match type!
Using this type of matching will cause your ads to show on searches that include grammatical errors, synonyms, similar searches, and other variations.
Special symbols – keyword (this type of match does not have distinct symbols)
Example of key words: women’s dresses
Examples of searches: women’s dresses; women’s skirts; dresses for girls, etc.
This type of match is not recommended because it will increase your costs and attract only irrelevant traffic.
Broad Match Modifier
It is similar to the broad match match type, but with an exception that makes this match type and makes it efficient. By using this match type for the keywords you entered you will limit the display of ads only to those user searches containing the entered keywords.
Wide match modifier words allow you to display the ads for exact searches of the keywords used and for their close shapes and in any order. Additional keywords may also appear before, after, or between the terms.
Special symbol: + keyword
Example keyword: + dress + long + lady
Example of searches: long dresses; long ladies dress; New York Long Lady Dress
Any new campaign, for which you have a permissive budget and that allows you to run tests, must start with this type of match. Only then will you stay relevant and you will discover what users are looking for and what kind of products they are interested in.
Phrase keyword keywords allow you to display ads on very similar searches or close-up versions of the sentence with the possibility of adding additional words before and after.
This type of matching will increase considerably.
Special symbol: “keyword”
Example keyword: “women’s dresses”
Example of searches: red dresses; New York Red Women Dresses
Ads will appear on searches that match the exact form of the terms or their exact form. Closer variations include key word searches that have the same meaning as the exact keyword match format, regardless of spelling or grammar differences in the query.
Special symbol: [keyword]
Keyword example: [women’s hats]
Example of searches: women’s hats; ladies hats; hats for women; hats women.
Recommendations and tips!
- Never use a broad match ever.
- If you do not have data, start each campaign with a broad match modifier.
- After you have a volume of relevant data, start making the transition from broad match modifier to phrase match.
- You can create highly targeted campaigns in which you only use phrase match keywords. Also, you can keep your keywords in the same ad group with broad match modifier and phrase match keywords, but the most recommended is to create new ad groups or new campaigns that have their own settings.
- The ultimate goal is to make a complete pass to exact match keywords. Using exact match keywords will bring a very specific targeting and ad display only on specific searches. Also, using exact match words involves cost savings, ctr growth, a high quality score, and an increase in conversion rate.
- Perform a research before starting your online campaigns.
- Keep an eye on your keywords.
Google gives you the opportunity to discover on what user searches your key words are displayed.
For example, for a general keyword such as + red + dresses with broad match modifier, you’ll have hundreds of searches, but only some searches will be relevant and revenue-generating.
How do you do this?
Step 1: Click on the campaign you want to analyze
Step 2: Click on the keywords
Step 3: Click on SEARCH TERMS
Step 4: Analyze user searches.
What does the displayed panel contain?
From the Search Terms panel you can analyze the most important indicators for each user search.
We recommend that for each search, you search for keyword matching type, number of clicks, impressions, CTR, avg CPC, cost, position, number of conversions, cost per conversion, and conversion rate.
These indicators will show you which searches you should no longer display, but also which searches generate the most revenue.
Also from the Google Ads platform by checking a keyword from the Search Keywords tab, you will be able to see on which searches the ads were displayed due to that keyword.
Why should you use Search Terms?
- Discover new keywords.
- Discover the trends and interests of the users.
- You can analyze which searches generate the most revenue.
- Optimize your keywords and match type.
- Optimize your cpc for the keywords that drive conversions.
Many people who deal with Google Ads accounts are not aware of the importance of negative keywords. By entering negative keywords, you are not allowed to show ads on searches that contain that word or phrase.
They play an important role in increasing CTR, lowering the cost per click and the cost per conversion, as well as increasing conversions.
When can you add negative keywords?
You can add keywords when you enter keywords for a company with the mention that for a keyword to be negative you need to add the “-” sign. You also have a special tab to add negative keywords.
From the Search Terms you can check the keywords you can ban to optimize your costs.
Suppose you have a store that sells Iphone covers and just sell Iphone 8 covers.
Your Google Ads campaign will obviously also have the following keywords:
+ goose + iphone +8
+ case + iphone +8 + cheap
+ other variations depending on the type of cover available.
Because you do not want to show up on the searches of users who want a iphone 7 case, you will add negative keywords to the Negative Keywords tab or when adding words.
Advice and recommendations
When adding negative keywords to negative keywords for a campaign or for a group ad, we recommend that you pay attention to the match type.
A negative word added with a broad match will affect your entire campaign.
We recommend adding negative keywords with broad match modifier, phrase match and exact match.
Auction insight is the option to monitor your market evolution. With these metrics, you can analyze campaign, campaign, or ad group progress compared to your competitors.
To analyze the performance of all search campaigns, search for large campaigns, click on Campaigns and then on AUCTION INSIGHT.
What indicators are offered?
“Impression share” is the number of impressions you have received divided by the estimated number of impressions you were eligible to receive.
Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and Quality Scores. This number is updated once a day.
“Average position” shows how your ad typically ranks against other ads.
“Overlap rate” is how often another advertiser’s ad received an impression in the same auction that your ad also received an impression.
Position above rate
“Position above rate” is how often another advertiser’s ad in the same auction shows in a higher position than your own, when both of your ads were shown at the same time.
Top of page rate
“Top of page rate” is how often your ad (or the ad of another advertiser, depending on which line you’re viewing) was shown in the top of the page in the search results.
Absolut Top of page rate
Search absolute top impression rate is the percentage of your impressions that are shown as the very first ad above organic search results.
Use this metric to see if changes in performance are due to changes in your ads’ location.
“Outranking share” is how often your ad ranked higher in the auction than the other advertiser’s ad, or if your ad showed when theirs did not.
Analyze each indicator individually and try to understand more the market you are competing to make correlations between the results obtained and the position occupied in the market.
Understanding how fairly the market and competition will help you make optimizations and discover the potential of your campaigns.
Each campaign must have extensions!
According to Google data, an ad with extensions receives 15% more clicks.
Extensions are additional information you can add about the product or products you are selling to help make it easier for a person to click.
Extensions also give you more visibility, help each ad to rank better and help improve your campaign performance.
– Sitelink extension
Sitelinks allow you to promote certain categories on the site or under categories when displaying ads.
In the above image, “Dresses” and “Shoes” are sitelinks and have specific descriptions.
– Callout extension
This extension allows you to highlight the benefits and competitive benefits of services or products.
Example: free delivery; certified quality; original products; 24h 24h support and others.
– Structured snippet extension
Highlight specific aspects of your product or service.
– Call extension
This extension will show your phone number next to your ads so users can contact you.
– Message extension
Encourage people to send you text messages from your ad.
– Location extension
Show business information (e.g., address, store hours).
– Affiliate location extension
– Price extension
Price extension lets you show information about the price of products and services in Google Search campaigns. By introducing this extension, you will be able to attract more attention to advertisements because of the price, which for many people is a factor in making a decision.
– App extension
Introducing this extension has the role of encouraging mobile application downloads of your business or store.
– Promotion extension
This extension lets you inform users about the promotions and offers you have available for a limited time.
Tips and recommendations
- Introduce as many extensions as possible in campaigns, and use relevant extensions for each campaign or group ad.
- Extensions improve clickthrough rate, quality score, and how a campaign is running.
- Every extension counts!
- The more extensions you have, the more you occupy more space on your mobile or desktop screen.
- Do not forget the relevance of the extensions and their quality!
Now you can advertise on Google Ads as a specialist.