Whether you are managing Google Ads yourself or outsourcing to an agency, there is always one question that gets asked again and again: How can we increase campaign performance? Whether you are measuring return on investment (ROI) or return on advertising spend (ROAS), there are a range of activities you can undertake to improve ROI from Google Ads.
While the overwhelming focus of your activity to improve your Google Ads performance will be increasing your account’s overall average keyword quality score and refining your keyword targeting, there are a number of other considerations that you can use to increase your ROI:
- Understanding which channel generates best return. Google Ads provides a range of channels as part of your campaign. While paid search is the most popular, others can provide a real opportunity to get better value clicks. If you understand how to utilise each channel, and target it with relevant messages based on the role it plays in the customer journey, you can get significant and unexpected returns.
- Segmenting campaigns strategically. How you organise your campaign can be the difference between success and failure. Get this wrong and you can have keywords that might deliver a great return on investment, but need more than their fair share of the budget to perform. Relevancy is the key when looking at this aspect of your Google Ads performance. Organise your campaigns and ad groups around customer intent and relevancy to make your budget work harder. Divide and subdivide to refine over time and watch your ROI from Google Ads edge higher and higher. In addition, Google Analytics has a powerful segmentation engine. Break your audiences down into parts and understand how each part interacts with your site, then tailor your bidding strategy, copy and landing pages accordingly. Using secondary dimensions in Google Analytics can provide additional insights. They work like Google Ads segments, except there are more of them and they’re more flexible.
- Link offline transactions to online campaigns. ROI is often under-reported because you only end up tracking sales that happen on or through your website. For many companies, the majority of sales still happen offline. Get some help connecting your EPOS systems, CRM and offline sales activity to your analytics and Google Ads accounts. With the right technology in place, you’ll get a better idea of how your Google Ads performance is driving offline sales as well as online.
- Understand ROI in each location (as granular as postcode if needed). Google Ads location targeting allows you to choose geographic areas where your ads appear, but it can also be used as an optimisation tool to help increase your return on investment. You can even target by postcode if you want to really flex this targeting option. Campaigns will perform better in some areas than others for a variety of reasons: coverage, visibility, store location, product relevance, and so on. A good way to optimise your campaign is to target more successful areas with more budget to maximise ROI from Google Ads. Tailor your message to each area, for example surfing gear may be more relevant if you live by the sea. You can even split out your campaigns by location to help with targeting.
- Fully understand the role of each device. Different devices are used in different ways. As a result, the customer intent and place on the path to purchase can vary. Google’s Zero Moment of Truth model describes this very accurately. Customers researching a B2B product may well read content and consume articles on their phone, but only purchase on a desktop computer. Alternatively, a consumer looking to buy a product may choose to research on a phone at home and then find the store location and directions via their mobile before heading to the bricks and mortar store. Understanding what role each device plays in your product path to purchase is critical to maximise your ROI from Google Ads campaigns. Target your keywords and refine your messaging to suit the device and intent of the user.
- Optimise your landing pages. It is important to ensure that the landing page you are sending the paid traffic to is not only built for the job you want it to do, but also relevant and in line with the intent of the users visiting the page. By consistently analysing your landing pages, you can get a good understanding of what is working well and what needs to be improved. This test and learn approach will let you ensure your page is fully optimised – and a landing page that performs well will do wonders for your ROI.
Google Ads can be a brilliant way to help you reach your chosen audience(s), and these six tips are a surefire way to help you get the most from this PPC platform. Got a question? Get in touch!