By admin

July 17, 2020 6 min read Marketing

A well optimized Google Ad campaign always leads to conversion and generates revenue. The benefits of Google PPC campaigns are crystal clear.

• Qualified Leads
• More Customers
• Increase Sale

Here are the ten important steps and strategies you need to focus when optimizing PPC campaigns on Google and Bing. 

(1) Improve Quality Score and Reduce CPC

By optimizing your ad’s quality Score, Google uses to determine where advertisers rank on the SERP and how much they pay, by this you can greatly improve your campaign’s performance, and reduce your CPC (cost per click) at the same time.

Three parameters on which google generate keyword quality score

• Expected click through rate (CTR)
• Ad relevance
• Landing page experience

And these three parameters scale with another three parameters i.e Below Average/Average/Above Average

• Some tips improve CTR and ad relevance score
• Ads should be relevant, unique and attractive.
• Ads should be at the top 3 position.
• Use call to action terms (CTA)
• Use negative keywords
• Do not use keyword stuffing in ads
• Use proper ad extensions 
• Use DKI ads

Google calculates a score between 1 and 10 for your ad. The higher your score, the better your ad rank will be – in fact a high quality ad score can qualify you to rank above people who are bidding more than you.

Syntax to calculate Ad rank => Ad rank = CPC bid * quality score

Syntax to calculate CPC => CPC = ad rank/quality score + £0.01

(2) – Use Keyword Match Type Carefully

In Google Adword, there are a variety of keyword match types to target potential or existing customers. For each keyword in your paid search, you need to specify how the keywords you choose ought to match that the searches use.

The entire business of paid search revolves around keywords and generally we do not pay attention while choosing the match types that trigger paid search ads.

There are 4 different keywords match type

• Broad match – allows your ad to show up in searches for similar phrases and relevant variations
• Broad Modifier match – allows your ad to show up in searches in the exact or close variant form. 
• Phrase match – allows your ad to show up in searches that match the exact phrase.
• Exact match – allows your ad to show up in searches that match the exact keywords

Here is example for these match types

(3) – Use Dynamic Keyword Insertion (DKI)

It is an advanced feature of google ads which dynamically updates the test in your ads according to customers search query.

Here is syntax of DKI ads

Headline : Buy {keyword:chocolate}
Display url : www.xyz.com
Description 1 : our website has the best deals on candy.
Description 2: Free shipping order $50 more.

Google ads will replace the word after buy with a keyword from your ad group if it matches the search query.

Benefits of using DKI Ads

• Improve quality scores
• Lower CPC
• Some time google allow to exceed character limitation by using DKI

But please note: – it also appears for irrelevant keywords, so create DKI ads carefully.

(4) – Use Sitelinks Extensions to add sub pages in Ad Campaign

Sitelinks help users to find what they are looking for within your website. You can add sitelinks at the account, campaign and ad group level. In short it is good for every type of PPC campaigns

To add sitelink extensions go to the ad manager account and click  on “ads $ extension” in the page menu on the left, then click “Extension” at the top of the page.

Sitelinks help to improve CTR ( click through rate), quality score and offer up to six additional opportunities for adding information and call to action words.

(5) – Use negative keyword list and Increase Profitability of your ad campaign

Many advertisers run campaigns without using negative keywords in their account and it increases the wasted budget and doesn’t get the positive return on your investment. 

Here are some points, should have to consider while creating negative list

• Add both singular and plural words, because negative keywords differently, it’s not like other match types in Adword.
• Use tool to research your keywords i.e Google Adword planner and keywordtool.io
• Always check search query report, as they show the complete stats about the actual queries that are driving traffic to your site. Also helps to find irrelevant search terms and add them into a negative list.

(6) – Optimize Landing Page

A well optimized landing page experience also considers a major factor for successful campaigns. It also helps to increase your ad quality score and CTR.

Consider some steps during landing page creation.

• Forms fields should be minimum, don’t try to add long lengthy forms, because users avoid to fill long forms when they visit for the first time.
• Focus to add benefits of your services, not just features.
• Use high quality images/graphics
• Call to action buttons should be clear.
• Landing page should be responsive.
• Try to make lightweight landing pages
• Add unique content including keywords and synonyms.
• Create two versions of the landing page and do A/B testing.

(7) – Use UTM parameters for tracking and better stats

Always use UTM parameters in your campaign, it allows you to see how many visitors came from a certain source, medium or campaign. It is the most common form of link/Ad tracking and helps you to better understand the behavior of your website visitors. You can create these parameters by own or by using UTM link builder Tool.

Example URL with UTM parameters:
https://alustatalo.com/?utm_source=linkedin&utm_medium=organic&utm_campaign=blog_post

The five standard variables used in UTM:

Source: utm_source=linkedin  – Which website is directing traffic to your property. (i.e., facebook, twitter, Buzzfeed, zillow.com, google, linkedin)

Medium: utm_medium= The type of traffic, or marketing medium. (i.e., direct, social, organic, cpc)

Content: utm_content= Used to differentiate between links pointing toward the same URL from the same page, or to identify ad content.

Campaign: utm_campaign= Allows you to group all of the content across multiple channels under a single campaign.

Term: utm_term= Traditionally used to identify the keywords you’ve paid for in a PPC ad, but can be used for additional applications. If you have linked your Adwords account with Google Analytics, this information will feed in automatically for all of your Google CPC efforts.

(8) – Use Location Extension

It helps people to find your location by showing your ad with your address and maps your location all the distance to your business. It may also include the phone number or call button so users can easily contact your business. This extension type can run both search and display networks.

Usually location extension prefer for local business ads

• It increased CTR by 10% which helps to improve the quality score of your ad copy.
• Improve better user experience because user easily find your location

(9) – Use Seller Rating Extensions

Seller ratings appear as stars under a listing for business in google paid ads. It increases click through rate (CTR) and helps ads stand out amongst all other ads which are not using this extension. It also creates a positive impression of the business.

To enable seller rating extensions 

• Go to google ads account and click the tab “ad extension”
• Click “automated extensions”
• Look for “seller rating”

If seller rating is not visible, start with verifying if the extension is enabled. Click on Google URL checker and replace “example.com” with your domain to verify.

In most cases, seller ratings only show when a business has 100/150 unique reviews from the same county and average rating should be minimum 3.5 or higher.

(10) – Use call to action words

It increases clicks and conversions. Choose wisely when you set up ad copy because every business strategy and goals are different.

Some examples for CTA – Book now, Save now, Signup today, Order now and Get your free quote today.