How to optimize your SEA campaigns?
What are the 5 key points to optimize your Google Ads campaign?
With 90% of search engine users, Google is your prospect’s first point of entry into an active search.
Google Ads is a powerful tool for businesses that want to reach a large audience and generate leads or sales online. Optimizing your SEA campaign to the maximum has become essential to avoid wasting your budget.
In this blog post, we’ll explore some techniques and tips for optimizing your Google Ads campaigns and maximizing your return on investment (ROI).
1. Use the right lens
Depending on your needs, you can choose different objectives when setting up your Google Ads campaign. It’s up to you to determine whether you have more than one visibility or traffic goal on your site. You can choose based on optimizing for impression rate or traffic. You can also choose between different platforms, search, Google Shopping, display or even Youtube.
2. Track your ROAS
ROAS is a ratio that allows you to evaluate the profitability of your advertising spend.
To find your ROAS in Google Ads, simply add the column called “Conversion Value per Cost (“Conv. Value/Cost”)”
👉 If you get a ROAS less than 0: your advertising is not profitable.
Above 0, you start to profit from your advertising.
For example, a ROAS of 100% means that for every euro invested in advertising you get €2 or a profit of €1.
With this metric you will have a clear idea of the impact of Google Ads spend on your business.
3. Take advantage of ad extensions
You need to make the most of your ad extensions. On the one hand because they also affect the level of quality, then because they give more details and visibility to your ads. They allow you to draw the user’s attention to an aspect or section of your site that would not necessarily be highlighted.
Let’s remember the most important extensions:
Sitelink Extensions : they allow you to “take up space” on the search results page and leave less visibility to your competitors. The links correspond to the dedicated pages of your site (maximum 4).
Hook extensions : highlight specific products.
Site Extensions : highlight the site’s services (home delivery, 7 day a week assistance, etc.).
Extensions for promotions : ideal for e-commerce sites. You can display an applicable promotional code on your site. These extensions stack with sitelink extensions.
Appeal extensions : Internet users can call the indicated number directly. An ideal format for services where you need to make a reservation, for example.
Price extensions : show the price of products or services.
Image extensions : a new format that allows you to display an image so the visitor can project themselves before clicking on your ad.
4. Use different audiences
Advertisers and some agencies tend to use only keywords to serve ads. However, it is also possible to choose very specific audiences to show your ads to. This way you can focus on the hottest prospects by exploiting, for example, retargeting or similar audiences.
5. Increase conversions with Google Performance Max
Pmax campaigns are fully automated campaigns. Big news for Google: unlike traditional Google Ads campaigns, Pmax automates the creation, targeting and delivery of advertisements.
Performance Max campaigns reach a much larger audience than other campaign types. Once created, ads can appear across Google’s entire advertising inventory: Search, Display, Discovery, Gmail, Maps, YouTube.
Google identifies the best smart bidding strategies to publish the best ads, on the best channels, to achieve the best performance. The same campaign, different ads, in different places… And no, it’s not magic!
In conclusion, Google Ads is a powerful tool for reaching a large audience and generating leads or sales online. However, to be successful with Google Ads, it is important to find the right keywords, write successful ads, use keyword matches correctly, optimize your landing page, and monitor and adjust your campaigns regularly. By following these techniques and tips, you can maximize your ROI and succeed in your Google Ads campaigns.
To find out more or be supported in setting up your SEA campaigns, do not hesitate to do so contact our Google Ads experts.
