Correct conversion settings
One of the things that many advertisers go through is checking if the conversions are configured correctly, this is essential to evaluate the effectiveness of the campaigns.
In the conversions section, you must make sure that you are correctly taking their data, checking that there is data for each of them, if not, you must review the configuration, either on the web, Google Tag Manager or wherever. you have configured.
One of the actions you can take is to add a conversion value to each of them. Do you think that each sale or lead is worth the same? Not at all, assign different values to know what gives you the most return. If you want to learn more about this, you can read the book we recently reviewed about Lead that rates a Google Ads.
Bid strategy
If you have a goal that is difficult to reach, you may see a message on Google saying “limited by bidding strategy.”
If your bidding strategy is limited, you can change it to an automatic bidding strategy, which will likely help you get more conversions with a similar CPA or a higher conversion value, with a similar ROAS.
Other limitations that you may encounter are the bid limits on keyword CPCs, so you would have to increase those maximum CPCs or, if using automatic bidding, increase the CPA or decrease the ROAS.
Ad group settings
Ad group structure is still, and has been in the past, critical for ad relevance.
If any of your campaigns are performing poorly, check the structure of your ad groups, especially if the conversions are from a single campaign or the keywords that exist per campaign.
Aligning the keywords per ad group with the ad that will be shown to the user is essential for the campaigns to work, here the content of the landing page has to be related to the ad group created.
To correctly structure an ad group with a certain organization, 1 to 20-25 keywords should be included. I have seen some accounts with 200 keywords per ad group, right now with Google automation, it does not make any sense, since the tool is capable of identifying the most relevant terms.
If any of the keywords included have low quality scores, you should add more words or eliminate low-performing ones, and confirm that those keywords are in the ad titles, descriptions, and also on the landing page.
As has always happened in Google Ads, high quality levels improve campaign performance by making you pay less for each click.
Search Impression Share
Search impression share will tell you the percentage of total impressions an ad receives compared to the total number it could receive. Here you can also extract information with metrics, percentage of search impressions lost in ranking and percentage of search impressions to budget.
If you see a high percentage lost in the budget (this is like running out of gas in a car race), you should increase the budget to be competitive in bidding
If you see a low search impression rate, you are going to lose visibility in your campaigns, something you can do is:
- Adjust bidding strategies to target a lower ROAS or higher CPA.
- Improve the relevance of ads.
- Increase budgets.
This report, although sometimes not detailed enough, is important to keep the impression level at an appropriate percentage.
Quality level
Although this metric has been with us for years in Google Ads, it is still important as it shows the relevance of the ads, keywords, and landing page.
As you know, we can observe it with a number in each keyword from 1 to 10, where you should look at the low quality levels, to check that the ads are correctly aligned with that keyword and the destination page.
This will influence the classification of the ad and its cost per click, resulting in the quality of the campaign.
Search term reports
The visualization of this report continues to be quite important when optimizing our campaigns. Here we will be able to identify search terms that are not relevant and that may be wasting clicks and budget without obtaining any results.
One of the things you should do is add these terms to negative keywords, which will improve the relevance of your ads, preventing your ad from appearing in searches without quality for the business objective. This will surely have a positive impact on increasing CTR and more focused visits.
If these tips have been useful to you, leave me a comment. By the way, the image is made with AI.
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