Home Tips & Guide How Can Improve Your Google Ads Performance 13 Simple setting Changes

How Can Improve Your Google Ads Performance 13 Simple setting Changes

Voice of The People Report: VOP Latest Breaking News Learn 13 quick setting changes to control your Google Ads spend on irrelevant clicks and impressions whiles improving campaigns results.

How Can Improve Your Google Ads Performance 12 Simple setting Changes
How Can Improve Your Google Ads Performance

How Can I Improve My Google Ads Performance

Google Ads is among the most effectives and complicated platforms in the world. With a complex PPC platforms how can you be sure you are getting the best bang for your buck?

Something not often addressed is Google Ad dual aim of generating revenues for advertisers and for it self and not necessarily in that’s order. I always remind clients abouts Google single stated sources of revenues which is to “sell ads, nothing more.”

This article tackles a fews less obvious areas in the Google Ads platform driving highers spend with out providing a clear returns for advertisers. These settings changes are quick and simple and will ultimately boost your campaigns performance and increase the spread of your budgets.

1. Target The Right Keywords

Google representatives suggest at least 20% To 30% of your keywords should be broad match. Make sure you are targeting the rights keywords. Here are 3 types of keywords to focus on for highers click through rates.

▪️ Commercial intention keywords: Commercial intention keywords are those people types in when they have intention to purchase like “best CRM” or “stainless steel dishwashers”. Avoid informational keywords like “what is a CRM” since this will result in lower CTR and or wasted spend.

▪️ Branded keywords: These are anothers great opportunity and not just your own brands. Target partners brands, competitors brands or others brands your target market may searching when they are in buying mode.

▪️ Local keywords: Local keywords like “san diego personal trainer” tend to get high CTRs since local searchers often have a high commercials intention.

2. Turn off or Heavily Vet Auto Applied Suggestions

If You are spent time on the Google Ads platform over the last 4 years you are likely familiar with campaigns optimizations scores and recommendations.

Many do not know that’s upon account creation Google automatically implements an auto apply Features for a hand ful of its campaigns recommendations. If this features is left engaged, Google will auto apply these recommendations every 15 days.

For the inexperienced ads operator this sounds like a dream. Google artificial intelligenc AI and machine learning technology will work on your behalf. But proceed with caution.

Google breaks down its auto apply options into 2 categories.

▪️ “Maintain your ads.”

▪️ “Grow your business.”

As described by the platforms auto applied suggestions will either simply keep your campaigns up to date with Google Ads “best practices” or it will actively optimize your campaigns and improve your ads to achieve betters results.

3. Use Negatives Keywords Google Ads Campaigns

This is a must for keeping your click through rates in check. Negative keywords are the ones you do not want Google to show your ads for. So if you sell new cell phones for example you would set “refurbished” or “used” as negatives keywords. This way your ad won’t show for people unlikely to click on your ad.

4. Narrow Your Audience Targeting

If you are not running search or keywords targeted ads or if you are but are layering audiences on top of that’s you may also want to revisit your audiences targeting. By narrowing your audiences down to more specific criteria you can more you can more specifically cater your ad copy and improve your click through rates even if you are not getting as many clicks over all.

How To Improve Google Ads CTR With Sd Copy

Low click through rates could be because you are bidding on the wrong keywords. But in most cases you can significantly increase CTR and conversion volume. And ROI by simply writing stronger ad copy.

Here’s How? 

5. Keep It Dimple And Skimmable

Unless it is a bill board at a long traffic lights you can rest assured that virtually no ads are read in full especially online ads. Keep your ads simple so they can communicate an effective message at a glance.

Here’s How?

▪️ Include the keywords in the headline and descriptions but do not repeat it.

▪️ Do not use the full character count if you do not need it.

▪️ Do not complicates your ads with abbreviations that are not intuitive.

▪️ Use plains language that’s reads easily.

Keep It Dimple And Skimmable
Keep It Dimple And Skimmable

6. Actually Have A CTA

Telling a user that’s you have what they are looking for that’s what you have is better than what is your competitors have is not a call to actions. You need to actually invite your ad viewers to act. And to act now.

Buy Now. Download today. Though it’s just one or two words it’s a micro push that’s can make all the differences.

Even betters reinforce a feature or benefits in the CTA like “Starting saving now” or “Talk to a specialist today.”

Actually Have A CTA
Actually Have A CTA

7. Put A Special Offer In Your Headline

Every one loves special offers and promotions like discounts and free shipping. But instead of just including them in the descriptions put them rights in your PPC headlines. Mainly because the headline is the first and some times only thing searchers read. But also because numbers in headlines always tends to perform well and words like “free” lights up the human brain like the elevator buttons when Buddy the Elf pushes them all at once.

Put A Special Offer In Your HeadlineNews
Put A Special Offer In Your Headline

8. Put Your Main Keyword In Your Google Ads Display Path

Google Ads display paths appear after the slash of your destinations URL. Though they are optional you should absolutely use them. Treat them as a part of your ads copy and use them to include your keywords. In the examples below one of these is not like the others. Those display paths can be used to indicates value or reassures the viewers that’s you have what they are looking for.

Put Your Main Keyword In Your Google Ads Display Path
Put Your Main Keyword In Your Google Ads Display Path

9. Create Emotional Ads Copy

Emotional ads copy is a must for increasing your click through rates. But the secret to emotional ads copy is to keep it subtle. No need for all caps, hyperbolic words or exclamations points. Take a look at the 2 ads below for public speaking coaches, both with solid ads copy.

The first one uses terms like “best public speaking coach” “level up your public speaking skills,” and “tailored.” That’s all well and good but the second ad has more emotional words and phrases, like “Speak more confidently” “Boost your career,” “live your best life,” and “unlock your potential.”

Create Emotional Ads Copy
Create Emotional Ads Copy

More Eays Yo Improve Google Ads Click Through Rate

These last methods originate from a study we performed using data from our Google Ads Performance Grader. We identified accounts that make up the top 15%, 5%, and 1% of performers in terms of click through rates. Here’s what we found.

10. Use Dynamic Keyword Insertion But Do Not Overuse It

With dynamics keywords insertions  DKI. Google will automatically inserts the keywords that triggered your ads into your ad copy or headline. This is beneficial but only to a point as illustrated from one of our studies below.

Use Dynamic Keyword Insertion But Do Not Overuse it
Use Dynamic Keyword Insertion But Do Not Overuse it

You can see that’s ads with DKI have a highers relatives frequency than those with out but only for the top 16% of accounts. As you move to the top 6% and 2%, notice the red curves actually dips below the blue.

This tells us that DKI should definitely be part of your tool box as it tends to produces slightly highers early returns but it should not be overly relied on.

11. Use But Do Not Rely on Ads Extensions

Google Ads extensions can help your ads take up more space on the SERP and give it more click able appeal. In the same study we found that’s accounts using site link extensions did slightly better than those that did not which is not a surprise.

Use But Do Not Rely on Ads Extensions
Use But Do Not Rely on Ads Extensions

It is a modest increase but it won’t doubles or triples your click through rates and it certainly won’t make up for boring ads copy. So just like DKI, use extensions but do not rely on them.

12. Test More Ads

In our study we did some numbers crunching to see the relatives abundance of ads with a higher than averages click through rates, and here’s what we found.

▪️ Top 16%: These are ads with a 2x highers click through rates, and they occur in one of every six or seven ads.

▪️ Top 6%: These ads have a 3x highers CTR and occur once in every 20 ads.

▪️ Top 2%: These have a 6x highers CTR and occur once in every 100 ads.

That’s rights 100 ads. No you don’t need to test 100 ads. But you do need to test lots of them. And yes, responsive search ads will do some ads copy testing for you by mixing and matching headlines and descriptions. But no that’s does not leaves you off the hooks for testing.

In her post on Google Ads mistakes PPC influencer Michelle Morgan recommends always having 2 to 4 active ads variants in each ads group. To achieve highers than averages click through rates. You may want to bump that’s number up a bit. But Do Not worry. We found that the top 6% of ads in an advertiser’s account makes up 87% of theirs impressions. So just choose your top 2 or 3 ad3 groups and focus on doing lots of testing there.

13. Pause The Bottom Third of Your Account

So Quick Recap.

▪️ High click through rates awesome.

▪️ Low click through rates not awesome.

Why not delete the bottom 3rd of your account and redeploy that’s spend to remarketing? These are your low CTR, low impression share junk performers. Dead weights dragging you down. Cost per click is much lower on the Displays Network and if you are using display for remarketing, you can achieve similar, and in some cases, even highers conversions rates than Search ads.

If you can get rid of the bottom 3rd of your more expensive search ads and shift that spend to even averages performing display and remarketing ads that’s would be a brilliant way to begin to more effectively scales your Google Ads efforts.

Improve Your Google Ads Click Through Rates

And there you have it. Averages CTR is well, averages . Above averages CTR is the way to go for relevant and afford able keywords that is. Go this routes and you will see highers impression shares, betters ads positions, lower costs per click, and lower costs per conversions. Here is a recap of how to improve your click through rates in Google Ads.

▪️ Target the right keywords

▪️ Use negative keywords

▪️ Narrow your audience targeting

▪️ Keep it simple and skimmable

▪️ Actually have a CTA

▪️ Put a special offer in your headline

▪️ Put your main keyword in your display path

▪️ Create emotional ads

▪️ Use dynamic keyword insertion, but don’t overuse it

▪️ Use, but don’t rely on ad extensions

▪️ Test more ads

▪️ Pause the bottom third of your account

Of courses you can get started with your own instant, free account audit using our Google Ads Performance Grader. This is a critical first steps in determining the health of your Google Ads account and identifying optimizations opportunities. And if you’d like help with your search ads, see how our full ranges of digital marketing solutions can help.

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