We will need to optimize our google ads most likely in these three cases:
- Due to an existing Ad not performing well
- To make the current Ad better
- Just for regular optimization to make the Ad give optimum results
When it comes to optimizing google ads, there are a few basics that you will have to look up to before considering your ads performance.
These optimizations can be categorized into three areas,
- Keyword Optimization
- Landing Page Optimization
- Ad – Headline & Description Copy
Keyword Optimization
Unlike Facebook Ads, Google Ads works mainly based on keywords. So, you have to give the right keywords to google. These keywords should be the words that are relevant to that what the customers are searching for on the google search engine.
Google’s algorithm doesn’t know what to target unless you give the input data. So, the keywords act as an input for Google’s algorithm to understand better – what kind of people it should target and what kind of people it should consider as irrelevant.
Initially, you will fill up the keywords while setting up the Google Ad. But later on, you will get the data of what the actual ad was targeted for.
You will get the search terms of what people searched for and also for what search terms your ad was shown.
Visit the “Search Terms” sections in the vertical bar of google ads.
You will get the range of search terms that people searched and you can also see for which keyword the ad was triggered and shown.
You can optimize the Ad based on the relevant keywords. So this can be categorized into two kinds of optimization.
- Positive keywords
- Negative Keywords
Positive Keywords
Select the relevant keywords from the “Search Terms” and add them to the Keyword list. Google will consider these searches as more relevant to our Ad. And it will try optimizing the Ad more for relevancy.
Negative Keywords
Select irrelevant search terms and add them to a negative keyword list. You can consider adding those negative keywords only for the particular Ad Group or the Whole Ad Campaign. Or you can also have the option to create a list – where you will keep adding negative keywords. If you create a list, then it can be used later for other Ad campaigns in the future.
Optimizing for Negative keywords is the most important part of Google Ads. As this helps in making Google’s algorithm work better for us.
Landing Page Optimization
Optimizing the landing page is all about making the user experience of the landing page better. When you think about optimizing the landing page, you should start viewing it from the customer’s point of view.
Below are a few tips that can help you in making a better landing page experience
- Right placement of the contact form
- A clear copy of what you offer at the beginning of the landing page
- Clear explanation of how they will benefit from us
- Mention the USPs of your product or service
- Mention Infographics or Statistics (Ex: The number of clients you served)
- Creating FOMO by using Countdown timers (Good, If you can also provide discounts along with it)
These are some of the basic things that you have to keep in mind while creating a landing page for the Ad.
Some of the Advance things that might affect your landing page experience are,
- Loading Speed is slow
- Web design that makes it difficult to read the content on the page
- Need to scroll too much before filling up the lead form
- Content being irrelevant to the keywords that are displayed on the Ads
Our ads might get bad results if any of the points get persistent throughout the stage.
Ad – Headline & Description Copy
What you write in a Headline and Description will determine how many people will click on your Ad. How many people click on your Ad will determine how many people will visit your landing page. And how many people visit your landing page will later determine how many people fill out the lead form.
So, getting people to click on our ad is the most important part of the process. This is the top of the funnel of our ad, through which every other metric will be determined.
More like any other Ad copy, the headline and description should also mention the things that you offer to your customer.
The Ad Headline and Description have character limitations, so crafting a good headline and description in a creative way that can fit the required length is very crucial.
Conclusion
There are other important things to keep in mind during the process of google ad optimization. But the above-mentioned elements are the most crucial. Without fixing these fundamental things you can’t build anything significant on top of this.
