Google Ads is really helpful when it comes to targeting your ideal audience and attain measurable results. But there’s a glitch. If you are not properly overseeing your account, chances are that you might lose a bit of cash.
There are certain aspects that you may have been overlooking, for instance, ineffective terms, and local ads.
These 5 effective ways will help you keep every important aspect of your campaign in track and not blow your budget along the way.
1. Search Terms and Negative Keywords
To ensure your capital is not getting wasted and to make progress with an effectively-running campaign, it’s imperative that you list negative keywords. You need to check your search terms across every campaign from time to time for further validation.
Just a tip. It’s helpful if you use broad matches for a variety of terms you don’t want to get clicks from. The names can be of other separate brands or competitors. For instance, terms like “free”, “training” or anything else that you find irrelevant to your campaign.
A negative is basically a type of keyword that stops your ad from being incited by a certain word or phrase. When you have a list of negative keywords, you can easily cancel out low-quality clicks and make your campaigns efficient by reducing your costs.
2. Unique Call Data
There is an amazing option in Google Ads that lets you see particular details about the calls you receive from the ads you publish.
What you need to do is at first, navigate to “Reports”, then move on to “View All”, then click “Extensions”, and lastly, click on “Call Details”. Upon doing so, you will find data from all the calls hailing from a data range, you particularly chose.
The certain details that you will see are as follows:
- Start and end time
- Duration (in seconds)
- Caller country and area code
- Status (received or missed)
- Call source (website or ad)
- Call type (mobile click-to-call or manually dialed)
- Campaign and ad group
In case you are bombarded with one call after another, it is crucial that you see the call data. This allows you to make a decision whether you should bid down calls relying on metrics, which tracks down attributes such as call quality, the duration of the call, the caller’s location, etc.
3. Estimated Top of Page, First Position, and First Page Bids
Some of the key aspects in managing your campaign are estimated top of page, first position, and first page bids in addition to the maximum costs per click (CPC).
You will be able to see the usual grid of metrics for your keywords for a particular ad group by visiting “Campaign”, then moving onto “Your Ad Group”, and finally, “Keywords”. But you must also be informed that Google recently made some changes. It conditioned its average position metric, and established new ways to view where yours are placed on the search results pages.
This implies that the columns that are enabled in your account may not be present. In case you don’t know see any columns titled “Est. Top of Page Bid”, “Est. First Page Bid”, and “Est. First Position Bid”, you know the drill.
You simply need to add them by clicking on ”Columns” and later on, making changes to them in order to have them included under the segment’s drop-down. It’s very necessary that you keep a lookout for any fluctuations. These bids tend to change from time to time. If you notice any variation, you can make modify your bid, accordingly.
All in all, monitoring these data can help you make required adjustments to your bid strategy. You may either have to increase your max CPC or lower them. This will give you a clearer idea that you are not overspending. Nonetheless, your ads will still display in top positions.
4. Google Local Ads
You can even run your ads in Google maps. This includes the local 3-pack that appears on search results pages. When you are running local extensions, you can be on the lookout for the number of people clicking on your Google My Business profile through your ads.
This data will appear once you jump to “Ads & Extensions” and then click on “Extensions”. Afterwards, you need to manage by extension type. There, you would come across the location extension area. Upon clicking the arrow, it will open up a section that will present to you all the specific data hailing from your local extension.
Based on your enabled columns, you will be able to find:
- Click-through rate (CTR)
- Average CPC (cost per click)
- Conversion rate
- Cost per conversion
5. Quality Score for Keywords
One part of Google Ads that many seem to forget plays a role in the performance of your ads is the quality score, which is a rating out of 10 that Google gives you for each of your keywords in your ad groups.
Quality scores plays a key role in determining how your ads are performing. Google states that quality score estimates the relevance of your ads, keywords, and the landings to an individual who would come across a certain ad of yours. If your ad has quality score, then it would result in lower costs and instability, higher positioned ads.
It’s a complete win-win situation. Furthermore, this also allows you to save a substantial amount of your cash and you can even initiate a campaign that targets a separate region, a different service of yours, or it could be anything else entirely.
It is advised that to get a quality score above a 4 and in order to that, the following points are recommended:
- Specify your keyword list specific, and analyze certain keywords into their own ad group.
- Ensure that the same keywords are used in ads and landing pages and there are specific landing pages for each and every ad group.
- Utilize Google’s Page Speed Insights test to check your landing page’s speed and understand if any changes can be made.
- Constantly regulate your keywords and discard unnecessary terms to a negative keyword list.
Google ads might be a bit tricky, you’ll get the hang of it once you start advertising regularly. You can always follow our guide on succeeding on Google Ads. Best of luck!