Full Google Ads Optimization GuideOrbitalAds
There are many different actions you can take to optimize your Google Ads account, but at OrbitalAds we have identified, after years of experience managing campaigns, what we believe are the six main areas where you should focus to get maximum results and avoid analysis paralysis.
- Search term negativization
- Long-tail keywords
- Improve quality score
- Scale your account by researching the market
- Get the most out of your DSA campaigns
- Setup correctly your Google Ads dashboards
Search term negativization
To maximize your campaign's ROI, you have to not only target the right keywords but also avoid attracting the wrong traffic.
You can add words and phrases that won’t attract the right kind of users to your ad campaign's negative keywords list. Just browse regularly the Google Ads search term report and add all irrelevant terms to your negative keyword list as you spot them.
Your list of negative keywords is not static and will be constantly evolving. You need to regularly analyze your search terms report to make sure you are not attracting irrelevant traffic that may be using up your budget.
Like any marketer, you always want to make the most of every dollar. Search term negativization can help you achieve that. The search term report shows you the words that people are using to find your business. If these search terms are relevant, bringing in traffic, and converting, then you can add them as keywords, and even bid more on those specific terms.
Analyzing your search terms across the different campaigns that you are managing can be time-consuming. Automating the process can help you optimize your campaigns and improve performance within the same budget but with a lot less time and effort.
OrbitalAds’ automated keyword management tool automatically adds negative keywords across different ad groups. We do all the hard work so you can focus on other important aspects of your campaign, like improving landing pages or conversion rates.
Bonus tip: if you want to understand and communicate the value of negativization for your Google Ads campaign in a very visual format, be sure to check our infographic so you can share it with your team.
A long-tail keyword is a search term that usually has less than 100 monthly searches. It’s a keyword with more niche or specific terms. The more specific your keyword is, the more likely it is to provide a good conversion since you provide exactly what the user is looking for (not to mention it will be less competitive than broad intent keywords, also called head terms).
You can find long-tail keywords using Google Ads Keyword Planner, by targeting broad match keywords and then using the Search Term report to single out long tails (much like negativization, but for targeting instead of excluding terms) and, of course, by using your own keyword research or external tools.
Finally, you should combine your targeting of long-tail keywords, with having highly specific content on your website. The more specific the content on your landing page is, the more likely a user will be to contact you or buy from you.
Improve quality score
The Google Ads Quality Score will tell you how well your ads stack up against others in the search engine. This score is calculated for a keyword and a given time frame. Better Quality Scores generally lead to lower costs per click. This means that your ads are more relevant than your competitors.
Google Ads Quality Score is calculated based on combining 3 components: expected clickthrough rate (CTR), ad relevance and landing page experience.
Not targeting the right keywords, and having generic or poor ads and landing pages are some of the things that can hurt your Quality Score.
On the other hand, if you aim for maximum relevance and usefulness on your keywords, ad copy and landing page, you are likely to have a very healthy quality score. Reviewing these three categories on a daily basis is a must if you want your Quality Score to be as high as possible.
If that sounds like too much work or too much to get your head around, look no further than the Orbital Ads Quality Score dashboard, a single report to monitor and be alerted of every little threat to your Quality Score.
Scale your account by researching the market
Not all good insights come from within your Google Ads account data. Sometimes, good, reliable external data is what you need to get an edge over the competition. This means either conducting your own keyword research by talking to customers, for example) or relying on cutting-edge 3rd party tools.
Get the most out of your DSA campaigns
Dynamic Search Ads campaigns (DSAs) are similar to standard search campaigns, but differ in one major point: instead of bidding on keywords, you’ll be bidding on actual content from your website (auto-targeting).
Google will pair user searches to specific content that is present on your site pages, such as products, services, or offers. DSAs are much easier to create, set up, and target because Google dynamically generates headlines that adapt to the search term and the content of your chosen page.
DSA campaigns tend to have a higher ROI when you have a big, well-structured website, with content suitable for answering a high volume of searches. Also, if you plan on using the Hagakure structure campaign, DSAs are usually the basis for this method to work in the best possible way.
Data is power. Setup correctly your Google Ads dashboard.
Google Ads campaigns create an overwhelming amount of data. In order to extract the best insights from this raw information, you need a dashboard that is able to tell you in a glimpse what are currently the main problems of your account, and where to act to solve them. In other words, avoid the clutter, and get straight to what matters the most.
That is exactly what the Orbital Ads Dashboard offers you: a grip over the 3 Quality Score criteria over time. Furthermore, while Google only reports on Quality Score at a keyword level, but Orbital Ads has different sets of values for a faster identification of variations across the different layers of your accounts (campaign, ad group and account).
Try OrbitalAds now, so you can start leveraging right now all that it has to offer to optimize your campaigns with minimum time and effort.