5 Google Ads Wins That Instantly Boost Performance. Most People Miss Number 3.
We’ve previously talked about the benefits of running Google Ads in many of our other blogs, but Google Ads can be one of the fastest ways to generate leads, sales and revenue for your website when it’s done properly.
Many businesses, however, waste thousands of pounds every month through poorly structured accounts, outdated strategies and a lack of ongoing optimisation.
Many people seem to think that Google Ads is a set-and-forget method of generating traffic, but you couldn’t be further from the truth!
The team here at Altitude Internet have put together five quick tips which can give you some quick wins if you’re already running Google Ads.
Number 1 – Keywords Control
One of the biggest and most common problems we see when reviewing Google Ads for potential customers is poor keyword intent control.
Many advertisers wrongly assume that more keywords equals more traffic, and more traffic equals more leads, but in reality, poorly selected keywords will often burn your budget and drive irrelevant traffic, which in turn generates a higher cost per lead.
High-performing Google Ads accounts focus on commercial intent keywords only; we generally recommend a combination of phrase match and exact match keywords, avoiding broad match in most cases.
Regularly reviewing the search terms report within the Google Ads interface is essential. This is where wasted spend hides and where the easiest performance wins can be found.
We recommend running through this report and adding a combination of exact match and phrase match negatives to your campaign to limit irrelevant traffic in the future.
Number 2 – Account Structure
Google Ads is not just about bids and budgets. It’s about structuring the campaign sensibly, too.
Dozens of unrelated keywords in one ad group can burn the budget; you should avoid generic ad copy and overlapping targeting.
While single keyword ad groups are probably a bit of overkill, well-structured accounts where you split down keywords by service, location and intent are much more likely to generate better results for you.
This kind of structure will help to improve the quality scores, the click-through rate, lower the cost per click and improve your conversions.
Number 3 – Check Conversions are Tracking.
And this is where most accounts fail.
We regularly conduct audits where phone calls are not tracked, form submissions are firing incorrectly, and duplicate conversions are inflating data within the Google Ads account.
When conversion tracking is wrong, Google’s algorithms learn the wrong behaviour, and performance will definitely suffer.
We typically focus on granular conversion tracking, making sure that phone calls, lead forms, booked appointments, purchases, enquiries or other key engagement actions are attributed as a conversion.
Number 4 – Compelling Ad Copy
This means avoiding bland, generic, or simple ad copy and focusing on text which helps to solve specific customer problems and offers clear outcomes and strong calls to action.
For example, if you provide free site surveys, make sure this is front and centre of the ad copy, with a reason to book, for example, call now and book your free site survey this month.
This is much more likely to generate conversions for you.
Number 5 – Relentless Optimisations
As we touched on earlier in the blog, Google Ads is definitely not set and forget, and one of the biggest wins is simply ongoing proactive optimisation.
The quick wins are not monthly or quarterly optimisations, but every 2 – 3 days, regular reviewing of the search terms reports, the bidding, the keywords and conversions.
The ongoing optimisation that Altitude Internet provides customers includes pausing underperforming keywords, testing new ad variations, adjusting bids and budgets, reviewing search terms, refining audiences and improving landing pages.
It’s a combination of all of these top tips which will help catapult the performance of your Google Ads campaign back where it belongs.
If you’re currently running Google Ads and are struggling with having the time, knowledge, and desire to work on your ads, we can help.
We will highlight critical areas holding your campaign back. Look for any Quick wins, check the conversion Tracking and generally provide proactive feedback as to how we can potentially help your business.
As a Google partner agency, our team holds all of the relevant certifications from Google. We are a Google smart bidding agency, which means we fully understand the latest AI-driven bidding strategies that can likely improve your performance. We were delighted to have been recognised by Google as one of the first smart bidding agencies in the UK and Ireland.
Interested in Google Ads?
Click here to find out more about Google Ads.
Click here to schedule a call with a member of our team.
Click here to read some recent case studies as to how we have helped customers improve the performance of their Google Ads account.
Altitude Internet is an award-winning digital marketing agency with offices in the UK, Ireland and Asia. We help businesses generate more traffic, leads and enquiries from a wide range of digital marketing services. Established in 2014, we’ve grown over the years and now have over 1,000 five-star reviews from happy customers stretching back over a decade.
Fancy a chat with a digital marketing agency that will genuinely work hard to get the best results for you? Click here to get in touch.
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