COVID-19 has knocked us all down in one way or another this year. Friends, family members and local businesses have all felt the impact. Whilst our minds are firmly on our closest friends and family, as business professionals we still need to maintain revenue channels otherwise when it’s all in the past, we won’t have such an exciting future.
To help us continue to generate a consistent stream of new customers for our businesses, we’ve jumped into some typically overlooked Google Ad strategies to squeeze more revenue from existing campaigns.
Businesses have to evolve rapidly, changing their operations overnight just to keep up when seismic events happen which impact online traffic, footfall or general shopping behaviours. With COVID-19, employees and customers now stay at home more and online users continue to react unpredictably to the unfolding COVID saga - changing where they go online, what they purchase and who they buy for.
For some advertisers, the new search terms users are utilising are causing large increases in online traffic but for some, the trend is unfortunately inverted.
If these statistics are to be believed, Google’s searches and impressions have decreased below average in the States. With that decrease, the click-throughs (CTR) is becoming more expensive and drawing out any potential margin; directly impacting campaign profitability.
So, how are you ensuring that your campaigns continue to work or if they currently aren’t working, where do you turn to improve your ROI?
Here are five great tactics that will help you reduce your Google Ads Cost Per Acquisition (CPA) and drive better results for your business:
Optimise keyword bids:
After sorting through the negative keywords and selecting the top-performing keywords, the next important step is to optimise your bids and stay to the competition. Optimising bids depends completely on your marketing strategy and variest from one ad campaign to another.
Here are a few bidding options that can improve your PPC campaign performance.
Manual Bidding: It’s the best option for optimizing bids as it allows you to manually adjust bids. This gives you maximum control on your bid so that you can change the bid terms when required from a few pence to a few pounds.
CPA Bidding Or Cost-Per-Acquisition: This lets you get as many conversions with a really simple set of configuration options. How? CAP bidding automatically optimizes your bids and tailors bids for every auction. You can easily use CPA in single or multiple campaigns or with different ad groups and keywords.
ROAS Bidding or Return-On-Ad-Spend Bidding: ROAS bidding lets you bid on the targeted return you want from the spend you’re investing in your ads and help you get more conversion value.
Use AI To Improve Your Strategy:
Paid advertisements are no stranger to Google’s AI algorithm. It offers you the ease to run ad campaigns through machine learning algorithms and automation.
Always review and refine your keywords
If a keyword has a CTR ( click-through rate) of 1% or less, even after optimizing it, delete that keyword. Just keep in mind that you need to bid on the keywords that real audiences search.
Track Conversions and Generate Leads:
It’s not easy to maintain keywords, bid, and other key metrics when you can have so many Ad groups in an Account. You might be experiencing a good campaign that generates lots of impressions, but what’s the point of these impressions if they are not converting? So, make sure you have insights into campaign performance and its conversion rates. Ask Yourself:
- Do you know the accuracy and frequency of your data?
- Is your search result dependent on regular or monthly indexing?
- Are your keywords using the Broad Match, Phrase Match or Exact Match?
- Is your data source broken or limited search terms?
Once the data is setup and decided upon, you can then implement the right tools and use that for tracking other key events. Just make sure that you record conversions both in Google Ads and Google Analytics.
Use Location Tagging To Keep Your Ads To A Specific Location
Restrict your campaign for your product or service to a specific location by using Google Ads Location Targeting to target clients in your area only. You can configure this from the Campaign Setting page and this can dramatically decrease your AdWords cost. Improve Quality Score With Ad Extensions: Google determines the CPA depending upon the ad’s Quality Score. So it makes sense that improving the score will reduce the CPA cost. PPC managers often look to improve the quality score with things like relevancy.
However, campaign managers, counter-intuitively, generally overlook it. Clean ad structure helps to boost CTR and can also improve your ad’s visibility. It helps your clients get to know your services and products in a better and optimal way that’s far easier to understand when in a hurry.
Google Ads needs constant tracking and monitoring to give you the best outcome. And the best thing about this marketing channel is that it lets you see every detail of your expenditure. Moreover, the data that you record by conversion tracking will give you insights into the performing as well as non-performing metrics to optimize your ads for better performance.
So, try these optimization tips and improve the performance of your PPC campaign today.