How to Optimize Google Ads Campaigns to Make Them Profitable? Many of us ask this question after launching campaigns, once the strategy and platform have been chosen.
Google Ads is the platform where you can get the highest-quality leads genuinely interested in your service. This greatly increases the chances of success. It’s also a platform where CPC can be expensive for some keywords, making it necessary to optimize campaigns to rank higher than competitors.
[poll id=”22″]Basic Concepts for Optimizing Google Ads Campaigns
It is recommended to use Google Ads campaigns because they can deliver short-term results, making it one of the most effective tools in a marketing strategy.
The goal of optimizing a campaign is to maximize conversions, as each conversion can be a contact or a purchase. When launching a campaign, it’s recommended to initially maximize clicks to generate more website traffic, making optimization easier.
It’s important to review Google Ads campaigns weekly to optimize them. Analyze relevant KPIs such as conversions, ROAS, conversion value, and campaign-related metrics like clicks, impressions, or CTR.
To improve Google Ads campaigns, let them run for a week after each change. This allows Google’s algorithm to work effectively and provides clearer insight into whether the optimization actions were successful.
So, what types of changes can we make to optimize Google Ads campaigns? Here are some key points.
5 Keys to Optimizing Google Ads Campaigns
Key 1. Properly Organize Google Ads Campaigns
Google Ads campaigns are the foundation of your strategy, so proper structure is crucial. For example, in search campaigns, you should create as many ad groups as semantically related keywords you have. This allows easier optimization of ad copy and landing pages, achieving a higher quality score for both.
Key 2. Add Manual Extensions to Your Ads
For Google Ads search ads, it is recommended to add at least 2 or 3 extensions to increase visibility. Types include:
- Call Extension, allowing you to include a phone number so users can contact you without visiting the website, which can count as a conversion.
- Location Extension, to add your physical store or business address.
- Sitelink Extension, to include additional links in the ad directing to relevant content on your website.
Key 3. Optimize Keywords
We want selected keywords to drive traffic to landing pages and generate conversions. To achieve this, several keyword actions must be performed.
a) Keyword Cleanup
Clean up keywords and review the match between search terms and user intent. Remove keywords with impressions but low quality scores. Also, review CPC to eliminate costly or irrelevant keywords.
b) Add New Keywords
Periodically, it’s recommended to perform keyword research to identify new relevant keywords. Only add keywords aligned with the rest of the campaign groups, considering search volume and CPC.
c) Identify High-Impression Keywords with No Clicks
Focus on ranking for keywords with many impressions, as they are more likely to get clicks.
- Optimize ads and landing pages for these keywords to improve their quality score.
- Manually increase bids for these keywords if budget allows.
d) Negative Keywords
Review search terms and add negative keywords for terms you don’t want to appear for. This ensures focus on relevant and profitable keywords. Regularly analyze keywords generating traffic to ensure they align with your products or services and avoid unnecessary spend.
Key 4. Quality Score
To rank ads effectively, monitor keyword quality scores, rated from 1 to 10 based on landing page experience, ad relevance, and expected CTR.
Landing page optimization depends on:
- Keyword presence and relevance in the landing page content.
- Easy navigation
- Fast loading speed
Additional landing page optimization tips:
- Include the main keyword in the page title and multiple times in the body text.
- Main keyword in the URL
- Place a form at the top of the page for visibility.
- Include high-value keywords in body text and subheadings.
Key 5. Customize Columns
Default columns like clicks, impressions, and conversions appear on the dashboard, but additional KPIs should be added:
- Impressions
- Clicks
- Cost
- Average CPC
- Conversions
- Cost per conversion
- Search Lost IS (rank)
- Search Lost IS (top of page rank)
- Search Lost IS (budget)
Now that you know these 5 main points for optimizing Google Ads campaigns, you can see that achieving good results requires effort. At our marketing agency Dos Setenta, we understand how challenging it is to make Google Ads campaigns profitable. That’s why we have professionals continuously trained in this field. You can hire our paid media services and we will handle your campaigns, ensuring profitability without you having to worry.
