Marketing

4 Opportunities You Are Missing Out In Google Ads

Post by
Tori Hendricks
4 Opportunities You Are Missing Out In Google Ads

Have you ever wondered why your pay-per-click campaign isn’t performing the way you envisioned? PPC is always evolving and making sure your campaign is up to date with the latest features can have a huge impact in performance and your time and effort. Campaigns can always be improved and here are some of the best ways to help your campaign performance. 

1. Smart Bidding

These bidding strategies are meant to help enhance your campaigns performance and help you.I have tested out several of the different types: Maximize Conversions, Target CPA, Enhanced CPC, Target Impression Share, etc. Results do vary and many factors come into play on how campaigns will perform. I have had accounts do amazing one month and flop the next. When making a decision you have to think about what is most important to the campaign and client. I don’t think it hurts to test something out especially when it could take a campaign to another level of performance and if it doesn’t work out you can switch it back to whichever method you think is best for your campaign. Machine learning is a little frightening but extremely helpful for us marketers.

2. Extensions

I am a huge believer that you can’t have too many extensions. I love extensions I think they can only help provide the searcher with information they may want or need.Even information they were not expecting. I think any extension you can add can only help your performance. An extension people don’t take advantage of is the location extension. And an extension more people should take advantage of is the promotion or price extensions especially if you have a good prices or promotions going on. Who doesn’t love a good deal and nothing makes people want to buy something more than when they see 20% off your purchase. 


3. Bid Adjustments

Increasing yours bids can make a huge difference in a campaign. If you notice you Google My Business location is converting at a 10% conversion rate at a lower cost per click while your address is only converting at a 2% conversion rate and a higher cost per click you can set an increased bid adjustment to help that Google My Business location continue converting and set a negative bid adjustment to lower your bid for the more expensive CPC and lower conversion rate. If you look under devices and see that Mobile has a higher conversion rate at a cheaper cost per conversion you can set an increase bid adjustment and help mobile while decreasing tablet that has a lower conversion rate at a higher cost per conversion.Select smart bidding options will factor in bid adjustments and learn what to set them to automatically which can help you and performance.

4. Responsive Search Ads

These type of Google Ads allow for you to get the most out of your advertising. You  provide multiple headlines and descriptions and then Google will provide the searcher combinations of those headlines and descriptions. Google then learns what combinations perform the best for keywords making your search results achieve a higher click through rate and conversion rate. If you noticed a certain ad is performing well month over month then you can create that into a standard Expanded Text Ad.This is a great opportunity for you to test potential headlines and descriptions and see what performs best. This also allows you to constantly be enhancing your ad copy by testing out options.

These are just a few of the opportunities that could make a big difference in your PPC campaign. If you are already doing these with your campaigns you are already ahead of the curve.

Don’t be afraid to try things out with your campaigns. A/B testing is awesome and extremely helpful in the marketing world. Why not do everything you can to get the best possible campaign for your client.

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