Before we begin, although I will mention list of bermuda consumer email some optimization actions for your Google Ads campaigns , it is important to clarify that they are not a formula for success. In order to have a better performance in your campaigns, you must take into account that external factors intervene, such as the behavior of your company's industry, seasonality and competitors, among other things.
Conversion Settings
This is one of the most important actions for Google Ads , since it can determine whether or not the campaigns achieve their main digital objective , for which it is necessary to previously define what will be considered a "conversion" .
From adding a product to the shopping cart, filling out a contact form, installing an application on the cell phone, to making a purchase within the e-commerce platform.
Once you've defined your conversions , you need to install the corresponding conversion codes on your website, landing page, or app to be able to track them , so that Google can know when, thanks to the ads in your campaigns, they achieved the main objective, and can better determine, based on which keywords, ads, device, and time of day, when a person is most likely to convert.
Using negative keywords / excluding sites and channels
Negative keywords refer to a list of terms that you do not want to appear for, meaning that your Search ads do not trigger, while site and channel exclusions work the same way, but for Display and Video ads.
When you are starting your advertising on Google Ads , this is essential, mainly to refine the keywords that can confuse your services. Therefore, I recommend that you review the search terms section, in the keywords section of your ad groups , and periodically analyze the terms with which your ads were activated, so that you list those that do not work for you, taking care that they do not conflict with your main keywords, this will greatly favor the quality level of your campaigns.
Optimal times and days
Defining your advertising schedule is very important to optimize your campaigns for the times when they work best, and even limit them to a time range in case you don't serve customers outside of business hours.
Even if it doesn't matter when they leave their details and you contact them as soon as you can during your business hours, it's still valuable to define the times of day when your advertising works best, where you can even allow for percentage increases in bids, knowing that this is when you have a higher chance of getting a conversion .
In the same way, you can analyze the days when your campaigns convert best and activate them during that time. However, you have to be very careful when making these decisions, that is, have a wide range of information. I would recommend having at least three months .
Location
It is similar to the previous point, in the locations section you have to check if your campaigns are segmented at a national level, it becomes relevant to analyze in which geographic locations you obtain the highest quantity and quality of conversions.
While you don't have to completely limit your locations to only showing in the cities where you convert the best, you can split up your campaigns with some high-performing ones and allocate a larger budget to them, using the shared budgets feature .
While with the rest of the locations you can try different strategies , such as improving ads, landing pages, special promotions, or some previously explained optimizations.
These are some of the optimization actions that I recommend you take. As I mentioned, they may or may not apply depending on your campaigns, the industry, or the specific operation of your company. Additionally, it is important to measure the entire comparison before taking said action, so that you can determine if it helped you to make the best use of your resources. At Interius, we are experts in digital advertising , and we are willing to support you in the development and optimization of your own Google Ads strategy. Contact us!
