The Return on Investment (ROI) is crucial to any business.You don’t want to be making a loss on your advertising and you don’t want to be wasting budget either.
The average Google Ads Text Ads convert at less than 3%,whilst Display Ads convert below 1% on average. And it’s getting more expensive to run Google Ads campaigns year on year.
This means that you need to optimise your account thoroughly to get the best Return on Investment for your Google Ads spend. Here are five tips to help you do just that:
1. Landing Page Optimisation
The real ROI is your landing page. It’s all well and good having great click-through rates on your ads, but if users aren’t converting then you are wasting your money.
If you are paying £1 per click in Google Ads and are converting one in every 100 visitors, then you’re paying £100 per conversion. If you optimise your landing pages so that you are getting five conversions for every 100 visitors, you will have brought the Cost per Conversion down to £20.
Continually run A/B tests on your landing pages so you can increase your Conversion Rate. Tests can be on your call to actions to convert visitors,the page load time, the content on your page in relation to your Ad Copy, among other factors.
Your page loading time is particularly important for mobile users as statistics show that users will instantly leave your site if it is slow.
2. Single Keyword Ad Groups (SKAGs)
If you have multiple keywords in a single Ad Group, your Text Ads aren’t going to be related to all of them.
This is a real no-no when it comes to Google Ads optimisation. Multiple keywords in a single ad group will most likely result in poor Click-Through Rates (CTRs), lower Quality Scores and a low Conversion Rate too.
On the flip side, if you only have a handful or a single keyword in each of your Ad Groups, you can make your Text Ads so relevant.
The likelihood of this is that you will increase your CTR significantly, increase your Quality Score, which brings down your Cost per Click, and you should see an increase in your Conversion Rate too.
3. Quality Score
The Google Ads Quality Score is on a scale of 1-10. The higher your score the cheaper you pay per click, thus effecting your overall Return on Investment.
Google determines your keywords’ Quality Score on three factors:
- Ad Relevance
- Click-Through Rate
- Landing Page Experience
You can run a report within Google Ads to see how well each of your keywords fair for each of these factors.
The minimum score you should be looking for is a 7, but there’s no reason why the majority of your keywords aren’t a 10/10 if you’ve optimised your account and landing pages thoroughly.
4. Keyword Bids
Keeping an eye on what you are paying for each of your clicks will go a long way to improving your Return on Investment.
Improving your Click-Through Rate and Quality Scores will help reduce your spend for each keyword. Adding negative keywords helps reduce wasted clicks or impressions that are bringing your CTR down.
Keywords that are converting at a higher Cost per Acquisition(CPA) than your target should be put under consideration for pausing, whilst focusing on those keywords that are converting well should be a priority. This means making sure they are appearing on as many searches as possible.
5. Ad Scheduling
Your business may convert best during 9-5 for example. In this case, you should be looking to increasing your budget and/or bids during these hours.
Ad Scheduling can also be used for reducing your bids or even pausing them entirely during times when you have poor CPAs.