Google Ads Optimisation for 2025: Top Tips to Boost Search Campaign Performance
Dec 09, 2024Are your Google Ads campaigns ready for 2025? With increasing competition and evolving search trends, optimising your campaigns has never been more critical. In this post, part of my Get Google Ready for 2025 series, I’ll share two essential optimisations—search term audits and split testing ads—that will help you:
- Improve targeting precision
- Boost click-through rates (CTR)
- Drive higher conversions
Whether you’re managing small business ads or scaling campaigns for enterprise clients, these strategies will give you a competitive edge.
👉 Google Ads Changes in 2025: Adapting to the Future of Search
1. What Is a Search Term Audit and Why Does It Matter?
A search term audit is a vital Google Ads optimisation technique that ensures your ads are triggered by relevant queries. By analyzing the search terms triggering your ads, you can uncover new opportunities and eliminate inefficiencies.
Benefits of Search Term Audits
- Maximize ROI: Reduce wasted ad spend by excluding irrelevant searches.
- Refine Targeting: Discover new high-performing keywords.
- Enhance Data Insights: Get detailed keyword-level performance data by adding exact match terms.
Step-by-Step Guide for Search Term Audits
-
Access Search Terms in Google Ads:
Go to Insights & Reports > Search Terms to review the queries that triggered your ads. -
Add Exact Match Keywords:
Look for search terms that are driving valuable traffic. Add these as exact match keywords to gain precise control and data insights. -
Exclude Negative Keywords:
Identify irrelevant terms and add them as negative keywords to prevent your ads from showing for those searches.
2. The Role of Split Testing in Ad Optimisation
Many advertisers believe responsive search ads (RSAs) eliminate the need for split testing. But even with RSAs, you can significantly improve performance by testing and refining your ad elements.
Benefits of Split Testing
- Isolate Variables: Test one change at a time to identify what works.
- Boost Conversions: Fine-tune ad copy for higher engagement.
- Lower Costs: Identify and scale ads with better cost-per-conversion rates.
How to Conduct a Split Test
-
Duplicate Your Top-Performing Ad:
Copy the ad and make a single change, such as modifying the call-to-action (CTA) or headline. -
Run the Test for 30 Days:
Allow enough time to gather sufficient data. Monitor metrics like CTR, conversion rate, and cost-per-click (CPC). -
Identify the Winner:
Pause the lower-performing ad, duplicate the winner, and introduce a new variation to continue refining.
Pro Tips for 2025 Google Ads Success
- Leverage Broad Match Keywords: With Google’s improved algorithms, broad match keywords now provide better results, enabling discovery of new search trends.
- Focus on Responsive Search Ads: Use RSAs but continue manual testing for best results.
- Download My Free Checklist: Get access to my Google Ads Optimisation Checklist, covering 70+ optimisation actions to improve your search, shopping, and performance max campaigns.
Conclusion
Optimising your Google Ads campaigns is an ongoing process that delivers measurable results when done right. By conducting regular search term audits and running precise split tests, you’ll see improvements in targeting, engagement, and conversions.
