Google Ads Optimization Tips and Best Practices

Here are my 5 BEST Google Ads Optimization Tips that will increase your sales & conversions FAST!

The long term goal of any Google Ads campaign is that it will continue to improve and increase the sales and or enquiries that your business generates. 

And my view has always been that a successful campaign is not judged on the performance of 1 month or 1 quarter but year on year success!

And the reason for that is because your Google Ads campaign & business does not just operate in a vacuum - where it is all by itself. 

You have multiple factors that can put pressure on your Google Ads campaign, including:

•  Other competitors entering the market
•  Competitors increasing their ad spend on Google Ads

And these 2 factors can have large effects on core factors like your CPC and increasing the cost of driving traffic to your site.

But even greater than that there are also external factors like this whole COVID affected season that we have just come through or other local factors like floods. 

In this video I want to take you through my top 5 Optimisation Tips that you need to be using in your Google Ads account, so that you too can see long term sustained results in Google Ads.

Optimization Tip 1: Regular Review of Search Terms

One of the most critical yet often overlooked aspects of Google Ads optimization is the regular review of search terms. This practice is essential for refining your ad targeting, reducing wasted spend, and improving overall campaign performance.

Why Review Every 72 Hours?

• Rapidly Changing Market Dynamics: The digital advertising landscape is constantly evolving. New search terms can emerge while others become less relevant. Regular reviews help you stay on top of these changes.
• Immediate Identification of Irrelevant Terms: By reviewing search terms every three days, you can quickly identify and exclude irrelevant or unprofitable keywords, thus avoiding unnecessary expenditure on non-converting traffic.
• Opportunity to Discover Valuable Keywords: Regular review also allows you to spot new, potentially valuable search terms that users are employing to find products or services similar to yours. Adding these to your campaign can open up new avenues for traffic and conversions.

How to Conduct an Effective Search Term Review

• Analyze Search Term Reports: Dive into the search term reports in your Google Ads account. Look for terms that are triggering your ads but are not closely related to your product or service.
• Add Negative Keywords: Identify and add irrelevant or underperforming terms to your negative keyword list. This action prevents your ads from showing up for these searches, reducing wasted spend.
• Identify Potential Additions: Look for patterns or frequently occurring terms that are relevant but not yet part of your keyword list. Consider adding these as new keywords in your campaign, potentially with modified match types to test their effectiveness.
• Evaluate Performance Metrics: For each term, assess key metrics like click-through rate (CTR), conversion rate, and cost per conversion. This analysis will give you a clear picture of which terms are beneficial and which are not.

Optimization Tip 2: Effective Campaign Structure

A well-structured Google Ads campaign is a cornerstone of successful advertising. It's not just about setting up campaigns; it's about structuring them in a way that maximizes efficiency and effectiveness. This section discusses the importance of correct campaign structure and budget allocation for optimal performance.

Key Components of a Successful Campaign Structure

• Segmentation by Product or Service: Divide your campaigns based on different products or services offered. This division allows for more focused ad groups and keywords, catering to specific customer needs.
• Geographical Targeting: Structure campaigns based on geographic locations if your business caters to different regions. This approach helps in tailoring ads to local preferences and languages.
• Using Different Campaign Types: Utilize various campaign types (e.g., Search, Display, Shopping) based on your advertising goals. Each type has unique benefits and is suited for different stages of the customer journey.
• Ad Group Organization: Within each campaign, organize ad groups around specific themes, products, or services. This granularity allows for more precise targeting and relevant ad copy.

Structuring Campaign Budgets

• Allocate Based on Performance: Distribute your budget in a way that prioritizes campaigns with the highest conversion value/cost ratio or the lowest cost per conversion. This focus ensures that your spending is driving the most value.
• Monitor Search Impression Share: Keep an eye on your search impression share. If a campaign is already reaching 80% impression share, increasing the budget further may not be as effective.
• Regular Budget Review: Continuously review and adjust your budgets based on campaign performance, market trends, and business goals.

Optimization Tip 3: Continuous Ad Copy Split Testing

One of the most dynamic aspects of Google Ads optimization is the continuous split testing of ad copy. This process is essential for discovering which messages resonate best with your audience, leading to higher click-through rates (CTR), better conversion rates, and more effective use of your advertising budget.

The Importance of Regular Split Testing

• Ad Relevance: Regular testing helps ensure your ads remain relevant and engaging to your target audience.
• Performance Improvement: By comparing different versions of ad copy, you can identify and implement the elements that work best.
• Adaptation to Changing Audience Preferences: Audience preferences can change over time; continuous testing allows you to adapt quickly.

How to Conduct Effective Ad Copy Split Tests

Set Clear Objectives: Before starting, define what you want to test (e.g., headlines, descriptions, display URLs) and what metric you're looking to improve (e.g., CTR, conversion rate).

• Create Variations: Develop multiple versions of your ad copy, changing one element at a time. This approach helps you pinpoint which changes are making a difference.
• Use a Systematic Approach: Run the tests for a set period (e.g., 30 days) or until you have statistically significant data. Ensure that each variant gets a similar exposure for a fair comparison.
• Analyze Results: Review the performance metrics of each variant to determine which one performs the best. Look beyond just CTR; consider conversion rates and the quality of traffic as well.
• Implement Findings: Apply the winning elements from your tests to your ad copy. Use these insights to inform future tests and ad iterations.
• Document and Repeat: Keep a record of your tests and their outcomes. Use this data to refine future testing strategies and hypotheses.

Optimization Tip 4: Comprehensive Data Review

Effectively managing Google Ads requires a deep dive into the data. A comprehensive review of various data points is essential to understand how your campaigns are performing and where there is room for improvement. This optimization tip focuses on the key data points you should be analyzing regularly and how to leverage this information for better campaign performance.

Key Data Points to Review

• Audiences & Demographics: Understand who is clicking on your ads. Review age groups, gender, interests, and other demographic information to tailor your campaigns more effectively.
• Device Performance: Analyze how your ads perform across different devices (mobile, desktop, tablet). This information can help in optimizing bids and ad formats for each device type.
• Time-Based Insights: Look at the performance of your ads based on the day of the week and hour of the day. Use this information to optimize ad scheduling and bid adjustments.
• Click-Through Rate (CTR): A key metric that shows how often people who see your ad end up clicking it. Low CTR might indicate that your ad is not as relevant or enticing to the audience.
• Conversion Rates: Track how many clicks lead to the desired action (purchase, sign-up, etc.). This metric is crucial for understanding the effectiveness of your ads in driving conversions.
• Cost Per Conversion: Helps you understand the cost-effectiveness of your campaigns. High costs per conversion may indicate a need for optimization.
• Quality Score: A diagnostic tool that gives you a sense of how well your ads and keywords are expected to perform. It's based on factors like CTR, keyword relevance, and landing page quality.

How to Conduct a Comprehensive Data Review

• Regular Check-Ins: Schedule regular intervals (weekly, bi-weekly, monthly) for reviewing these data points.
• Use Google Ads Reporting Tools: Utilize the built-in reporting features in Google Ads for in-depth analysis.
• Segment Data for Clarity: Break down data by campaign, ad group, or specific keywords for more detailed insights.

Optimization Tip 5: Adhering to an Optimization Schedule

The final but equally crucial optimization tip is to stick to a well-defined optimization schedule. Consistency in monitoring and adjusting your Google Ads campaigns is key to maintaining their effectiveness over time. This section will guide you on setting up an optimization schedule and explain why it's vital for the long-term success of your Google Ads efforts.

Creating an Effective Optimization Schedule

• Daily Tasks: Include checking budget pacing, reviewing high-cost keywords, and monitoring for any significant performance changes or alerts.
• Weekly Tasks: Set aside time for a more in-depth review of campaign performance, including analysis of keyword and ad performance, adjusting bids, and reviewing Quality Scores.
• Monthly Tasks: Perform a comprehensive review that includes assessing overall campaign strategy, revisiting audience targeting, conducting ad copy split tests, and evaluating landing page performance.
• Quarterly Tasks: Focus on broader strategic adjustments. This could include restructuring campaigns, exploring new ad formats or features, and revisiting overall account structure and goals.

And this is why I have created my Google Ads Optimisation Checklist which you can get for free here.