How to Optimise Your Google Ads Campaigns: A Live Session Recap

In a recent live optimisation session, we explored some practical tips for refining Google Ads campaigns. Whether you’re just starting or have years of experience, these insights can help you achieve better results.

Start with the Basics: Conversion Tracking

The first step in optimising any Google Ads account is to ensure conversion tracking is set up correctly. In e-commerce, this means your primary conversion should be actual purchases, not actions like "Add to Cart." Misleading conversion data can result in overestimating performance and making misguided decisions. Make sure "Add to Cart" is tracked as a secondary conversion to maintain clarity on what truly matters—sales.

Be Selective with Auto-Apply Recommendations

While Google often suggests enabling auto-apply for its recommendations, it’s important to manually review these suggestions. Some recommendations can significantly impact your bidding strategies and campaign performance. By keeping control over what changes are made, you can ensure that your campaigns remain aligned with your business goals.

Streamline Your Campaign Structure

When structuring campaigns, simplicity is key. Multiple shopping campaigns can sometimes dilute performance data and hinder optimisation efforts. Unless there’s a compelling reason, such as differing profit margins or geographic locations, it's often better to start with a single, well-organized campaign. This approach consolidates data and can make it easier to leverage smart bidding strategies like Target CPA or Target ROAS.

Focus on Keyword Precision

Keyword structure within ad groups should be tight and relevant. Group keywords around specific themes, ensuring that broad match keywords are used carefully. Exact match keywords are particularly effective in e-commerce, where specificity often drives higher conversion rates. For instance, instead of targeting "Change Table," consider using "Rattan Baby Change Table" to better match search intent.

Craft Compelling Ad Copy

Your ad copy should highlight your unique selling points (USPs). Instead of generic phrases like "Five-Star Reviews," focus on what truly differentiates your brand. Do you offer something unique that competitors can’t match? Does your brand story resonate strongly with your target audience? Emphasizing these aspects in your ad copy can significantly boost engagement and conversion rates.

Optimise Shopping Campaigns

In shopping campaigns, product titles play a crucial role. They should start with the most relevant keywords, followed by the brand name and product modifiers. Regularly review your search terms report to ensure your ads are appearing for the right searches. A low click-through rate (CTR) could indicate that your product titles or feed need optimisation.

Implement Remarketing for High-Ticket Items

For higher-priced items, such as a $525 baby bassinet, remarketing campaigns are essential. Purchases of this nature typically involve more deliberation, so keeping your brand visible through remarketing ads can help convert interested visitors into customers. A display remarketing campaign can effectively remind potential buyers of your products during their decision-making process.

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Conclusion

Optimising Google Ads campaigns is all about focusing on the fundamentals—correct conversion tracking, streamlined campaign structures, precise keyword targeting, and compelling ad copy. By consistently refining these areas, you can drive better results and achieve higher ROI, regardless of your business size.