Optimising Google Ads: A Guide to Reviving Underperforming Campaigns
Jun 27, 2024In digital marketing, keeping up with the latest trends is crucial. Here is our audit process and the strategies we use to realign and enhance campaigns.
Initial Audit: The Sanity Check
When taking over a new account, the first step is always a sanity check. This involves ensuring no automatic recommendations from Google are disrupting the campaigns. These recommendations can sometimes counteract the intended strategies, leading to increased costs and decreased performance.
- Check Auto-Apply Recommendations:
- Navigate to all campaigns.
- Go to Recommendations > Auto-Apply.
- Disable any automated recommendations that might conflict with the campaign's objectives.
A case from a different client highlighted the importance of this step. Over two months, their spend doubled while conversions plummeted due to unchecked auto-applied recommendations.
Campaign Structure and Settings
Next, we examined the overall structure of the account. The campaigns included:
- Brand Search Campaign: Focused on the brand name.
- Generic Resume Writing Campaign: Targeted broader search terms.
- Performance Max Campaign: Combined search, display, and other channels.
- YouTube Video Campaign: Minimal budget, likely for brand awareness.
- Display Remarketing Campaign: Targeted previous visitors.
Key Adjustments in Campaign Settings
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Segmentation between Search and Performance Max Campaigns:
- Performance Max: Set to target new customers only.
- Search Campaign: Focused on high-intent keywords with exact match.
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Keyword Strategy:
- Exact Match Keywords: Retain control over search intent.
- Broad Match Keywords: Introduce one broad match keyword for primary targeting, while relying on exact matches for the rest.
- Phrase Match: Phased out due to overlap with exact match performance.
Ad Copy and Landing Page Optimisation
After addressing structural and settings issues, we focused on ad copy and landing pages—key areas identified for improvement.
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Ad Copy:
- Highlight Unique Selling Points (USPs): Clearly state what sets the service apart.
- Specific Promises: Use concrete benefits like "Expert resume writers with 10 years of experience" or "95% success rate."
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Landing Pages:
- Clear Call to Action (CTA): Ensure the next steps are obvious, such as "Book a free consultation" or "Get a free resume review."
- Alignment with Ad Copy: Ensure consistency between what is promised in the ads and what is delivered on the landing page.
- Proof of Success: Include testimonials, case studies, and success metrics to build trust and credibility.
Results and Next Steps
Implementing these strategies is an ongoing process. By focusing on these critical areas, we aim to reverse the decline in performance and drive higher conversions for the resume writing service.
Conclusion
Optimising Google Ads campaigns requires a careful blend of technical adjustments and strategic creativity. By conducting a thorough audit, segmenting campaigns effectively, and aligning ad copy with landing page content, we can significantly improve performance. If your campaigns are underperforming, consider these steps to diagnose and rectify the issues.
