8 Ways To Improve ROI From Google Ads
Most Google Ad specialists believe that a static and free pay-per-click (PPC) campaign is enough for the survival of a business. However, that’s not the case. You will have to carefully evaluate all your campaigns and check which one of them needs investment. Most Google Ads management services cut down the campaigns that are the most expensive ones. Doing this is like solving half of the question. To get a complete idea about the campaigns, you should know which one of them will bring you more Return On Investment (ROI). For determining this, you need to know the Google Ads ROI. To know what PPC ROI is all about, take a look at the below-mentioned points.
What is Google Ads ROI?
ROI is a very important metric when it comes to running a Google Ads campaign. They help you know which campaigns should receive more investment. In simpler terms, it means, it is the amount of money you make instead of the amount of money you spend. Thus, ROI will help you know if a campaign is worth an investment or not. You will also get to see the kind of profits you make. Dropping down campaigns if they are bringing in losses can also be possible using ROI. However, you should know that it does not calculate all the costs that are associated with selling your products, overhead, shipping amounts, etc.
How to improve ROI from Google Ads?
Once you know the importance of ROI, you can use it to improve your Google Ads game. It is not necessary to drop a campaign if it is not doing well. Instead, there are multiple ways in which you can boost it. Below are a few tips mentioned that will help you to improve ROI from Google Ads.
Give importance to quality scores
There are two factors that Google considers when choosing between two ads for any given keyword. The first one is based on the highest bidding amount. For example, the business that has placed the highest bid on a particular keyword will be chosen to display its ads. The second one is quality scores. The quality scores describe the quality of your ad campaigns. Quality scores are dependent on several factors. These include landing page relevancy, keyword relevancy, expected clickthrough rate (CTR), and so on.
You will see all these factors are dependent on user experience. Thus, give great importance to keyword targeting, page navigation, landing pages, etc. The quality score can be checked on Google Ads by adding the Quality Score column to the report.
Make use of negative keywords
Most of the PPC ROI depends on how you target your keywords. Therefore, you should also know which keywords you don’t need to target. You can do this by creating a negative keyword list for your campaign. This will mean that your ad won’t appear for these keywords. Let’s say you have a business where you sell ‘pen and paper-based drawing pads’. If you target keywords such as ‘drawing pads’, there is a high chance that your ad can appear in the results of ‘digital drawing pads’. Thus, as your business doesn’t sell digital drawing pads, you will have to add ‘digital’ as your negative keyword. Doing this will restrict you from showing your ads to irrelevant users. Therefore, it will help you to present your ad in front of people who are actually interested in your product.
Creation of remarketing list for search ads
PPC campaigns involve finding and targeting the right audience for your business. However, there can be a set of audiences that have visited your site without carrying out any actions. Thus, you can use Remarking List for Search Ads (RLSA) for such an audience. Google Ads will provide you with a set of codes. This code should be put on your site to track this set of audiences. Doing this will enable them to come back to your site. Thus, it will help you to increase your ROI.
Use Google Ads extensions
A great feature that you can use in your Google Ads campaign is the extensions that Google Ads provides. These are an extra prince of information that you can add to your paid search ads. These extensions help to make your ads more informative and compelling. These include links to a specific landing site, live call buttons, your company’s phone number or address, reviews of your business, etc. These features will help you to make your ad stand out in the crowd. Thus Ads extensions can be an excellent way to boost your business’s ROI.
Create intent-focused ad groups
If you have good experience in running Google Ads, you will notice that campaigns that run successfully are the ones that use Google Ad groups effectively. Thus, you should give great importance to the user’s search intent. For example, if you have a campaign that is promoting bookcases, you should not have ads for dressers and include keywords such as ‘wooden chairs’. This will mean that your ad group is not based on a specific search intent. This is because you will end up displaying ads for dressers where people are searching for chairs. Thus, you won’t receive any clicks, and as a result, there will be no revenue. On the other hand, if your ad groups are intent-specific, you can drive more clicks and conversions to your website.
By following these tips you can make the best use of your Google Ads to increase your ROI. Handling all these Google Ads techniques can also be a tedious task if you have other things to take care of. In such a case, you can search the web for a reliable Google Ad agency near you. Getting in touch with an experienced company that has expertise in Google AdWords management in Melbourne will help you boost your ROI significantly.