We all know that Google Ads can be one of the most effective ways to drive targeted traffic to a website and grow clientele and sales. But do Google Ads campaigns perform well & deliver the expected results?
Unfortunately, poorly run Google Ads campaigns can actually cost a business, rather than driving sales growth. Are you also running Google Ads but not getting the desired results? The good news is that with a proper audit & strategic bid adjustments, you can turn things around.
Step 1: Review Campaign Structure
The very first step that most Google Ads advisors follow when auditing an advertising campaign is reviewing its structure. This ensures that ad groups are organized.
As an advertiser, you must ensure that each of your campaigns has a clear objective (such as sales, leads, or traffic) and is tightly themed. Additionally, avoid using too many unrelated keywords in a single ad group.
Why should you pay attention to the campaign structure of your Google Ads?
A clean structure improves Quality Score, ad relevance, and click-through rates (CTR).
Step 2: Analyze Keywords & Match Types
Another vital aspect to consider when auditing a Google Ads campaign is reviewing its keyword list carefully, including identifying irrelevant or underperforming keywords that waste your advertising budget. Either remove them or add them to your negative keyword list. Also, make sure that you have selected an appropriate match type.
Having broad match keywords without a negative keywords list can lead your campaign to low efficiency and high spending. Having too many exact match keywords can lead to lower impressions, clicks, and conversions. Using phrase match keywords can also lead to irrelevant clicks if not appropriately monitored and populated with the negative keywords list.
Consult a professional Google Ads specialist in Singapore to determine the best keyword match types for your campaign according to your budget and past performance.
Step 3: Evaluate Ad Copy & Extensions
For every Google Ads campaign, it’s crucial to review the ad copies to make sure that each of them has a good CTR. The success of your campaign largely depends on the quality of your ad copy.
What can you do?
Test new headlines, CTAs, and descriptions on a regular basis.
In addition to the ad copies, also ensure you’re using all relevant ad extensions (such as sitelinks, callouts, and call extensions) to increase visibility and engagement.
Step 4: Check Conversion Tracking
Regardless of how good your ad copies, keywords, keyword match types, or bidding strategies are, if you haven’t installed the conversion tracker on the appropriate page of your website, your campaign will always lack performance. Sending the right signals (conversions) to your website will always help your campaign perform well.
Ensure your tracking tags are correctly implemented for form submissions, phone calls, purchases, or any other conversion action. If necessary, hire a professional web developer or a Google Ads expert to handle this task.
Step 5: Audit Bidding Strategy & Performance
Reviewing the bidding strategy of your campaign is equally important as the other parameters shared in this post. When you should use ‘Maximize Clicks‘ and when you should switch from ‘Maximize Clicks‘ to ‘Target CPA‘ or ‘Target ROAS‘ is crucial for every Google Ads campaign for its optimal performance and success.