Undoubtedly, Google Ads is one of the most effective ways to drive high-quality traffic to your website and generate more leads & sales. However, one of the everyday struggles that most advertisers face is scaling up their Google Ads campaigns. Scaling up your campaign without proper consideration may lead to the waste of advertising money.
In this blog post, I have shared a few key considerations to keep in mind before scaling your Google Ads campaign.
#1 Review what’s working best
Scaling up your ad campaign blindly will often result in merely a scaling up of your budget. However, if you really want to scale up your conversions with budget scaling, make sure to review which strategies are working and which are not. The strategies that are working should be continued, while those that are not should be discarded. It doesn’t make sense to invest in the low-performing strategies.
Let’s take an example. If a specific ad group in your campaign has fewer or no conversions than others, it should be paused. The same applies to the keyword and ads. Non-working keywords & ads must be paused. Once you have reviewed and made the necessary changes, you can scale up your ad campaign.
#2 Increase budget gradually
Another strategy that most Google Ads experts follow is not increasing the budget all at once. They would increase the budget gradually, which could be between 10% to 20%. Why is it so? If you increase the budget by more than 50% or 70%, the Google Ads algorithm may reset its learning phase. As a result, you may experience a significant decline in your conversions.
#3 Expand winning keywords
Another thing to do before scaling up your campaign budget is to review the winning keywords and expand around them. If one keyword is performing absolutely well, create more keywords around it, which could be in the form of semantic keywords or by adding different keyword match types. This ensures that your increased budget is spent on profitable keywords only.
#4 Optimize bid adjustments
Before scaling your campaign, review the conversions from each segment, such as location (if you are running ads in different regions), schedule, and device, and make the necessary bid adjustments — either increasing or decreasing — for the performing and non-performing segments.
Conclusion: Scaling a Google Ads campaign doesn’t mean just spending more. Instead, it should be spending smartly. Therefore, it’s always recommended to run your ad campaign under the guidance of a professional Google Ads consultant.