Maximize your profits with Google Ads

 How to Maximize Your Profits with Google Ads in 8 Easy Steps

There are many moving parts to a successful paid search campaign. If you want more money from your pay-per-click ads, try these eight strategies.

An advertiser's conversion rate and bottom line may make or break the success of their pay-per-click campaign. The search terms people use to find your business on Google or Bing provide you with a gold mine of information about their needs. A poorly managed PPC campaign, however, can end up costing more (sometimes significantly more) than the revenue it generates due to the fact that you pay for every click you get from your ads. While your company's target audience and messaging will be specific to your business, there are some fundamental strategies that can be applied to any pay-per-click (PPC) campaign.

Although there is no one surefire way to ensure a successful pay-per-click (PPC) advertising campaign, there are many variables that can be tweaked to improve results. Eight of the most crucial (and frequently disregarded) factors in PPC campaign optimization are outlined below. There are some more complex strategies here, but by incorporating them into your paid search campaigns, you should see a significant uptick in results and an increase in revenue.

1. Keep Your Landing Page Relevant

Despite its importance, this is frequently disregarded in paid search. It's simple to get preoccupied with paid search platforms, spending all your time fiddling with bids and variations on ad copy rather than focusing on the actual task at hand. However, once a user clicks on one of your ads in that platform, they will proceed to your website, which is where you want them to be. Making a sale is the be all and end all of pay-per-click advertising. PPC ads that bring in qualified visitors to your landing page are a huge step toward success, but that's not all there is to it. The goal of the landing page should then be to turn the visitor into a paying customer. Conversions from pay-per-click (PPC) advertising can be maximized by tailoring landing page content to match ad copy.

Ads, landing pages, and keywords should all be consistent with one another for the best click-through and conversion rates as well as the lowest possible cost per click. Ideally, you'll increase your profits while minimizing costs. Ad copy points should be repeated on the landing page. Since you already know that customers care about the offer and message in your ad, you can boost conversions by presenting the same message and CTA on your landing page. Sticking to this simple guideline will help you create ads that better communicate your value to customers and result in more conversions.

2. Optimize Negative Keywords

Negative keywords are one of the most powerful tools you have at your disposal to protect the legitimacy of your Google Ads and Microsoft Ads campaigns. In both settings, you have the option to exclude certain search terms that aren't relevant to your business. You can restrict the kinds of customers who would see your ads by telling Google what your product is not.

Let's say, for the sake of argument, that you run a student housing management company that owns multiple off-campus apartment complexes for students. A typical family would not be comfortable living in one of these apartments. Excluding terms like "family," "cheap," and other qualifiers can help you attract only the customers who are most likely to buy from you. Telling Google what your product or service is not can have a significant impact on your search engine rankings. You can add negative keywords at the campaign level, or you can get more granular by adding them to individual ad groups.

3. Use the Right Keyword Match-Types

Google Ads, like other pay-per-click advertising platforms, uses keywords to infer user intent. Google's ad system uses an auction system to determine which ads should be displayed in response to a user's search query. It's crucial to grasp the significance of both the keywords and the modifiers you employ in your PPC campaign. You can "tell" search engines like Google and Bing how to process the keywords you enter in four distinct ways.

Broad: This is the broadest search option available, and it will return results that contain any words (including synonyms) that are related to the specified keyword.

Broad Match Modified: There is no wider net than this type of match. Broad Match Modified tells Google "it must have all of these terms in the search query, in any order or placement," whereas Broad Match tells Google "it may have any of these terms in the search query."

Phrase Match: Whenever the user enters the phrase you specify into a search engine, your ad will appear. Your query needs to include each of the terms you specify, in the order that you specify them.

Exact Match: This keyword modifier functions similarly to phrase match in that it increases the likelihood that your ad will be displayed in response to searches that do not exactly match the query you entered. For example, Google may display your ad in response to searches that contain misspelled words, different plurals, or words that can be understood to be synonymous with the one you entered.

There is a dynamic balance to be struck between impressions, relevance, and cost with each possible match type. Broad Match gets you the highest number of impressions for the lowest cost per click. However, it also increases the likelihood that you will be charged for a large number of non-relevant search results. Contrarily, while Exact Match will receive fewer impressions, it will have a higher click-through rate and relevance. The trade-off is that it usually costs more.

4. Modify Keyword Match Type Over Time

When launching a brand new Google or Microsoft Ads campaign, I usually start out with several ad groups that have strong themes of similar keywords. I often start out using Broad Modified match types because they offer a good level of control to qualify when my ads show, but also enough opportunities for the ads to show so I can gather data. Over time, the focus tends to become more a blend of Modified Broad, Phrase and Exact Match words as the data starts to show what actually converts. Winning search queries can be “upgraded” to Exact or Phrase, while my Modified Broad continues to be that wider net helping me find new things to bid on.

5. Fill Out All Available Ad Content

Expanded Text Ads (ETAs) have made a huge difference in the world of Google Ads since their debut in July 2016. ETAs are a great way for PPC managers to tell a storey about a product because they allow for more space for relevant content. Improve the effectiveness of your ads by filling out all of the fields that apply to them.

Final URL: Make this a highly relevant landing page.

Headline 1: Include things like the keyword theme the user typed in, your brand name, or the primary value proposition in this field.

Headline 2: Include a supporting value proposition here, or use this area to establish the context for the Description. 

Headline 3: This one doesn’t show as often, but it’s still worth including a strong CTA or value proposition for it.

Path 1: The Path fields are not the “real” URL, but they are user-friendly insertions to demonstrate relevancy to the searcher. This is a good place to note top-level category, brand name, or keyword category that relates to the ad group (i.e., what the user searched for

Path 2: Try to include more additional, accurate information in this field to provide further context to the searcher.

Description Lines 1 & 2: This is the longest section of copy that connects the needs of the searcher with the solution of your product or service. Focus on making this as relevant as possible for what the user searched for instead of just dropping in general information about your brand or service. Remember, the searcher is telling you what they need, and this is your area to address it!

In addition, Google now offers "Responsive Search Ads" (RSAs). In RSA, you provide Google with several possible headlines and descriptions, and the search engine then tests various permutations to determine which one performs best. A maximum of 15 headlines and 4 descriptions may be included in your list.

You will only see up to three headlines and two descriptions in any given set of ads. Because of this, it's crucial that the titles and summaries you enter can be arranged in any order without losing meaning.

6. Use Every Relevant Ad Extension

Most PPC campaigns centre around the primary ad's headline, path, and description. Ad Extensions, on the other hand, are an integral part of the user experience and can significantly increase the effectiveness of your ads.

You can tell a more engaging story about your brand and provide useful information to your audience with ad extensions. There are many different ad extensions available, but the most common ones are:

• Sitelinks Extensions: These are supplementary links to specific landing pages on your site that your customers may find useful.
• Callout Extensions: Include phrases like "Fast Professional Service" or "Peace of Mind Guarantee" to gain your readers' trust.
• Structured Snippets: This will help sell the features you're offering to a potential customer. Considering that they are based on categories, it is important to select the appropriate one when developing your ad extensions.
• Call Extensions: Using this method, you can easily add your company's phone number to the directory.
• Location Extensions: Connecting your Google My Business and Google Ads profiles is a must if you run a physical store. If you enable this add-on, your address and contact information will be displayed alongside your ads.

7. Adjust Bids for Geotargeting

Targeting specific regions can increase sales and profits in any market or industry. Learn the sources of your engagement so you can allocate your media budget more wisely. Geotargeting's effectiveness isn't restricted to the local business sector, where industries like apartments, hotels, and lawyers often use proximity to their physical offices as a criterion for qualifying ideal customers. PPC campaign optimization through geotargeted bids based on seasonality, weather, and user needs is possible regardless of whether or not your products and services are location-specific.

If you run a business selling snow shovels, for instance, you should use negative bidding to avoid paying for clicks from warmer states like Florida and Alabama, where people are less likely to need your product.

A cold front is coming and you want to increase geotargeted bids for cities that will get more snow than usual. It's possible that you've noticed that major metropolitan areas like New York and Los Angeles cost a lot, consume funds rapidly, and offer little in the way of return on investment. In addition to technological advancements, adjustments based on geography have proven effective in resolving these types of problems.

Google Ads newbies often overlook the importance of targeting their ads to specific demographics and interests within their target areas, as well as their customers' actual locations.

By blocking ads from certain regions, you can save a lot of money while increasing conversion rates and optimizing bids in other regions.

8. The emphasis should be placed on finding ways to shift funds to mobile.

Mobile devices are used by many of your potential customers, and there has been a recent uptick in sales from mobile devices.

If you want to reach your mobile customers in the most effective way possible, designing campaigns with them in mind is essential.

Creating distinct campaigns is a simple strategy to increase the proportion of qualified clicks.

When evaluating a campaign, how do you know if it needs a mobile-only element?

Take a peek at the breakdown of conversions by the device.

Mobile clearly dominates desktop and tablet usage.

You can increase your exposure to people who are using mobile phones if you set a positive bid modifier for them.

You can also negatively bid mobile for the original campaign when copying it if mobile is responsible for a sizable share of conversions and you wish to allocate more resources there.

Similar to how you would negative bid desktop in a mobile-only campaign. Benefit from mobile-only campaigns by emphasizing click-to-call extensions.

The Value of Google AdWords Expenditures

A company's bottom line can benefit greatly from a well-managed PPC campaign.

If you want to maximize the ROI from your Google AdWords campaign and minimize the cost per click, you need to implement all of the optimization and conversion-driving measures at your disposal.

If you put the aforementioned ideas for PPC testing, you should see an uptick in qualified traffic and sales, which will lead to increased profits.