ROAS is what we’re all about here at Optily. We want to get you the best bang for your buck on your Google Ad campaigns.
Everyone claims to know the next best Google optimization tactic to skyrocket your ROAS to previously unheard-of numbers. In contrast to that, today, I’d like to examine sure-fire, tried-and-tested Google optimization tactics to boost your ad performance. These tips will accommodate any budget and allow every eCommerce business to grow its digital marketing campaigns.
We’ll also take a look at Google’s Optimization Score and see why it’s such a valuable tool to help identify ways to improve your ads.
And of course, there’ll be expert advice and extra recommendations throughout!
If you are reading this blog, then chances are you’ve tried running ads on Google at some point. With 5.6 billion search queries made every single day, I can understand why you want to take advantage of this opportunity to advertise your business.
However, many businesses struggle to see the return on their ads that they’d like. Throwing an ad out into the Google abyss isn’t enough to grab consumer attention and bring them to your store. To do that you have to know how to effectively optimize your Google Ads.
There are key concepts that you must know to create and run profitable PPC campaigns on Google. Let’s dive into the top 3 tactics to maximize your returns on Google ads!
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What is a Google Optimization Score?
Google’s Optimization Score or Quality Score is a valuable tool that can be utilized to identify methods of improving your Google ads, keywords, and landing pages.
In Google’s words, “Optimization score is an estimate of how well your Google Ads account is set to perform. Optimization score runs from 0% to 100%, with 100% meaning that your account can perform at its full potential.”
It is a value that is calculated in real-time, based on the statistics, settings, and status of your campaigns along with other data.
Essentially, you can think of the Google Optimization Score as an indicator of which areas of your campaigns to focus on to improve ad quality.
So, we all want a score of 100%? Yes, but not always. The value is calculated according to the specifications of Google Ads, which means it isn’t calculated against the promotion’s target value. This indicates that in some situations the optimization score could be very high, yet the actual promotion goal is not reached.
However, as a general rule of thumb, the higher the score the better.
3 Google Optimization Tactics to Boost your Ad Performance
#1 – Grow Your Keywords List
Selecting the right words to allow your ads to be shown to the right customers is probably the most essential optimization tactic. Tailored and relevant keywords are the best way to match your ads with your ideal customer.
Building your keywords list begins with having a strong understanding of who your customer is, their behaviors, and their likes/dislikes. If you haven’t done so already identify your ideal customer by developing user personas. Once you’ve done that, you can stand in their shoes and build keywords that will entice them to click on your ads.
Keywords are segregated into three categories: broad match, phrase match, and exact match. Let’s take a look at what each of these means:
A broad match keyword, as the name suggests, reaches a broad audience. Your ads will show on Google whenever a customer searches any of your keywords. While this may seem like the only method you need, it’s not very specific. Your ads may be shown alongside many irrelevant topics.
- Example: If your keywords are “Red Car Sales in New York” and you choose a broad match type then any time anyone types the word “New York,” no matter what order the words, no matter the context, your ad will show up.
This keyword type allows more control than broad match types. Your ads appear when a customer searches a query with a sentiment related to your keywords. Phrase match will also show your ads if customers search for synonyms of your keywords. This generally ensures that the customer is actually interested in your business offer.
- Example: If your keywords are “Red Car Sales in New York” and a user types the word “Red Car Sales” or “Car Sale in Upper New York”, your ad will show up.
Exact match keywords are the most specific type of keywords. This also makes them the most restrictive in terms of a broader audience. This type of keyword is generally used to attract customers who are intending to make a purchase and you want to show your business matches their needs precisely. However, if customers search slightly outside your keyword your ads won’t show.
- Example: If your keywords are “Red Car” and a user types the word “Red Ferrari Sales”, your ad won’t show up.
Extra Tip: Try to include negative keywords to better refine your ads to reach that perfect customer.
#2 – Landing Page Success
The first place a potential customer is going to be brought to once they click on your ad is the landing page.
In marketing, first impressions are everything. You could have found the ideal customer, ready to convert with an Exact Match keyword, but if you have a slow outdated landing page, they’ll just drop off.
To improve the customer’s experience when they reach your site, try some of these fantastic tips:
Show the customer exactly what they’re looking for. If they search “buy a red car” then make sure your landing page shows your best selling red car with all relevant details and a buy now button.
In case they don’t like that exact product, also show all closely related products that you have in stock.
Keep your brand messaging and graphics consistent from the ad to the landing page. Having a smooth flow from the ad into your site will make it more likely for customers to stay on track and continue down the sales funnel. For more on this, read our article Understanding Your eCommerce Sales Funnel for expert advice.
Without a clear value proposition that can hold a customer’s attention, most drop off after just 10 – 20 seconds!
This means that if your page takes too long to load you cut into the time you have to grab and hold that customer’s attention. Without their attention, there’s no sale.
A quicker loading speed has been shown time and time again to be a key factor in the retention of potential customers.
To improve your loading speed for incredible Google Optimization results ensure your site is free of bulky images and that it is mobile friendly.
#3 – Review Your Google Optimization Score
We’ve already touched on your Google Optimization Score, but to improve it fully you should understand it fully. There are 3 components of the Optimization Score: Expected Clickthrough Rates, Ad Relevance, and Landing Page Experience. These sections will highlight which areas of your campaign you should look to improve for overall better performance.
Expected clickthrough rates: This is the likelihood that your ad will be clicked when shown to potential customers.
Ad relevance: This is how closely your ad matches the customer’s intent when they search a query.
Landing page experience: This is how relevant and useful your landing page is when people click on your ad.
If you use this diagnostic tool properly, you should be able to curate long-term high-performing Google Ad campaigns that focus on the customer’s needs.
Google has huge potential to enhance your business’s growth. However, most people fail to receive the average of 285% ROAS on their campaigns. By using the Google optimization tactics you’ve learned in this blog, you’re on track to smash the average!
To optimize and see returns from Google Ads, you must understand all know the tools available to your to boost your ad performance. This includes taking advantage of a leading software and your number one companion in digital marketing, Optily.
Try out Optily for free
Optily is a powerful ad tech solution that offers instant cross-channel optimization for your online advertising. It is designed specifically for marketers to get ahead of their competitors and impress their bosses with huge growth in ROAS!
I’m happy to offer a free 14-day trial, to all readers as always so that you can try out our solution ahead of the holiday season. When you’ve tried it and seen the benefits for yourself, you can avail of our Black Friday deal that locks in a special price of just $49/month for 3 months!
I hope you found these Google optimization tactics helpful 🙂.
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