Digital Advertising

11 Expert Tips on Google Ads Optimization: Better Score For Better ROI

Pushkar Sinha
Feb 6, 2023
13 mins read
11 Expert Tips on Google Ads Optimization: Better Score For Better ROI

Initially known as Google AdWords, Google Ads hold the vast potential to boost your business discoverability. In the era where PPC tactics & consumer behaviors are changing fast, Google matches those needs, becoming a platform aiding the business to boost growth, provided the google ads optimization is done right.

If you plan to spend your budget on ads to reach your target audience, you should spend on a platform with over 259 million unique visitors and 4.8 billion daily interactions! Intriguing, right? That’s none other than Google!

Google ads, as a platform that provides paid marketing forms like pay-per-click (PPC), pay per impression (CPM),  pay on the basis of action taken (CPA) on an ad. It not only helps businesses drive qualified leads but can also boost your website traffic.

To laser focus on your target market without making some exhausting efforts, we have compiled 11 tips shared by experts that can make your paid campaigns more solid & focused, and you can generate more clients! Read through the blog to enrich your probability of obtaining new customers and fuel up your business visibility with Google ad optimization.

Insights On Google Ad Stats

As per Hubspot’s Annual State of Marketing Report, 63% of users have clicked on a Google ad [Source]. Data shows that the average CTR for Google ads is 2% [Source], and 65% of people click on Google ads when looking to make a purchase [Source]. Adding more insights into data, it has been extracted that on the search network, the average conversion rate of Google ads is 4.40% & on the display network, the estimated conversion rate is around 0.57% [Source].

80% of global businesses trust Google Ads for PPC campaigns [Source]. More than 80% of advertisers either use or hold a plan of using Responsive Search Ads [Source]. Google’s economic impact report says that Google Ads has an 8:1 ROI [Source].

However, managing the paid search efforts can be overwhelming at times. Especially if you are a business owner wearing the hat of many responsibilities, keeping up with the rapid shift of advertising requirements can be daunting!!

Apart from the pandemic, the rising competition and day-to-day demanding responsibilities may leave many entrepreneurs stretched thin to pull themselves to learn and navigate the paid search strategy efficiently. So let’s get an insight into what experts have shared about getting better ROI and get a hold of the concept of what is a good optimization score for google ads.


Image Source: [Instapage]

Google Ads Optimization: Tips For Better ROI

When you have an apt execution strategy, advertising on Google can be a highly effective means of attracting customers and driving your business goals. Let’s scroll on to the tips to get a hold of how you can do that: 

#1 Implement Remarketing

In order to get the most out of your Google ad campaigns, ensure to remarket your ad campaigns. It helps you to meld up your audience members from all traffic sources and also allows you to filter out unprofitable income brackets. According to Google, only 2-4% of the site visitors result in transactions, so you must retarget visitors who once visited your site.

The tactic helps you drive them back to your page, which can result in a conversion. In your remarketing efforts, audiences are at the top of your search campaigns; it opens up new opportunities to bring your keyword traffic down to searchers or visitors you have already visited your site.

Remarketing offers you more flexibility, and you can get hands-on with targeted keywords rather than burning your money on sheer amounts of irrelevant searches.

#2 SKAG-Based Account 

While initiating the Google ad campaigns, advertisers or business owners require an in-depth understanding of the goal behind adhering to the paid marketing channels. You must understand; that rather than having a surface-level experience, you must have an idea about the result you are looking for. It is vital to structure your ad account.

Particularly for local businesses, if you wish to invest in any targeted keywords, you should adopt the specific goals associated with that ad group. When you structure your accounts based on SKAG or single keyword ad groups strategy, it helps you craft high specified campings. You can have keyword ad groups that are refined and aligned to your business goals.

Especially when you are a local business and running paid search campaigns, when you have a SKAG account, it works well for local-driven queries, as it sets you straight with the terms you are targeting. The ad served this group, so while you run PPC ads for your business, relevance is a significant aspect to consider. Building ad campaigns based on organized ad groups is a tactic that can bring you better ROI.

SKAGs aid you in setting up your PPC campaigns with a more granular handle. You can set up one keyword per ad group of your campaign and craft a set of ads for it whose headlines feature that keyword at least once. SKAGs give you the utmost flexibility and nimbleness.

Suggested Read: [Paid Advertising Mistakes To Avoid To Boost ROI For SaaS Companies]

#3 Leverage Tag Manager To Track Conversion

Another most crucial aspect of paid advertising is how you are tracking your conversion. Conversions are the action you wish your target audience to take after clicking through your ads. For instance, if you have set a Google ad that directs your target audience to a landing page with a sign-up form on it, and they submit their information, that would count as a conversion. For a clothing business, the conversion can be the completion of an order. 

Installing Google Tag manager aids businesses in creating conversion events on business websites. Adapting to it brings you insights into your most profitable campaigns; it boosts your confidence in where you should allocate budget based on average conversion rates.

#4 Focus On Optimizing Bids

Are you planning to change the budget of your ineffective PPC campaigns? Even though it may seem the best option, changing your bids is more effective; the target-based tactics such as ROAS, i.e., return on ad spend and CPA or cost per acquisition.

Leverage the automated bids as it controls ad spending. It has been a proven tactic rather than dialing up or lowering your budget. When you align your target CPA, which can track how much it costs to gain a new client with each keyword, the algorithm dial down the target bid.

If you are leveraging target ROAS, which measures your spending per ad, it boosts your target number of conversions & the rate of the expenditure is adjusted accordingly. The Google Ads algorithm thus reaches an average for your Target ROAS, assisting you to restrict the number of conversions for the campaign & save money.

#5 Leverage In-Depth Keyword Research & PPC Spy Tools

Along with remarketing, advertisers should keep an eye laser-focused on boosting the expansion opportunities by leveraging research tools. Conducting keywords research is a hefty task, but you can do it with the diligence with the tools available. Track down your account; if it is stagnant, it is the time to dig in for expansion.  

Google Keyword Planner can open up a new tab for you, setting you straight to research new terms to try the one you are targeting or keywords relevant to your businesses. The data you have accumulated via tools are average, but you can get the idea of the average search volume & a low to the high-end range for estimated cost per click; it is indeed a great place to start.

For more in-depth keyword research, PPC spy tools are your best companions. It helps you keep an eagle eye on your competitors and opens up new tabs. These tools bring you insights into what your competitors are doing. For example, PPC Spy tools such as SpyFu can bring you data on what your competitors are targeting. Leveraging such tools helps you get the idea of what keywords you should test based on the value they adhere to.

#6 Automate Your High Performing Ads

Automating your ads helps to drive higher conversion. It saves you time while propelling up the conversion rate; besides, adopting this practice is based on the keywords’ traffic volume, and it varies depending on factors such as seasons.

Ad automation is vital as the algorithm has enormous amounts of information to facilitate high ROI bidding. However, ensure that you have sufficient keyword data because insufficient keyword data makes the process complex. When the Google Ads system scrolls across keyword performance data, the algorithm gauges the conversion rates & your campaigns to remove confusion as well as to save time.

#7 Targeted Seasonal Advertising

Automated bidding assesses your account’s history. But the bidding process does not link your account history to specific seasonal events, such as Christmas Day, Black Friday, or Independence Day. If you wish to target your advertisement for festival or holiday-specific sales, you should opt for aggressive advertising.

It helps increase the conversion rate on that particular day without boosting your bids on another day. You can simply switch your CPA temporarily for one day when you want to target advertisements for holiday-specific sales. Aggressive advertising allows you to temporarily switch to CPA bidding for one day & helps generate extra traffic.

Targeted seasonal advertising is vital for better ROI. To stay ahead in your competition on a particular day without a continual rise in cost, ensure to devote your time to manually controlling bids, particularly on holidays, to get the spike in traffic.

#8 Utilize Google Ad Quality Score For Ad Relevance

Tracking Google’s ad quality score induces cost efficiency and simultaneously aids you in determining the ranks. Several factors are associated with your campaign metrics in the 0-10 score. The indicators are:

  • The click-through rate (CTR).
  • Landing page quality and relevance.
  • Ad relevance.
  • The relevance of keywords to ad groups they belong to.
  • Historical Google Ads account performance.

Relevance is a notable aspect to measure the Quality score; you should need to check your keyword organization.

The keyword you have should tie into the individual ad campaigns. The keyword groups should be consistent with landing page content, & you should ensure to update them based on actual search terms. Furthermore, keep negative keywords away to refrain from wasting ad spend. Besides, your ad text requires to be cohesive to keywords to offer a relevant consumer journey from search term to ad click to a hyper-relevant landing page.

#9 Align Promotions WIth The Advertising Goals

One of the significant aspects where marketers or advertisers struggle is which promotion they want to run their paid advertising against. Pondering over the search queries you choose to target can help in offering guidance on the promotional decision. For example, if your targeted keyword is “food truck near me,” you want to drive the traffic to a landing page where your targeted users can order food. 

If you target “gift shops near me,” business owners most likely want to drive traffic to their homepage loaded with a plethora of supporting information and social testimonies. Besides, the businesses also can target that same business “gift for sale near me” and direct traffic to a page specifically for ordering gifts.

When you decide on a promotion or focus on a keyword bid, circle back to your central goal for running ads, maximize revenue with search ads, and focus on the product or service you generate the most revenue from organically. Also, look at the search volume related to the search terms related to the products or services you sell. Keep a tab on the competition and the average cost per click.

#10 Optimize Your Website & Landing Pages

To draw more success in your ad campaign, ensure well-organized websites. Upgrade the quality of the site. Besides the rise of smartphones, the majority of users search for business via their phones. To gain a massive average in the paid search realm is, having mobile-optimized landing pages is a must. Besides, landing page optimization is vital to the conversion aspect and Quality Score aspect. When you have a landing page that is clean and easy to navigate, Google offers you an added edge over your competitors when you bid on the exact keywords.

While setting up the landing pages, ensure to assess audience intent & align it with CTAs. Keep the conversion point above the fold and ensure to A/B test your landing pages. Besides, to make more impact ensure to comb through the Search Intent & report.

Suggested Read: [5 Best Performance Marketing Channels & Strategies to Enhance the ROI]

#11 Add Keywords To Your Landing Page Meta Description

Incorporate keywords directly into the meta description of your landing pages. However, note that rather not overdo this and get into keyword stuffing. When you incorporate keywords naturally, Google takes notice of it, and it can enrich your landing page experience and enrich your Google ad quality score. Besides, to uplift the UX experience, add a video to support copy. It makes your landing pages copy more information & helps to address the major pain points of your prospects adequately.

Final Thoughts

Before summing up the Google ad optimization ideas, have you bumped on what is a good optimization score for google ads? The optimization score is the metric that evaluates how well a Google Ads campaign is optimized. The score ranges from 0% to 100%. When you achieve 100%, that denotes that your account is set up to perform at its highest potential.

But even if your account optimization score is 80% or above, it is a good score. You can leverage the recommendations to make your account optimizations impact efficient. Usually, the optimization score utilizes historical performance, auction simulations, and machine learning to make recommendations.

Google Ads is a powerful tool for digital marketing across industries, even though its characteristics are not always intuitive. To drive better ROI in your online marketing campaigns, scroll through the tips mentioned in this blog and execute strategies.

Or else you can rely on FP Frowth for setting up, optimizing, and measuring your Google Ads performance! Our in-house digital marketing experts can aid you in your PPC strategy and online marketing. To start with & to learn more, contact us today!

About Pushkar Sinha

Pushkar Sinha SaaS SEO expert Pushkar Sinha

Pushkar Sinha is the Head of Digital Marketing at FirstPrinciples Growth Advisory. With 15+ years of expertise, he specializes in SEO for European, American, and Indian markets, both in agency and in-house roles. His holistic skill set encompasses Google Ads, Affiliate Marketing, SEO, SEM, PPC, E-Commerce, and Project Management. Pushkar...

About Pushkar Sinha

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