Optimize google ads in depth for Digital Marketer

Google Ads Is the largest and most widely used online advertising platform in the world. Google Ads has helped millions of advertisers reach new customers and grow their businesses. However, because of all of Google's ease and accessibility of advertising has made many new users of paid search frustrated with the results of their first campaigns. Why? Because they have not google ads optimization their. Many people believe that tGoogle ads optimization is quite difficult. But tIn fact, optimizing Google ads may be a lot easier than you think. It is all a small plan and preparation, as well as complying with some practical requirements set by PPC.

1. Optimize Google ad account structure

In all the different elements you can Optimal Google Ads, understanding the actual structure and functioning of the advertising account arguably most important.

Poorly structured accounts can lead to a range of problems, from lower Quality Score and higher costs. It could also be fewer clicks or clicks that are not related to the product or service you want to provide. The key to an optimal structured Google account is to organize and take a moment to properly structure the elements that make up your paid Google search account.

This is what an optimal structured account looks like:

I understand Google ads later

Optimized google ads in depth for Digital Marketer

As you can see, this example account consists of four main elements:

  • Campaign
  • Ad group
  • advertisement
  • Key word

A Google Ads account can have multiple campaigns running at the same time. In this example, this account has two campaigns, Campaign 1 and Campaign 2. The first campaign can be a search campaign (usually text-based ads delivered to users looking). everything with Google). While Campaign 2 can be a Display campaign, prioritize more intuitive ads like images, videos.

Further down the google ads account structure diagram, you'll notice that each campaign has two ad groups. Campaign 1 includes: Ad group 1a and Ad group 1b. While Campaign 2 includes: Ad group 2a and Ad group 2b.

As the name implies, ad groups are ad groups that have been organized and classified according to semantic relevance. This means that your ad group's keywords must be sorted according to their meaning. For example, if you run a clothing and apparel store. Ad group 1a may include keywords related to hats and scarves. While Ad Group 1b can focus entirely on coats and coats. Finally, you can see that each Ad Group has its own keywords, as well as two separate ads with keywords related to that ad group's semantics.

Structuring your Google Ads account in this way has many benefits. This approach not only makes it easier to manage your account, but also ensures that your ads and related ad groups are linked. This means your ads will be shown to the right people, at the right time, at the right place. There are other considerations that need to be considered beyond the account structure when it comes to the visibility of your ad. Such as bidding strategy, keyword match type, and other targeting parameters. But the logical and semantic structure of your account should be the first step in any Google ads optimization process.

2. Optimize your google ads settings to reduce costs

There are several ways to control your Ads costs by optimizing the various settings and targeting options in your account.

2.1 Negative keywords

Negative keywords are not negative keywords. It is the keyword that the advertiser does not want the ad to appear with user searches.

For example, suppose you run a garden supply store. You are planning your first campaign and it's time to choose the keywords you want to bid. Make sure any keywords including garden terms are relevant and show your ad.

However, this is not entirely true. Because what if users search for Korean movie "meteor garden"? Your ad is still appearing but the user has no need to buy garden tools. This is a waste. Therefore, you need to remove keywords that are not related to your product to ensure the ad shows properly to the target users.

2.2 Targeting parameters

One of the greatest strengths of Google advertising is the level of detail that advertisers can target potential customers. However, to achieve that, they require attention and attention if your ads are seen by the right interests, content, at the right time, the right place.

Although Ads' main targeting option is keywords. There are many other parameters that advertisers can use in their campaigns.

2.3 How to optimize your geographical location settings

The first parameter targeting Ads we will optimize is the geolocation setting. Ads allow advertisers to fine-tune the areas where their ads are displayed. This does not mean the position or position of the ad on search engine results pages. It's where potential customers are in the real world at the time they conduct a search through google positioning.

We can do this by checking our geolocation settings in Ads. They can be found in Campaign settings. Or can be accessed via the Settings tab> Location & Language> Location.

From here, we can specify the locations where we want our ads to be displayed. To get started, simply start typing the name of the desired location in the relevant field, then select the location from the list. Note that you can target entire states or provinces, cities individually, specific postcodes and postal codes, and even some individual airports.

You can also target specific locations through radius targeting. This allows you to specify that your ad will be shown to users within a specified radius of a given point, i.e. within a 20-mile radius of a particular city.

2.4 How to optimize the time setting

In addition to setting the desired position parameters in Google ads, we can also optimize the date and time the ads will be displayed to potential customers. This is achieved by adjusting our day time settings, which can be accessed at the Campaign level via the Dimensions tab.

By navigating to View> Time> Day of the week (you can also set specific time parameters here by selecting Hour of day). We can see which days of the week were the most active in terms of Clicks, Impressions, Clickthrough rate, Average cost per click, and Cost.

As you can see in the image below, this campaign saw an increase in activity on Tuesdays and Wednesdays (which we can see in Clicks and Impressions). But the clickthrough rate is almost double on Sunday. If we want to take advantage of this trend, we can use Ads day time settings to prioritize ad serving on Sundays.

I understand Google ads later

Optimized google ads in depth for Digital Marketer

To do this, we need access to ad scheduling options. They can be accessed by navigating to the Settings tab in Campaign view, then selecting Ad schedule.

I understand Google ads later

Optimized google ads in depth for Digital Marketer

Now just click on the group Ad Schedule button. Then select the days of the week and the time of day you want your ad to be displayed.

Combining the time of day setting with geographic targeting parameters can be an extremely powerful way to refine where and when your ad is shown to potential customers.

2.5 Optimize Google Ads with bids

Google's bidding options are detailed and nuanced, allowing you to exercise a lot of control over how and when you bid on the keywords that are most valuable to your business. However, because your bidding strategy has a direct impact on how your advertising budget is allocated and spent. It is important to adjust bidding settings carefully.

Bidding in Ads can be processed manually. But it can also be automated using Ads scripts (small snippets of code usually written in JavaScript that perform specific tasks). And conditional activation, for example, bidding more for keywords that target mobile traffic or certain types of mobile devices, bidding less for keywords over time specific and dozens of other parameters.

Bid management is important for any google ads optimization process. It's important to note that using the right bidding strategy is not just a way to ensure your advertising budget is being spent wisely - it's also important from a performance standpoint.

For example:

You are dealing in septic tank cleaning service in Ho Chi Minh. Let's say we want the ad to be shown to people looking for septic tanks. Because this type of query is very commercially strong, we want to prioritize targeting these potential customers over other potential customers because these searches are more likely to lead to conversions.

We can do this by adjusting our bidding strategy to bid more for keywords. For example, a septic tank cleaner is near me and a septic tank cleaner is near my area. NThese keywords are likely to be much more valuable than less commercial queries. So it makes sense that we will bid more for these keywords. We can also bid higher for searches containing these keywords to be performed on mobile devices. Because this also signifies strong commercial intent.

2.6 Optimize ad text and landing pages in Google ads

The final element of our google ads optimization guide is one of the most important. Optimize ad text and accompanying landing pages of ads.

Optimizing ad text can be challenging for many advertisers. Especially those with large campaigns with dozens of ad groups. To complicate matters, ads should be optimized for both desktop and mobile campaigns. Including which extensions will be used. Add this to the daily pressure of running a business and it becomes clear why so many advertisers struggle to keep their text ads optimized tightly.

There are many ways to write effective text ads. However, all the best Ads have the same qualities.

2.6.1 Best text ad:

  • Include a relevant keyword at least once, especially in the title
  • Effective delivery of your business's unique selling proposition (USP) or why potential customers should choose your business over their competitors
  • Highlight a compelling call to action (CTA) to let potential customers know what to do and expect when they click on your ad
I understand Google ads later

Optimize google ads in depth for Digital Marketer

2.6.2 Feature-driven advertising versus benefit-driven advertising

Making sure your ads include the above elements is a great first step to creating higher-performing, higher-performing text ads. However, that is not enough - you must also consider how you frame your ad.

There are two main ways to frame or position your ad: feature driven or interest driven. While feature-oriented messaging may be effective in certain situations, interest-driven advertising tends to work more strongly. This is because advertising is directed at the interests that attract the consumer's main desire to solve a specific problem. Therefore, interest-driven advertising often uses the same language as us and we create and strengthen relationships with potential customers and use suggestive and suggestive language to help customers. imagine how much better their lives would be if they used your product or service.

2.6.4 Use active language in text ads

Regardless of whether your ads are primarily feature-based or benefit-oriented, the actual language has a major impact on the performance of your ad and campaign. Using strong, positive verbs can make your ads significantly more attractive.

In the image below, you will see two ads. The original ad (which will be called the control and control ad in an A / B or multivariate test) on the left, while the new, modified ad (called a variation of Zhao) in the right.

A / B optimization test text ad example

There are some slight differences in the copy of each ad. But note that the inclusion of a strong, positive verb (Increase Increase) in the variant. This ad has increased its clicks by 150%. This means that using an active verb in the title more than doubles that ad's performance.

If your ad is struggling to get the results you want. It may be worth rewriting some of your old ads. And check them out to see how they stack up.

Above are the most basic google ads optimization methods that any Digital Marketing house needs to understand. The future of Google ads will continue to grow and have more intelligent optimization methods. EQVN will continue to update to provide the most effective google optimization methods. You can learn more about Digital Marketing tools here.

If you want to get a better understanding of how to implement Google ads and advanced optimization methods for Google Ads, you can refer to the training program here.


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