Even the most sophisticated Google Ads accounts need a good clean-up every once in a while. And what better time to do so than the new year? If you’ve been using Google Ads for a while now, but aren’t all that happy with the results you’ve been getting, it might be time to shake things up and try some new strategies. So in the spirit of the new year, we’re going to give you a quick walkthrough of how to give your Google Ads account a quick refresh for the new year, and what to do next! With the increased results and decreased wasted spend that comes from this exercise, you’ll realize that it is 100% worth your time!
Come up With a List of KPIs for Your Ads
One of the things we talk about all the time is testing and measuring. It’s not enough to just run Google Ads, you need to know how well they are performing so that you can improve them. For this, you need KPIs. KPIs is just a fancy word for the metrics you use to determine how well your Google Ads are doing. For example, if your main goal is to get traffic to your website, then some of your KPIs will probably include clicks, and click-through-rate. These metrics will be different for every business depending on your individual goals, so we can’t tell you what to choose. So work out what your aim is, and then you can design your KPIs around it.
Identify the Areas That are low Performing
Of course, in order to have a number to aim for (and to know when something’s not right), you need to think about the value the actions your customers take has for your business. For example, if someone downloads your free content, what value does that bring your business, and how much are you willing to pay to make it happen? The number that comes to is your target CPA. Run through your KPIs and see where you are now, and how far off your goal you are. This will also reveal where your gaps are, and where there is room for improvement, which gives you a place to focus as you move into the new year.
Try Manual Bidding
Google Ads is separated into 2 main categories – manual bidding and automated bidding. Most people tend to use automated bidding, particularly as this is the pre-set for Ads. If you’ve been using automated bidding, try switching to manual for a while. There are pros and cons to both strategies, and you will only find out which works best for you by trying them both out. The main benefit of using manual bidding is that you can adjust bids on ad groups and keywords based on their performance and goals – giving you a much more granular level of control. So if you’ve never used it, make 2020 your year to experiment. The type of bidding strategy is controlled on a campaign by campaign level, and you’ll find it by clicking on ‘settings’ in your campaign, then going to ‘bidding’ and ;change bid strategy’.
Add in Some Negative Keywords
Negative keywords are something are something a lot of businesses tend to forget about, but they can have a real impact on how well your ads perform. Adding negative keywords to your campaigns is one of the easiest ways to eliminate wasted spending within your Google Ads account, and improving your ROI. Because the search terms that result in your ad being shown are constantly changing, it’s important to regularly review and pick through negative keywords, including ones that make sense and discarding irrelevant ones. We’ve talked about negative keywords, along with how to build your negative keyword list, in this blog.
Add a Retargeting Audience
Have you ever felt like a product is following you around the internet? You can look at it once, and suddenly it’s everywhere? This is called retargeting, and is an incredibly effective method of advertising. As long as your website is tagged with Google’s tracking pixel (and your website gets enough traffic to meet Google’s requirements), then you should be able to add a retargeting audience to your Google Ads account. This shows your ads to users who have previously visited your website, and can be configured at a campaign level. This allows you to reach out to audiences who have already shown an interest in your products or services, and increases your chances of conversion.
Of course, there are lots of different ways you can tweak, change and generally improve your Google Ads campaigns. It’s a complex system, and takes a lot of time and knowledge to understand how everything interacts. If you don’t want to invest the time in understanding it all, that’s where we can help. With years of experience and knowledge, our teams can set up, run and manage your Google Ads campaigns in the most efficient and cost-effective way, delivering the results you want with no real effort from you. If you would like to know more, just get in touch with us today.