All the options in the Google Ads interface are designed to encourage you to add multiple keywords into your account and into your Ad Groups. The problem with this is that having lot of keywords in one single AdGroup impacts on the relationship between advert text and keywords in each ad group. When people search for a keyword in your ad group containing more than 20 keywords, the advert that appears is not very likely to contain the keyword the user is searching for. The end result is that the click through rates and quality scores of your keywords and adverts are adversely affected.
The solution is to tightly group themes or keywords into smaller groups and make sure that the advert copy contains the keywords at least twice if possible.
Google Ads gives you the tools you need to run experiments in your campaigns. One type of experiment is a split test, where you create different variations of your ad copy. When it comes to split testing your adverts you should be trying to do this with 2 or 3 ads in each ad group. By creating variations on your adverts you are able to test which ads get the highest proportion of clicks. Too many ads will lead to much poorer ad relevance and CTR. Especially if your price is lower than that of your competition and this is immediately evident when someone sees yours and their ads side by side.
Why does it work? It works because it gives the person seeing your ad additional information without them having to do anything yet like click your ad. The easier you make it for people to see your offers the more likely they are to consider clicking your ad and even purchasing. A remarketing campaign enables you to serve perfect ads tailored to specific users. For example, you could choose to serve a specific ad to a visitor who has looked at a particular product or service on your website.
You can choose to target visitors who are already familiar with your brand, or you can create specific ads to upsell more products to existing customers.
Conversely, you can choose to exclude show your ad to visitors you might consider to be time wasters. Improve your Quality Score Quality Score is a metric tracked in Google Ads that gives each keyword in your account a score from 0 to In this example, we can see the concept of Artificial Grass appearing in the essential locations in the ad to ensure a high quality score: 2. Use the best ad extensions Currently there are around 10 types of ad extensions. Below are some of the most commonly used ad extensions.
Sitelink ad extensions A sitelink extension is an extra line of text that displays when your adverts appear in the top three positions. Call extensions Similar to site links, adding call extensions to your adverts makes it easier for people to get in touch.
Promotion extensions A promotion extension allows you to highlight special offers or deals , and it displays below your ad. Other ad extension types There are many other extensions types including callout extensions, lead form extensions, location extensions and app extensions. The beauty of smart bidding is that Google will automate when your ads appear, with a view to only entering your ad in auctions where you are more likely to get a click By entering more precise, more targeted auctions, you will get a higher click through rate.
Create tightly themed keyword groups All the options in the Google Ads interface are designed to encourage you to add multiple keywords into your account and into your Ad Groups. Split test advert copy Google Ads gives you the tools you need to run experiments in your campaigns. Use remarketing audiences A remarketing campaign enables you to serve perfect ads tailored to specific users.
If they know you, then they are more likely to click on your ad. Have you just learned something new? Then join the 80, people who read our expert articles every month. This field is for validation purposes and should be left unchanged. Enjoy this article? Subscribe for weekly insights.
You may also like. Contact us. And a good Quality Score means more chances of the algorithm triggering your ads for relevant searches. Most advertisers leave the display URL empty; this is a lost opportunity. Putting a relevant keyword in the display URL not only helps increase search query but also click-through-rate. The ad with the keyword in the URL displayed first. This might seem like a no brainer and yet is most under-utilized.
Do your research and check out what your competition is saying in their ads. Which one stands out for you and why? This will eventually help in improving the ads click-through-rate. Check your Search Impression share, your ads page position. Increasing your bids can help get your ads a better position, therefore better Impressions and Clicks. An improved ad position will lead to an improved CTR. But this might also lead to an increase in cost.
The golden rule with paid traffic is to keep testing. Same goes for improving the click-through-rate of your campaigns. As a reminder the signals for each match-type are as follows:.
For example, a patent lawyer might love to wear patent leather shoes, but would hardly be interested in getting people looking for formal footwear clicking on their ad. For example, dog rehabilitation can mean training or a trip to the vet. The auction prices and odds of conversion for these two SERPs vary greatly.
Keywords that make your ad groups need to have high probability of triggering profitable queries. Whatever it is, as soon as your test results are conclusive, make sure to implement the necessary changes to your ads. Then begin the cycle of publishing and testing them again.
With a bit of sweat and lots of perseverance, you can optimize your campaigns and send your CTR soaring. Get inside their heads. Learn their language and use their jargon. This is not as easy as it sounds!
It involves deep understanding of your business, complex number crunching and analysis — but most importantly, it means actually talking to your customers. Each interaction you have with your customers is a chance to find out more about them. Get to know what your ideal customer profile really looks like, and make sure you are leveraging it at every opportunity. By submitting, you agree to the Outbrain Privacy Policy.
Laura is a seasoned content and marketing writer, with over 10 years' experience writing for Israeli and multinational companies operating all over the world. From the Dead Sea to the diamond exchange, Laura produces content that covers a kaleidoscope of subject matter.
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