Optimize Your Google Ads Campaign - Part 5

 Tuesday, June 30, 2020


Optimize Your Google Ads Campaign - Part 5

In our 5-post-long blog series, we’ve covered everything - from introducing Google Ads to creating a basic PPC campaign, we’ve shared every detail that will help you kickstart your paid marketing journey. 

This “series finale” - Part 5 of our Complete PPC Management Guide walks you through campaign optimization. 

Everything you followed in this guide had one common thing - the defaults. The search engine giant Google is proactive in its services. While starting something new, it always has a set of defaults ready for the users to step ahead. 

But, when it comes to ensuring the best for your business, you need to be specific and goal-oriented. This is what we have discussed in the final part - adjust the default settings. 

Let’s get started. 

Do you really need the package deal?

You cannot spend all of your budget on the display ads when you’re just starting. Google asks you to go for a combo - search and display advertising. 

Start with the search network to explore your audience and find what is exactly working for you. 

Choose your extensions wisely

Hidden extensions by Google are a great way to progress in your campaign optimization. You can edit these options for better reach of your ads:

  • App - Connect your ad to your app for mobile and tablet searches.

  • Reviews - Include customer feedback from third-party review sites.

  • Callouts - Highlight unique services.

  • Structured Snippets - Make your ad detail-oriented, adding information from landing pages.

  • Site links - Give you an edge in the competitive landscape.

Don’t auto-optimize your ad rotation

If you’re completely into improving your campaign, avoid the auto-optimize suggestions. Without gripping on what’s working, you cannot let Google decide whether to stop delivering. 

Rotating your ads evenly can help you gain insights on the click-through rates (CTRs), costs, and conversions. It will shape your campaign in the right direction. 

Narrow down your target location

Google has a broad group of audience for you. It may or may not match your target segment. Especially if you’re bidding on location-specific ads, you can’t go general. 

It’s better to choose “people in my targeted location” if you’re not welcoming customers out of your geographic area. 

Select your search partners

To improve your ad visibility, Google turns on its default settings for “Search Partners”. That means your ads can show up outside of Google's SERPs. 

Although you won’t get a complete list of search partners (except for YouTube), Google mentions hundreds of qualifying sites using the Google search tool. You can choose to appear on "other pages related to the person's search." 

Avoid fluff and power up your budget

We know you’re just starting, but Google is strict in testing your ads. For the first two weeks, you need to bid at a higher rate. It builds credibility and informs Google that you’re not here for just the sake of it. 

Review your keyword list, remove everything that could take your campaign down. Go through your ad copy and ensure you have clear CTAs. 

We assume you’re keeping up with our guide from start to finish. If you want professionals to handle your PPC campaigns and stand out from the competition, contact your PPC experts at Walibu. 

We are determined to deliver proven results in terms of higher engagement and ROI. Contact us here to know more or write to us at info@walibu.com.


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Ben Paulsen