If you’re reading this just now, then do check out Part 1 of our 7-step process to optimise Google Ad costs.

Here are the rest of the steps as promised:

4. Set up ad extensions

Google offers a good deal of ad extensions, although the one you should always launch your ad campaign with is sitelinks.

Sitelinks are the 4-6 links you will find under the majority of Google ads. They can take up a fair amount of real estate, increase CTR, but more importantly, eliminate the need to pay any extra cash when people click on the ad.

5. Set up “negative” keywords

Yep, there is such a thing as “negative” keywords in Google Ads and these simply inform Google that you are not looking to bid on a specific keyword, in case a user enters it alongside the ones you are bidding on. Setting up negative keywords ensures that:

There’s no irrelevance – Let’s say you’re bidding on the keyword “Magic Juice”, an energy tonic, but you don’t want your ads to pop up on Google if somebody types anything related to this term, such as “Magic Johnson” or “Orange Juice”. So, in this case, you will tag all the possible combinations (that you don’t want showing up when users are looking for something other than your product) as “negative”.

You are not competing with yourself – AdWords works the same way as an auction; if one of your campaigns is bidding on “Accounting software” via modified broad match, while another one is bidding on “Free accounting software” via exact match, then you’ll effectively be competing against yourself every time someone looks up “Free accounting software”. So, you’ll need to tag “free” as a negative keyword in the first campaign (the “Accounting software” one) to avoid cannibalising your own clicks!

There’s no negative impact on quality – To understand who your ideal buyer is as best as you can, have a sit-down with your Sales guys and talk about the kind of prospects who are not well-suited to your products/services, and then filter them out.

6. Zero-in on your best performing keywords

With time, you’d want to optimise your campaign. Look for “search term report” from the AdWords tabs – this will list out the precise search queries that you have paid for any given keyword.

If you bid (using modified broad match) on “Free accounting software”, you will definitely pop up on Google for keywords related to “Best free accounting software”, “free accounting software for small business” or “free accounting software to replace bookkeeping” – and potentially several hundred other combinations. This search term report optimises your campaigns by filtering out the best-performing keywords.

However, if you see that a particular search query is performing a little too well, then you must tag it as a “negative” keyword – this is done to prevent bidding against your other keywords – you can, of course, separate this keyword later and initiate its own campaign. Time to double down – you’re going to give this keyword its own budget, ads, display URL, and even a dedicated landing page, if possible.

7. Set up bid modifiers

It’s important to know what a bid modifier can do for you – i.e. adjust your bids according to set criteria but without modifying the targeting of your ad group or campaign.

For instance, if you see your mobile ad group converting 50% worse than the desktop one, then by adding a -50% bid modifier on mobile clicks, your mobile impressions on that ad’s bid will automatically lower – which essentially means less ad placements on mobile and better optimisation of your budget across both ad types. Bid modifiers can be used according to:

  • Age and gender
  • Days of the week
  • Hours of the day
  • Locations
  • Whether someone has viewed your webpage in the past x days
  • Whether someone is on your lead list

Closing thoughts

Hopefully, you benefitted from our two-part guide as many of our clients already have. This seven-step process has worked brilliantly for our clients’ paid acquisition teams – although we’re going to say that the best way to know what works individually for your business is to test, experiment and adapt.

You can certainly implement this seven-step strategy as a starting point, but we do recommend monitoring your data regularly and very closely – it’s important to develop a unique process that’s best tailored to your business circumstances and objectives.

Need to consult an expert digital marketing and Google Ads team which is well familiar with all the ins and outs of the largest paid advertising network? We are only a phone call away.

Published On: January 16th, 2023 / Categories: Content Marketing, Digital Marketing, Marketing Strategy / Tags: /

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