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Are you worried about throwing money away with Google Ads?
The ultimate goal for any campaign is to maximize your leads and conversions, thus ensuring you get a good return on your investment. However, it is much easier said than done.
The early days with Google Ads can be somewhat bewildering, with the sheer range of settings, metrics, and options leaving some marketers feeling paralyzed by choice.
But here’s the thing:
If you want to get the best possible ROI, you need to embrace the many great assets and tools of Google Ads — you can’t just dip your toes in and hope for a miracle.
In this article, we’ll give you some essential tips to boost ROI in Google Ads so that you can get the most out of your paid advertising campaigns.
But first, let’s get the grips with the basics.
ROI is the return on investment that your business receives for the money spent on marketing initiatives. It is the ratio of your net profit against the costs.
The ROI formula is as follows:
ROI = Net Profit / Total Investment * 100
In advertising, this key performance indicator (KPI) is of utmost importance, as it tells us the true impact that our advertising efforts cause.
So, how can you get the most ROI from Google Ads?
As we mentioned, it’s not straightforward. The good news, however, is that you have several options.
Let’s kick off by answering a common question:
What are negative keywords in Google Ads?
Negative keywords are search terms you can add to your campaign that helps to filter out irrelevant traffic. By adding these terms as negative keywords, Google will stop triggering your ad when people enter these search queries, which ensures your ad is only shown for more targeted, relevant searches.
The benefit of this is that you don’t incur as much wasted spend attracting irrelevant clicks and traffic that will never convert.
Negative keywords also help improve the clickthrough rate (CTR) of your ad, which in turn leads to a bump in ROI.
This strategy entails creating an ad group and then adding just one keyword, which ideally is highly relevant to your products and services.
There are multiple potential benefits to this ploy:
All of these gains add up to, you guessed it, a better ROI.
The critical element of this strategy is finding high-value keywords that will deliver the high performance you need. The single keyword is the lynchpin of the campaign, on which it either sinks or swims.
Have you visited an ecommerce site, then left and continue to surf the web for a while before encountering some ads from the same online store?
Of course you have — we all have! This is known as retargeting, and it is a very effective way for businesses to sell to online consumers.
Remarketing lists for search ads (RLSA) is a powerful feature in Google Ads that allows users to customize their campaigns for people who have already visited their site. You can use it to tailor ads and keywords, effectively retargeting them when they are browsing the internet.
By analyzing their search queries and on-site behaviors, you can retarget people to encourage them to return to your site, which increases the chance of conversion.
Targeting by audience interests is a popular form of segmentation, and effective because you can deliver targeted content that is aligned with what people are actively searching for.
You can gather insights from customer data, and then break your audience into smaller groups depending on their interests.
People are more receptive to content that is seemingly catering directly to their needs, so this strategy can garner a lot more clicks, which can contribute to a significant increase in conversion rates.
Also known as DKI, this technique enables marketers to apply automatic updates to their ads through the keywords that triggered the ads to be displayed.
You can edit the text of your landing pages so that it includes more relevant terms that people are using for their search queries.
Google displays these terms in bold font, making your ad more noticeable in search results. This is more attractive to people who use these terms, and your CTR will benefit as a result of using DKI in this way.
Over time, your landing page will receive more relevant traffic. Better yet, this technique saves you time as you don’t have to look for the keywords yourself.
You can boost ROI by using Google Ads extensions. When you have extensions enabled, your ad will be displayed with additional features that make it more appealing to viewers. Some options include:
Testing is a huge part of paid advertising — there is a lot of trial and error before you find the winning ROI formula!
With Responsive Search Ads, you can add multiple headlines and descriptions to a single Google Ad, and then the platform will automatically test out various combinations for you.
After enough testing has been done, you can analyze the results to see the optimum combinations, and then look to use those to earn the best ROI.
If you want to be successful in paid advertising, you can’t set up your campaign and kick your feet up. It’s important to try new techniques and experiment with various strategies until you find the right initiatives that work for your business.
With lots of testing and continuous tweaking based on your results, you’ll soon discover how to get more from your advertising budget.
But don’t stop there — that’s just the beginning! Find out what metrics to track for conversion to get a better overview of your campaign performance.
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