4 Actionable Tips to Improve the Profitability of Google Ad Campaigns

Google Ad Campaigns and Their Importance

It is one of the most effective paid online advertising tactics. It is an efficient way for business owners to reach their target audience. What basically happens is, you pay Google to display your ads to people searching for a similar product or service that you provide. It is the best way to get meaningful ad copy in front of the target audience.
With the increased online business and competition in the market, it has become really important in today's world to look for better marketing tactics that provide a flexible marketing platform as well as increase leads for your business.
Not only this, you have to keep in mind the Return on Investment. When you are doing business, you are naturally looking for marketing strategies that provide you a high ROI and are also fast, effective, and provide you significant results. And to this date, there are hardly any better ways than the Google Ad Campaigns to achieve all your online advertising goals.

Relying on Google optimizations for ads

With time, Google has been adding more complexity and automation to its ad products. This convenience comes at the price of readability and control of your campaign. Being a marketer, it is important that you maintain control over your strategies and campaigns because one thing to understand here is that Google optimizations are not always in your best interest as a marketer.
It might be because they do not know the context of your brands as you do. So, it is empirical that you keep a check on your ad campaigns in order to customize them in a way that is most rewarding for your business.
You can also use tools like SEO ISO which gives you insights into your campaigns. This helps your business in finding the most profitable marketing strategies. You should look for ways to integrate more data, fight against increased competition and retain control over automatic Google optimizations.
Here are a few ways you can do this, without making any drastic changes to your budget and overall strategies:

1. Introduce and prefer INTENT over SKAGs

➣ What are SKAGs?

Single Keyword Ad Groups is a PPC marketing strategy by Google as one of their advertising tactic or campaign policy. As nutty as it may sound, it helps marketers in setting up their ad groups in a very concise and tightly focused manner.

➣ How does SKAG work?

In SKAG, you only get to add one keyword in each ad group that is relevant to the ad and that you want to focus on. It helps you get more specific with the target audience and improves the CPC (Cost Per Click), CTR (Click Through Rate), and the overall ROI (Return on Investment).
Before new and improved updates were introduced by Google, SKAG was used very frequently within the masses. But honestly, it was an unmanageable mess. Consistency is the key to any ad campaign. Where Google prefers consistency within campaigns, SKAGs are considered an overkill.
You must be wondering if this is the case then what exactly is the best way to manage your ad campaigns? You don’t have to worry about it. Google has also introduced a number of more advanced options like the match type update and close variants that have made SKAG incompetent and irrelevant in contemporary marketing.
Moreover, now the marketers have realized that the user's intent should be the priority and that you should choose more intent-relevant keywords rather than cluttering your keyword groups.
Another factor to consider here is the use of common sense while devising a marketing strategy. You should look for ways that target the most relevant audience that is more likely to convert than the others.
For example, those searching directly for your brand are more likely to convert and buy from your site therefore, the keywords relatedto your brand are bound to bring the maximum ROAS and CPA. Secondly, the words “discount” and “price” are also important for you to bid on since it shows a really strong buying intent.
There are many PPC agencies in Dubai working solely for the purpose of providing profitable marketing strategies for businesses. It is really important to structure your account appropriately. As time-consuming and confusing as the process may look, it is objectively one of the easiest ways to form a profitable ad campaign.
Check out How to use ROAS to improve Google ads

2. Reduce your ad spend by decluttering your campaign

Keeping a regular check on the keywords, ad copy, and your campaigns can be overwhelming and tiring at times but are essential to a successful and controlled marketing budget. An underperforming spend can be a sign of a low-quality score or an indication that your campaign strategies aren’t converting enough. When you don’t sort your keywords and ad copies, the keywords keep on increasing over time and eventually lead to an untidy and unmanageable situation. You must keep a check of this situation in order to avoid any difficulties over time.
The best way to do that is to regularly analyze the search terms that trigger your ads through Quality Score Report and the Search Query Report.

➣ What is Quality Score Report?

It is basically the estimation of the quality of your ads, landing pages, and keywords. When you have a high‘quality score’, it leads to lower prices and better ad positions and vice versa. It is reported on a scale of 1-10 and is based on CTR, ad relevance, and landing page experience.

➣ What is Search Query Report?

This report is of vital importance. It contains the details about your used keywords and how well they are performing. It is a list of the search terms that a number of people have used and has eventually led to the displaying of your ad to them.
Using this report, you can declutter your ad campaign by only focusing on the keywords with the highest quality score and a satisfactory search query report.

➣ Focus on the market share of your most profitable keywords

While gathering new keywords for increasing your sales remains an important part of your ad strategy, it is equally important to make sure that you have the maximum market share of your most profitable keywords. One way to do that is to monitor the impression share of your Google Ad SERPs.

➣ What is Impression Share?

Impression share is the impression percentage that your ad has received as compared to the total number of impressions your ad could get (eligible impressions). There are many factors involved in the estimation of eligible impressions. They may include target settings, approval statuses, and quality of the content.
What actually happens is that over the course of the day, Google looks at the ad auctions and uses internal data such as the quality of your content and the other participants in the same ad auction. Lost impressions mean you have missed opportunities on searches of the keyword you chose to bid on. In cases like these, in order to optimize the situation, you need to focus on the top 10 campaigns and keep a check on your competitor’s market share and monitor it regularly.

3. Make it attractive

The use of social media is increasing day-by-day and so is the competition. On average, an internet user is sometimes exposed to more than 6000 ads daily, therefore, it is really important to make sure that your ad stands out in both quality and visual perspective.
Visuals play a very important role as they are the first factor to attract the user's attention. It is so important that 80% of your ad campaign success depend on the visual appeal of the ad. This goes for both Facebook ad campaigns and Google ad campaigns.
The only problem is that you can never know which idea will work the best. But don’t worry. There are ways to figure this out as well. You have to involve statistics in your ideas and their implementation to optimize your ads and creatives.
Now how do you test them? The best way to test is by applying the ‘3 to 5 Rule’. You always test an idea or a visual at least 3 times and a maximum of 5 times in an ad group. You analyze the data and then compare the stats of these different ideas and then go for the best one.

4. Spend smartly

With more and more opportunities being introduced on daily basis, it isimportant that you devise a campaign that is based on a user-centric approach. It means that your ideas and strategies are based on the interests and the ease of your target audience.
So, you have to be careful that you don’t spend money on keywords and placement level only. You have to keep your user profile in consideration as well. Only then can you make gainsfrom your ad marketing campaigns.
What you do is that you gather data from user's declarative information and Google analytics and then use this data to make bid adjustments to your target audience on the set criteria. Now all the PPC management services in Dubai provided by the top PPC companies are based on this "spend smartly and plan wisely" criteria. Do try and see if it works or not.
This is it for today’s blog. Be sure to leave your valuable feedback and share it with your friends as well. If you want assistance regarding Google Ads, write to me and I’ll get back to you as soon as possible. Thank you and Goodbye.