Beyond managing bids, ads, and keywords, there are several Google Ad optimizations that are only done at account creation when they should be part of the regular routine of a well-managed account. This is because companies tend to put all their efforts on the same optimization routine and neglect some of the optimizations presented in this article. However, in their quest for the optimal ROI (return on investment), they would on the contrary benefit from taking advantage of all the possibilities offered by the tool. Every dollar invested is precious and should bring maximum profit.
Here are 5 optimizations that are worth looking at, or better yet, be included in your optimization routines.
1- Disable the Display on Google Search Network Partner Sites.
YouTube and other Google sites are obviously part of this search network, but it also includes non-Google websites that use the search engine in their own sites to search internal pages.
The Google Ads displayed on these private sites are often irrelevant to the user looking for information and most of the time wanting to stay on the host site. This display option on partner sites is enabled by default when creating a search campaign. It may sound trivial, but this option often (not always) represents a money pit that brings little or no value to your investment. Take the time to verify the performance of the results by viewing segmentation by network.
2- Define Audiences
Each ad group should always target a minimum of 3 or 4 distinct audiences in order to eventually determine a market segment that could win the award for best ROI. Start with market audiences first, in line with company personas, then complete it by importing custom audiences from Google Analytics.
If the number of visits to your site is low, opt for an audience that includes all your visitors (All Users). After a few days of broadcasting, audiences will stand out from the rest. You will then be able to adjust the bids according to the performance of the different audiences and to put on hold those which prove to be less relevant if you wish.
3- Post the Announcements Alternately
Google Ads best practices state that ad groups should always have 3 or 4 ads each. This practice helps provide users with specific ads related to what they are looking for and what your landing page is offering. By default, the display rotation of ads in Google Ads is done by "Favoring the best performing ads" mode. Unfortunately, we see too often at the end of the campaign that some ads have had very few opportunities to produce statistics by only being granted + - 5% of circulation rate.
As I have trouble blindly trusting Google Ad algorithms and in having tested the delivery modes a few times, I recommend that account managers who have the time to track ad performance choose the option " broadcast the announcements indefinitely ". You will then obtain a more interesting statistical sample on all your advertisements which will allow you to make informed decisions on which advertisements to favor or to put on hold.
4- Display Campaigns: Avoid the 320 x 50 Format Broadcast on Mobile Applications
Why is that? This format is constantly one of the top formats to favor, isn't it?
Well yes, this format is among all the top 5 ads to favor because of its incredible click-through rate. However, the main reason for its success could, in my opinion, be explained by the unintentional click! Due to its size (the smallest possible) and its location at the top of the page or too often at the bottom of the page, this format is a real nuisance if it appears in your favorite (and free) game application.
As a user, you will try (like almost everyone) to close the ad with the lowercase x in the upper corner ... and find yourself on the advertiser's site and blaming the size of your fingers, rather than blaming the size of the close button and avoiding this format!
5- Develop or Obtain Custom Scripts
All advertisers on Google Ads compete with the same set of tools and options. Be aware, however, that Google Ads allows the creation of personalized scripts and that it can give you a competitive advantage in an increasingly competitive environment!
Here are examples of (free!) Script ideas that could be developed and that save account managers’ time:
- Do you offer outdoor activities in winter? (Ski resorts for example)
Use statistical weather data to offer promotions or broadcast special messages the day before or on the day of a snowstorm.
- Automatically modulate your keyword bids based on the results obtained.
- Create Heat Maps to visualize the hourly performance of your campaigns etc.
Note also that it is always possible to find "Pre-written" scripts of all kinds on some developer sites.
In conclusion, never take an initial setup for granted when optimizing Google Ads. All setting options must be constantly evaluated with the ultimate goal of improving campaign ROI.
Be optimistic and aim for exaggerated conversion performance, so you will stay one step ahead of the competition.
Do not hesitate to contact us if you want to get the most out of your Google Ads campaigns!