Running a successful Google Ads campaign with serious Return On Investment (ROI) comes down to how well you optimise it. Any successful marketing campaign utilises optimisation in order to fine tune the strategy to target hot leads. 

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This blog delves into the best ways to optimise your campaign right not to increase ROI. Because the time when you could set and forget is long gone. Take a read below at the best practice strategies you can take advantage of right now. 

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Write Compelling Ad Copy

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Writing compelling ad copy is crucial for the success of your Google Ads campaigns. Your ad copy is the first thing that users see when they search for a particular keyword, and it's essential to grab their attention and entice them to click on your ad. Here are some tips for writing compelling ad copy:

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1. Highlight the Benefits: One of the best ways to grab the attention of your potential customers is by highlighting the benefits of your product or service. Explain how your offering can solve a problem or meet a need that your target audience has.
2. Use Persuasive Language: Use persuasive language in your ad copy to convince users to take action. Use words like "exclusive," "limited time offer," or "best deal" to create a sense of urgency and encourage users to click on your ad.
3. Include a Call-to-Action: A strong call-to-action (CTA) can help increase your click-through rate and conversion rate. Use a clear and concise CTA that encourages users to take the desired action, such as "Buy Now," "Sign Up," or "Learn More."
4. Use Numbers and Statistics: Numbers and statistics can add credibility to your ad copy and make it more convincing. Use statistics to demonstrate the effectiveness of your product or service or to showcase the benefits of choosing your business over competitors.
5. Keep it Concise: Your ad copy should be concise and to the point. Use short sentences and avoid unnecessary words to make your ad copy easy to read and understand.

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Writing compelling ad copy that resonates with your target audience encourages them to click on your ad. But remember, test different variations of your ad copy to determine what works best for your business - that is key.

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Optimise Your Landing Pages

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Optimising your landing pages is essential for improving the conversion rates of your Google Ads campaigns. Your landing page is where users land after clicking on your ad, and it's essential to make a positive first impression and provide them with a clear path to conversion. Here are some tips for optimising your landing pages:

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1. Make Your Landing Page Relevant: Your landing page should be relevant to your ad copy and the keywords that you are targeting. Ensure that your landing page provides the information that users are searching for and that it matches the messaging in your ad.
2. Keep Your Landing Page Clean and Simple: A cluttered and confusing landing page can distract users and lead to a high bounce rate. Keep your landing page clean and simple, with a clear headline, concise copy, and an easy-to-use navigation menu.
3. Optimise Your Page Load Time: A slow-loading landing page can lead to a high bounce rate and lower your conversion rate. Optimise your page load time by compressing images, using a content delivery network (CDN), and minimising the number of HTTP requests.
4. Use a Clear Call-to-Action (CTA): Your landing page should have a clear and prominent call-to-action (CTA) that encourages users to take the desired action. Use a contrasting colour for your CTA button and keep it above the fold to make it easy to find.
5. Test Different Landing Page Variations: A/B testing is an effective way to determine which landing page variations perform best. Test different page layouts, headlines, and calls-to-action to find the most effective combination for your business.
6. Make Your Landing Page Mobile-Friendly: With more and more users accessing the internet from mobile devices, it's essential to ensure that your landing page is optimised for mobile. Use a responsive design that adapts to different screen sizes and ensure that your page loads quickly on mobile devices.

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Remember to continually monitor your landing page performance and make changes as needed to achieve your desired results. By doing this, you can optimise your landing pages for better conversion rates and improve the ROI of your Google Ads campaigns.

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Use Ad Extensions

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Ad extensions provide additional information about your business, products, and services, making your ads more useful and relevant to users. Here are some tips for using ad extensions:

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1. Use Sitelink Extensions: Sitelink extensions allow you to include additional links to relevant pages on your website within your ad. Use sitelink extensions to showcase your products or services, highlight your unique selling proposition, and make it easy for users to navigate your website.
2. Include Call Extensions: Call extensions allow users to call your business directly from your ad. Use call extensions to make it easy for users to contact you and increase the chances of converting them into customers.
3. Utilise Location Extensions: Location extensions display your business address and phone number, making it easy for users to find your business. Use location extensions if you have a physical storefront or office, or if you provide services in a specific geographic location.
4. Add Structured Snippet Extensions: Structured snippet extensions provide additional information about your products or services in a structured format. Use structured snippets to showcase the benefits of your products or services and highlight what makes your business unique.
5. Use Callout Extensions: Callout extensions allow you to include additional information about your business, such as free shipping or a satisfaction guarantee. Use callout extensions to highlight your unique selling proposition and encourage users to choose your business over competitors.

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Don’t miss out on using structured snippets to make your ads more useful and relevant to users. By using them, you’ll increase the chances of converting them into customers as Google will be able to better identify your business as one of relevance to search queries.

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Test Your Ads

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Testing your ads is a critical part of optimising your Google Ads campaigns. By testing different ad variations, you can identify the most effective messaging, targeting, and creative elements that drive the best results for your business. Here are some tips for testing your ads:

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1. Test Different Ad Formats: Google Ads offers several ad formats, including text ads, display ads, and video ads. Test different ad formats to determine which ones work best for your business.
2. Test Different Ad Messaging: Your ad copy should be compelling and relevant to your target audience. Test different ad messaging to determine which messages resonate best with your audience and drive the most clicks and conversions.
3. Test Different Targeting Options: Google Ads offers several targeting options, including keywords, demographics, and geographic targeting. Test different targeting options to determine which ones result in the highest click-through rates and conversions.
4. Use Ad Variations: Use Google's ad variation feature to create multiple versions of your ad with different messaging or creative elements. This allows you to test different ad variations and determine which ones work best for your business.
5. Monitor Your Ad Performance: Monitor your ad performance regularly to identify trends and areas for improvement. Use Google Ads' reporting tools to track key metrics such as click-through rates, conversion rates, and cost per click.
6. Use Experiment Campaigns: Experiment campaigns are a powerful testing tool that allows you to test different ad variations against each other in real-time. Use experiment campaigns to determine which ad variations drive the best results and make data-driven decisions to optimise your campaigns.

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With a data-driven approach to ad testing, you can create more effective and efficient Google Ads campaigns that drive real business results.

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Utilise Remarketing

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Remarketing is a powerful tool that allows you to target users who have previously interacted with your website. When you remarket to these users, you can target them with content that encourages them to return and complete a desired action, such as making a purchase or filling out a lead form. Here are some tips for utilising remarketing in your Google Ads campaigns:

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1. Segment Your Audience: Segment your audience based on their behaviour on your website. Create custom audiences for users who have visited specific pages on your website or completed specific actions, such as adding a product to their cart but not checking out.
2. Create Relevant Ads: Create ads that are relevant to your remarketing audience. Use ad copy and creative elements that are tailored to their interests and behaviours on your website.
3. Utilise Dynamic Remarketing: Dynamic remarketing allows you to show ads to users featuring the products or services they viewed on your website. Use dynamic remarketing to remind users of the products they viewed and encourage them to complete a purchase.
4. Use Frequency Capping: Frequency capping limits the number of times a user sees your remarketing ads. Use frequency capping to prevent ad fatigue and ensure your ads remain effective.
5. Exclude Converted Users: Exclude users who have already converted from your remarketing campaigns. This ensures that you are not wasting ad spend on users who have already completed the desired action.
6. Monitor Performance: Monitor the performance of your remarketing campaigns regularly to identify trends and areas for improvement. Use Google Ads' reporting tools to track key metrics such as click-through rates, conversion rates, and cost per conversion.

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With a targeted and relevant approach to remarketing, you can increase conversions and ROI for your Google Ads campaigns. Remarketing campaigns can revolutionise your conversion rate, and make the most of customers that just needed a bit more time before they buy. 

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Use Negative Keywords 

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Negative keywords are terms or phrases that you do not want your ads to show for. By using negative keywords, you can prevent your ads from showing to users who are not interested in your products or services, improving the relevance and efficiency of your campaigns. Here are some tips for using negative keywords in your Google Ads campaigns:

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1. Identify Irrelevant Keywords: Identify keywords that are not relevant to your business or target audience. For example, if you are selling luxury watches, you may want to exclude keywords like "cheap watches" or "kids watches".
2. Use Broad and Exact Match: Use both broad and exact match negative keywords. Broad match negative keywords will prevent your ads from showing for any search term containing that keyword. Exact match negative keywords will only prevent your ads from showing for that specific search term.
3. Monitor Your Search Terms Report: Regularly monitor your search terms report to identify new search terms that are not relevant to your business. Use these search terms to identify new negative keywords to add to your campaigns.
4. Test Your Negative Keywords: Test different negative keywords to determine which ones work best for your business. Use Google Ads' reporting tools to track key metrics such as click-through rates, conversion rates, and cost per click.
5. Refine Your Negative Keyword List: Refine your negative keyword list regularly to ensure it remains up-to-date and effective. As your business evolves, new irrelevant keywords may emerge that you need to exclude from your campaigns.

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Negative keywords are a must to ensure you’re not blowing ad spend on customers who aren’t within your target audience. Using negative keywords is a must, and is a part of all best-practice Google Ads campaigns these days. Make sure that your list of negative keywords is extensive, and you’ll save money for the real clicks and customers. 

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Get better ROI from Google Ads today

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By implementing these strategies, you can optimise your Google Ads campaigns for better performance and achieve your desired business results. Remember to monitor your campaigns regularly and make changes as needed to stay ahead of the competition and achieve your goals.

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If you’re looking for help with maximising your ROI for Google ads, reach out to have a chat today, or check out our testimonials on how we’ve helped our customers do just that.