Google Ads can be a powerful tool for driving traffic and generating leads. However, many businesses struggle to achieve profitable results. If Google Ads don’t seem to be working for you, don’t despair. Here are nine steps you can take to turn your campaigns around and achieve profitable outcomes.
Step 1: Conduct Thorough Keyword Research
Understand Your Audience
Start by understanding who your target audience is. Identify their needs, preferences, and the language they use when searching for products or services like yours. Tools like Google Keyword Planner can help you find relevant keywords and understand search volumes.
Knowing your audience allows you to choose keywords that resonate with them. For instance, if you run a local bakery, you might target keywords like “best cupcakes in [your city]” or “gluten-free bakery near me.”
Analyse Competitor Keywords
Look at the keywords your competitors are bidding on. This can provide insights into what works in your industry. Tools like SEMrush or Ahrefs can help you analyse competitor keywords and see which ones drive traffic to their sites.
By understanding your competitors’ strategies, you can identify gaps and opportunities. You might find less competitive keywords that are still highly relevant to your business.
Use Long-Tail Keywords
Long-tail keywords are longer, more specific keyword phrases. They typically have lower search volumes but higher intent. This means that people searching for these terms are more likely to convert.
For example, instead of targeting “shoes,” a long-tail keyword might be “women’s running shoes with arch support.” These specific keywords can attract more qualified traffic, leading to higher conversion rates.
Step 2: Optimise Your Google Ads Copy
Create Compelling Headlines
Your ad headline is the first thing potential customers see. Make it compelling and relevant to capture their attention. Use strong, action-oriented language and include your main keyword.
For instance, instead of “Quality Lawn Mowers,” try “Get the Best Lawn Mower for Your Garden – Shop Now!” This headline is more engaging and encourages immediate action.
Highlight Unique Selling Points
What makes your product or service unique? Highlight these points in your ad copy. Whether it’s free shipping, a money-back guarantee, or a special discount, make sure your ads convey these benefits clearly.
For example, “Free Shipping on Orders Over £50” or “30-Day Money-Back Guarantee” can make your ad more attractive to potential customers.
Use Strong Calls to Action
A strong call to action (CTA) tells customers what you want them to do next. Use clear and concise language, such as “Shop Now,” “Get a Free Quote,” or “Sign Up Today.”
A well-crafted CTA can significantly increase your click-through rate (CTR). Make sure it aligns with the user’s intent and the offer presented in your ad.
Step 3: Improve Your Landing Pages
Ensure Relevance
Your landing page should be directly related to your ad copy. If someone clicks on an ad for “summer dresses,” they should land on a page showcasing summer dresses, not the homepage or a generic clothing page.
Relevance improves user experience and increases the likelihood of conversion. It also helps improve your Quality Score, leading to lower costs per click (CPC).
Optimise for Mobile
Many users browse and shop on mobile devices. Ensure your landing pages are mobile-friendly. This means fast loading times, easy navigation, and a responsive design that adapts to different screen sizes.
A mobile-optimised landing page can reduce bounce rates and improve conversions. Use tools like Google’s Mobile-Friendly Test to check your pages.
Include Clear CTAs
Just like in your ad copy, your landing page should have clear and compelling CTAs. Make it easy for visitors to take the next step, whether it’s making a purchase, signing up for a newsletter, or requesting more information.
For example, a prominent “Buy Now” button or a “Request a Free Consultation” form should be easily accessible on your landing page.
Step 4: Use Ad Extensions
Sitelink Extensions
Sitelink extensions add additional links to your ad, directing users to specific pages on your site. This can help improve CTR and provide more value to users.
For instance, a retail store might include sitelinks for “New Arrivals,” “Best Sellers,” and “Customer Reviews.” These links give users more options and can lead to higher engagement.
Callout Extensions
Callout extensions allow you to highlight additional information about your business, such as “24/7 Customer Support” or “Free Returns.” These snippets can enhance your ad’s appeal and provide more context to potential customers.
Including callouts can make your ad stand out and convey important details that might influence a user’s decision.
Structured Snippet Extensions
Structured snippet extensions let you add specific details about your products or services. For example, you can list types of services offered, product categories, or features.
An IT company might use structured snippets to highlight services like “Cloud Computing,” “Network Security,” and “IT Support.” These details help users understand your offerings at a glance.
Step 5: Set Up Conversion Tracking
Define Conversions
Before you can track conversions, you need to define what a conversion is for your business. It could be a purchase, a sign-up, a download, or another valuable action.
Knowing what actions you want users to take helps you measure the effectiveness of your campaigns and optimise accordingly.
Install Tracking Code
Install the Google Ads conversion tracking code on your website. This code will track when users complete the desired actions after clicking on your ads.
Proper tracking allows you to gather data on how your ads are performing. You can see which keywords and ads drive the most conversions and adjust your strategy accordingly.
Analyse Conversion Data
Regularly analyse your conversion data to understand your campaign performance. Look at metrics like conversion rate, cost per conversion, and overall return on investment (ROI).
By understanding which elements of your campaign are most effective, you can allocate your budget more efficiently and focus on strategies that drive the best results.
Step 6: Utilise Negative Keywords
Identify Irrelevant Keywords
Negative keywords prevent your ads from showing up for irrelevant searches. Identify keywords that are similar to your main keywords but do not match your business offerings.
For example, if you sell luxury watches, you might add “cheap watches” as a negative keyword to avoid attracting bargain hunters who are unlikely to convert.
Regularly Update Negative Keyword List
Regularly review and update your negative keyword list. Search terms evolve, and you need to ensure that your ads do not appear for irrelevant or low-intent searches.
Monitoring search term reports can help you identify new negative keywords. This ongoing process ensures your ads reach the most relevant audience.
Improve Ad Relevance
Using negative keywords improves the relevance of your ads. It ensures that your budget is spent on searches that are more likely to convert, increasing your overall campaign efficiency.
For instance, an online course provider might use negative keywords like “free courses” if they only offer paid programs. This helps attract users who are willing to pay for quality education.
Step 7: A/B Test Your Google Ads
Test Different Headlines
A/B testing involves running two versions of an ad to see which performs better. Start by testing different headlines to see which ones resonate most with your audience.
For example, test “Affordable Web Design Services” against “Professional Web Design at Competitive Prices.” Analyse the results to determine which headline drives more clicks and conversions.
Experiment with Ad Copy
In addition to headlines, test different versions of your ad copy. Try variations in your value propositions, CTAs, and descriptions.
A home cleaning service might test “Book Your Cleaning Today!” against “Get a Sparkling Home in Just One Call.” This experimentation helps identify the most effective messaging.
Analyse Test Results
Carefully analyse the results of your A/B tests. Look at metrics like CTR, conversion rate, and cost per conversion to determine which version performs better.
Based on the insights gained, implement the winning variations and continue testing new elements. This iterative process helps continually improve your ad performance.
Step 8: Optimise Bidding Strategies
Choose the Right Bidding Strategy
Google Ads offers various bidding strategies, such as manual CPC, automated bidding, and target CPA. Choose a strategy that aligns with your campaign goals.
For example, if you aim to maximise conversions, you might use target CPA bidding. This strategy automatically sets bids to get as many conversions as possible at your desired cost per acquisition.
Adjust Bids Based on Performance
Regularly review your bid performance and adjust as needed. Increase bids on high-performing keywords and reduce them on underperforming ones.
For instance, if a keyword consistently drives conversions at a low cost, consider increasing its bid to gain more visibility and traffic. Conversely, lower bids on keywords that do not perform well to optimise your budget.
Monitor and Refine
Continuously monitor your bidding strategy and refine it based on performance data. Keep an eye on changes in the competitive landscape and adjust your bids accordingly.
A seasonal business might need to increase bids during peak seasons and decrease them during off-peak times. Regular adjustments ensure your ads remain competitive and cost-effective.
Step 9: Leverage Google Ads Remarketing
Target Previous Visitors
Remarketing allows you to target users who have previously visited your website but did not convert. Create custom audiences based on their behaviour and re-engage them with tailored ads.
For example, an online clothing store can show ads to users who viewed specific products but did not make a purchase. These ads can offer special discounts or highlight new arrivals to entice them back.
Create Engaging Remarketing Ads
Design remarketing ads that are engaging and relevant to the user’s previous interactions. Use dynamic ads that show products or services they viewed on your site.
A travel agency might use dynamic remarketing to display ads featuring the destinations users previously searched for. Personalised ads are more likely to capture attention and drive conversions.
Monitor Remarketing Google Ads Campaigns
Track the performance of your remarketing campaigns. Look at metrics like CTR, conversion rate, and ROI to understand their effectiveness.
Adjust your remarketing strategy based on performance data. For example, if a particular audience segment responds well to certain offers, focus more resources on similar ads to maximise results.
By following these nine steps, you can transform your Google Ads campaigns from underperforming to highly profitable. Conduct thorough keyword research, optimise your ad copy, and continuously refine your strategies based on data. With persistence and careful optimisation, you can achieve significant improvements and drive successful, profitable campaigns.