10 ways to improve Google Ads

Last updated: July 16, 2023

Aaron Rudman-Hawkins

Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.

Read Aaron's bio here

In this Ask Aaron video, we’ve compiled a treasure trove of tips to help you optimise your Google Ads strategy.

With a whopping ten techniques at your disposal, get ready to boost your campaigns and maximize your results. From conversion tracking and audience building to machine learning and user metrics, we’ve got it all covered. Let’s dive right in!

Conversion tracking is crucial

Proper conversion tracking setup is paramount. Ensure that you’re accurately defining what constitutes a conversion, and that it aligns with your brand’s commercial objectives. Avoid labelling vanity actions as conversions – this can lead to misguided optimisation efforts.

Unlock the power of audiences

Audiences in Google Ads are an untapped goldmine! Create and structure your audiences effectively based on your website traffic volume. Whether you’re high volume or relatively small, audiences can drive powerful retargeting and data-driven insights.

Embrace machine learning

Leverage Google’s automated strategies, such as Max Clicks, Max Conversions, and Max Conversion Value. While trusting the algorithms, maintain a degree of control to avoid overspending. Strike a balance between automation and manual management.

Analyse user metrics

Look beyond Google Ads metrics and delve into Google Analytics. Analysing user behaviour post-click can reveal truly valuable insights.

Continuous split testing

Experiment with different strategies and approaches. Utilise Google Ads’ experiment feature to make data-driven decisions. Don’t rush to conclusions; gather statistically significant data before making changes.

Master search terms management

Take charge of your search terms. Regularly review and adjust your negative keyword list to fine-tune your ad targeting and prevent wasted spend on irrelevant searches.

Approach Performance Max with caution

Performance Max can be a game-changer, but don’t rely on it exclusively. Use it to complement other campaign types rather than replace them entirely. Keep a watchful eye on its impact on your overall account performance.

Set clear ROI expectations

Establish clear return on investment (ROI) goals for your campaigns. Be open with your agency or team about your expectations, as this will guide your strategy and decision-making.

Avoid frequent changes

Resist the urge to make constant adjustments to your campaigns. Allow time for your strategies to mature and gather meaningful data before making significant changes.

Incorporate display advertising

Don’t underestimate the power of display advertising. While it may not deliver the same conversion rates as search or shopping campaigns, it reinforces your brand message and keeps your business top of mind.

With these ten tactics in your toolkit, you’re well-equipped to supercharge your Google Ads campaigns. From refining your conversion tracking to harnessing the potential of audiences and machine learning, each strategy plays a vital role in boosting your digital advertising efforts.

Are you ready to transform your digital marketing strategy?

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