Boosting Google Ads Performance

According to Google, businesses make an average of £2 in revenue for every £1 they spend on Google Ads, making the set-up and maturing process worth the return on investment.

The performance of any Google Ads account is wholly dependent upon a number of factors including the historical data available in the account, accuracy of conversion tracking, bidding strategies, monthly budget, traffic & conversion volumes, website speed, and conversion rate, to name but a few.

Giving ample time to gather conclusive data sets is vital to the performance and optimisation of a successful Google Ads campaign.

Make Time For Onboarding #

The best PPC campaigns are built on strong foundations that encompass clear objectives and display an in-depth understanding of the sector in which they are operating.

Onboarding is critical to the success of your Google Ads campaign. This initial research phase, data collection and strategy setup means that every decision has your goals and objectives in mind. Building a solid campaign foundation in this way is the best chance of achieving higher click-throughs and a greater ROI in the future.

In layman’s terms, as your Google Ads campaign generates more data, you can use it to improve your targeting, keyword selection, and bids. And, as your ads gain more impressions and clicks, Google’s network develops a more accurate rating score, which helps your ads outperform your nearest competitors in ad auctions.

Campaign Optimisation #

Stagnation is the enemy of success within the pay per click sector. Every successful Google Ads campaign is a continuous work in progress and needs constant optimisation. 

Knowing where to optimise is crucial and that’s where data collection and PPC expertise comes in. Knowing whether to increase click through rate, decrease cost per click, change bidding strategies, implement new ad groups, edit negative search terms, introduce ad copy experiments, and all the other myriad of options is hugely important when making your campaign a success.

This is where conclusive data sets play a big part in highlighting the areas most likely to boost performance through effective optimisation. 

Test. Test. Test! #

Testing is an integral part of the process and is a big factor towards the success or failure of a Google Ads campaign.

Google takes into account everything from headlines and ad descriptions to keywords and landing pages. Google testing and artificial intelligence is one of the most powerful aspects of the platform. Utilising Google Ads testing alongside data collection enables machine learning to determine which audience segments, ad copy and keyword combinations produce the highest returns. This allows for powerful data driven results that serve the right ads to the right audience at the right time, thus maximising on conversions and reducing cost per acquisition.