Hi, everyone. Thank you for joining us on this webinar. I’m excited about some of the things that we’re going to be covering on this webinar, seven proven Ways to Improve your Google Ads campaigns. And, just a little bit about myself. I’m Mike and I work as a Google ad specialist and PPC consultant. I’ve done so for many years, and I’ve worked with a wide range of clients, you know, in the UK and globally setting up and managing campaigns, and I’m also a Google partner. So, that’s some of the work that I do on a day by day basis. And, before we get started, I just wanted to, we’re gonna take a poll and just see, just to, for me to get an idea of who, is on the line with us and where you are with your Google Ads campaigns. And then we are just gonna go into it. So here’s the poll and just answer that if you can, and then we’ll move on to the next.

Okay. Wow, that’s okay. Just a few more. that’s about 50/50 of yes and no. Some people have run Google Ads campaign, are running Google Ads campaigns, and, some are not. And that’s okay. You know, it gives us an idea of,  I guess, some of the things I’m going to be mentioning. And if you’re not running any campaigns, I, I believe it’ll help you as well when you do start running campaigns or when you activate your campaigns and so forth. So, what we will do now, I’m going to, I’m going to share these seven, proven ways with you, and,  I’m going to be sharing my screen, so that will really, uh, give you an idea and later you can then watch  the, the webinar and, if,  you just wanna implement it in your campaigns, that will be great as well, and you can just follow through like that. So let me share my screen and then we’ll get started with the first one. Okay. So, I mean, with Google Ads, there’s many ways to improve campaigns, but the ones I’m going to share with you are some of the most important ones that I’ve seen, over time, especially for search campaigns. In Google Ads, we’ve got different campaign types, We’ve got search, shopping, display, video. It’s a huge platform, and there’s just a lot going on in there. The first one, So what’s the first action that you need to take? I  would say, especially if you’re running search campaigns, I’ll be sharing this,  in my own, account. If you are running search campaigns, the first thing you need to know and fix are your search queries. You know, search queries really are the most important thing. When you are running search campaigns, you are obviously setting up keyword based ad groups, so you do your keyword research, put together your ad groups and so on.

But a lot of people don’t understand that, keywords and searches are different. They’re not necessarily the same thing. A keyword is what you put into your Google Ads campaigns, and a search term is what people search with to find sort of your business or whatever products or services,  you’re running. So we, as, as someone running Google Ads campaign, especially if you’re running search campaigns, you really need to understand your search terms and improve them. So I’m gonna, I’m showing you my account, as I mentioned, and I’m gonna show you this, campaign, this search campaign that I’m running. And in there you can see I’ve got different ad groups, but the search terms, especially the search terms report is where I spend a lot of time managing my campaigns and even client campaigns. So to do that, you need to go to the keywords tab, and in the keywords tab you’re going to see, negative keywords and search terms.

Now, search terms, they show based on obviously the metrics that you are looking at. So the default is that you’re gonna see the high volume once at the top, as you can see clicks right there. And if you scroll down, you can see how many searches you’re looking at. So  this is 2,919 searches for, 30 day periods. So this is like, in the last 30 days. Now, what you will notice, especially when you are running campaigns, is that your keywords are going to be far less than your search terms and that’s common. So for example, if I go to search keywords and I scroll down, you’re gonna see I have, 292 keywords and those 292 keywords, if I go back into search terms, they’ve triggered, 2919, that’s common. And that’s because we are using mash types.

So we are using phrase match, we’re using exact match, and sometimes we are using  broad match, that that just brings a lot of searches. So the reason why you need to, go in here and achieve a hundred percent search targeting is because you wanna make sure you are only showing your ads to people who are relevant,  to your products or services and businesses. So if I look at this and I say, Okay, people are searching for PPC management, Google Ads Agency, Google Ads specialists, a lot of these are relevant for me, and I’ve added them. Some are not added, but they, they relatively are relevant. I’m sure some of you have done this and you keep scrolling down. And then if you find any that are not relevant. So say I come down here and I say, Well, I think PPC services is not what I want, so I need to add this as a negative keyword.

And so I’ll select it, then I’ll click add is negative cues very easy. And when you do that, it adds it as a phrase match at the ad group level or at the campaign level if you want. Now, I would recommend you put it at the campaign level, especially if something not relevant for the whole campaign, just add it to the campaign, because if you add it just to the ad group, what happens is it’s likely to be triggered by another keyword, which doesn’t solve the problem. It just makes it worse. So if you’re happy with that, you just save it and then it blocks you completely. Another thing you can do is you can add your searches as, a negative keyword list. So you can build a negative keyword list, and I’ve, I think I’ve got one in the code account wide list, but these options to create a new, negative list right there.

So you can say there’s a new list and apply negative. The reason why you wanna add it as a list is because over time, I, over time, you will set up new campaigns and it will save you a lot of time if you’ve got a negative keyword list and you can then just go in and block those searches. So that will make it easy for you. You can imagine if you’ve got like 10 campaigns, trying to add the same keywords into different campaigns is not a good thing. So just create a negative queue at list. And when you come to your,  when you come to your tools and settings, you can check your negative keyword list, right there. So in shared library, you can check it there and add any other ones you want in there, and then just manage the form there.

I would recommend you do this. This is really important, but one mistake a lot of people make when adding negative keywords is, let me close that. So I’ve got this PPC services, for example, and say, PPC is relevant because that’s what I wanna target, but I’m not, say I’m not really interested in the word services. So blocking it like this is not effective because if I do that, it means other words which relate to services and other keywords and other words could still trigger. So if someone searched for paper click services because I’ve blocked this exact match PPC services, as I just showed, paper click services is still gonna show it. And, and we don’t want that word services. So the best thing to do, and this is the most effective way to add negative keywords, is to go into the negative keyword list and then just put it as, click negative keywords campaign and then put it as services broad match.

No need to put it as freeze match or exact match. So just leave it as broad match and then save it. So any searches with the word services, gonna be blocked, not just that specific one. So all the different ones are gonna be blocked, and that’s really important. So I would recommend you really do it like this. And then even better way to do it is to go into your tools and settings and then go there and, add it to the negative queue. At least that will save you time as you do that. So that’s really an important part of, blocking, you know, searches that are not important. The whole idea behind this is to get your searches to 100% accuracy. And the reason I say that is because, um, for example, with my own campaign, I, I, I tend to, I spend about 5,000 a month, but I only look at them once or twice a month because my searches are really targeted, they’re very targeted, and my conversion rates are good.

So you often won’t have to do a lot of this as time goes on as you block it. This is one of the main reasons many people don’t run effective ads because they focus on keywords, which is not really the, the thing you should focus on. What you should focus on is systems. So that’s really key and something important for you to look at. Now, the second thing,  that we need to look at to really improve your campaigns, um, as you know, things are really getting, competitive on Google Ads and PPC in general. So a lot of businesses are coming on board. I’ve seen this, I mean, I’ve been doing this for, over 12 years and so forth, and it’s really getting competitive. So you need to look at your auction insights reports, what’s really happening with Auction Insights. Now, the Auction Insights reports, there’s two places you can find, you can find it under keywords right there, but if you want it, you could go right there.

So under Ad groups, so if we click on Auction Insights reports, what we see here is, you, that’s your business and your competitors. Yeah. Now, one of the things you’re gonna notice when you look at this is some of them may not look relevant, and you may ask yourself, why are they coming up? For example, I look at google.com and I think, Well, why is Google coming up? They obviously don’t promote the services I promote, but what you have to think about is they are competitors in the sense that they are appearing for the same searches. So you need to do something about that. Now, some of them will obviously be direct competitors. So we will look in a section of, after this, we’re gonna look at a way to, check out what they’re doing and improve your campaigns based on the keywords and search systems that they’re appearing for.

But what I’m more interested in here are the metrics for example, if we look at impression share, impression share basically is how many impressions am I getting for the keyword and searches that I have based on what is available? And I’m getting about 50% depart is getting 16% and so forth. So they are probably appearing much more often when my ads appear. Yeah. So this tells me, obviously they still room for improvement for myself based on the searches I’m targeting. Maybe I need to increase my budgets, maybe I need to increase my bids. That’s something else to look at. Bu, that’s,key to know. But the most important, especially in very competitive areas, is your page rate. What Google did recently was they, they removed the position, average position metric. So it wasn’t a great thing, but at least now we still have top of page rate and absolute top of page rate.

Now, basically what these are with absolute top of page rate, we are talking about position one. How often are you coming up in position one? Now, if you look, I’m looking at it at the campaign level, you can look at it at ad group level if you want, but it, this will only show if you’ve got sufficient traffic volumes. So that’s something to be aware of. But absolute top of page rate is how often you come up in position one. And I tend to come up 33% of the time. And, top of page rate is somewhere between, two and four a, a lot of, those positions when you come up in two or four, it’s usually above the organic results, but sometimes, especially if it’s an informational search, it may be be below the organic results. But this is based on ads.

Here, what we’re focusing on is on ads. So if I look at this and I think, well, I’m in an industry where I really need to be really higher than 33% how can I get my ads really up there? how can I  improve my positions? You know, uh, 33% may not be great for me, so I need to do something about that. Obviously look to see what others are doing for example  ad train is coming up 44.81%, and I can do some analysis and try and see what they’re doing, but they really are coming up at the chop, especially when we come up together slightly higher than me, so I can take action to improve that. What actions can I take? And one of the first things that comes to mind is your bid strategy. What bid strategy are you using?

Are using manual? Are you using automated and so forth? That’s gonna help you to improve this. And what you can do if you decide you wanna do that, you go into your campaign and you go to settings and I’ll show you what, bid strategy I am appearing for, and then, we can see what to change. Okay? So I’m using manual CPC, I’ve used this one for a long time. So I could say, Well, you know what, that’s difficult because it, it, it means I have to always keep monitoring and, and, and so forth. Maybe I need to change to an automated B strategy. So in Google ads, these two B strategy types, you’ve got automated and you’ve got manual. So if I go change beat strategy, it then gives me the option to pick one of the other ones. So if you see manual CPC is the only one, uh, which is a manual bid strategy, and you’ve got automated and you go maximize clicks and so forth.

Now, if I decide, you know what, I just really wanna come up a hundred percent in position one, the honest truth is you, you’ll never get a hundred percent, It’s almost impossible, but you can get it to 90% or something like that. The big strategy that’s gonna help you is target impression share. And I’m sure maybe some of you have used this and this one, it really helps you to target more of those impressions and get more of them. If you remember I showed you I get 50%, so maybe if I wanna increase that whilst also increasing my positions, I could come in and say, You ask me where do you want your ads to appear? And I’ve got three options anywhere on results page, which is anywhere on page one top of results page or absolute top of results page. So I could say, I want absolute top of results page, and then say, what percentage, shared to targets, I could say can add anything you want.

But if you wanted a hundred percent maybe to really be aggressive, you can put that this will really make a difference and difference and your ads will really come up at the top. But the mistake you don’t wanna make is you don’t want to, you don’t want to do that and not put a CPC big limit. Cause if you don’t, and other advertisers are doing the same thing, you could really get into a very expensive exercise. So you could put a a limit. Now this bid strategy is not one that you’re gonna use at the beginning. It’s one of those that you know, you use later when you built your traffic and you understand your audiences and your average CPC. So I could say, Well, maybe I don’t wanna spend more than 10 pounds of click. Well, my industry is very competitive, whatever it is for your industry, set it to whatever is comfortable for you, and then save that, and that’s gonna make a difference.

Then the bid strategy is gonna go into learning mode, and then, you know, you will see what it does. I mean, another thing you could do if you don’t, if you’re not comfortable changing it, is setting up an experiment. There’s options to set up experiments in Google ads, and you can do that and then see how it runs for you. Down here, you can set up experiments. That’s something we can look at at another time, but that’s one way to be really aggressive. And I tend to find that that happens a lot for emergency businesses in emergency areas or web. It’s really important psychologically to be number one. Now, if you are just starting, I’ll say this, I would recommend starting with maximize clicks and try and get as match  clicks for your budget. This will really bid to try and get as much clicks as possible.

You can send a maximum CPC limit as well if you want, and then maybe say one pound, whatever you’ve seen from your keyword research, that’s gonna be important. So just, just check that out and see how it works for you. That one is for when you’re getting started. Then later you can change to a conversion type one or target impression shape if you really wanna come up at the top. So that’s, another way to really improve, your campaigns and see how things are going more. The third way I would say you should really improve your campaign, especially if you’ve been running them for a while your search campaign is to use dynamic search ads. Now with dynamic search ads,  the difference between dynamic search ads and standard search ads is that with the dynamic, the system is the one that determines the searches your ads are gonna come off for.

So I’ll show you in a minute, the difference is if I go back into this, campaign, you will notice I’ve got all these ad groups. So if I click on these ad groups, these are keyword based ad groups. Now in each campaign, I would recommend having one dynamic search ad, especially if it’s likely to bring you searches that are, that your keyword based ad groups are not targeting, because sometimes we don’t think of all the different searches out there. So the system can help you with that. So I would say create a dynamic search a, you can do that by going into your campaign and go ad groups and then go create ad group and then, it will come up at some point. Or lemme do this, let show you, I’ve got one actually here. Yes, right there. So that’s a dynamic ad group.

If you notice, let me look at it from the campaign level just to make it easier. So if we go to campaign and we go DSA, this is a dynamic search ad group it doesn’t have any keywords if you notice it’s just got negative keywords, and then it’ll have search terms when it starts running. So you don’t add keywords in a dynamic search group the system is the one that finds, um, the search is for you to target based on the context of your website, which is something very important because, a lot of people set up Google ads and they don’t really focus on their landing pages and creating really good content. You know, it’s not enough just to get traffic from Google and just send people to your website. Uh, your landing pages need to be really effective.

You know, you should have, especially on mobile, try to have everything above the fold and have as much content as possible. Not too much, but you know, enough for your visitors and also for the system. Of course, there’s organic SEO and all these other great things, but it also helps with the machine learning system, especially if you wanna run dynamic search ads because, the system is gonna scan your site, then it’s gonna look at synonyms and closely related searches, and then where it sees an opportunity to drive those, it’s gonna go after those searches. And I’ll be honest with you, whenever I run search dynamic search ads, a lot of times I tend to find them performing better than, keyword based ad groups because the system, I mean, you have to put your input into it, but it tends to be a lot faster than you and I in  choosing and updating search terms and negative cures and so on.

So you can use both, standard ad groups and the dynamic search ones and what I recommend to make it easier, I mean, you can set it up in here in your campaign, but one thing I would recommend is if you go into recommendations, this is something I’m gonna talk about later. If you’re going into recommendations, you are likely, if you’ve been running your ads for some time, let go to the, all campaign level. If you’ve been running your ads for some time and your content on your site is great, you are likely to see a recommendation to, create dynamic searches there. I’ve got one right there, and I don’t just go and apply,  you shouldn’t do that. You should go in and just check what the actual recommendations are. So I’ve got 1, 2, 3 recommendations for different campaigns.

So if I say, Okay, I wanna view this and see what the recommendation is, it’s recommending that I use this landing page and this is the text that is recommending, but I can change this if I want to. Anything that I want just to make it more relevant, what I cannot change is the headline that is dynamically created and the display URL’s right here. Then it gives me examples of searches that you may show on. So I can look at this and think, Okay, account suspension, is that relevant? You know, people contact me for Google ads, suspensions and so forth. So if I find these relevant, I can just say apply. Okay? So sometimes you may find you’ve got 10 which are relevant, but one which is not. So you can just apply it and then take the one that’s not an added as a negative keyword, um, because you want the others, but there’s probably just one that you don’t want.

So I would say, you know what, go for that so something to test, but as I mentioned, don’t just go in here and just apply it because it’s recommending it. You need to actually see what it’s about and, update it to whatever is key for your business. Now, the fourth I would say, one of the things that you need to look at, to improve your campaigns is, your bid strategies. I spoke briefly about that. bid strategy is something you need to update with time. You know, a lot of us start with one big strategy. So we start, as I mentioned, you start with maximize clicks  it works well, you know, you, you’re getting that traffic, you’re getting those conversions, but you, just leaving it like that, I would recommend that you review your bid strategy and see if there’s any opportunities to, improve things and even get more conversions and stuff.

So what’s the best way to do that? I mean, you can, you can go in to your campaign is I showed you and go into settings and then update your bid strategy. That’s fine, you know, and it’ll run, especially if the campaign is not being involved. Maybe just change it, but just be aware of one thing. If you make any change to a bid strategy, Bid strategy is a big change, and when you do that, it goes into learning more. So maybe some of you have run campaigns and you’ve noticed that when you change bid strategy, it’s a very big change and it changes a lot of things. So if you change from manual CPC to maximize clicks, you probably need to give it a week or or two to run those ads and see what you get, how long you run it before you determine if it’s working or not.

Really depends on your industry, but I tend to find that,it’s not so much time, It, it’s really based on the volume of traffic that you’re getting. That’s something that you need to look at. So, uh, be aware of that. You know, some people, I, I see, people who advertise who change their bid strategy, then in 24 hours things are not working out. You’re cooling the air and everything else, and then they change it again and they again and so forth. Um, that’s not good. You need to give it some time to run, and, and see how it’s performing first before you make any more changes. Otherwise, the system will never learn. Now, an effective way to do that, as I mentioned earlier, is to run an experiment. Well, what you can do is you can set up a duplicate campaign of the one you have if you want, and then just change the bid strategy and then pause the old one and then just run it for some time.

You may ask, does, will it have historic data? Yes, it has based on the old campaign and stuff, but an even better way I would think is experiments. Google recently changed drafting experiments and experiments are a lot easier than they were before. I think later we’re gonna go into depth in this, but you know, experiments are down there. Um, you can run an experiment. You can just go in there and run a custom experiment and say, you can only run experiments for display and search, so you can’t run for shopping and all these other platforms. And then you click continue and then give it a name and give it, choose the base campaign, the one that you are comparing again. So you say Google Ads UK and then click continue. And then when you get to the change bit I’m gonna end this.

When you get to the change bit of that experiment, just change the bid strategy as I showed you in the previous section, that will then run. So you can run it for however long you want, very easy to set up. And when you are seen what you get from those clicks, conversions and stuff, you can then either apply what you’ve learned in the experiment if it was good, or you can, just discard it if it wasn’t good. So experiment is good, but an easier way maybe is just duplicating the campaign, you know, or just something like that. And, running it and then seeing what it does. So that’s something you should do. I’ll quickly go over those bid strategies. So,we’ve got, let’s have a look. So if we go into settings, yeah, this is where our bid strategies are.

I’m looking at a search campaign. It differs for different types of campaign types, and you just go in there and change it and you’ve got your different bid strategies. You know, maximize clicks is to get as much clicks as possible, maximize conversions to get as many conversions as possible. Don’t run this one at the beginning because sounds like a good one, but the system hasn’t, has enough time to learn and you need to have at least between 30 to 50 conversions in a month to set this one. And the good thing about this one is when you’ve got the data, you can also set a target cost per acquisition and say, Well, maybe I want to pay as target CPO for hundred pounds, or it’ll recommend based on what I’m seeing here, or something like that. So it is just really up to you and you know, you can learn like that.

Then you’ve got maximize conversion value if you wanna focus on value revenue sales and those kind of things and you can set a target return on that spend. So you could say, Well, I wanna get 300% return. So I guess that’s like three pounds for every pound that you spend. So you go 300%, but this one as well, you run after you’ve run your campaigns for a while and then you save it and so forth. And target impression share is what I showed you earlier. And manual CPC is you updating those bids, manual test these don’t just run one and do that forever. It’s, I think it’s important to test. You never know what you’re gonna learn when you do that, right? So the fifth thing to fifth way to really improve your campaigns, and this one a lot of people ignore, I’ve touched on it just briefly before, is recommendations.

I’m sure you’ve probably seen recommendations. This is where,  the Google ad system saying, you know what, These are the ways you can improve your campaigns. Let go to the all campaigns level so that we can see where we are.  recommendations used to be called opportunities for those who’ve been running ads for a while. You probably know that. And one of the first things you notice when you get into recommendations is you’ve got an optimization score. So the optimization score is just how the Google ad system says, you know, this is how we think, how well optimized your account is. You know, it’s, a good metric, but you know, it’s just just an alert. You know it’s not something you would totally based all your managing in Google ads on, but it gives you insight into what’s happening and how you can improve things.

So the optimization score, try and get it to a hundred percent and, and always try and keep it high and close to that basically when you’re going to recommendations, these are recommendations from the Google ad system, the algorithm saying, you know what, if you use the display expansion, you could increase, performance by 1.9%. So if I think that’s great, I can just apply or, or I can view the recommendations as I showed you with the dynamic search and say, okay, what’s this one saying? Should I apply it? Display expansion? Probably not a great thing for a search campaign. If you wanna do display, I would recommend that you use a separate, display, campaign for that. Now, if I like that, I can apply it and if I apply it, you will see that, whatever percentage was will increase the optimization score.

but if I don’t like it, I’ll just remove it. So that’s one. And then there’s another, remove conflicting negative keywords. Improve your responsive search ads. These are all recommendations from the system. What you will notice is that the most, the ones with the most impact are the listed at the top. So 1.5%, 1.3 descending. Can you see 0.8, 0.7 on how they set to improve your ads saying ad responsive search ads, if I like that, I can include it and so forth. What I’ll say is, you know, I’ve had a client who was going into this and he was just applying everything and I just couldn’t understand why things were suddenly one week everything changed, but when I went into change history and I recognized he thought that it always has to be at hundred percent at all times, that was a big mistake.

You put keywords that were not relevant because the system was saying that,  some of the recommendations are good, but some are not relevant and you just need to dismiss them. So if something is not relevant, just dismiss it. For example, I don’t think this one is good for me, so I will go dismiss all and then give a reason. And you could say, I don’t think this will improve my performance. And then dismiss it. So you can see the optimization score goes up to 94% should you do that? Yes, you should because when you do that, it’s important to, to either dismiss or apply things because it also trains the system to send you better recommendations in the future. Some people ignore it cause they think, well, it’s just a waste of time. It’s not, You are also train the system to send you better recommendations and it just goes up there.

I guess for guys like us who we are Google partners, it’s also a factor in our certification and so forth. But if that’s not something important, you still should do it and go in there, you know, if it’s saying ad responsive search ads, that looks like a good one. You know, if you’ve got,  campaigns that don’t have responsive search ads, go in and add the, as you probably know, expanded text ads are out and now we are using responsive search ads. So you should really be updating it. And if you don’t look here, you’ll sometimes miss some of these updates that are coming out and your campaigns won’t be as optimized as much as possible. What I would say something to be aware of is, if you notice up here we’ve got auto apply, make sure that’s not selected. Because if it’s selected, what happens is the system is just gonna auto apply if all these are selected.

I think when it’s selected, it shows in blue. Yeah, let’s see, I changes right there. I never said this, you know, even client account because it would just, apply everything automatically and performance would just keep dropping. I’ve seen clients who’ve got this set and their campaigns are always just dropping and they don’t understand why. And if you want it though, you could save it, but this one definitely don’t set it to auto apply. I would recommend that you review these yourself and then see if they are working as they should. So yes, that’s another way to improve your campaigns and this is a place where you’re gonna spend some time. Now, another way to improve your campaigns, I would say the sixth way, and this one is very important it’s good because you can do it at the beginning, you know, when you’re starting with Google Ads or you can do it as you are managing your campaigns.

As time goes on, it’s checking out what competitors are actually doing. We looked at Auction Insights reports and that gives you an idea of who they are and where they’re coming up and, and things like that. But, I use a separate tool for this and you won’t have this in Google Ads, so you are able to see which keywords ads and stuff they’re coming up for. And a tool that I use is, SE ranking right here. There’s, there’s some really good ones out there, you can check them out, but what this does is it gives you the actual searches and keywords that your competitors are coming out for. I think that’s one of the most effective ways, especially when you’re doing your research, and you’re trying to look for keywords to add and searches to appear for. And you can use it for SEO.

In fact, a lot of these tools are primarily set up for SEO, but you use for PPC effectively as well. So I can add the domain, let me just add mine and say, okay, add my site and the UK so you can change this, any regions that you want and update it to whatever you want but it still shows you the UK is the primary one, Netherlands and so forth. Forth, and you can click on them PPC When I say PPC  it’s not PPC as in all platforms. This, this is primarily Google ads, so it shows you, what searches and keywords your competitors are coming out for. So if we look at this one page, for example, this is mine, it’s important also to know that it’s not necessarily just the keywords that’s referring to, it’s the actual searches.

Cause the system scans the site and it scans or I guess databases and so forth to see which actual searches your competitors are coming out for. So I can see some of the searches my site is coming out for. I can see that, well, some of these are not actually keywords in my account, but you know, I do come up with some of them maybe in the past I did and so forth. So you can do this with the competitor’s website and you can see things like how difficult it is, you know, those keywords, the expenses position, where they’re coming up, you know, position 1, 1, 4 and so forth. And the search volume, which is key obviously if you want to target that. You can also see, I guess competition and the average cost per click and various things like, the URL that’s pointing and so forth.

So these are some of the features in the past, you could be able to see ads, and so forth, but, doesn’t look like they sort of provided at the moment. But this is a powerful tool and one that, especially if you’re starting, you should really go in and see what your competitors are doing. And once you’ve got this data, you can plug it into your, Google Ads campaigns. You can set up new,  ad groups in your campaigns based on whatever you find here and target people like that. You know, it’s not a free tool. There’s a cost obviously attached to it, but it’s worth it because some of these tools you won’t get in platforms like Google Ads or Microsoft Ads and so on. You only get them from third party sites and you get an idea of how prominent they are throughout the year.

But the honest truth is it’s not a hundred percent accurate and I can see it from what I tend to do regularly. Where I think it really comes into its own is really the search terms. You know, it says keywords, but it’s actually search term. So I can really see that well, okay, these are really good search terms. What it won’t tell you though is how they’re actually performing on those searches, which is it’s impossible. You, they wouldn’t be able to provide, uh, conversion data because that’s personal to them. So you won’t know,  if this search is converting or not. But, I mean if an advertiser is consistently coming up for specific searches and keywords, that’s a good indication that that tells you there’s some value to it and this is the beauty of these tools.

It’s not a one off exercise. It’s something you should do regularly and just check what they’re coming out for. What I would say though is do it for multiple advertisers and sometimes if an advertiser stops and starts and and so forth, you may not get any data in there. So that’s something to be aware of. But you know, it’s got its drawbacks, but it’s got its benefits and it’s a tool I really recommend. I mean, if you, if the PPC has got nothing organic, almost always has something. And the organic also can tell you a lot. It can help you, maybe even find specific keywords and stuff to add. So it tells you where they are ranking organically. This is my site and so forth. And you can just take some of these keywords and so many things. I mean, there’s so many features here.

I don’t use all of them, but you know, it depends on the industry. Industries are different and you can see how they appearing. You can even see reviews and videos,  in the search results and stuff. So this one I definitely recommend. It’s a very good tool. I think another one is Spy Full or something like that. It’s an industry one and a lot of people do do use it, but I use SE ranking.com. I’ve been using it for years and I find it very effective in some of the stuff that I do. And so, going back to Google Ads, now we’re gonna talk about the last, I think that’s the last, way to really improve your campaigns. As I mentioned, there’s many other ways, but these are some of the things that you can do to improve your campaign.

One other way is budget. You know, sometimes we struggle with how much to spend should I increase my budget? Should I reduce it? When should I reduce it and when should I increase it? Or what budget should I start with? Let me start with maybe what budget you should start with and I don’t mean just Google ads as a whole, but even for specific campaigns. I work with a lot of small businesses, but I also work with a few large ones here and there with time and so forth. One thing that’s consistent is that even a lot of large advertisers, I’ve got one, at the moment. And when they started, they started spending $500 a month today they’re spending over 10,000. But the reason why is because they wanted to test. And that’s where we all start.

It’s okay to start with the small budget and then increasing. No one starts, almost no one starts with thousands. I’m always, in fact, if someone contacts me and they say, Oh, I’ve got 10,000 pounds to spend, I always listen, think, Oh really? You know, you gotta be careful with that. Not that you’re gonna waste your budget, obviously you need to set up campaigns effectively, but some things you learn over time, you know, and you just tweak those campaigns and there’s no need to overspend and waste your budget. But at the same time, if you’re gonna set a budget, it shouldn’t be so low that it’s gonna take you three, four months to see what’s actually happening. Cause that’s gonna frustrate you. And you feel like me, you probably don’t have the patience to really see what’s going on. So what you need to do is set something that is likely to bring you significant traffic that you can learn from in 30 days or less.

You know, if you can learn in 14 days, that’s great. And I tend to find for many advertisers, 400 pounds, $500 to start with is, okay even for industries where it’s more competitive than they’re spending,  six pounds a click or, and so forth. I mean, I spend seven pounds, 23 on average for my search. But, you know, if I can get 100 clicks, I can really see, where my searches are coming from, my audiences and I can go into Google Analytics and see how engaged people are, bounce rates, engagement and so forth. Now in Google Analytics, you probably have seen this that has come up. Universal analytics is going away. So I believe things like bounce rates and engagement are all going out. But you still have some good metrics in GA four and you need to, especially at the beginning when you, you start and you need to really see how engaged people are.

If you bounce rate to like 90% and it’s a full website and not just a landing page, you need to do something about that. Cause you could waste your budget on searches that don’t do well, for example, okay, I’m digressing here, but for example, if for me, a search term has 10 clicks, I’m not, and, and he’s gone a hundred percent bounce rate, I’m not going to wait until it gets hundred clicks for me to see if it works or not. It’s very likely from 10 clicks, a hundred percent bounce rate. That’s, not very good. Something has to change, something has to be updated. And as I mentioned, it’s not enough just to get the traffic. You also need, to make sure your landing pages are great and you know they’re working very well for you. So budget – start with the small one but increase it.

And when you get to that point, which takes me back to the search terms, when you really get to a hundred percent, um, search term accuracy, it’s possible to almost get to a hundred percent search term. And that’s what everyone is aiming for. When you get there, your campaigns are really gonna be working well. And if you’re spending a thousand a month and you’ve almost got to a hundred percent and your conversion rate is decent, your bounce rates are around 40%, well maybe even 60%, but your conversion rates are good and you are getting the business and the performance that you require, then there is no reason why you should not increase it by 25%, 50% and so forth. Don’t just get stuck with one budget and think that’s all you’re gonna spend forever there are many people who do that and they never really see.

And the problem with that is, honestly,  Google ads is getting more expensive and I see it, I’ve seen it in automotive industries I work with, I see it with tradesmen, I see it with eCommerce, you know, one time eCommerce were paying one click. I had a client who was paying one click on average for, which was candles or something. And those days are well behind, those days are gone. So you really have to be more competitive and increasing budgets is important. If you don’t , competitors are gonna do that and it’s gonna be hard for you to catch up when they’ve really built up. Cause when, when you increase budget, you can then also start working on your bid strategy, as I mentioned earlier. And you can also work on remarketing because you need remarketing to bring people back. You know, don’t just lose people.

And you need to set a budget for that as well. So even if you’re not increasing it for your search campaign and so forth, at least have a remarketing campaign because most people who come to your website are going to browse and you know, they’re gonna check you out, maybe even call you, maybe not, but most won’t. And they’re just gonna leave and, and, and they’re gonna go forever. So what you wanna do is you wanna bring them back. And the remarketing is, is one way to do that. That’s a separate campaign type for you to set up in display or in search. And what I find with remarketing, set a right budget for you. You know, I, I set like five pounds a day and that’s sufficient. And just remind people, you know, and the system puts the most valuable ones, the ones we engaged into those audiences and brings them back.

And you can just retarget those people with banners, image ads and text ads and all these things. And when you do that, you will start to see searches for your brand name go up and you’ll start to see performance improve, for your search, the initial search campaign and everything else improved so you need to do that. So increasing budgets is important, especially if you’re gonna set up a separate remarketing campaign. And also if you want to give more clicks and more traffic, one of the things you will notice, the question is how much should you really increase it by? There’s a number of ways you can find out and you can do this in Google Ads. If you, for example, I’ve got this campaign and there’s a budget simulator actually, and if it’s highlighted like that, it means yeah, they scope to improvement.

So if I click on that, it tells me how much, you know, I’ve set it at 10 pounds per day, but then it tells me if I increase it to 32 pounds, 57, I could get 217 clicks, maybe zero conversion. But you know, these are just estimates. It’s, it’ll probably never be really like this. Or you can set a specific amount you want this, this will really help you to see, you know, how much to increase it by and, and it’s fine. You know, budget simulator is okay and, and it’s one I use another way which I find really effective is to use competitive metrics. I’ve already selected them here, but I’ll show you what competitive metrics are at the campaign level, if you go to columns and go modify columns, you can see the columns for your report dashboard and then you’ve got all these different things that you can add.

You know, we haven’t got Google Analytics bounce rate if you wanted to see, but the competitive metrics shows you where you really stand, in terms of where you are coming up for your campaign. So I’ve selected these, these three are important. Search, impression share is the number of impressions you’re getting lost impression, share search, lost impression share is the impressions you are losing because of your ad rank. And then search lost impression share is the impressions you are losing because of your budget. So we select those and then we apply them if you haven’t applied them already and then lemme look for them. And if I come here, there they are in my dashboard. So if you remember I showed you in Auction Insights that I’ve got about 50% for that campaign, the campaign I show you. So it comes up here again and it shows you, but I’m losing 48% of impressions because of ad rank.

It’s a competitive field. And imagine we are spending seven pounds 23. So I could look at this and think, well, I want more impression, so I need to increase my big strategy. Maybe I need to go for Target impression share. But at the same time, if I’m gonna do that, I probably need to also increase budget slightly. The good thing is I’ve offset my budget at 450 pounds a day, but I’m not losing a lot of impressions because of budget. I’m only losing zero point percent, which is okay, you know, so there isn’t really much scope to improve, but there is scope to improve based on my ad. So I could say, well, let me, use the target impression share budget that we’re talking about and really get aggressive. Yes, my average cost per click is gonna go up, but I’m willing to spend more and I’m really willing to see performance improve in terms of my impression share.

So you can change to that. And that’s one of the things to look at. Then you’ve got this campaign, PPC University, I’m losing budget 18%. So I could say, well, I want more impressions because of budget, so I could increase it by 20% or whatever. And then see what it does. But remember, this always changes and fluctuates, I’m losing impressions, 62%, 63% based on rank. So I could, if I wanted, I could increase it. So these are some of the things that you can look at my Google ad suspension campaign. Yeah, this one I really come up at the top. I’m really getting 99% of impressions and I’m not really using anything. So these are some of the metrics to really look at. I think we’ve covered most of the ground, the points that will really help you improve your impressions and so forth.

I thank you for listening. Any questions, please, I’ll give a few minutes for questions. If you can pop some in there and then we can answer those and see, if it can help you improve your campaigns. There’s so many ways to improve Google Ads campaigns, you know, and I’m always, finding new ways based on how Google itself is improving. So, really, I, I thank you all for listening. It’s, it’s been great. You know, reach out to us if you’ve got any questions. What we’re going to do is we’re gonna send you this recording. Yes. we were recording it. We are gonna send this recording and you’re gonna get it via email If you’ve got any questions out to, we’re always happy to help joining and this has truly been a pleasure, thank you.

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