Creating a Google ads campaign is one thing, and optimizing it is another thing. It is important to know how to monitor and optimize your Google ads campaign to make it successful.
Here I’ll share with you Four steps for monitoring and optimizing your Google ads campaign:
- Reviewing search keywords
- Reviewing search terms
- Reviewing Ads and Assets
- Reviewing landing pages
Step -1: Reviewing Search Keywords
This is the first step you need to take, Select the campaign you want to monitor, Go to the ad group section of the campaign where you can find the search keywords in the left-hand column, click on it and you can see all the keyword’s performance.
Here you can find the Impressions, clicks, and a lot of other useful metrics which you can use to judge the performance of your keywords. (Please don’t mind the Arabic language in the above reference, that is for an ad targeting Arab people in the United Arab Emirates)
The metrics I look at to judge the performance are the one’s below:
- Impressions
- Clicks
- Avg CPC (Cost per click)
- CTR (Click through rate)
- Conversions
- Rate of Conversion (%)
- Cost/Conversion
Once you have analyzed a keyword’s performance and found it underperforming, you can decide to go for either of these 3 options:
- Turn off the keywords that are not working well.
- Edit your campaign assets to match closely with your keywords for better relevancy.
- Add these keywords to a different ad group with more relevance.
Step-2: Reviewing Search Terms
Once you are done reviewing your search keywords and have done proper measures for optimizing them.
Now go to the “search terms” option in the left-hand column just below to search keywords, where you can find the search terms people have used to find your ads on Google.
- Find out the search terms that are highly performing (using the above-mentioned metrics) and add those search terms to your ad group keywords list
- Find out keywords that are getting impressions or high clicks but not at all any conversion (these might be your negative keywords) add such search terms to your negative keywords list (To avoid getting click for it)
Step -3: Reviewing The Ads
If you have already done reviewing and optimizing your search keywords and search terms, you are 60% done with optimizing, for the extra 40% follow Steps 3 and 4.
Go to the “Ads” section inside the “Ads and Assets” section in the left-side column.
Here you can see all the ads you have created under that ad group
You can view the performance of each ad using the metrics just like we did before in steps 1 and 2.
- Turn off the ones that are not performing well or work on improving the relevancy of the ad by further editing the content in it.
For further reviewing the ads, this is the key part, you can go to ‘view asset details” just below the ads.
There you can find all the impressions and performance of your assets (headings and descriptions) You can remove the assets with low impressions or you can edit the content and make it more relevant to the keyword for better performance (by now you would have a fair idea of what keyword works and what not)
Tip: You can also find the most shown asset combination from the “combination tab”
Step-4: Reviewing Landing Pages
Go to the “Landing page” option from your left-hand column where you can find which landing page you have given is getting more clicks and conversions
This will give you a clear idea of which landing pages are working and which are not, Based on that you can take decisions on whether you want to remove that landing page or work on it to improve its content, design, or usability.
Hope you now know “how to optimize Google ads campaigns”
There are further advanced steps you can take to optimize it even more, which we will discuss in another blog post
All the best optimizing, digital strivers 🙂
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Tip: I always go to this YouTube channel for my Google ads, and Google Analytics learning, you can check out his channel here: Loves data, Thanks Benjamin
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