Javier Campillo
Paid Media Manager and SEO expert at IMAGINA
The search campaigns in Google, are positioned as a fundamental tool to attract traffic to your website, however, we do not always obtain the expected results, and optimizing them can become quite a challenge. If you find yourself in this situation, don’t panic, there are solutions!
Let’s go over some of the most important points to go optimizing your search campaigns.
1. Review conversions and search terms
The first thing is analyze conversions, even if your campaigns have been running for some time. There may be changes that cause your conversions to drop and stop measuring.
When you make sure everything is correct, you should review search terms that you shoot your ads. Perhaps these are terms very far from the intention of conversion? Many times we appear for more informational searches and it may coincide with a point of user awareness that is too far from the conversion.
2. Analyze the structure of the campaigns
Be careful with hyper-segmentation of your campaigns! Depending on the impressions of our ads and the number of conversions, if we have an account that is too segmented, with many ads or with very low impressions/conversions, it will be difficult for the machine to start and know who your potential client may be.
If that is so, I advise you group everything under one or two campaigns, with different ad groups and feed the platform.
3. Know the importance of the bidding strategy
Google Ads offers different bidding strategies, such as manual bidding, smart bidding and conversion goal bidding, so you must select the one that best suits the objectives of your campaign. Bids must be adjusted based on performance, adapting them to the keywords and ads.
If I had to summarize it very quickly, I would do it this way:
- Account without history or few conversions: Maximize clicks – Maximize Conversions.
- It has conversion volume: Conversion Value.
- Stable Account/Campaign: Objective CPA – Roas Objective.
Always analyze the options very carefully, since there are many variables that come into play here.
4. Negativization of search terms
One of the more errors common in many of the csearch campaigns do not check search terms that trigger an advertisement. In addition to identifying whether these terms are transactional or not, it is very important to negativize those terms.terms that do not fit our campaign. and above all if we work keywords In broad agreement, Google can show us in the most unexpected searches.
5. Review copies
The titles and copies that accompany them must always be clear and concise, in addition to containing the key words. If we want these to work, they must always be accompanied by a “call to action“ (CTA), which must clearly indicate the action we want users to take. I recommend experimenting with different types of titles, descriptions and CTAs to detect which ones work best. Another tip that can serve is to use ad extensions, because they provide more information about your business and increase the total clicks.
Remember that optimizing campaigns in Google Ads is a continuous process, so keep in mind the points discussed above and Make all necessary adjustments on a regular basis. to improve the performance of your campaigns and achieve your goals or those of your client.
There are many other important points that can affect the results of your search campaigns, but with this you have where to start.
