Google Ads Search Network campaigns are not new. They have helped companies to advertise for more than 20 years and to change levels. See how to set up successful campaigns on the Google Search Network.
Whether through ad formats, unique keyword ad groups, bid strategies, or campaign structures, you need to adapt to reach your target audience. To optimize your search ads for lower CPCs, higher impression share, and higher revenue, you need to make sure that your Google Ads search campaigns are set up with the user and Google in mind.
Set up Google Ads search campaigns for success
The main reason you make any changes to your online advertising is to improve your overall revenue. It’s important to have an effective strategy that adapts to Google so that your search ads can meet your business’s needs and increase your revenue.
Rebuilding your campaigns is necessary from time to time. Rebuilding with the campaign structure below will help you earn more revenue from your Google Search Network ads.
What should my Google Search campaigns aim for?
As mentioned above, your aim should always be interest. This is not to say that return on your ad spend ( ROAS ) or cost per conversion or lead (CPA) are not important metrics; they are simply KPIs. They are a useful way to determine the effectiveness of your Google search ads to reach your revenue goal. However, making ROAS or CPA your target will restrict your opportunity for growth.
How should I measure campaign efficiency if not ROAS or CPA?
The most tangible action you can take to increase revenue is to optimize the quality of your ad. If your ad quality is high and your budget and bid strategy are correct,
You have the best opportunity to get relevant clicks, drive conversions, and increase your revenue. You can see the keyword-level ad quality score in Google Ads.
What is the ad quality score?
The quality of your ads will help determine how much you pay per click, when and how often your ads appear, and your ad ranking and position. The quality of your ad consists of three important metrics; ad and keyword relevance, landing page experience, and expected clickthrough rate.
This metric analyzes the relationship between your ad and your keyword and the corresponding search term.
Your landing page experience is how well it meets the needs of the consumer who clicked on your ad. This can be based on using the search query and keyword on your landing page. You should also consider the bounce rate and even the speed of the website.
The expected clickthrough rate compares the frequency with which people click your ads with the expected frequency, based on the search term. This can be affected by ad text, site link extensions, and more.
How to optimize Google Ads Search campaign structures
To improve your ad’s quality score, reduce CPCs, and optimize Google Search campaigns, you need to consider the campaign structure. Let’s look at the relevance of the ad and the expected% CTR. when you set up Google search campaigns.
Improve ad relevance
To improve the relevance of the ad to your focus keywords, you need to divide them into single keyword ad groups. A single keyword ad group is exactly what it sounds like; in your campaign, make sure you have a separate ad group for each keyword you’re targeting.
The ads shown in the ad group will always be related to the search terms that match your keyword; taking the relevance of the ad out of the equation. Then, divide these ad groups into exact and broad-matched keyword campaigns.
Exact match keywords – [keyword]
Create exact match keywords for each page you want to drive traffic to. If so, consider historical data to see which of your keywords were looking in conversions. You can also perform keyword research to find out what people are looking for around your target product or service. Set up these keywords as “exact match single keyword ad groups” and make sure that your ads within the group contain that keyword.
Modified broad match keywords – + keyword
For potential keywords, where you’re targeting broader search terms, create “broad match modified single keyword ad groups”. The relevance of the ad is a little more difficult to maintain for these keywords, as the broader parameters can generate irrelevant searches. To optimize your ad’s relevance to these keywords, regularly check your search terms and add irrelevant queries as negative keywords.
If you start seeing conversions on a particular broad-matched keyword, consider adding that keyword as an exact-matched single-keyword ad group. Again, taking the relevance of the ad out of the equation.
The division of exact match and broad match keywords allows you to define different bid strategies and budgets for ads with different scores of relevance. If it performs well, it makes sense to use more aggressive bid strategies and larger budgets in exact-matched keyword ads where the relevance scores are higher.
Improve expected clickthrough rate
The expected clickthrough rate (Exp. CTR%) is probably the most difficult metric to optimize. You can achieve high ad relevance and landing page scores by getting the basics right. But for Exp. CTR% requires that you create relevant ads and extensions that encourage the user to click on your ad.
The simplest way to encourage a click is to first ensure that your ad text is relevant to your search term. This not only helps in the relevance of your ad but also your Exp. CTR%. Next, you need to consider what a user might be looking for when they see your ad.
If you have competitive prices, include your price in your ad. If you have competitive advantages, such as free shipping or free returns, include this in your copy.
Also remember to include site link extensions, callout extensions, promotion extensions, and structured snippets that show consumers what they can buy in your store.
To find out which ad text is working and driving your revenue, try experimenting with ad formats, and then optimize against the data. We recommend that you create two or three expanded text ads and a responsive search ad for each keyword.
The two expanded text ads would include your keyword and different calls, (such as price, free shipping and% savings) as headlines, to see which one consumers respond to. Optimize by changing the low performing ad text.
Active search ads allow you to create up to 15 headlines and 4 types. Google will then test your title and description combinations and choose the best performers. Include your keyword and attractive differentials to ensure that you’re giving Google the best opportunity to choose a winning combination.
How we can help with your Google search campaigns
Making this for a few keywords should be relatively simple. Doing this for sites with thousands of keywords and inventory that changes every day? Well, it’s almost impossible. This is where dynamic creative can help;
You’ll get single keyword ad groups and increased search ads for each landing page on your position. This will improve your ad’s relevance and landing page experience.
We can automate ad copy to create expanded text ads with relevant keywords and prices for products or services.
We will manage continuous ad text optimization to improve the expected CTR% on a large scale
We’ll expand the appropriate search terms to exact match keyword ad groups when needed
Your keywords will be optimized for the highest possible quality score, reducing your cost per click and cost per conversion and improving your revenue for your budget