Google Ads can be one of the most effective ways to get your products seen by your ideal customers and generate quality traffic to your website. However, if you don’t optimize your Google Ads strategy, you risk wasting money that could be better spent on growing your business.
Although there are many intricacies involved in developing a truly effective and customized strategy for your specific business situation, here are 5 basic techniques that can help you get started making the most of your Google Ads spend:
1. Start by Setting Up Your Website for Success
It doesn’t matter if you craft the perfect ad if potential customers quickly turn away when clicking thru to your website.
First, you want to make sure your website or landing page is optimized for mobile. Not only do mobile-friendly site ranks higher in Google Search, but the majority of traffic to advertisers comes from people on their smartphones. In fact, Google reports that visitors are 5 times more likely to leave your website if it isn’t mobile friendly.
Also, you ideally want to create a streamlined site that doesn’t paralyze your audience with too many possible choices. You want to fix your formatting so that your menus are easy to navigate and customers are clearly directed to the information they’re seeking. Don’t forget to make sure all your buttons and links are still active and functioning properly!
2. Optimize Your Google Ads Bidding Strategy 
Optimizing your bids is one of the best ways to maximize your available Google ads budget.
Although fine-tuning your bidding strategy often requires customized expert assistance, there are some automation tools provided by Google that can help at least start to make a difference.
For example, you will want to determine your most important business goals and set up conversion tracking. For example, if you want to track email newsletter signups, purchases on your website, or visits to your brick-and-mortar location, you can set up your account to automatically track these activities. With this information in place, you can leverage Google’s Smart Bidding technology to automate your bids.
3. Improve the Quality of Your Ads
If you’re using Google Ads you want to be sure your ad quality compares favorably against your competitors.
Google actually provides you a Quality Score that is measured on a scale from 1-10 and lets you know how your ad compares with others whose ads used the same keywords. This Quality Score is based on three components: your expected click-thru-rate (CTR), the relevancy of your ad to the user’s search intention, and the relevancy / usefulness of the landing page experience once the user clicks thru.
If you find that you rank only “Average” or “Below Average” for any of these components, these could be opportunities to improve your ad performance.
4. Pay Attention to Keywords 
Make a point to regularly analyze your keyword list and remove keywords that aren’t helping you generate traffic. You can also save money by avoiding clicks from users who are not your ideal audience by utilizing negative keywords to refine your traffic.
You can also use Google’s Keyword Planner tool to discover new keywords and create new campaigns based on in-depth keyword research.
5. Adjust for Seasonal Events
Although Google’s automated bidding does consider seasonality, you want to take the reins and provide adjustments based on your specific business knowledge.
For example, if you know you will be featuring a promotion for the whole week leading up to Valentine’s Day, or you will have a special Spring Sale that’s only running for one long weekend, then Smart Bidding won’t immediately capture this data. So be sure to adjust your campaigns accordingly.
Did you know JXT Group is among the top digital marketing agencies recognized as a Google Premier Partner? With our expertise, we can help ensure your business leverages all the proven strategies that can help you make the most of your Google Ads budget.
If you’re ready to improve your ROI on your Google advertising, reach out to our team today by giving us a call at 718-690-7302 or submitting our online contact form.
