Let us dive straight into the raw facts of the matter. While both online marketing and coronavirus trends intertwine, Pay Per Click (PPC) is gradually becoming more important and a key element in the majority of business marketing strategies. Furthermore, a large number of marketing and advertising budgets are being cut to never before recorded levels. What does this mean? Essentially it means that as a marketing department, it is time to reevaluate how you regulate your Google Ads amidst the global public health crisis that has turned normality on its head.
The first and most important aspect to consider is to minimize costs. While at the same time maintaining your marketing campaign’s level of success and performance. Therefore, in this blog article, Ben Givon will cover several key and effective methods you can use to optimize your Google Ads performance while trying to make all ends meet with a reduced budget. These methods include:
- Removing vanity metrics
- Generate a column of (ITC) ‘Impression of Conversion.’
- Include more relevant and engaging keywords (and put your phrase match on hold).
Utilize Google Analytic’s In-Market Segments
Optimizing your Google Ads account on a reduced budget
For every optimization tip, Ben Givon will go through how they should be done and how they can help you do more with a lower budget, by boosting your ads’ performance or reduce your ad spend.
Removing unnecessary vanity metrics
Reducing PPC budgets for financial reasons means that you will have to try and make the most out of every minute and money you do spend. The word you need to bear in mind during such challenging and unprecedented times is efficiency. To recover and boost your budget back to where it was. The key to being as cost-effective as possible is to focus more, so without further ado, here is what you should be doing to ensure that you are as cost-effective as possible.
Remove data columns that you are not using regularly. And those data columns that do not offer any additional benefits or advantages in your daily efforts to optimize your Google Ads.
Most companies like to create custom columns sets with a bunch of variations of data. Through which we try to track and better our ad campaigns. However, usually having an abundance of data in front of you only works to divert your attention away from the most significant things.
For instance, you could consider removing columns such as ‘Search Imp. Share,’ as on a reduced budget. A difficult thing to try and contemplate is the fact that your competitors may be bidding on much higher budgets that you. Alternatively, concentrate on the metrics that can affect, such as the CTR (Click Through Rate). Creating new and updated ads with relevant and engaging copy can increase your click-through rate without increasing your bids.
Create your columns to indicate only the most critical points and put the spotlight on there. To ensure that you are not missing out on anything, you can adjust and optimize everything yourself.
Generate an ITC (Impression to Conversion) column
Once you remove these futile columns, the next stage in Google Ads optimization on a tight budget is to generate new columns that can help you to analyze data quicker and more effectively. For this reason, you could optimize your search campaigns so that they are yielding the best results possible.
An example of such an influential column is an Impression to Conversion column. It is a customized column you generate that can help make your optimization efforts much more efficient and faster.
So, let us have a look at how to generate the Impression to Conversion column:
- From your Google Ads account dashboard, click on the section entitled columns.
- Then click on Modify columns and scroll down to the end of the page and choose the custom columns option.
- Then you can add the calculations of impressions and conversions.
- And the final stage is to add the Impression to Conversion column to your Google Ads dashboard and then save.
In any case, for what reason would we need to include another informational collection after we simply advised you to drop a few?
All things considered, the appropriate response is basic. Impression of Conversion enables us to understand the full performance of our advertisements in a single straightforward column. Typically, we will measure an advertisement’s click-through rate (CTR) and conversion rate (CVR) independently in two unique segments. However, a few ads with a high CVR will have a low CTR, and others will have a high CTR yet a low CVR. Therefore, would it be a good idea for you to keep the ones with high CVR or the ones with high CTR? What’s the best prioritization while upgrading your Google Ads?
Now you can become more focused and make the right decisions to optimize your Google Ads performance.
Include more keywords and postpone your phrase match.
The next strategy for optimizing your Google Ads performance on a tight budget is including more relevant and engaging keywords. This is something that you ought to be doing on a regular basis, moreover, when cutting your budget you should be spending most of your time and effort related to managing your PPC account doing this anyway.
However, there is a crucial element to it. You should refine and add more relevant keywords and long-tail keywords. Why? The reason that long-tail keywords are so important is that there is less competition. You can bid lower, and you will have the ability to write better and more engaging ads.
Use in-Market segments to get a better understanding of Google Analytics
First things first, if you haven’t already connected your Google Analytics to your Google Ads account, then you need to go ahead and do so as an initial step towards optimizing your Google Ads campaigns.
What would you be able to do with In-Market Segments?
Make an objective out of the conversion you intend to accomplish with your Google Ads campaigns. And afterward, add it to this report. Then, search for the target audiences that have the most noteworthy conversion rates. Did you discover them? Amazing! Now, switch to your Google Ads account and add these target audiences to your campaigns located in the Audience tab. And give them a higher bid modification.
For instance, you may see that consumers in the market for Financial Services have a higher conversion rate when compared to the general transformation rate. Along these lines, add this target audience to your Google Ads campaigns. Give it a higher bid change, for example, 25 percent. Then, Google will add 25 percent to your bids if it identifies that the consumer can be included in this target audience.
If you are trying to deal with reduced bandwidth, a tighter budget. Or simply looking for methods to get the most out of your ad spend. These top tips by Ben Givon will surely help you to reduce your Google Ads expenses while reserving the best performance levels.