- \n
- Create a negative keyword list<\/a><\/li>\n
- Monitor the performance of your responsive search ads<\/a><\/li>\n
- Use location target bid adjustment<\/a><\/li>\n
- Keep the campaign optimization score to 100%<\/a><\/li>\n
- Take advantage of demographics targeting<\/a><\/li>\n
- Audience Optimization<\/a><\/li>\n
- Bid Optimization<\/a><\/li>\n
- Budget Optimization<\/a><\/li>\n
- Always use remarketing campaigns<\/a><\/li>\n<\/ol>\n
1. Create a Negative Keyword List<\/h3>\n
When running Google ads (especially search ads<\/strong><\/a>), an important element to configure is your negative keyword list.<\/p>\n
What are negative keywords?<\/strong> Negative keywords are search terms or phrases you want to exclude your ads from showing.<\/p>\n
For example, let\u2019s say you are targeting the keyword \u201cPPC Audit\u201d in your campaigns but you don\u2019t want your ads to show for the terms \u201cfree PPC Audit\u201d.<\/p>\n
The way to do this is to add the keyword \u201cfree PPC Audit\u201d as a negative keyword.<\/p>\n
Negative keywords can be added on an ad group level, campaign level, or account level.<\/p>\n
Here is another scenario for using negative keyword lists.<\/p>\n
![\"Negative](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/negative-keyword-lists-example.png\")
Negative Keyword Lists – Sample Scenario<\/figcaption><\/figure>\n The best way to handle negative keywords is to create a negative keywords list on an account level and apply it to specific campaigns.<\/p>\n
This way it\u2019s easier to manage and you don\u2019t have to manually edit an ad group or campaign when making changes to your negative keywords.<\/p>\n
Where to find negative keywords to add to your list?<\/strong><\/p>\n
There are three ways to do this:<\/p>\n
The first way (and most important) is to view the Search Terms<\/em> report in Google Ads. This report shows the actual search terms<\/strong><\/a> that triggered your ads to show.<\/p>\n
For each search term, you can view associated data (clicks, CTR, cost per click, conversions, etc) and decide whether to keep it or add it as a negative term.<\/p>\n
You can view the Search terms<\/em> report by selecting SEARCH TERMS under the KEYWORDS menu.<\/p>\n
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/google-ads-search-terms-report.png\")
Google Ads Search Terms Report<\/figcaption><\/figure>\n As part of the ongoing optimization process, it is highly recommended to review your search terms report on a weekly basis and make the necessary adjustments to your negative keyword list.<\/em><\/p>\n
The second way is to add as negative keywords, phrases, or search terms that you know in advance that are not relevant to your campaigns.<\/p>\n
Some typical examples that work for almost all kinds of campaigns are:<\/p>\n
- \n
- Free<\/li>\n
- How to<\/li>\n
- Tutorial<\/li>\n
- Trial<\/li>\n
- About<\/li>\n
- Example<\/li>\n<\/ul>\n
You can customize the list depending on your business objectives and product offerings.<\/p>\n
The third way is to use data from your Google Analytics and Google Search Console Reports.<\/p>\n
If you get organic traffic from Google<\/strong><\/a>, you can use combined data from these two tools, to see the keywords that drive traffic and conversions to your website.<\/p>\n
Likewise, you can find keywords that drive traffic but generate no conversions. Those keywords are good candidates to add as negatives in your PPC campaigns. It will save your budget and also give you the opportunity to target more effective keywords in your Google Ads campaigns.<\/p>\n
How do negative keywords work?<\/strong><\/p>\n
Some very important tips to know about negative keywords are:<\/p>\n
While you can add different types of keywords in your negative keyword list (broad match, phrase match, exact match), they don\u2019t work exactly the same as their positive counterparts.<\/p>\n
The main difference is that they don\u2019t apply for synonyms, singular or plural versions.<\/div>\nFor example, if you exclude the keyword \u201cwidgets\u201d, ads will not show for query \u201cblue widgets\u201d but they will show for \u201cred widget\u201d.<\/p>\n
The default keyword type for negative keywords is broad match. This means that your ads will not show if the search query contains ALL your negative keyword terms, even if they are in a different order.<\/p>\n
If the search query includes only SOME of your keyword terms, your ads will still show.<\/p>\n
Here is a nice example showing how negative keywords work for the different keyword types.<\/p>\n
![\"Negative](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/negative-keyword-match-types.jpeg\")
Negative Keyword Lists Guidelines<\/figcaption><\/figure>\n For more information about negative keywords, read this guide<\/strong><\/a> from Google.<\/p><\/blockquote>\n
How to create a negative keyword list<\/strong><\/p>\n
To create a negative keyword list, click the TOOLS option from the top menu and select NEGATIVE KEYWORD LISTS.<\/p>\n
![\"How](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/create-negative-keyword-lists.png\")
How to Create a Negative Keyword List<\/figcaption><\/figure>\n Click the +<\/strong> button to create a new list.<\/p>\n
Provide a meaningful name for your list and add your negative keywords (one per line).<\/p>\n
When done click the SAVE button to save your list.<\/p>\n
One final step is to attach the list to one or more campaigns. To do this, click on the list name and then the APPLY TO CAMPAIGNS button.<\/p>\n
![\"Add](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/add-negative-keyword-list.png\")
Add a Negative Keyword List to Campaigns<\/figcaption><\/figure>\n Select the campaigns you want to make use of this list and click the DONE button.<\/p>\n
2. Monitor the performance of your responsive search ads<\/h3>\n
The next item in your Google Ads optimization checklist is to optimize your responsive search ads. Responsive search ads have a lot of benefits but they are a bit tricky to optimize.<\/p>\n
The first thing you should do is leave your ads running for a reasonable period of time (at least 30 days). This will give enough time for the system to gather data about your ads.<\/p>\n
Next, you can analyze the performance of each of your responsive search ads and make the necessary optimization changes.<\/p>\n
To view how your ads are performing, select a campaign and then click ADS from the left menu. Click the VIEW ASSET DETAILS button located below each ad.<\/p>\n
![\"Asset](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/responsive-search-ads-asset-details.png\")
Asset Details Report<\/figcaption><\/figure>\n Look for the Performance column. This shows you how the particular ad asset is performing relative to other assets in the same ad.<\/p>\n
The possible values are:<\/p>\n
Learning – the system is still gathering information for this asset. According to Google, responsive search ads usually need around 5,000 impressions over 30 days to display a rating in the Performance column.<\/p>\n
Low – Low performing asset. You should replace this with something else.<\/p>\n
Good – The asset is performing ok. You can keep it.<\/p>\n
Best – This asset is performing great. Keep it and try to add more like this to increase your overall ad performance.<\/p>\n
Other guidelines to take into account:<\/strong><\/p>\n
Provide as many headlines and descriptions are possible – Currently you have the ability to add up to 15 headlines and 4 descriptions. Make sure you provide text for all of them.<\/p>\n
Don’t include keywords in all headlines – Google recommends adding keywords in 2 headlines and providing at least 3 headlines without keywords.<\/div>\nDifferentiate the text of descriptions and headlines – avoid repeating the same text in both places. Use the descriptions to provide additional information about your products or business.<\/p>\n
You can re-use content from your existing text ads – if you already have non-responsive text ads that are performing well, you can safely use the same text in your responsive text ads.<\/p>\n
Besides looking at the asset details report, you can also edit your ad and view the recommendations provided by Google.<\/p>\n
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/ad-strength-screen.png\")
Google Ad Strength Report<\/figcaption><\/figure>\n Click on the VIEW IDEAS to get suggestions of text to use in your ads. Make sure that the ad strength of all your ads is Excellent.<\/em><\/p>\n
3. Use location target bid adjustment<\/h3>\n
Another element that can help you run profitable PPC campaigns is location target bid adjustment. This feature of Google Ads allows you to adjust the bid (increase or decrease) based on the user location.<\/p>\n
You can apply bid adjustments per country, state, city, or even postcodes.<\/p>\n
If you haven\u2019t done this already, the first step is to specify the locations you want your ads to be shown, at a state or city level and not just a country.<\/div>\nFor example, if you\u2019re targeting the United States in your ads, instead of just adding the country in the Locations, you should add the individual states one by one.<\/p>\n
![\"Location](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/location-targeting.png\")
Google Ads Location Targeting<\/figcaption><\/figure>\n This way you can get detailed information on how each State is performing and you can also adjust your bids based on performance.<\/p>\n
The next step is to let your campaigns run for a few weeks and then view the LOCATIONS REPORT by selecting LOCATIONS from the left menu.<\/p>\n
What this report shows is how each individual location is performing.<\/p>\n
What you should do now is either increase or decrease the bid for particular locations.<\/p>\n
For example, if you have a local presence in a particular State but you also sell your products online, you can set a bid adjustment for the area close to your shop by 20%.<\/p>\n
This will help you get more clients in your city actively searching for your products or services.<\/p>\n
When adding bid adjustments, have in mind that if you add locations that overlap, the smaller area overrides the bid of the larger area.<\/p>\n
In the example below, the bids for the city of Boston are raised by 20%, while in the rest of the State by 10%.<\/p>\n
![\"Location](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/location-bid-targeting.png\")
Location Bid Targeting Example<\/figcaption><\/figure>\n 4. Keep the campaign optimization score to 100%<\/h3>\n
When you view the CAMPAIGNS report, you\u2019ll notice the Optimization Score<\/em> column. This shows an estimate (from 0% to 100%) of how well a campaign is expected to perform.<\/p>\n
![\"Campaign](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/campaign-optimization-score.png\")
Campaign Optimization Score<\/figcaption><\/figure>\n The score is calculated based on a number of factors and its purpose is to help you increase your campaign\u2019s performance and optimize your account to perform at its full potential.<\/p>\n
You can click the RECOMMENDATIONS option from the left menu to view personalized recommendations on how you can increase your optimization score.<\/p>\n
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/google-ads-recommendations-options.png\")
Google Ads Recommendations Report<\/figcaption><\/figure>\n What you should know about the Recommendations feature of Google Ads.<\/strong><\/p>\n
Google will make a number of recommendations to improve your optimization score. You should NOT blindly follow and apply all recommendations.<\/p>\n
Click on the VIEW RECOMMENDATION button and go through the suggested changes and apply them only if they are relevant to your business.<\/p>\n
Your goal is to keep your optimization score to 100% all the time. This is important to keep your account running to the fullest.<\/div>\nSo, review each recommendation and if not applicable, select the DISMISS button. This will remove the recommendation from the list and increase your optimization score.<\/p>\n
5. Take advantage of demographics targeting<\/h3>\n
Another feature that is useful when optimizing your Google Ads campaigns is demographics targeting.<\/p>\n
With demographics targeting you can exclude or adjust the bid for specific audiences based on demographic information (age, gender, household income).<\/p>\n
This is particularly useful when targeting a specific age group. You can use the exclusion feature to stop your ads from showing to people outside your target age group.<\/p>\n
Click the DEMOGRAPHICS option and then AGE. This will show you the performance of your ad groups per age group.<\/p>\n
To exclude an age group, click on the green circle (next to the age) and select EXCLUDE FROM AD GROUP.<\/p>\n
![\"Age](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/age-group-targeting.png\")
Age Group Targeting<\/figcaption><\/figure>\n To adjust the bid for an age group click the EDIT button in the Bid Adj,<\/em> column.<\/p>\n
It is important NOT to exclude Unknown<\/em> from your campaigns. Google is using different ways to figure out the age group of users and it\u2019s not 100% accurate.<\/p>\n
For a lot of users, the status is Unknown and for best results, you should keep this group in your campaigns.<\/p>\n
Use the exclusion feature to remove age groups you definitely don\u2019t want to target or historically are not performing well for your campaigns.<\/div>\nUse the Bid adjustment feature to increase your bids for the age groups that are more likely to convert (according to your target market analysis or campaign history).<\/p>\n
6. Audience Optimization<\/h3>\n
Audience targeting is a feature you can use to laser target a specific group of people with your Google campaigns.<\/p>\n
Audience targeting is a huge subject and something that changes frequently because of the user privacy issues involved.<\/p>\n
For updated information, you can read this Google guide here<\/strong><\/a>.<\/p><\/blockquote>\n
What is important to understand from an optimization perspective is what audience targeting is and when to use it in your campaigns.<\/p>\n
What is an audience? <\/strong>An audience is a group of people that share the same demographic characteristics, interests, and behavior.<\/p>\n
Audiences can be created using:<\/p>\n
The data that Google has for each user – This includes search history, websites they visited, demographic information, recent purchase activity, and many more factors, as estimated by Google.<\/p>\n
Website behavior – you can create audiences based on the actions users performed on your website.<\/p>\n
Customer data – you can upload your existing customer information (name, email, address) to Google Ads and create a custom audience<\/p>\n
When to use Audience targeting<\/strong><\/p>\n
The table below summarizes all the ways you can use audience targeting in your Google Ads campaigns.<\/p>\n
![\"Audience](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/audience-targeting-campaigns.png\")
Audience Targeting Options<\/figcaption><\/figure>\n From my experience, the best ways to use audience targeting are:<\/p>\n
- Monitor the performance of your responsive search ads<\/a><\/li>\n
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/automated-bid-strategies.png\")
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/bidding-optimization.png\")
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/google-ads-budget-optimization.png\")