Why Your Google Ads Strategy is Costing You More Than it Should
Is your Google Ads Strategy costing you more than it should? Find out why they are and how to get them under control in this post.
Using an ineffective Google Ads strategy could be wasting more money than you think.
Having your PPC strategy in line with your targeted audience and competition is essential if you want to carry out a successful google ads campaign for business. This article will provide a primary understanding of CPA (Cost per Acquisition/Action), Target Impression Share, and Quality Score, as well as the effects these have on the cost of performance overall.
Start with Your Google Ads Bidding Strategy
If your Google Ads strategy is costing you more than you think it should, the first place to go is your bidding strategy. This is where most campaigns can cut wasted ad spend.
Not Using Cost Per Acquisition Feature the Right Way
To maximize conversion rates, you must monitor the costs associated with each click.
You can use Google Ads’ Target Cost per Action bidding feature to adjust your bids to the average CPA. This feature optimizes your bids to reduce your cost per acquisition (CPA) to the lowest level possible. If you are not using this CPA bidding feature strategically for your PPC campaign management, it might cost you more than usual, affecting your overall ROI.
There are several ways to adjust your CPA. First, you can set a maximum bid for a specific group of keywords or a set of keywords. Another way to lower your CPA is to set a minimum bid for each keyword or group. This allows you to operate your google ads pay per click only when a visitor converts.
Using Target Impression Share Inaccurately
If you’re struggling with your Google AdWords campaign, you should be aware of Target Impression Share. This smart bidding strategy sets bids according to your ad’s placement on the page. Aside from maximizing the number of impressions, Target Impression Share can also help you improve your brand’s awareness. Reach out to a well-versed PPC marketing agency to use target impression share at its best.
Target impression share is an excellent option for campaigns containing brand terms. You can set your target to 100%, and your ads will appear in all auctions, making you visible to 100% of your target audience. However, this PPC strategy can be tricky at times, so you need to be extra cautious while using it for your google ads campaign to get the desired results.
Underestimating The Quality Score
When it comes to Google advertising strategies, you can’t afford to overlook the quality score.
Quality Score is based on many factors, including expected clickthrough rate, ad relevancy, and landing page experience. Even keywords with similar ad groups will have different QS because of different ad creative and demographic targeting. The higher your QS, the better your ads will perform, so boosting your CTR is important.
A low-quality score results from using irrelevant keywords in your ad text, ad groups, and landing page content. Instead, try to use relevant keywords in each of these three areas to improve your QS. Remember that a poor-Quality Score will hurt your overall paid search performance and unnecessarily increase your google advertising cost.
Time of Day
One of the most common reasons why Google ads bidding strategies cost you more is displaying ads at the wrong time of day.
A great example is local service-based businesses running ads during the weekends. This is a common and often costly mistake to pay for ads when your audience is not searching for your products or services. You can check your time report to find out when your pay-per-click ads are not producing significant results and which times are costing you more than your budget.
Bidding higher when your Customers are Searching
The higher the quality score of your ad, the better the results will be.
Often times Choosing a higher bid will increase your placement on the SERP. This can be done automatically in Google AdWords Ad Scheduler; which allows marketers to automatically bid higher during certain hours of the day or week and lower at other times. You should also ensure that your pay-per-click ads are relevant to the search terms. You will have a good chance of getting clicked when you choose the right keyword. If you’re unsure of the difference between high and low bids, check out Google Ads.
Wasted Ad Spend
One way to save money on Google Ads is to use the “Where Ads Show” report.
This will show you exactly which URLs your ads are displaying. Knowing which URLs are performing best allows you to adjust your budget and avoid wasting money. For example, running a day shift automotive E-Commerce store may not want your ads to run from midnight to morning. Your ideal client profile may not do their research at that time.
Not using automated testing is one mistake you will never want to make. Using automated testing in Google Ads strategies requires careful attention to conversion tracking. It can help you avoid that problem. Automated testing will increase the efficiency of your Google Ads campaigns. By using automated testing, you’ll get to know which changes have the highest impact.
Final Takeaway
Once you’ve created a campaign, revisit it frequently to see how it’s doing. Are your ads showing up for irrelevant searches? Do they have high bounce rates? If not, you’re wasting money.
Use the combined audiences option to narrow down your results. Adjust your bids accordingly if you have to use multiple campaigns to reach the same audience. Contact a reputed PPC marketing agency for their proven Digital Marketing Strategy and PPC management services for your business, but never spend more than you’ve planned.
