How to optimize Google Ads?

Google AdWords advertising optimization is a process in which optimizers use professional skills to comprehensively adjust and optimize advertising accounts. Today, we will share in detail with you how to optimize Google advertising to make our advertising placement more effective.

High quality account structure

1. Perfect account structure and efficient account management

A good account structure is conducive to rapid evaluation and adjustment of account effectiveness, while accurate use of keyword matching methods and bidding combined with straightforward advertising slogans can reduce CPA and improve conversion. A good account can not only save at least twice the account optimization time, but also greatly save advertising costs and improve promotion effectiveness by 2-3 times.

The Google Ads account structure mainly consists of four layers of account structure: advertising series, advertising groups, and many to many matching of keywords and advertising slogans (i.e., all advertising slogans within this advertising group have a many to many keyword matching method). The many to many keywords and advertising slogans are two important points in the account structure. A sound account structure is an important component of managing accounts, which can make account optimization more clear and targeted.

2. More diversified presentation forms, in line with the trend of the times

Video advertising is more adaptable to the changes in the internet. From text messages at the beginning, to images from the 3G era, and then to videos from the 4G era, the arrival of 5G will make videos more accepted by people; Videos can also express more content, and live action shooting is more closely related to people's lives. The explosion of mainstream media TikTok has also shown the potential of short videos, which is a major trend.

3. Accurate and effective creative design

Good advertising materials can increase consumption, conversion, ROI, and other numerical values; A precise creative advertisement can attract higher quality customers; The media is also more willing to increase the volume of innovative materials; By utilizing big data and platform docking capabilities, we can fully utilize media data to target audiences and create corresponding promotional materials to enhance the overall promotional effect.

Develop precise delivery plans

1. Starting from the purpose of promotion

Starting from the promotion purpose, establish different advertising series to achieve different promotion goals. For example, setting up different advertising campaigns for different countries, regions, products, or businesses worldwide. If your product has been launched in multiple countries and regions, you can divide it into different countries and regions according to the series, making it easier to optimize for each region.

2. Classify keywords neatly

Classify keywords neatly to improve matching accuracy; Divide keywords with similar meanings and structures into the same advertising group. For example, dividing according to different products and parts of speech is beneficial for writing more targeted advertisements, thereby improving the accuracy of keyword and advertising language matching.

3. Stage marketing events

Accurately evaluate the promotion effectiveness of different advertising series (such as product lines, phased marketing events, etc.) and different advertising groups (such as product parts of speech, popular parts of speech, regional parts of speech, etc.). For example, a company that exports hardware components hopes to promote a group of keywords and advertisements that highlight discounts and promotional information during the Christmas season in conjunction with a recent one month promotional campaign. At this time, a separate advertising series called "Christmas Promotion" is established to distinguish it from daily promotions, and the effectiveness of this promotion can be accurately evaluated. After the promotion period ends, you can also pause the advertising group for future use.

4. Experiment with different advertisements using the same set of keywords

Experiment with different advertisements for the same set of keywords, and compare and evaluate the attractiveness of different advertising slogans to netizens through advertising language reports, continuously optimizing advertising quality.

5. Balanced budget allocation for advertising series

Distribute the budget of the advertising series evenly and use the money on the cutting edge. For example, if you are promoting globally and want to increase investment in the UK, while Asia is not the main promotion area, you can increase the budget for the UK series and reduce the budget for other country series, thus flexibly adjusting the overall budget situation; Or when we try a batch of new keywords at once, we can try to create a separate advertising series for them and control the consumption of new words by setting a certain budget.

Only direct advertising can capture customers

Whether an advertisement has attractiveness determines whether visitors will click on our advertisement. A good advertisement not only greatly attracts visitors to click, but also improves the quality of keywords and helps us screen the quality of visitors, reducing promotion costs. A good advertising slogan should not only enter the minds of consumers, but also be consistent with brand strategy.

1. Add at least three high-quality advertisements to each advertising group

Three different high-quality advertisements are recommended to be described in different dimensions. For example, if the keyword is a stainless steel wire mesh product keyword, we can describe it from three different dimensions: product advantages, company strength, and price advantages compared to peers. This way, when the advertisement is broadcasted and displayed in front of netizens, more than three slogans are also a window for you to test customer and market demand.

2. Tips for setting up advertising language descriptions

At least one of the three advertising slogans should have the wildcard keyword added, which is beneficial for keyword replacement and makes the advertising slogans more in line with the search content of netizens.

Since 2017, Google's search ads have been upgraded to "larger text ads". Simply put, there are more words that can be placed in the advertising language. A search advertisement mainly consists of a title and a description. The title can hold two titles, each of which can write 30 English characters, while the description content can hold 80 English characters. So, in limited text, highlight yourself as much as possible, so that the audience can not only see your advertisement, but also be attracted by your advertising language. Therefore, it is recommended that:

(1) Title Display Keyword Content

(2) The content description should be comprehensive

(3) Add additional advertising information

(4) Start with verbs, such as Export, Sell, etc

(5) Use correct capitalization and punctuation mark for title and description keywords

3. Tips for setting the landing page

In an advertisement, we may need to involve setting up the display URL and target URL, which can also be your target URL. But if your target website is relatively long, only write the more important domain name section. Because if the link is too long, users are hesitant to click in. So pay attention to the following points to help us improve the quality of advertising:

(1) The landing page must accurately correspond to the advertisement;

(2) Pay attention to the simplicity of the page, and do not place too many videos, flash animations, or fancy designs on the website homepage

(3) Track the conversion effectiveness of each advertising campaign through data and make timely adjustments

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