How to Optimize Your Google Ads for Better Performance

There are tons of digital advertising platforms, methods, and mediums to choose from. So why is Google Ads so prevalent? The biggest reason advertisers choose Google Ads is that Google offers access to an unparalleled breadth of potential customers through search, display, and video networks. Google Ads is the easiest and most effective way for advertisers to capitalize on that traffic and generate leads and sales.

6 Tips for Enhancing Your Google Ads Performance

The benefits of Google Ads are straightforward, but making the most of them takes effort. While fully optimizing a Google Ads campaign is an ongoing task for every advertiser, there are a few essential tips you can use to garner tangible results ASAP.

1. Develop an Advanced Keyword Strategy

Every Google Ads campaign needs a solid keyword strategy. Things like monitoring campaign metrics for possible keywords, using negative keywords to stop irrelevant clicks, strategic brand keyword implementation, and making use of both short- and long-tail keywords that reflect your campaign goals are all critical. Keyword optimization should be ongoing for the duration of a campaign, guided by tools like Google’s Keyword Planner, search terms report, and advanced keyword match types.

2. Pay Attention to Your Search Lost IS Column

Within Google Ads, advertisers can track campaign Search Lost Impression Share (IS), which is the percentage of time your ads weren’t shown due to insufficient budget. Your IS shows you the number of impressions you’ve received, divided by the estimated number of impressions you were eligible to receive. A low IS on the Search Network, for example, indicates you’re using the right keywords, but your ads aren’t appearing due to other issues. More detailed metrics within the application help marketers track and understand these metrics and adjust accordingly, such as removing expensive keywords, adjusting advertising locations, scheduling, and more.

3. Vary Your Audience Targeting Options

Google Ads offers several audience targeting options for advertisers to choose from, including:

• Affinity segments:?Reach people based on a holistic picture of their lifestyles, passions, and habits. Those in the affinity segment demonstrate a qualified passion for a given topic, making them easier to reach with relevant products and offerings.
• Life events:?Life events engage viewers on YouTube, Gmail, and Display around important milestones like graduating from college, moving, or getting married. By understanding when these moments occur, advertisers can tailor messaging to better reach these users in the right way at the right time.
• In-market segments:?Customers in this segment are in your market, researching products, and actively considering buying a service or product like yours. These audience members are ideal for getting conversions from likely buyers and reaching those close to making a purchase.
• Custom segments:?Custom segments allow advertisers to decide how to reach their ideal segment by entering keywords, URLs, and apps. By inferring your campaign goals and bidding strategy, the system interprets those signals and chooses segments focused on Reach, Consideration, or Performance.
• Custom intent segments:?Auto-created custom intent segments allow users to define and reach the ideal segment for your Display campaigns. You can use a custom intent segment to target a specific vertical or landing page.
• Your data segments:?Formerly known as the remarketing segment, your data segments enable you to reach those who have already engaged with your company’s products and services, including past visitors to a website, app, videos, or customers who have provided their contact information.
• Detailed demographics:?Demographics commonly refer to age, gender, and parental status, but detailed demographic segments are broad segments of the population that share common traits, such as college students, homeowners, or new parents.

Keep reading for more tips on how to enhance your Google Ad's performance.