Improve performance and reduce ad waste in Google Ads

Hey there! So, you're ready to tackle optimizing your Google Ads campaigns? Awesome! Let's talk about optimization

app placements

Think of app placements as those little spots within mobile applications where ads can pop up. These could be in games, social media apps, or any other app you use on your phone. Now, you might not want your ad showing up in every single app out there, right? That's where optimization comes in.

To make sure your ads are seen by the right people in the right places, you can exclude certain apps or categories of apps. This helps you avoid showing your ad in apps that might not be relevant to your audience or could be low-quality.

Now, how do you do this? Well, there are a couple of ways:

First up, we've got Google Ads Editor. It's like your backstage pass to managing your ads. You can hop in there, select your account, and then dig into the nitty-gritty of your campaigns. From there, you can add in exclusions for specific app categories to make sure your ads don't show up where you don't want them.

If you prefer to work directly in the Google Ads interface, no worries! You can navigate to your display campaign, click around a bit, and find the option to exclude placements. Just punch in the right codes or categories, and voila! You're all set to save those changes and watch your ads perform even better.

By excluding certain app placements, you're streamlining your ad strategy and making sure you're getting the most bang for your buck. It's all about reaching the right people in the right places. So go ahead, give it a try, and watch those campaigns soar!

zombie products

So, imagine you've got this army of products in your Google Ads campaigns, but some of them are just... well, zombies. They're the ones that haven't seen the light of day in ages—they're not getting any clicks or impressions. Why? Could be lots of reasons—maybe they're outdated, or the pricing's off, or maybe they're just not what people are looking for anymore.

Google's algorithms tend to favor the popular kids—the products that have a history of performing well. So, those zombie products end up lurking in the shadows, unnoticed.

But fear not! We can slay those zombies and optimize our campaigns. Here's how:

First up, we gotta find those zombies. We can run a fancy Google Ads script to sniff out the products that haven't had any love in, say, the last 90 days. Once we've got that list, we can sort it out and see which ones need some TLC.

Next, we're gonna create a special list—a supplemental feed—just for those zombie products. It's like putting them in their own little graveyard. We'll give them a custom label so we know exactly who's who.

Then, it's time to give those zombies their own spotlight. We'll create a whole new campaign just for them. That way, they're not dragging down the performance of our other campaigns.

Once we've got everything set up, we can kick those zombies out of our other campaigns. It's like cleaning house—keeping only the winners around.

But our job's not done yet! We gotta keep an eye on things. We'll monitor how our new zombie campaign is doing and tweak things as needed. Maybe some zombies just needed a little push to come back to life!

Follow the link if you want to delve deeper into Zombie products in Google Ads

kids channels

So, picture this: you've got your ads all set up and ready to go, but you don't want them popping up on kids' YouTube channels. Maybe your products aren't exactly kid-friendly, or you just want to target a different audience.

Here's how you can make sure your ads stay away from those kiddie channels:

1. First off, head over to your Google Ads dashboard and find the "Tools & settings" tab. It's like your command center for all things ads.
2. Click on "Placement exclusion lists." This is where the magic happens.
3. Hit that little "+" button—it's your ticket to creating a new list. Give your list a snazzy name, like "No Kids Allowed," and then paste in the URLs of those pesky kids' channels.
4. Don't forget to click "Save"! We want to make sure our changes stick.
5. Now comes the fun part—applying your shiny new exclusion list to the campaigns where you don't want your ads showing up on kids' channels. Just find the campaign you want to tweak and apply the list.

By keeping your ads away from those kids' channels, you're making sure they're seen by the right eyes—the ones more likely to bring in valuable traffic and conversions for your business.

locations

Let's tackle how to exclude locations from your Google Ads campaigns in a few simple steps:

Alright, so picture this: you've got your campaign all set up, but you want to make sure your ads don't show up in certain places. Maybe those areas aren't relevant to your target audience, or you just want to focus your efforts elsewhere. No problem! Here's how to do it:

1. First things first, log in to your Google Ads account and find the campaign you want to tweak. It's like stepping into your control center for ads.
2. Click on the "Settings" tab—this is where all the magic happens. Now, look for the "Locations" section and give it a little click to expand it.
3. Alright, now type in the name of the location you want to exclude in the search bar. Maybe it's a city, a state, or even a whole country! Once you've got it, hit that "Exclude" button.
4. Rinse and repeat for any other locations you want to keep your ads away from.
5. Don't forget to hit that all-important "Save" button! We want to make sure our changes stick around.

But hey, what if you've got a whole bunch of locations to exclude? No worries, we've got a shortcut for that:

1. Click on "Advanced search" and look for the box that says "Add locations in bulk." Check that bad boy.
2. Now, you can either paste or type in the names of up to 1,000 locations you want to exclude, one country at a time.
3. Hit that "Search" button, review your results to make sure everything looks good, and then click "Exclude all." Easy peasy!

A couple of things to keep in mind: excluding locations is different from targeting them, so make sure you're excluding the areas where you don't want your ads to show, even if you've targeted them elsewhere. And hey, you can exclude countries, states, cities, or even specific regions within a country—whatever floats your boat!

placements

Let's break down how to manage placements in Google Ads to ensure your ads are seen by the right people in the right places:

So, you've got your ads all ready to go, but now you need to decide where they'll show up. Placements are like the real estate of the advertising world—they're the specific spots where your ads can appear on the Google Display Network or YouTube. Here's the lowdown:

1. Websites: These are specific websites or even particular pages on a website where your ads can be displayed. Think of it as putting up a billboard on a busy street—it's all about reaching your audience where they hang out online.
2. Mobile Apps: Yep, your ads can even pop up in mobile apps! When you're swiping through your favorite game or checking your social media feed, those ads might just be there, courtesy of Google.
3. Video Content: If you're into video advertising, this one's for you. Your ads can show up before, during, or after videos on platforms like YouTube. It's like having a commercial play right before your favorite cat video starts—it's prime ad space!
4. Ad Units: These are the individual sections or areas on a webpage where ads are displayed. They could be banners at the top of the page, sidebar ads, or even in-between paragraphs of text. It's all about finding the perfect spot to catch your audience's eye.

Now, when it comes to managing these placements, you've got some tools at your disposal. Head over to the "content suitability" section in Google Ads, and you can add, edit, or exclude specific placements to tailor your ads to your audience and reach them where they're most likely to engage.

Targets

Let's dive into the world of Smart Bidding in Google Ads and explore how it can help optimize your bidding strategies:

Alright, imagine having a bidding assistant that's constantly learning and adapting to help you get the most bang for your buck—that's Smart Bidding for you! It's like having a bidding guru working behind the scenes, using fancy machine learning algorithms to tweak your bids in real-time for each auction.

So, what's the goal here? Well, Smart Bidding aims to maximize your conversions or conversion value while hitting a specific target, like your cost-per-acquisition (CPA) or return-on-ad-spend (ROAS). It's all about getting the best results for your advertising dollars.

Now, let's talk about two key Smart Bidding strategies:

1. Target ROAS (tROAS): This strategy is all about maximizing your conversion value while aiming for a specific return on ad spend. It's like having your own personal financial advisor for your ad campaigns, making sure you're getting the most bang for your buck.
2. Target CPA (Cost-Per-Acquisition): With this strategy, the goal is to get as many conversions as possible at your target cost-per-acquisition. It's like having a bidding genie grant your wish for more conversions, all while keeping your costs in check.

But hey, Smart Bidding isn't all rainbows and unicorns. There are a couple of drawbacks to keep in mind:

• Data Requirements: Smart Bidding needs a decent amount of conversion data to do its magic. If your campaigns don't meet Google's minimum thresholds, it might not be the best fit. Plus, it takes some time for the algorithms to learn the ropes and optimize your campaigns, so be patient!
• Potential Performance Issues: Sometimes, Smart Bidding can lead to higher costs without a corresponding increase in conversions. It's like paying more for the same results—no fun! Plus, Google's targeting might not always align perfectly with your business goals, so keep an eye out for any mismatches.

Despite these drawbacks, Smart Bidding can be a powerful tool for optimizing your Google Ads campaigns and getting the most out of your advertising budget. Just keep an eye on those metrics and adjust as needed, and you'll be bidding like a pro in no time!

Landing pages

Alright, imagine you've got this killer landing page—that sleek, focused webpage designed to capture visitor's attention and drive them towards a specific action. Now, you want to put it to the test and see how it performs. Here's how you can do it:

1. Sign in to your Google Ads account: This is your starting point, your home base for all things ads.
2. Navigate to the page menu: Find the right level where you want to test your landing page—whether it's at the campaign level or ad group level.
3. Click on the tracking template: This is where the magic happens. Look for the tracking template of the campaign or ad group you want to test.
4. Hit that "Test" button: This is where the fun begins. Click on the "Test" button to kick off your landing page test.
5. Move to the "Ad groups" page menu: Time to dive deeper. Click on the ad groups page menu to narrow down your focus.
6. Repeat the process for ad group tracking template: Just like before, find the tracking template of the ad group you want to test, and click that "Test" button.
7. Head to the "Ads & extensions" menu: Let's get hands-on with your ads. Mouse over the ad you want to test and click on the pencil icon to edit.
8. Expand the editing view: Click the arrow in the corner to open up more options.
9. Explore "Ad URL options": This is where the real testing happens. Click on "Ad URL options" to dive into the nitty-gritty.
10. Hit that "Test" button once more: It's time to seal the deal. Click on "Test" to finalize your changes and kick off your landing page test.
11. Lastly, head to the "Keywords" menu: Don't forget about your keywords! Click on the tracking template of the keyword you want to test, and once again, hit that "Test" button.

negative keywords

Negative keywords are like the gatekeepers of your ads—they help keep out the irrelevant searches and make sure your ads are only seen by people who are actually interested in what you're offering. Here's how to keep tabs on them:

1. Regularly Review Search Term Reports: Dive into your Google Ads account and take a peek at the "Search Terms" report. This little gem gives you insights into the actual search queries that triggered your ads. Keep an eye out for any low-performing queries with below-average click-through and conversion rates—they might be irrelevant to your business. Add them to your negative keyword list to stop them from wasting your precious ad budget.
2. Utilize Automation Tools: Want to make your life easier? Consider using automation tools that can do the heavy lifting for you. These tools analyze performance metrics and automatically add negative keywords based on their findings. It's like having a virtual assistant keeping your negative keyword list up-to-date and effective.
3. Check Search Query Metrics: Make it a habit to regularly review and update your negative keyword list based on search query metrics. This helps you fine-tune your targeting and ensure your ads aren't showing up for irrelevant searches.
4. Add Negative Keywords ASAP: Spot a search term that's totally off-base? Don't wait—add it to your negative keyword list right away. This stops it from triggering your ads in the future and saves you from wasting ad spend on clicks that won't lead anywhere.
5. Consider Match Types: Negative keywords come in different flavors—exact match, phrase match, broad match. Understand how each type works and use them strategically to refine your targeting. You don't want to block out valuable traffic by accident!
6. Regularly Review and Update: The digital world moves fast, and irrelevant search terms evolve. Keep your negative keyword list fresh by regularly reviewing and updating it. This ensures your campaigns are always targeting the most relevant searches and maximizing efficiency.

By staying on top of your negative keywords in Google Ads, you can fine-tune your targeting, slash wasted ad spend, and supercharge the performance of your campaigns. It's all about keeping your ads in front of the right eyes and getting the most bang for your buck.

low performing keywords

Alright, picture this: you've got your Google Ads campaigns up and running, but some of those keywords just aren't pulling their weight. They're like dead weight, dragging down your overall performance. Here's how to weed them out:

1. Analyze performance metrics: Dive into your campaign data and look at key metrics like click-through rate (CTR), quality score, and conversion rate. If a keyword's CTR is below your industry average, quality score is lower than 5/10, or it's not converting well, it might be time to say goodbye.
2. Use date range comparisons: Sometimes, a keyword might be a star performer during certain times of the year but fizzle out during others. Compare its performance over different time periods to see if it's just a seasonal thing or if something else is at play.
3. Segment data for better insights: Break down your data into smaller chunks by device, location, or time of day. This can help you pinpoint if underperformance is specific to certain segments.
4. Utilize Google Ads reports: Google Ads has some handy reporting features. Create custom reports focusing on keyword performance metrics to get a clearer picture of what's working and what's not.
5. Set up automated rules and alerts: Ain't nobody got time to manually monitor every single keyword. Configure rules to flag keywords that fall below certain performance thresholds, like CTR, CPC, or conversion rate.
6. Check keywords with a high bounce rate: A high bounce rate could be a red flag, but it's not always the keyword's fault. Take a closer look at your landing page and keyword history before hitting pause.
7. Focus on your goals: Different goals call for different strategies. If you're all about brand awareness, look at impressions. For traffic, focus on clicks and CTR. And if sales are your jam, prioritize conversions.
8. Monitor quality score: Low quality scores can drag down your overall campaign performance. Keep an eye on them and consider pausing keywords with consistently low scores.
9. Pause keywords strategically: If a keyword consistently underperforms, it might be time to give it the boot. But before you do, double-check that it's not an issue with your landing page or website driving customers away.

By keeping a close eye on these metrics and optimizing your underperforming keywords, you can boost the efficiency and ROI of your Google Ads campaigns. Don't be afraid to hit pause on those duds and give your star performers room to shine!

DSA negative dynamic targets

Negative dynamic targets are like the gatekeepers of your dynamic search ads—they help ensure your ads are shown to the right audience and save you from wasting ad spend on irrelevant clicks. Here's how to get started:

1. Add negative dynamic targets: Head over to your ad group settings and find the "Ad group settings" tab. Click on it, then navigate to "Negative dynamic targets." Here's where the magic happens! Add specific webpages or categories that you don't want to target with your dynamic search ads. This ensures your ads aren't shown for searches that aren't relevant to your business.
2. Use negative keywords: But wait, there's more! In addition to negative dynamic targets, you can also sprinkle in some negative keywords. These little gems help further refine your targeting and prevent your ads from showing for irrelevant searches. It's like adding an extra layer of protection for your ads.
3. Monitor and adjust: Don't just set it and forget it! Keep a close eye on your campaign performance and adjust your negative dynamic targets and negative keywords as needed. This ensures your ads are always targeting the most relevant searches and maximizing conversions. Plus, it helps you stay ahead of the game and keep your campaigns running smoothly.

portfolio bidding strategies

Portfolio bidding strategies are like the Swiss Army knife of bid optimization—they bring together multiple campaigns under one roof to supercharge your performance and efficiency. Here's why you should hop on board:

1. Improved Performance: Picture this: leveraging data from multiple campaigns to optimize bids. That means better performance and higher ROI—what's not to love?
2. Increased Efficiency: Say goodbye to the days of managing each campaign individually. With portfolio bidding strategies, you can wrangle multiple campaigns with ease and reduce the complexity of bid management.
3. Enhanced Data Insights: Who doesn't love a one-stop shop for all their performance data? Portfolio bidding strategies give you just that, making it a breeze to analyze and optimize your campaigns.
4. Flexibility: Whether you're launching a new campaign or fine-tuning an existing one, portfolio bidding strategies have your back. They're like the chameleon of bid optimization, adapting to your changing goals and performance needs.
5. Automation: Time is precious, so why waste it on manual bidding? Portfolio bidding strategies automate the bidding process, freeing you up for more strategic tasks and ensuring your campaigns are always firing on all cylinders.
6. Better Targeting: By pooling data from multiple campaigns, portfolio bidding strategies can pinpoint specific audience segments and boost ad relevance. It's like having a laser-focused targeting machine at your fingertips.
7. Cost Savings: Who doesn't love saving a few bucks? Portfolio bidding strategies optimize bids and targeting to reduce waste, leading to improved ROI and happier bank accounts.
8. Scalability: Whether you're running a massive campaign or juggling multiple ad groups, portfolio bidding strategies can handle it all. They're built for scalability, so you can bid with confidence no matter the size of your campaigns.
9. Integration with Shared Budgets: Sharing is caring, especially when it comes to budgets. Portfolio bidding strategies play nice with shared budgets, making budget allocation a breeze across multiple campaigns.
10. Advanced Features: Get ready for some next-level bid adjustments. Portfolio bidding strategies offer advanced features like automated bid adjustments, taking your performance and efficiency to new heights.

Follow the link if you want to delve deeper into Portfolio bidding strategies in Google Ads

Till next time