How To Increase Ad Clicks in Google Ads

How To Increase Ad Clicks in Google Ads

When it comes to improving your Google PPC campaigns, the main factors that help you determine how well your campaign is currently performing is the total number of clicks your ads are getting, the CTR (click-through rate) of your ads, and the number of conversions.

In this article, we’re going to be taking a look at how you can improve your click-through rates and the total number of ad clicks in order to get more conversions from your PPC campaigns.

 

Work on ad copy

Let’s start with the most fundamental part of what contributes to getting clicks and conversions – your ad copy.

To start with, it should go without saying that your ad groups need to incorporate expanded text ads. This type of ad allows you to input up to 3 headlines and 2 descriptions which makes them perfect for taking up more ad space in Google search results. But don’t just have one expanded text ad in each ad group, continuously test new ads to find which combinations of headlines and descriptions help increase your click-through rates and pause any under-performing ads as you see fit.

We recommend having between 2-3 expanded text ads and 1 responsive search ad in every ad group to give you the best chances of a having high click-through rates. We’ll be talking more about responsive search ads and how they can help in our next tip below.

Top tip – To improve quality score in your campaigns, make sure you feature keywords in your ad headlines, descriptions and the display URL path.

 

Use responsive search ads

Responsive search ads are great in helping boost ad group CTRs and the total number of clicks, ‘but what is a responsive search ad’  I hear you ask? A responsive search ad combines multiple headlines and descriptions and over time will optimise which combinations of headlines and descriptions perform best, then showing these high-performing combinations in search results.

For example, if you have 10 headlines and 3 descriptions and Google figures that headline number 6 and descriptions 1 & 3 perform the best, it will show these headlines and descriptions together. It’s unknown how long responsive ads are ‘tested’ by Google but optimisation of a responsive search ad is usually much quicker if the search volume of your campaigns keywords are high.

With possibilities of adding up to 15 headlines and 4 different descriptions, responsive search ads are a great way to test new ad copy and in turn, improve your total number of ad clicks.

 

Use a range of ad extensions

Google Ads allows you to add a range of ad extensions to your search ads which can help encourage users to click-through to your website. With that being said, each ad extension serves a different purpose so instead of covering them all, we’ll be taking a look at which ad extensions we recommend using that are most likely to help increase clicks and click-through rates.

 

Sitelink extensions 

Sitelink extensions are the holy grail of all ad extensions in Google Ads when it comes to driving higher click-through rates. This type of ad extension is directly clickable and allows users to easily access different pages on your website without first having to visit your ads landing page. Whilst this may seem irrelevant as we’re trying to drive clicks to the landing page associated with your ads, they’re still useful in generating clicks and having the user visit your website (preferred landing page or not).

 

Callout extensions

Whilst callout extensions are not directly clickable, they provide a great opportunity for you to showcase the USPs (Unique Selling Points) of your business – these extensions alone can help a user decide whether to click your ad over a competitors ad. Some popular USPs to choose from include:

  • Open 24 Hours
  • Free Delivery
  • Over 30 Years Experience
  • Trustworthy & Reliable

Another great way to use callout extensions to improve your click-through rates is to promote any sales or discounts you wish to promote (if you’re selling a product).

 

Structured snippet extensions

Much like callout extensions, structured snippet extensions are not directly clickable but allow you to showcase additional information about your business and take up more allocated ad space in Google search results.

 

Call extension

Call extensions are straightforward and are also one of the most effective extensions in the arsenal – they allow you to attach a clickable business phone number to your ads for users to call you directly. Whilst this isn’t an extension that will drive more traffic to your website directly, a call extension can be great for driving more enquiries over the phone.

 

Location extension 

The location extension can be useful in helping users recognise that your business is located near them, however, they aren’t suited for every campaign and for every business using Google Ads (such as online businesses).

Location extensions are best suited when your business is open for the public to visit as it will encourage users to click-through to your website and find out more information about your business offerings. What’s best is that if a user clicks your location extension, Google will show them where you’re located in Google Maps, which again, is encouraging the user to click-through and visit your website or physical store location.

 

Price extension

Price extensions are great to use if you can showcase the costs of your product or service, but we don’t recommend using this extension unless  you can beat competitors on price. 

 

App extension

An app extension is directly clickable and will take users to the app store on their mobile/tablet device where they can download the app you’re promoting – this is great for businesses trying to promote an app as the end goal is to drive app downloads rather than clicks-through to the website. 

 

Use the ‘maximize clicks’ bid strategy

Whilst this may sound obvious, we’ve seen many Google PPC search campaigns that could be achieving many more clicks and higher click-through rates by simply changing their campaign bid strategy to ‘maximise clicks’.

But how exactly does a ‘maximise clicks’ bid strategy help your campaigns?

The ‘maximise clicks’ is an automated bid strategy whereby Google will try and get you as many clicks as possible within your set daily ad budget. Now at first thought, you may think that Google is just trying to spend your budget as fast as possible and will get you clicks that are irrelevant and don’t end in a conversion – from our experience using the ‘maximise clicks’ bid strategy, we can confidently say that clicks tend to be relevant and lead to conversions providing you’re not using broad match keywords. Relevant clicks that lead to conversions will also only occur when you’re using the correct keywords in your campaigns that match your ad copy and landing page copy (having a good quality score).

 

Include competitor keywords in ad headlines

Sometimes even with PPC, you’ll find that users click on competitors ads regardless of your ad position or what your ad text even says. The harsh reality is that your biggest competitors that are also running PPC campaigns using the same keywords in their campaigns that you do have likely spent a lot of time and money on their branding and over time this has helped them become popular within their industry.

At SmallBizPPC we often see this same scenario a lot. We have clients that want to get more enquiries and beat the big-time competitors, however, have much smaller marketing budgets. With that being said, it’s easier to steal clicks from competitors than you may initially believe. You can utilise your ad headlines by having them feature branded competitor keywords which will grab the attention of users in search results and likely encourage them to click-through to your landing page.

Here are a few ways in which you can incorporate competitor keywords into your ads:

  • Why are you better than your competitors? Do you offer faster shipping? Are your prices cheaper? 
  • Point out competitor flaws – do they have high prices? Are their reviews poor?

 

Conclusion

So there we go! Follow the 5 tips above to increase ad clicks in your Google Ads campaigns and you should be well on your way to better performance and more conversions. If you have any questions surrounding this article or would like to know how we can optimise your PPC campaigns further, please get in touch below.

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Google Ads PPC for Plumbers - Top Tips to Generate Enquiries

Google Ads PPC for Plumbers – Top Tips to Generate Enquiries

Google Ads can be a useful way for plumbing companies and contractors to receive more enquiries. As with any paid advertising however, it’s easy to burn through ad spend and achieve minimal to no results unless your campaigns are setup correctly and maintained regularly.

Fortunately, we’ve had plenty of experience managing PPC accounts for plumbing companies so understand what it takes to get the best return on investment from your PPC ad spend. 

In this post we’ll be looking at seven actionable tips that ensure you cut away wasted spend, save money and generate more high-quality leads. 

We also offer a FREE PPC Account Review for plumbing companies.

 

Campaign Structure

Having a good campaign structure for your plumbing PPC campaigns will seriously help when navigating and optimising your campaigns. In this section, we’ll talk about two different campaign structures that we like to use with plumbing companies.

 

Structure #1

To begin with, you need to have your campaigns clearly labelled based on the location they’re targeting. For example, you may have a search campaign that is targeting a specific location in the South-East of England – you will want to have this campaign clearly labelled for easy navigation in the future. You would then label your ad groups based on the services you are offering, such as:

  • General Plumbing Services (ad group dedicated to the ‘generic’ plumbing service keywords you bid on)
  • Emergency Plumbing (ad group dedicated for the ‘emergency’ style keywords you bid on)

…and any other plumbing services you wish to promote.

 

Structure #2

The second plumbing PPC campaign structure that we like to use looks like this:

Label your campaign based on the service (i.e. Emergency Plumbing), then have separate ad groups for the keyword match types that are in each. The image above shows that we have a campaign targeting ‘Emergency Plumbing’ keywords, then have split these keywords into two ad groups based on two different keyword match-types – Broad Match Modified & Exact Match. We’ll go into more detail around keyword match types in the next section.

Top Tip – We recommend starting with local PPC campaigns, then scaling your location targeting based on results and capability to service clients further afield. 

Get more tips on your account structure with our Free PPC Account Review. 

 

Keywords

Organising ad groups by keyword match type

As covered briefly in the ‘Campaign Structure’ section, having your ad groups labelled by match type will help not only from an organisation point of view, but also from a bidding perspective. 

After creating a PPC campaign, it’s important you take full advantage of different keyword match types within Google Ads so that your ads are showing for searches related to your service offerings.

There are four keyword match types currently available within Google Ads:

[Exact Match] – Exact match of the term or close variants.

“Phrase Match” – The exact phrase with any other text before or after.

+Broad +Match +Modified – These keywords can be used in any order and can contain other words. 

Broad Match – This will trigger misspellings, synonyms and related searches.

Consider the match types as levels of confidence – you should be more confident in the exact match keywords you’re using, and less confident in phrase and broad match keywords. 

Top Tip – Adjust your keywords bids based on how much ‘confidence’ you hold in each keyword. For example, you could bid higher on exact match keywords then reduce the bids for your phrase and broad match keywords. 

We recommend using broad match modified and exact match keywords for plumbing PPC campaigns – this will ultimately help you reduce wasted spend on irrelevant searches that the broad and phrase match keywords would generate. Generally speaking, you will also be able to cover a wide variety of relevant searches by just using broad match modified and exact match keywords – certainly enough to generate plenty of enquiries.

 

Google Keyword Planner

Thinking of new keywords to add into your plumbing PPC campaign can be tricky, as it is with any PPC campaign. Thankfully, Google has a free-to-use keyword research tool called the ‘Keyword Planner’ – this tool allows you to find keywords worth adding into your campaigns, as well as keyword search volumes and average cost per click prices. This is extremely useful when calculating how much to set as your ad budget as you can work out an estimate number of clicks and for what cost.

 

Negative Keywords

Utilising negative keywords in PPC campaigns is absolutely vital – it helps not only reduce wasted spend, but also prevents your ads from showing in irrelevant user searches. 

When adding negative keywords to your campaigns, we recommend having a standard list of keywords that you can apply to all campaigns. This list from TechWyse gives you 75 negative keywords worth adding into your PPC campaigns to begin with. 

It’s also important to regularly check search term reports when completing your PPC maintenance checks as you will find more negative keywords worth adding to your negative keyword list!

Get a full review of all your keywords in our FREE PPC Account Review.

 

Location Targeting 

Google ad campaigns allow you to add specific location targeting, therefore allowing you to target your plumbing services to the specific areas that you service only. This feature is useful for plumbing companies in particular as they often service a local area and rarely service customers nationwide. 

When completing your PPC management tasks regularly, it’s important to check which locations convert well as you can add bid adjustments to specific locations, therefore increasing your chances of more conversions in chosen areas. You may also decide in the future to split out your campaigns further based on more specific locations – we recommend doing this if one location has been converting well continually over a long period of time. 

See how you can optimise your location targeting with our FREE PPC Account Review.

 

Search Ads & Ad Extensions

Use a variety of ad types

Using a variety of ads in your ad groups is now a vital part to any successful plumbing PPC campaign. A good variety of both ads and keywords puts your plumbing company in good stand to have the best coverage possible in Google search results. 

For plumbing companies, we recommend having both responsive search ads and expanded text ads to begin with, then later using dynamic search ads once your campaigns have high conversion rates.

Expanded text ads are essentially the ‘go-to’ ad choice in Google Ads – to set one up you simply have to input your ad URL, headlines and descriptions. 

Responsive search ads are slightly different to expanded text ads in that they are modified based on how a user searches. To set one up, you input one ad URL and several different headlines and descriptions. Google will then optimise your ads based on each individual search, and will pick from your list of headlines and descriptions to match the search term the user has entered, therefore more likely resulting in a click-through to your website. 

Top Tip – Use 2-3 expanded text ads and 1 responsive search ad when first launching your plumbing PPC campaign. Trial new ads expanded text ads on a regular basis to see if you can improve your click-through rates!

 

Making the most of the allocated character limits

Google ads can vary in size depending on their placement in search results and how much you utilise the character limits when creating ads. Here is an example of both a small and large search ad for two different plumbing companies:

Small plumbing company search ad:

Large plumbing company expanded text ad:

As you can imagine, the larger your ads are the more visibility you have in search results – this will result in more clicks and potentially more enquiries.

To achieve the most visibility in search results, use expanded text ads and a range of ad extensions – this will really help increase the amount of space your ads take up in search results.

Expanded text ads allow you to have up to three headlines and two 90-character descriptions, compared to the 2 headlines and one 90-character description that standard search ads offer. 

Top Tip – Offer an incentive in your ad headline (e.g. ‘Get A Free Quote Now’)

 

Ad Extensions

Google Ads allows you to add a range of manual ad extensions to your ads. We recommend using call extensions, sitelink extensions, callout extensions and location extensions – here’s why:

Sitelink extensions – Promote multiple links to your website, allowing a user to navigate to different pages of their choice.

Callout extensions – Highlight your businesses unique-selling-points and benefits.

Location extensions – Attract local customers by showcasing your business location. 

Call extensions – Offer the option for users to call your business by using call extensions.

Top Tip – Call extensions can be particularly useful for users who require emergency plumbing services outside of your usual business hours.

Find out how you could improve your ads with our FREE PPC Account Review.

 

Conversion Tracking

Conversion tracking is a vital part of any Google Ads campaign. It allows you to see which keywords convert which in turn, allow you to optimise your campaigns accordingly.

Tracking can be set up relatively easily too – either through Google Ads or Google Tag Manager

For precise conversion tracking that is easily editable, we recommend using Google Tag Manager to setup conversion tags. You can then create ‘Goals’ in Google Analytics with the same variables as the tags you’ve set up in Google Tag Manager – this will allow conversion data to show in Google Analytics. Once you’ve created your Goals in Google Analytics, simply link your Google Analytics account to your Google Ads account and you’re all set!

Conversion data in Google Ads enables easy optimisation – you can easily see which areas of your campaigns are under-performing and and tweak them where necessary.

Review your analytics with our FREE PPC Account Review.

 

User-Friendly Landing Pages

When a user lands on your website, that’s your chance to encourage them to enquire. Make sure you have these landing page fundamentals in place to achieve more enquiries:

 

Clear Headline

Your landing pages need to have clear headlines that relate to the page content and your PPC ads. This will help from not only a Quality Score perspective, but also from a user experience perspective – a landing page headline needs to directly relate to the users search. For example, a user searches ‘plumber in Manchester’ – a good landing page headline to have would be ‘Plumbing Services in Manchester’.

 

Contact Options

Making sure you have contact options on your plumbing landing pages is like making sure you put the icing on the cake – it’s essential! 

It’s important to include at least two contact options for users to enquire – this may be a contact form, phone number or live chat. By having multiple contact options you’re giving the user different ways to contact you based on what’s convenient to them.

 

Services List

Providing a list of plumbing services that you offer can be vital in encouraging a website user to convert. If a user is aware that you offer a specific service (i.e. blocked toilets), it could encourage them to convert if they are having that particular issue.

Here’s a list of some plumbing services you could include on your landing pages:

  • Power flushing
  • Blocked sinks
  • Plumbing leaks
  • Shower installation
  • Bathroom plumbing
  • Blocked toilets
  • Kitchen plumbing

 

Testimonials

Testimonials are a great way to fill the user with confidence in your services and provide insight into the satisfaction of previous customers. For best practise, aim to have at least 3 testimonials on your landing page.

Get landing page recommendations with our FREE PPC Account Review.

 

Landing Page Examples

These plumbing companies that have good landing pages that incorporate the recommendations above:

 

Enhance your PPC results today!

Follow these tips and we guarantee you will save money and increase results from your Google Ads. Want to find out more about how you can improve your PPC account? Request a FREE PPC Account Review.

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Google Ads PPC for Recruitment Agencies - 6 Tips to Enhance Results

Google Ads PPC for Recruitment Agencies – 6 Tips to Enhance Results

Google Ads can be a useful way for recruitment agencies to receive job applications and B2B enquiries. With that being said, it’s easy for recruitment agencies to waste a lot of marketing budget on clicks that don’t convert into business.

Fortunately, we’ve had plenty of experience managing PPC accounts for recruitment agencies so understand what it takes to get the best return on investment from your PPC ad spend. 

In this post we look at seven actionable tips that ensure you cut away wasted spend, save money and generate more high-quality leads. 

We also offer a FREE PPC Account Review for recruitment agencies.

 

Tip 1 – Account Structure

Good account structure in Google Ads help significantly when it comes to regular management and optimisation. We recommend having your campaigns and ad groups clearly labelled for quick navigation and understanding when comparing analytics.

For example, if you have a campaign targeting a specific job industry, make sure the campaign name is clear and the ad groups are labelled based on keyword match type:

Recruitment Agency Ad Groups

Clearly labelled campaigns will help you quickly identify campaigns that you want to tweak, or even pause if you have filled job positions for that specific industry.

Get more tips on your account structure with our Free PPC Account Review. 

 

Tip 2 – Split Ad Groups by Keyword Match Type

As covered briefly in Tip 1, having your ad groups labelled by match type will help not only from an organisation point of view but also from a bidding perspective. 

After creating a set of campaigns, you want to utilise the keyword match types provided by Google Ads to show for specific user searches that will generate more conversions.

There are four keyword match types currently available within Google Ads:

[Exact Match] – Exact match of the term or close variants.

“Phrase Match” – The exact phrase with any other text before or after.

+Broad +Match +Modified – These keywords can be used in any order and can contain other words. 

Broad Match – This will trigger misspellings, synonyms and related searches.

Consider the match types as levels of confidence – you should be more confident in the exact match keywords you’re using, and less confident in phrase and broad match keywords. 

Top Tip – Adjust your keywords bids based on how much ‘confidence’ you hold in each keyword. For example, you could bid higher on exact match keywords then reduce the bids for your phrase and broad match keywords.

We recommend using broad match modified and exact match keywords for recruitment agencies – this will ultimately help you reduce wasted spend on irrelevant searches that the broad and phrase match keywords would generate. Generally speaking, you will also be able to cover a wide variety of relevant searches by just using broad match modified and exact match keywords.

Get a full review of all your keywords in our FREE PPC Account Review.

 

Tip 3 – Location Targeting 

Location targeting in Google Ads is a basic, yet very useful tool. It allows you to not only choose where you want your ads to show but allows you to see analytics for each location so you can optimise each individual campaign.

Recruitment agencies should take full advantage of this setting within Google Ads. It can be particularly useful if you have job positions available in specific locations and want to target your ads to local residents. Alternatively, if you wish to target nationally, or even internationally, you can.

See how you can optimise your location targeting with our FREE PPC Account Review.

 

Tip 4 – Expanded Text Ads & Ad Extensions

Google ads can vary in size depending on their placement in search results. Here is an example of both a small and large search ad for two different recruitment agencies:

Small recruitment agency search ad:

Small recruitment agency search ad

Large recruitment agency search ad:

Large recruitment agency search ad

As you can imagine, the larger your ads are the more visibility you have in search results – this will result in more clicks.

To achieve the most visibility in search results, use expanded text ads and a range of ad extensions.

Expanded text ads allow you to have up to three headlines and two 90-character descriptions, compared to the 2 headlines and one 90-character description that standard search ads offer. 

Top tip – Offer an incentive in your ad headline (e.g. ‘Apply To Your Dream Job Now’)

Ultimately, your ad headlines give you an opportunity to showcase your USP (Unique Selling Points) and why a user should visit your website over other recruitment agencies.

Google Ads gives you the ability to add a range of manual ad extensions however for recruitment agencies we recommend using the sitelink and call extensions in particular.

Sitelink extensions can be used to encourage the user to visit multiple pages on your website, not just your ad’s landing page. We’ve found this extension to be useful when showcasing the different job sectors that an agency has listings for. For example, if you have job listings for the retail industry, you could create this as a sitelink to attract potential applicants.

Sitelink extensions on recruitment agency search ad:

sitelink extension on recruitment agency search ad

Call extensions add a small phone icon to your ads (mobile devices only). This offers the user the ability to contact you quickly without having to first visit your website. It may not be a suitable solution for all users, but it’s worth having in place just in case.

Mobile call extension on recruitment agency search ad (in mobile search results):

Mobile call extension on recruitment agency search ad

Find out how you could improve your ads with our FREE PPC Account Review.

 

Tip 5 – Conversion Tracking

Conversion tracking is a vital part of any Google Ads campaign. It allows you to see which keywords convert which makes it easier when optimising your account. 

Tracking can be set up relatively easily too – either through Google Ads or Google Tag Manager

For precise conversion tracking that is easily editable, we recommend using Google Tag Manager to setup conversion tags. You can then create ‘Goals’ in Google Analytics with the same variables as the tags you’ve set up in Google Tag Manager – this will allow conversion data to show in Google Analytics. Once you’ve created your Goals in Google Analytics, simply link your Google Analytics account to your Google Ads account and you’re all set!

Conversion data in Google Ads enables easy optimisation – you can easily see which areas of your campaigns are working and allocate budget accordingly.

Review your analytics with our FREE PPC Account Review.

 

Tip 6 – User-Friendly Landing Pages

When a user lands on your website, they need to feel encouraged to convert. There are a few basic things you can include on your landing pages to achieve more conversions:

Clear Headline

Your landing pages need to have clear headlines that relate to the page content and your PPC ads. For example, if you are running ads for current Finance job positions in London, your landing page would need to have a relatable headline (e.g. ‘Finance Jobs in London’). This will help from a Google Ads Quality Score perspective, as well as an SEO keyword point of view.

Detailed Contact Form

Having a basic contact form in place on your landing pages is a necessity, but a more detailed contact form is extremely useful to have for recruitment agencies. 

This form from Robert Half is a good example:

Robert Half contact from

Job Listings

A recruitment agency can’t succeed without filling job positions, right?

Having job listings on your landing pages is vital. A small section dedicated to your job listings is an easy way to provide visibility to the current job positions you have available. You don’t need to include much info to begin with either, just a simple job title, salary, location and one-line description will do. If a user is interested, they can then click-through on a job listing and view more information. 

Clear CTA’s

Multiple clear Call-to-actions provide the user with different reasons to convert. Recruitment agencies have plenty of call-to-actions at their disposable too – here are some ideas:

‘Apply Now’ – Useful for attracting job applications.

‘Upload CV’ – Useful for attracting job applications and being able to contact individuals for future positions.

‘Create Job Alert’ – Useful for filling job positions quickly in the future.

‘Send Your Vacancy’ – Useful for businesses looking to fill new positions.

Don’t forget, it’s also important to have ‘Get in touch’ call-to-actions for general user contact.

Testimonials

Testimonials are a great way to fill the user with confidence in your services and provide insight into the satisfaction of previous customers/clients. For best practise, aim to have a least 3 testimonials on your landing page.

Industries You Cover

Most recruitment agencies only work in specific industries. On your landing page, dedicate a small section to the industries that you operate in – this can help a user easily navigate.

Get landing page recommendations with our FREE PPC Account Review.

Enhance your PPC results today!

Follow these tips and we guarantee you will save money and increase results from your Google Ads. Want to find out more about how you can improve your PPC account? Request a FREE PPC Account Review.

SAY HELLO

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The Ultimate PPC Management Task Checklist

The Ultimate PPC Management Task Checklist

The key to good PPC campaign success in Google Ads is down to regular management and optimisation. It’s important to be proactive in your PPC account and have a good understanding of what you should be checking weekly, monthly and quarterly. There are a number of things you could check when completing weekly and monthly PPC maintenance – our task checklist details the most important things you should be keeping tabs on.

Weekly PPC Task Checklist

  • Ad Positions

This is where you review where your paid search ads are placing. As with organic search, as an advertiser, you want to be hitting those top ad spots on the first page as much as possible.

To check what positions your ads are showing in search results, check the Search top IS & Search abs. top IS metrics within each ad group and adjust keyword bids accordingly.

  • Display Network Placements

Placement refers to the specific apps, websites, YouTube videos, etc. where your Display Network ads are being displayed. Check your Display Network ad placements and exclude any placements that spend a lot but don’t convert, or placements that look like spam sites. 

The best way to make sure your display ads only show on placements that are related to your business is to add a list of placements for your ads to show on. By doing this, it should prevent your ads from showing on unrelated placements.

  • Budgets

You want to keep a watchful eye on your overall budgets and tweak individual campaign budgets once a week where necessary. 

For best practice, we recommend checking budgets every Monday morning using the Adwords budget script by Clicteq

  • Keyword Bids

Review your keyword bids and adjust where necessary. When adjusting bids, look for keywords that convert well and raise them to see if they perform even better. You will also want to adjust the bids for low performing keywords to prevent them from sucking your budget dry. We’ll explain more about keyword performance in our next task on the checklist.

  • Keyword Performance

Next, you will want to look at keywords in your campaigns that spend a lot but have low conversion/click-through rates. The bids for these poor performing keywords could be reduced, or if you feel necessary, pause them. 

It’s also worth checking your campaigns search term report as you may find search terms that have converted previously but you don’t bid on as a keyword currently. This could present good opportunities to add new keywords that may convert often for you in the future.

  • Negative Keywords

Not adding negative keywords into your campaigns can cause serious budget wastage. You can find potential negative keywords to add to your campaigns by regularly checking the search term reports. The search term reports will help you find potential keywords that are irrelevant to your campaigns, and from there you can add these as negative keywords to prevent them from showing in the future.

  • Impression Share  

Impression metrics are some of the most important optimisation metrics available to Google Ads marketers. It’s important to view impression share metrics weekly, so you can determine what percentage of the time your ads are being shown in search results, and what percentage of the time they’re not due to budget restrictions. You’ll want to keep tabs on the following impression metrics within your campaigns:

Search impr. shareThe impressions that you’ve received on the Search Network divided by the estimated number of impressions that you were eligible to receive

Search lost IS (budget) – An estimate of how often your ad didn’t show on the Search Network due to low budget.

Monthly PPC Task Checklist

  • Review Ads

Once a month you should be checking all enabled search ads and pausing those that aren’t performing. It’s also worth testing new ads every month to see if you can achieve better click-through rates, thus helping get more clicks through to your website. You don’t necessarily need to write new ads all the time either – try testing different headlines and descriptions to begin with. 

Top tip – Always aim to have 3 ads in each ad group.

  • Keyword Expansion

Once a month you should be taking a longer look at your search term report to not only look for negative keywords, but to use find possible keywords to add into your campaigns. Look out for converting keywords that appear in your search term reports as these could be worth adding as keywords to achieve more conversions for a cheaper cost. 

  • CTR  

As part of your monthly checks, you will want to be checking the click-through rate of your keywords. If a keyword’s CTR is low but the ROI is high, you will want to stop testing ad variations for a month or so as it is not uncommon to have a CTR of less than 1% for high-volume search terms.

Top Tip – If you’re budget is limited, a good way to optimise your current budget is to pause keywords with low CTR, leaving Google Ads to allocate your budgets to keywords that perform well and have a high CTR.

  • Campaign Settings  

Checking and reviewing the settings of each of your campaigns is good practise to ensure the basic structure of your campaigns are correct and setup to achieve the campaign goal. Double check the following in each campaigns settings:

  • Location targeting
  • Device targeting
  • Language targeting
  • Bid strategy
  • Campaign start & end dates
  • Networks 
  • Budget
  • Sitelinks

Ensure that the pages linked to your ads are still working and relevant to the sitelink text. It’s also worth testing new sitelinks every month. 

This link checker script is a necessity in any Google Ads account.

  • Landing Pages

To check the performance of landing pages, look for those ads with high CTRs but low conversions – these ads indicate a poor landing page. If you have Google Analytics linked with your Google Ads account, you called also look at bounce rate and session duration metrics. If you don’t have the facilities to trial new landing pages every month, it’s worth trialling different variations of your current landing pages. Start by testing different headlines, imagery and main text areas. 

  • Location Targeting 

Review your location targeting every month to see which locations perform the best. This will help you determine which locations are underperforming and which are performing better. Depending on how you have your campaigns setup, you can either remove certain locations from your targeting, or add bid adjustments based on their performance. 

  • Ad Schedules

Every month you should be reviewing any ad schedules you have setup in your campaigns to make sure they’re showing your ads at the right times. Check any existing ad schedules to see if they could be adjusted to further prevent wasted spend in times of the day that don’t convert.

 

Quarterly Review

Finally, we recommend reviewing your entire PPC account strategy every year quarter (Q1 – 4). This is a good point to review the overarching PPC strategy that you have in place and find areas to focus & improve on. You will also be able to determine where you’ve found success in the quarter, and from there, design a strategy for the next quarter.

There you have it, follow this task checklist for your PPC campaigns and you’ll stay on top of everything you need to be monitoring, whilst finding key opportunities to improve your ROI. If you have any questions, or wish to find out more about our PPC Management services, please get in touch.

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How To Run A Successful PPC Search Campaign

How To Run A Successful PPC Search Campaign

Keyword Research

Although you may think you know your business and what your customers tend to search for, thorough keyword research plays a vital part in a successful search campaign. Initial research enables you to determine the best keywords/phrases to drive relevant traffic to your website.

By doing this, you’ll know from the get-go whether or not the terms you’re planning to bid on have search volume, and you’ll be able to identify additional keywords relevant to your product/services that you initially wouldn’t have thought of.

Within your Google Ads account, you’ll have access to the Keyword Planner tool. This tool is super useful as it’s where you can find potential keywords to bid on, average cost-per-clicks for those keywords, as well as search volumes. There is also a range of other useful keyword research tools, such as:

 

Campaign Structure

Wonder why account structure is one of the most important factors in successful search campaigns? Well firstly for your own sanity – you don’t want to get lost in the mess! But by having a clear structure, you’ll also be able to efficiently manage different KPIs (key performance indicators), keywords, budgets and campaign groups without a problem.

Unless your account is very large, the average account will typically only have a couple of campaigns, all separated for a purpose. For example, if a roofing company wished to advertise their roofing repair service as well as their new roofing service, they could potentially have those split up into two separate campaigns. By having those different services split out into separate campaigns, it allows for easy budget control as well as being able to monitor the performance of each campaign separately.

Under each campaign you’ll need ad groups, and using your keyword research, we recommend grouping relevant keywords together to form these ad groups. It can also help to organise keywords into each group based on their match type. You could have an ad group dedicated to Broad Match Modified keywords, and another for Exact Match keywords. This can also help with budget control.

 

Ad Copy

When writing ad copy for your campaigns, it’s important to keep your customers in mind at all times. You want to create ads that are relevant to your keywords and landing page, whilst also drawing in searchers using compelling ad text. By using call-to-actions and incentives in your headline such as ‘Get A Free Quote’ or ‘50% Off Sale’, you’re increasing the chances of your audience clicking through to your website and becoming a customer or client.

It’s also important when it comes to writing effective ad copy that you split test multiple ad variations to make sure you are continually improving your click-through rates. 

For more details on creating search ads, check out our article –  ‘How To Write PPC Ads That Convert’

 

Ad Extensions

Ad extensions ensure a higher click-through rate by making your ads more prominent and by adding trust to the searcher. They also provide additional information helping make the ad even more relevant for the user.

As standard you should be aiming for a range of Sitelink & Callout extensions, however other extensions can be useful useful too. As of 2019, these are the current ad extensions available within Google Ads:

  • Location extensions

  • Affiliate location extensions

  • Callout extensions

  • Call extensions

  • Message extensions

  • Sitelink extensions

  • Callout extensions

  • Structured snippet extensions

  • Price extensions

  • App extensions

 

Additionally, ad extensions also benefit towards your overall ad rank, helping you achieve those top spots in search results for a lower cost-per-click.

 

Adding Bid Adjustments

Managing bids at either an ad group or keyword level is great, but with bid adjustments you can set bids based on a number of other factors including:

  • Location
  • Demographics
  • Device
  • Hour of the day/time of week

Once you have a significant amount of data, you’ll be able to review performance and add in the necessary bid adjustments. For best practise, we recommend adding bid adjustments only if you have conversion data within your account. 

For example, desktop users are gaining more conversions at a lower cost-per-acquisition, so using this data you could set a 10% increased bid adjustment as desktop users are more likely to convert. It’s important to check these bid adjustments regularly to make sure they’re serving their purpose correctly.

Keep in mind when using multiple bid adjustments, that these will be multiplied against each other!  Therefore if you had a maximum CPC at ad group level of £1, but added a location bid adjustment for Nottingham at 20% and had a mobile bid adjustment of 10% your max. CPC would be £1.30.

 

Automated Bidding Rules

Automated bidding rules are a true life saver!

By setting up automated rules you can automatically make changes to keyword bids, campaigns, ads, budgets and more, based on specific requirements (that you choose) – which really takes off the heavy lifting and allows you to focus on the fun stuff.

For example, if you were worried about your ads falling below the first half of the page, you could set up a rule to increase your bid whenever it’s below a position 3 – (to set up these rules, look under ‘Tools’  in the top right corner of your account)

Using rules will help you save time by making frequent changes for you. It’s definitely worth setting rules up, however remember to monitor any rules you have in place.

 

Regular Optimisation

You could have automated rules set up, amazing ad copy and structure but you still need to frequently check in on your account, make manual changes and ensure nothing is going terribly wrong. Manually optimising your account on a regular basis allows you to spot any abnormalities, as well as possible opportunities to achieve more conversions and hit your KPI’s!

The main areas you should be checking on within your PPC account:

  • Budgets – you need to ensure you’re not overspending/underspending so monitor budgets regularly. We recommend installing this Budget Tracker Script by Cliteq for ultimate budget control.
  • Keywords – look out for higher spending keywords that may not be contributing positively to the account and lower bids where needed, or increase bids on lower spending keywords which are converting well. 
  • Review your search queries – always keep on top of your search queries as irrelevant search queries may need adding as negative keywords to prevent them showing in the future. There may also be new keyword opportunities that you find when reviewing you accounts search terms. Always be on the lookout for search terms that convert often but are not in your pack of keywords you bid on currently – adding these as keywords could help increase conversions for a cheaper cost!
  • Ads – check for any disapproved ads and split-test new ads against current high-performing ads within your account.
  • Conversions – dips in conversion data could mean you have an issue in your account.
  • Landing Pages – it’s important to check that all landing pages are working and loading correctly. After all, you don’t want to pay for a click only to lose a possible conversion because your website is broken! This Link Checker script is super useful for checking all landing pages and sitelink URL’s are working in your account.

 

Hopefully these top tips have helped give you some insight on how to run a successful Search campaign! If you wish to find out more about how your account is performing, and how it could be improved, check out our Free PPC Account Review.

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How To Write PPC Ads That Convert

How To Write PPC Ads That Convert

Google recommends using to expanded text ads. The purpose of these new ads is to improve visibility on mobile and desktop, as well as click-through rates. Expanded text ads are double the size of previous search ads and give you much more space to advertise your services, products and benefits in order to turn more browsers into buyers. Karooya offers a great expanded text ad preview tool to help you mock-up new search ads, and to make things better, it’s free to use!

 

Example of expanded text ads in Google search results.

 

As you can see from the example above, the expanded text ad consists of:

  • Up to 3 headlines
  • Your Final URL (the landing page you wish to send people to)
  • Ad extensions (in the example above, Callout & Sitelink extensions are being used)

This article looks at how to best write each of these components to create an ad that gives you a higher click-through and conversion rate so that you can maximise ROI from your PPC budget.

 

Headlines

Your ad headlines are the most important element of the ad and will play the biggest part in attracting searchers to your PPC ad, so make it scannable and attention-grabbing to persuade them to click on it. Google currently offers the ability to add 3 headlines to your ads, all with a 30 character limit.

The headline should be straight to the point and reserved for the most important messaging around your targeted keywords. Speak directly to the customer using ‘you’ and ‘your’ and write in title case as you would a headline for a blog post. Keep your messaging relevant, including unique benefits of the searcher going to your landing page over your competitors’ pages. For example, if you’re trying to sell a service you could offer a free call or consultation as an incentive for users to pick you over a competitor. It’s also important to create urgency by adding a call to action such as ‘buy now’, ‘sign up today’ or ‘shop for a limited time only’ to draw prospects in.

 

Display URL

The display URL is the URL that users see in your ad and may differ from the destination URL (final URL), which is the URL of the page your ad takes you to. After inputting your final URL during the ad creation stage, Google allows you to include two 15-character path fields after the display domain. This allows you to make your domain more engaging and relevant to the searcher.

Utilise these path fields to add text so that people can get a clearer idea of where they will be taken to if they click on your ad. Optimise your display URL by including keywords relevant to the specific desired page and relevant to what users are searching for.

 

Descriptions

Expanded search ads allow you to add two 90-character description lines – it’s important to utilise these! Your description should complement your headline and add value, so avoid repeating information already featured to truly utilise the space. Whilst a total of 180 characters may not seem like a lot, they can dramatically help increase the size of the ad, in turn increasing your chances of users clicking through to your website and converting. 

Use the description lines to highlight the most valuable benefits of your product or service and why people should choose you over your competitors. Think about what the searcher is searching for and how you can best meet their needs so that when users click your ad they find exactly what they’re searching for and their needs and goals are met.

Again, use ‘you’ to personally speak to your prospect and use keywords that are relevant to their search. By triggering positive and negative emotions for the user, this can impel customers to click through to your website.

 

Extensions 

Ad extensions give you the opportunity to add even more valuable benefits to your audience and give them more reasons to click your ad and inspire them to take action. Extensions also help increase the amount of space your ads take up in search results. Google currently offers the following extensions for search ads:

  • Location extensions
  • Affiliate location extensions
  • Callout extensions
  • Call extensions
  • Message extensions
  • Sitelink extensions
  • Structured snippet extensions
  • Price extensions
  • App extensions

Make sure you choose the extensions that are most relevant to your ad and will provide the most value to your target audience.

 

Writing PPC Ads That Convert 

Incorporate each of these elements of your ad to fully utilise the potential of expanded ads and turn browsers into buyers. Begin with three headlines that grab the attention of browsers and persuades them to click on your ad, optimise the display URL using relevant keywords, then write two descriptions that highlight the unique benefits of choosing you over your competitors. Then for the icing on the cake, add ad extensions to provide more value to your prospects.

Remember that it’s also important to have multiple ad variations in each ad group and A/B test which ads work best for your target audience every once in a while. 

To take away the pain of managing your PPC account, or to improve your return-on-investment, check out our PPC services for small businesses.

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