30 second summary:
- Every year Google adds more automation and complexity to its ad products.
- While it can support day-to-day campaign management, it is at the expense of legibility and control of your campaigns.
- Marketers are constantly challenged to find effective ways to stay in control of their campaigns and strategies.
- To be successful in 2021, you need to integrate more data, keep control of Google automatic optimization, and battle the increasing competition. However, you don’t have more time for it.
- SEISO, a Google Ads auditing company, has reviewed over 8,000 accounts and found that marketers can save up to 32 percent on average on their spend without impacting performance by cutting the right stores.
- SEISO’s Martin Romerio covers the five new key actions you should focus on for successful Google Ads campaigns.
As the PPC business matures, it is harder to find new ways to manage your SEM campaigns and catch up on the latest trends that will help you achieve better ROAS. Every year, Google ad products like Google Ads are adding more automation and complexity. While it can support day-to-day campaign management, it is at the expense of legibility and control of your campaigns.
As a marketer, you need to be in control of your campaigns and strategies. Google’s optimizations aren’t always in your best interests, nor do they know the context of your brand. One solution could be to use a campaign optimization tool like SEISO. It helps you get insights into your campaigns while making the final decision.
To be successful in 2021 you need to be able to do new things: integrate more data, keep control of Google automatic optimization, battle the increasing competition, but you won’t have more time to do it. Let’s take a look at the five new key actions you should focus on:
Content created in collaboration with SEISO.
1. SKAGs out, intent in
Google prefers consistency within campaigns. The more similar your keywords are, the better the campaign’s overall performance. This was the reason for the infamous Single Keyword Ad Group (SKAG) strategy that was popular a few years ago. To be honest, it was an unmanageable mess. Fortunately, Google recently rolled out some updates that made SKAGs irrelevant: match-type update, narrow variants.
What to do when consistency is key but SKAGs are overdone? As is so often the case in marketing, we need to use common sense. In this situation, the user’s intention should be the North Star around which you are grouping your keywords.
Internet users who searched for your brand name are more likely to convert and buy once on your website. First of all, all search terms related to your brand should be grouped together for the best ROAS. Second, terms that mention keywords like “price” or “discount” are strong signals of buying intent. You should summarize them. While terms like “spec,” “size”, or “guarantee” are important to you in order to bid, your CTR and CR will be lower so you should have a reduced bid on them. To improve results, you need to visualize and quantify the areas where you can improve things and find new customers. The trick is to keep the structure of your account separate.
This can be time consuming and confusing. An easy way to get started is to use insight tools like SEISO Google Ads Analyzer report to help you understand your current campaigns.
2. Decipher your campaign, no more wasted ad spend
With dozens of campaigns, hundreds of ad copies, and tens of thousands of keywords, keeping a close eye on each one can be overwhelming. Still, it is the key to your success. Underperformance is your Google Ads investment that has a low Quality Score or is not converting well. Over time, it becomes more time consuming to keep things under control as you add new terms and copies every day. After a few years it can become unmanageable.
To reduce wasted spend, you need to break down two reports: Quality Score and Search Queries report to analyze the search terms that are triggering your ads.
The free SEISO cleaning tool can also save you time and quantify your potential savings. Our observation, with over 8,000 accounts audited monthly, is that marketers can save, on average, up to 32 percent on their spending without sacrificing performance by cutting the right stores.
3. Double your strengths
Often times, advertisers think that you need to buy new keywords in order to grow their sales.
While it’s right, it’s just as important to make sure you have maximum market share on the keywords for which you are most profitable (beyond brand traffic, of course).
To make sure you don’t lose an opportunity, you need to monitor the “impression share” you have on Google Ads SERPs.
Lost impressions represent missed opportunities on searches related to the keywords you are trying to bid on. You need to focus on the top 10 campaigns, review your competitors’ market shares, and closely monitor if they are not showing up.
An average of 94 percent of SEISO users find that they are not always included in their top search terms SERP when performing their first audit.
4. Let it shine
Copies and graphics play an increasingly important role in campaigns. Since a user is exposed to more than 6,000 ads every day, you need to stand out to grab attention.
The quality of the creation weighs up to 80 percent in the performance of Facebook advertising campaigns. We’re seeing a similar trend with Google Ads.
The importance of the visual is also increasing in the Google Ads network.
The secret to optimizing your ads and motifs is to give in to the power of statistics. You can never know for sure which motif will work best, but now you can easily test your best guesses. The magic number is between three and 5. Always test at least three and no more than five ads in an ad group.
Think about the benchmark: SEISO also gives you recommendations for priority areas to improve: optimization of ads, use of ad extensions.
5. Spend smarter, no more
Google is catching up with Facebook more and more in terms of the user-centric approach. Your expenses not only have to be distributed across keywords or placement levels, but also take into account user profiles.
Data is gathered from users’ declarative information about when and where they are online, as well as data released by Google Analytics and derived data from previous searches (i.e., if a user searches for baseball game results, they are a sports enthusiast). Make bid adjustments based on your most valuable audiences and criteria to accommodate user profiles.
It’s important to incorporate an audience dimension into your campaigns: sociodemographics, time of day, day of the week, geography, devices, and more.
Starting the year with good resolutions is great, but it’s only the first step. The key to a state-of-the-art year-round Google Ads account is maintaining a steady job.
There’s a lot more to discover in the SEISO Analytics Report, including Google Ads expert tips and best practices, account activity analysis, budget management recommendations, and 75+ criteria sifted.
Are your Google Ads campaigns optimized?
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