Ads Campaign Management

Optimize Campaign

• Ad Targeting
•  Ad Copy
• Landing Pages
 Optimize Ad Targeting
The three key areas one need to consider when
optimizing your ad targeting:
1. Keywords
2. Bids
3. Campaign targeting
 Keyword Optimization
1. Keyword Pruning - The goal of pruning is to delete keyword phrases that are
irrelevant or are generating clicks, but not conversions.
• Go to - Google Ads account then,
• Keywords’ tab then,
• Search terms” subtab.
• This report shows you the exact keyword phrase that was searched when ad
was displayed. Sort by Clicks to see which keyword phrases have a history of
clicks but no conversions.
2. Using negative keywords - Negative keywords can be added to our campaign
or ad group to prevent our ads from being shown for specific searches. This will
effectively narrow the audience that sees and clicks on our ads to the
prospective customers that are most likely to call our business, visit our location
and/or make a purchase.
3. Prune by Quality Score
4. Prune by cost per conversion
5. Fishing for Keywords
6. Replanting Keywords
 Example
Let’s say the business is using “plumber in Delhi” as a
phrase match keyword in a campaign designed to attract
new customers. This company’s ads could be displayed
when people enter search terms like “jobs for a plumber
in Delhi”. In this situation, when a person clicks on the
ad, the money spent for the click is wasted because the
searcher is looking to get hired, not to hire a plumber. By
adding “jobs” as a negative keyword, the plumbing
company would avoid wasted clicks by preventing the
ads from being displayed for searches that include that
term.
 Example
An HVAC company that offers heating and air
conditioning services could designate
“heating” as a negative keyword for its air
conditioning ads and exclude “air
conditioning” in its heating ads. That way the
ads in each ad group can be 100% relevant
based on the searched keyword.
 Prune by Quality Score.

Google will rate each of our keywords using a Quality

Score based on the expected clickthrough rate, the
relevance of the ad and the behavior of visitors when they
arrive at the landing page. These scores range from 10 (the
highest score) down to the lowest rating of 1. High Quality
Scores can give our ads better positioning at lower costs-
per-click.
• To find the Quality Scores for our keywords/ads, click the
‘Keywords’ tab, then click the white speech bubble next to
each keyword to find the Quality Score.
 Suggestions
• Remove all keywords with Quality Scores of 3
or lower.
• These keywords will drag down the Quality
Scores of other keywords in your ad group.
• Create a new campaign where one continue to
test these low quality score keywords without
“rotting” their other campaign.
 Improving Quality Scores
• To improve the scores of the keywords ranked
between 4 and 6 Google provides evaluations
of the clickthrough rate, ad relevance and the
landing page experience. The evaluation on
each ad can point to weaknesses that, when
fixed, can improve each Quality Score.
 Example
• if ad relevance is below average, you may be
able to improve the Quality Score by adding the
keyword that has been targeted in the ad copy
to the headline of the ad.
• If the landing page is rated at below average, it’s
probably because visitors are bouncing off
shortly after they arrive. This would suggest that
the landing page content needs to be tightened
up around the targeted keyword in the ad
 Prune by cost per conversion.
• Some of our ads may be converting, but at a
cost that makes each sale unprofitable. So check
customer lifetime value. The cost per conversion
for our keywords will be automatically tracked if
we set up Googlre Ads conversion tracking.
• When we find unprofitable keywords, then try
lowering the bids to get the keyword profitable.
If that doesn’t work, then you may need to
pause the keyword altogether.
 Fishing for Keywords

• The goal of fishing is to find additional keywords that

either look promising or are already converting, but
you’re not yet specifically targeting the search
phrase.
•  Fishing starts with the Search terms report. Sort by
conversions and review the search phrases to find
new keyword opportunities to add to your existing
ad groups (if they are relevant) or create new ad
groups for these keywords.
 Replanting Keywords

Replanting is the process of moving your best

performing keywords from a campaign that contains
lower performing and unproven keywords, to a
completely separate campaign that contains only
high performing keywords. Separating your
keywords this way delivers the following advantages:
• More control of your budget
• More accurate reporting
• Higher Quality Scores 
 Replanting Keywords

Replanting keywords based on geographic

targeting or day-parting. For example:
• Setting up separate campaigns for different
states may make sense if certain ads work
better in one state than another.
• keyword converts on weekdays, but doesn’t
convert very well on weekends, then you could
set up separate weekday and weekend
campaigns.
 Bid Optimization

The main objective of bid optimization is to determine the keyword level

bids that will result in the most profitable conversions for each keyword.
Calculate:
1. Determine how much you can profitably pay for a conversion. This
depends on your business, your customer lifetime value, and exactly
what you’re calling a conversion 
2. Measure the conversion rate for each keyword using Google Ads
conversion tracking.
3. Determine your maximum cost per click, which is the maximum you can
pay for a keyword.

Separately calculation should be done for each keyword

 Example
• A company can afford to pay $100 for a
conversion and have a keyword that has a 2%
conversion rate. To find maximum cost per
click, multiply the conversion rate by how
much one can afford to pay i.e, multiply 2% by
$100 to get $2.
• That means we can profitably pay up to $2 for
this keyword.
 Campaign Targeting

• Device Targeting - Ad performance will likely

vary substantially depending on which device
the prospective customer is using.
 Geographic Targeting

Campaign performance can be view using

geographic location, by clicking on the
Dimensions tab, then click the View button
and select “Geographic.” Then click on the
Columns button to add or remove columns in
the report.
One can drill down from countries to individual
zip codes, depending on how specific need or
want to get information.
Adding Profitable Locations
 Time Targeting (Dayparting)

• It is to be checked whether campaign

performs better during certain times of the
day and certain days of the week.
• To report on performance by time, go to the
Dimensions tab, then click the View button to
select Time, and finally select time of Day of
Week or Hour of Day.
 Optimize Your Ad Copy

Ads Should be:

1. Organized into ad groups so that the ad copy
matches all the keywords in the ad group
2. Targeting our ideal customers
3. Displaying when our ideal customers are most
likely to convert
In order to optimize our ad copy, we must test
different ad variations to see what works best. This
process is called split testing.
 Example
A want to test 2 ad variations -
then company would show 50% of audience
variation A and the other 50% would be in
variation B. Over time, it will be checked
which ad variation gets the higher click-
through rate and which variation leads to
more conversions.
 Ad components:

1. Offer
2. Headline
3. Description Lines
4. Display URL
5. Ad Extensions
 The Offer

• The offer one present in ads the most critical

component. A weak offer compared to
competition is not going to drive much traffic
and conversions because most people will
click on the more compelling offer.
•  Compelling ads lead to lower costs, more
traffic, and more conversions!
 What could you offer ?

• Free Sample 
• Special Discount 
• Strong Guarantee
• Free Gift With Purchase
• Free Information
 The Headline

The headline of ad is the first thing that

prospective customers will read after
searching in Google. There are two goals with
your headline:
1. Match what prospective customer is
searching for. In other words, make sure
headline is 100% relevant.
2. Stand out from the competition.
 The Headline

• To accomplish the first goal - keyword in ad

group to the headline of your ad. This will
show relevance and improves Quality Score.
• For second goal - review the competitor ads.
 The Description Lines

• Description lines need to explain offer and encourage

clicking through to learn more.
• One of the easiest tests to run is to flip description
lines to see if the order makes a significant difference.
• Next, test emphasizing different benefits of offer to
see which benefit resonates the most with your
target audience.
• Test qualifying language that ensures only qualified
prospects click on ad.
 The Display URL

• The display URL displayed beneath the

headline in text ads, but it doesn’t function as
an active link.
• Google requires that the root domain name be
included in the display URL, but have the
flexibility to add a subdomain or subfolder to
the domain displayed. This is a great place to
reiterate your offer, specify your store/office
location, or show a call to action.
 Ad Extensions

Types of ad extensions:
• Call extensions - display either the phone number for our business or a
forwarding number provided by Google. Using the forwarding number
allows Google to track calls generated by our ads.
• Location extensions - link our ad to a Google My Business page where
your address will be displayed.
• Sitelinks extensions - allow to provide links to additional landing pages.
• Callouts extensions - like bullet points where one can provide more
information about offer and business in bullet point format.
• Structured snippets extensions  - allow to add a list of items to ads. For
example, if one sell certain brands then he could create a list of brands,
or if provide certain services then could list those services.
• Review extensions -  display third party endorsements. Eg - A+ accredited
business by the Better Business Bureau
 Optimize Your Landing Page

• The Headline – A compelling headline should be positioned at the top

of the page that is 100% congruent with the ad that was clicked on.
• Benefit-Focused Content – The copy on the page should highlight the
benefits of your product or service.
• Your Unique Selling Proposition – Your USP explains what makes your
product/service better than what your competitors are offering.
• Your Offer – Your landing page should expand on the offer promised in
your ad copy.
• Social Proof – Social proof is critical with digital marketing because
most people are skeptical of unknown businesses online
• Credibility indicators – another way to establish trust with your
prospective customer , eg. include memberships with the Better
Business Bureau and the local Chamber of Commerce.
• Call to action – Make buying simple for customers with explicit
directions and easy to find buttons to take the next step in the sales
funnel.