How Long Does It Take to Optimize Google Ads?
Why Advertise on Google Ads?
Google Ads enable companies to promote their products and services via targeted ads presented to potential customers. These, in turn, aid in increasing revenue by increasing , or by focusing on specific niches of keywords to drive prospective buyers with high purchasing intent. This is one of the most important aspects of for an entrepreneur.
Here is a step-by-step guide:
Setting Up Google Ads
Setting up Search Campaigns is fairly straightforward. Once you visit Google Ads, simply click Start Now and follow the guided campaign settings. Google provides helpful tips along the way to get you set up in a matter of minutes once you have your ad copy already created. For newbies, Google provides a detailed checklist outlining how to set up Google Ads. This covers everything from organizing accounts into campaigns and ad groups, setting budgets and bids, keyword selection, keyword match types, and connecting to Google Analytics.
Reach out to an experienced marketing agency like Prime Marketing Experts for help in successfully managing your Google Grant, especially given that you need to deploy specialized strategies to optimally manage the account.
Why Optimize Your Google Ads Campaign?
Thinking about optimization of the actual structure of your Google Ad account is very important. As seen below, your Google Ads Account can have several Google Ad Campaigns active at once. These are then broken down into ad groups comprising targeted ads for various keywords.
This approach adds structure to Google Ads accounts and makes managing the search campaign optimization easy. This also ensures ads are relevant and targeted to a campaign’s ideal audience, based on defined keywords, the right location, and time. Once your Google Ad campaign is optimally organized and activated, the real work of optimization begins.
AdWords Account Structure. Source: Wordstream
This approach adds structure to Google AdWords accounts and makes managing campaign optimizations a whole lot easier. This also ensures ads are relevant and targeted to a campaign’s ideal audience, based on defined keywords, the right location, and time. Once your Google Ad campaign is optimally organized and activated the real work of optimization begins.
How to Optimize Google Ads
Optimization involves tweaking specific areas of your campaign in order to strategically and effectively redirect advertising spending across ads, thereby improving performance and achieving campaign goals. This is a trial and error process based on how the ad campaign is performing. It is best to utilize a guided checklist to ensure key areas are covered and optimized. The main areas to focus on for Google Ads optimization are ad targeting, ad copy, keyword selection, and the quality of your landing page content and design.
Optimizing Ad Targeting
While setting up initial Google Ads campaigns, businesses go through a process of selecting the ideal target keywords they wish to rank for, however, until the ads go live the best mix of keywords for their keyword lists for each ad cannot be determined. In addition to keywords, other targeting factors are also of great importance in optimizing advertising campaigns. These include campaign bidding and campaign targeting.
Keywords – The initial selection of keywords forms a base for keyword optimization of campaigns. Once ad campaigns go live the performance of keywords for each ad needs to be reviewed, revisited, and replanted, if necessary, in order to fully optimize. The keywords can be an Exact Match, Broad Match, Modified Broad Match, Phrase Match & Negative Match
You can find Valuable Keywords or Exact Keywords for your campaign by carefully analyzing your niche, Ideal Customer, biggest goal & marketing strategy
Most common mistakes in Campaign Performance can be attributed to Poor Keyword Selection leading to lower Clickthrough Rate & Conversion Volume
For optimizing keywords the following must be done:
- Ensuring only relevant keywords are utilized by removing those that may be generating clicks but not converting, thus saving ad spend
- Removing irrelevant negative keywords from the negative keywords list which may not have been generated in recent searches
- Review quality scores and remove all keywords with a quality score of 3 or lower. This will ensure better positioning of ads and maintain quality scores of other keywords in ad groups. Once lower quality scores are removed, the remaining ones should naturally be edited and improved. The aim is to have them rank at least 7 or above.
- Revising keywords to include new relevant ones which are converting or trending
- Replanting high-performing keywords together in separate campaigns to improve overall quality scores and to obtain more accurate reporting from Google
There are multiple Keyword Research Tool available on various Advertising Platforms which can help you to come up with Smart Bidding Strategies
These Tools can help you with Keyword Expansion, Actual Keywords enabling your success in PPC Advertising, or the type of Advertising campaign chosen by you on various Advertising Channels. This saves your precious Advertising Dollars
Campaign Targeting – Google Ads campaigns must be targeted based on geographic user locations, device (mobile vs desktop users), Type of Display Networks Chosen, and times of day for posting. We must clearly understand the Prospective Customers, and review the customer list before doing audience targeting. The Funnel Audience in your CRM could be a good Target Audience and can lead to Actual Conversion, thereby meeting your Cost per Conversion Goal.
All these factors need to be taken into consideration as they can significantly and positively affect campaign success once reviewed and strategically targeted.
Optimizing Ad Copy
In order to complement optimized ad targeting, ad copy must also be optimized. This can be done utilizing split testing or ad extension.
A/B Testing – One useful tactic for optimizing ad copy is utilizing A/B Testing to test how different versions of ads are performing. Selecting the one that works best gets the higher click-through rate and which variation leads to more conversions.
Optimizing Your Landing Page
Once ad targeting and ad copy have been optimized, the next step is to ensure the actual landing page your ad redirects to on your website is optimized. This will convert website traffic into leads and sales. It is important to create a custom landing page and not simply redirect traffic to the homepage. The landing page content and indeed the page heading should speak specifically to providing the product or service displayed in the ad and not general content about the business In general, a good landing page has the following:
- A Strong Headline
- Focused, Optimized Content
- Clearly Defined Unique Selling Proposition
- Your Offer
- Social Proof Such As Testimonials or Case Studies
- Credibility Indicators such as Memberships with Industry-Relevant Organizations
- Call to Action
: An Essential Tool For Ecommerce Businesses
Online stores need to deploy to appeal to customers in their niche. Potential customers often come to Google when they need something, but are not sure what is the most ideal store to buy from. They like the convenience of seeing an image and pricing right in the , so they know what to expect. Their habits include the process of comparing different results within . Since people already expect what they are purchasing once they click, have a high conversion rate.
Often, it takes 4-6 weeks for to properly optimize, and they must be continually managed to adjust for individualized and product performance.
How Long Does It Take to Optimize Google Ads?
Given all the variables to cover when optimizing a Google Ads campaign, the timeline for executing the optimization strategy can vary from business to business. Factors affecting the timeline include how well the initial campaign was structured as well as optimization of ad targeting, ad copy and the actual landing page on your website.
Optimization is not a one-off task but rather a process of testing and trial and error to see what is working and improving the performance of a particular ad campaign. Results can be noticed in as little as 3 months. However, the process cannot be rushed. For truly effective campaigns, optimization will take much longer.
Additionally, each time you optimize your Google Ads campaign, you will need to wait for enough data to determine how that change impacted the campaign. This happens every time changes are made and will thus lengthen the process further. Depending on the number and size of changes, this process can take about 1-2 weeks maximum.
As such, with effective and continuous monitoring and tweaking, real tangible results and outcomes of a well-executed optimized campaign would only be visible after 6 – 12 months.
Google Search partners extend the reach of Google Search ads and listings to hundreds of non-Google websites, as well as YouTube and other Google sites.
On search partners’ sites, your ads and listings can appear on search results pages, site directory pages, or other pages related to a person’s search terms