4 Super-Actionable Google Ads Tips to Try Right Now

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4 Super-Actionable Google Ads Tips to Try Right
Now

• By Audience visible

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1 Combine Branded Terms with Modified Broad
Keywords
The secret to lowering your CPCs and
simultaneously boosting your ad rank lies in
Googles mystery metricQuality Score. Savvy
advertisers are perpetually tweaking their
accounts in pursuit of those coveted 10s, but
achieving high scores isnt an easy feat. In
fact, it seems as though the only keywords that
consistently score 7-10s are branded terms.
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Branded terms are a slam dunk for many reasons.
Firstly, its easy to create super-relevant ads
and landing pages for these keywords, as your
brand should appear regularly throughout your ad
copy and website. Even better, the people who are
searching your branded terms likely have strong
intent they know exactly what company theyre
looking for so theyre apt to click on your ads
and have high engagement rates on your
website. Why does this technique yield high
Quality Scores? Remember, Google calculates your
scores based on exact matches to your keyword
term. Because the official keyword technically
includes your branded terms, its likely to yield
a stellar Quality Score.
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2 Take Advantage of Location-Based Bid Modifiers
One of the best ways to fine tune your Google Ads
account is to identify whats working and amplify
it (or promote your unicornsin Larry Kim
speak). One route to do this is through
location-based bid modifiers.
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This will produce a sortable report that breaks
down your performance metrics by country, region,
metro area, city and most specific location.
Organize by conversions to understand the regions
that are bringing in the most sales for your
business.
Once youve identified your most valuable
locations, revisit your location targeting
settings and set a positive bid adjustment for
each of these locations. Higher bids will help
you to attain better visibility for searchers
located in (or searching for products within)
your top locations, ushering in even more
conversions.
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3 Reach Beyond Your Current Language Settings
According to a 2013 study by the Center for
Immigration Studies, one in five US residents
speaks a language other than English in their
household. However, just because their preferred
language isnt English does not mean that the
vast majority of these people dont also speak
English. Remember, AdWords bases its performance
metrics by country settings on a Google users
interface language. Users can edit this setting
to ensure that Google provides results in their
selected language, regardless of their physical
location. It may sound like a headache to expand
your advertising efforts to a completely new
market, but its actually quite simple. First,
identify which languages are most prominent in
your target regions.
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Then, adjust your language targeting settings to
include this new audience.
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Thats it! Theres no need to add non-English
keywords, ads or landing pages. It almost feels
too good to be true, right? As you can see in
the example above, GrubHub has adopted this
strategy perfectly. This is clearly a bilingual
searcher (her Google profile is set to Spanish,
but she is searching in English) and GrubHubs
English ad should suit her just fine!
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4 Salvage Dying Ad Groups with RLSA
Rather than pulling the plug completely, try
resurrecting your ad group using Remarketing
Lists for Search Ads (RLSA). With this feature,
you can restrict its traffic by solely displaying
ads to people who have already visited your site.
Since they already know who you are and have
shown an interested in your offerings, theyre
more likely to be further along in the purchase
cycle and ready to convert than your standard
audience.
If you decide to go this route, it crucial that
you execute it properly. With RLSA, your primary
targeting criteria is still keywordsyour
remarketing list is then layered in as a
secondary targeting method. When adding your
remarketing list, you have the opportunity to set
it to bid only or target and bid. In this
scenario, be sure to select target and bid,
which limits your ads visibility to past site
visitors.
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