1. Keep an eye on your CTR (click-through rate)
First piece of advice: always keep an eye on your CTR (click-through rate). A “good” CTR depends on the advertising network:
– The CTR for Google Search: above 5%
– The CTR for Google Shopping: above 1%.
– The CTR for Google Display: above 1.5%.
– CTR for youtube Ads: above 1.2%.
“The higher your click-through rate, the more relevant your ad is,” explains the Google Ads expert. This means that your ad is relevant to your visitors. To boost your CTR, it is recommended to use the SKAG method (Single Keyword Ad Group). The objective: target a single keyword per ad group instead of targeting a set of keywords with similar semantics.
2. Pay attention to your quality level.
If you are an advertiser, Google gives you a score out of 10 for each keyword you buy. The lower your score, the more you will pay for your click, so it is important to always keep an eye on your quality level. To check your quality level, go to the ‘keywords’ section of your campaign and click on ‘columns’ to search for the one entitled ‘quality level’.
The factors to watch out for that are taken into account in the calculation of your score:
– The correlation between the keyword purchased and your ad,
– The correlation between the content of your landing page and your ad.
– The speed and optimisation of your site.
The “malus” attributed by Google can make you pay up to 30% more for your click. Here again, following the SKAG method, which can also boost your quality level.
3. Make full use of ad extensions.
Extensions are described as the “game changer of Google Ads”. When used properly, they add quality to the ad by adding detail and visibility, and should not be underestimated. The extensions set up must above all correspond to the needs of Internet users.
Among the extensions to be set up :
– Extensions of secondary links: they allow you to “take up space” on the search results page and leave less visibility to your competitors. The links correspond to dedicated pages on your site (4 maximum).
– Teaser extensions: they highlight specific products.
– Site extensions: they highlight the site’s services (home delivery, 24/7 support, etc.).
– Extensions for promotions: ideal for e-commerce sites. You can display an applicable promo code on your site. These extensions are accumulated with those of related links.
– Call extensions: Internet users can call the indicated number directly. An ideal format for services where there is a need to make a reservation for example.
– Price extensions: these display the price of products or services.
– Image extensions: a new format that allows you to display an image so that the visitor can see the image before clicking on your ad.
4. Taking advantage of the different types of Google audience.
Using the data provided by Google, you can create different types of audience based on demographics, affinity (people interested in your brand’s offer), or intent (prospects ready to buy after several days of searching on Google). You can also create similar audiences like on Facebook: people who look like your CRM base, i.e. Profiles close to your existing customers. The interesting thing is to test all these solutions in order to identify which ones perform best.
To create this type of audience, simply set up custom segments from the “Audience Management” page.
5. Take advantage of the many advertising networks: Search, Shopping, Display…
As a reminder, all the networks that are available to you, such as: Search, Shopping, Display, Youtube… Combined strategies can sometimes be very effective. You can, for example, connect your Youtube channel to your Google Ads account to get data and take advantage of it. It’s a good idea to test these different networks, as this will allow you to identify which ones bring you the most traffic at the lowest cost, with an acceptable conversion rate. Only one thing left to do: test!