1. Improve the efficiency of your Google Ads campaign by optimising the structure of your account. Before you start making plans for your account structure, you should ask yourself the following:

Do you market for your company’s brand, its products or services, or a hybrid of the two? Generally speaking, Brand and Hybrid initiatives do better in terms of performance than Product and Service campaigns. If you want to have greater control over your expenditure and the performance of these initiatives, I suggest that you break them up into separate campaigns.

• How would you describe the organisation of the website? Taking a look at how your website is set up might help you figure out how to set up your Google Ads account. You are able to construct the structure of your campaigns and ad groups depending on the manner in which your items and services are presented on your website.
• How much of your daily budget do you have available? Consider decreasing the number of campaigns you run if your financial resources are limited. This will allow you to allot a larger amount of money to each campaign. Before you begin separating ad groups into distinct campaigns, you need to ensure that your daily spending limit and the amount you are willing to pay on your keywords are both taken into consideration. You will have an understanding of how much traffic you may anticipate, as well as whether or not this traffic will be sufficient to meet your conversion goals.
• How many different languages do you need to target? how many different countries? It is important to assign distinct campaigns to each language in order to ensure that the language chosen is compatible with the keywords, ad copy, and language that is utilised on the landing page.
• The same may be said about the division depending on country. However, nations may also be put together in a single campaign if the campaign aim is the same, the campaign communication is the same, and the countries target the same language.
• What do you hope to accomplish with this campaign (in terms of leads, purchases, video views, visits, etc.)? Give each campaign only one objective to focus on (conversion action). It is also a viable option to zero in on a particular group of conversion behaviours. You may, for instance, be tracking leads that are created through various forms, but if all of them are pertinent to the purpose of your campaign, then you could aggregate them and utilise this group to improve your campaign.
• How long does the process of conversion take? How many hours, weeks, or months do you anticipate it will take for a visitor to convert? You have access to this data in your customer relationship management system, Google Analytics, and other advertising campaigns, among other places. When the conversion process takes too much time, you should organise your ad groups into smaller campaigns. This will allow you to gather more conversions in a shorter amount of time. If Google has access to more data on conversions, it will be able to optimise your campaign more effectively.
• What is the current highest bid for your goods or services? Consider the data on CPC, competition level, and seasonality for your searches that you obtain from Keyword Planner and other tools that are comparable to it. Perform a calculation to determine how many clicks and conversions you could achieve for your budget. The computation that you just did should offer you some ideas about how to divide up your keywords. It is highly recommended that you develop a campaign structure that includes campaigns for which you anticipate reaching at least 30–50 conversions during a period of 30 days.

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2. Include audiences in the observation mode so that bid modifications may be made afterwards

Have you ever considered how you may improve your bids in order to get more conversions at a lower cost per acquisition? There is a Google Ads technique that you should test out called bid adjustments on audiences. Users of the Internet are divided into several audiences according to the topics and search terms that most interest them. By making use of this information, you are able to fragment the data into more manageable groups and have the ability to determine whether or not performance differs according to the audience that a visitor belongs to on your website.

How to include audience information into your Google Ads data

• Simply navigate to your Google Ads account and choose the desired campaign from the drop-down menu.
• Simply select Audiences from the drop-down menu located on the far left of the page.
• To add an audience, click the plus button.
• On the tab labelled Edit audiences, choose the option labelled
• Observation (recommended).
• Pick the target demographics you’d want to include.

The data that you have collected from this point forward will be segregated based on the audiences that you have selected, and the report may be accessed through the tab labelled “audience.” As soon as you have collected sufficient information, you will be able to modify the bidding for the audiences based on how well they do.

It is essential, prior to making use of bid adjustments, to have a clear understanding of which bid adjustment you will be able to combine with the bid strategy that you will be utilising in your campaign. When I’ve used bid adjustments in the past, I’ve often found myself scratching my head over why they don’t work, only to later discover that they aren’t consistent with the bid strategy that I’ve established at the campaign level. It is to one’s advantage to acquire fresh knowledge on a daily basis. You might find it helpful to read this intriguing article that discusses which bid modifications should be used with your bid strategy in order to get additional information. It provides illuminating tables for you to have a look at.

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3. Match Customers to Their Needs

• When compared to prospecting traffic, it is an excellent strategy for advertisers to boost customer retention.
• Make use of it to bring potential customers farther down the conversion funnel.
• Put it to use to increase the amount of money your customers spend with you.
• No need for adding remarketing tag.
• Create customised advertisements.

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4. Rather of using expanded text ads (ETA), you should use responsive search ads (RSA) (to be disabled in June 2022)

When you are structuring the structure of your campaigns, whether it be via planning or reorganisation, it is crucial to think about the ad types that you will employ. If you had asked me this question two years ago, my response would have been something along the lines of “go ahead and work with ETA; they are the most performing.” However, as I began to have a better understanding of RSA performance, I changed my opinion about what I thought. On June 30th, 2022, Google ETA will no longer be available, according to a statement made by the company. After that date, you will no longer be able to change your current ETAs, but you will still be able to pause and launch them. However, you will still have the option through the first part of the year 2022.

What are the benefits of using Responsive Search Ads (RSA)?

• For the majority of the accounts that I was handling, Responsive Search Ads received between 8 and 60 percentage points higher impressions than ETAs.
• Putting in the effort to get a high ad strength for RSAs (one that is greater than normal) resulted in 74–400% more conversions at a 33–37% reduced cost per acquisition (CPA).
• Even if ETAs had a higher priority and better KPIs, the advertisements were activated less frequently if the RSAs had an ad strength that was lower than usual.

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5. Remove all instances of duplicate terms from your Google Ads account.

Have you ever walked through your Google Ads account and discovered that many ad groups or campaigns are using the same term with the same match type? If so, this is something that you may have experienced. What were your thoughts on that matter? The most important issue is, of course, how on earth did it take place? I was under the impression that everything was under control!

Here are some concepts to consider:

• It’s possible that you used Google’s recommendations with fresh keywords without first performing a thorough check on those phrases.
• It’s possible that you duplicated parts that were meant to be changed but weren’t really changed at all.
• When I worked quickly through a large number of jobs, I ended up duplicating some of them.
• The keywords were included into a variety of different ad groups and campaigns so that advertisements would be triggered more frequently.

The steps you need to do to get rid of duplicate keywords in your Google Ads accounts

At first look, it may appear as though you are getting traffic and even conversions from each of the duplicate keywords, so you may want to consider retaining them. If this is the case, you should probably avoid using duplicate keywords. Think about it again. Have you ever experienced the experience of feeling as though you were competing not just against other people but also against yourself?

Utilizing Google Editor is both the simplest and quickest method for eliminating duplicates. How to do it:

• Choose Utilities from the menu at the top.
• To discover duplicate keywords, click the Find button.
• Specify the criteria you will use to identify duplicate terms.
• To find duplicate keywords, click the option titled “Find Duplicate Keywords.”
• Download the facts that are pertinent to the aims of your campaign before making a decision on which keywords to suspend. This function is located in the upper right corner of Google Editor, near to the post button. You may access it there.

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6. Work on increasing the quality score of your Google Ads.

If you have been working as a PPC/SEM Manager for some time, then it is likely that you are aware of the significance of continuously working to improve your Quality Score. Not only is gaining high scores important, but also. You want those scores to have a positive influence on your bids since this indicates that you will be able to acquire more traffic for any given budget and that the cost per conversion will reduce. You won’t only win a medal for your efforts. You have successfully won the reward.

A guide to improving your overall Quality Score

The Quality Score is Determined Based on the Combined Performance of the Following Three Components:

• The expected clickthrough rate, often known as CTR, is the probability that a user would click on your advertisement when it is displayed.
• The degree to which your ad corresponds to the purpose for which a person is conducting a search is referred to as its relevancy.
• Experience with the landing page refers to how relevant and helpful your page is to those who click on your advertisement.

Where, however, should we direct our attention in order to raise the Quality Score of the keywords that we use? When it comes to maximising your Quality Score (QS), you need to take into account the following three aspects:

• Prioritize search terms that have a Quality Score of 5 or less.
• They should be given labels so that you can monitor how well they are doing.
• Check to see how well your keywords are customised to the advertising and the landing pages.
• Obtain a greater number of eligible visitors.

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Wrapping up

Using these Google Ads tricks, you will be able to improve your performance and obtain a greater number of results. The majority of these tips and tricks may be used quickly and with little effort. As a result, you will be able to observe the results of their installation in your advertisements within a few days to a few weeks.

In the event that you are familiar with more hacks that have assisted you in enhancing performance, kindly let us know on Social Media which additional hacks you believe we ought to incorporate in our toolbox for 2022. We are really interested in learning about your experience.

We really hope that you have found this tutorial to be helpful and that you are now prepared to put some or all of the hacks to use. Don’t be afraid to get in touch with us if you have any questions, ideas, or concerns regarding the management of your Google Ads accounts.

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