7 PPC Hacks to Enhance Google Ads Performance (Without Wasting Money)


Marketing Insights for ProfessionalsThe latest thought leadership for Marketing pros

Monday, January 25, 2021

Trim back on your ad spend and increase your results with these clever tricks when setting up campaigns in Google Ads.

Article 4 Minutes
7 PPC Hacks to Enhance Google Ads Performance (Without Wasting Money)

Google Ads is the most popular form of online advertising, which isn’t surprising when you consider that the search engine is ranked as the most used across the planet. With its scalability, flexibility, industry-leading features, regular updates and extensive support, Google Ads has plenty to offer, but it’s up to individual brands to ensure they’re optimizing the platform to drive conversions and results.

Failing to understand the workflow prior to putting budget behind advertising can lead to lost opportunities and money being wasted. Knowing how you can maximize potential and make your ads work hard for you before you even begin will provide your firm with the best ROI and tangible payoffs.

1. Don’t overlook mobile

Over the past ten years, the level of mobile traffic has grown exponentially and there’s nothing to suggest the global appetite for it will wane. While Google is adaptable enough to format ads for mobile automatically, there are ways you can tap into the thirst for mobile to a greater degree.

The two best methods for this are call-only ads and app promotion ads. The former makes it easier for users to call your business directly, leading to increased engagement. The latter are promoted across the Google network, focusing on driving more app installs, more in-app actions and in-app action value.

2. Carefully craft your ad copy

Ad copy needs to be compelling if it’s to achieve its aims, but it’s often an afterthought in the whole process. Don’t be afraid to be emotive in your use of language, as this represents the best way to connect with your audience. Using numbers and stats in your copy also helps to build your authority and develop trust with users.

Always keep search queries in mind when writing your ad copy and address your audience’s needs. This should be based on keyword research and insights into your customers’ pain points, making your solutions the obvious answer to whatever question is being asked.

Never underestimate the importance of a clear display URL that offers reassurance to the searcher that they’re being directed to an appropriate landing page. Another way to demonstrate your trustworthiness is with ad extensions, which list your business details for greater transparency.

3. Build on your competitors’ research

There’s actually no need to start entirely from scratch when looking to set up Google Ads, as in most industries there are competitors whose work you can build upon. Bidding on competitor keywords is a good starting point and from there you can refine your strategy as you discover more nuances within the field.

For this research you’ll need to use a tool such as SemRush or Moat and will find much of the work is already done for you. Finally, you can use a Virtual Private Network (VPN) to do searches on your competitors in other countries.

4. Proactively apply exclusions

One of the most common ways advertisers waste money is by ignoring the exclusions option in the display ads settings on Google Ads until after a campaign has begun. This results in ads being shown across a wide range of categories with the majority not being relevant to a business’ niche. This is ad spend that you won’t get back and will never result in conversions.

Instead, you should enter placements to be excluded manually or use a placement exclusion list from the outset. Doing this will save you money and cut down on irrelevant clicks, improving your ad performance.

5. Identify negative keywords

Filter out all the search terms you don’t want to match for by identifying them as negative keywords. They’re often similar or related to the terms you’re targeting but have subtle differences that denote the user’s intent isn’t in line with the product you’re trying to market. You’ll still be charged for these matches unless they’re included as negative keywords so you want to cut out such unnecessary spend.

6. Remarket within 60 days

Just because you can set your membership duration for your remarketing audience at 540 days doesn’t mean you should. If your potential customer hasn’t  completed the desired action within 60 days, your remarketing efforts aren’t  going to have any effect after that period.

7. Make your own rules for remarketing

Since Google Ads gives you the ability to set your own parameters for creating your remarketing audience, make sure that you include targeting abandoned carts. Do this simply by putting the ‘add to cart’ URL into the box asking what it should contain, and the ‘order received’ URL into the box of things not contained.

Another rule to implement can be used for successful cross-selling of products. Brands that can identify related items that are likely to appeal to those who’ve already purchased from the company can use them to make further sales. This can be achieved by making a rule to show the new ad based on the ‘order received’ URL for the associated product.

Marketing Insights for Professionals

Insights for Professionals provide free access to the latest thought leadership from global brands. We deliver subscriber value by creating and gathering specialist content for senior professionals



Join the conversation...