3 Ways to Improve Your Google Search Ad Performance

Chase ChandlerMarketing

Hi, I’m Chase Chandler with Rinard Media, here to give you some advice on Google Pay Per Click ads.

Google’s Pay Per Click Ads allow you to advertise on google and get your product, service, or brand to the audience that it suits most. 

Google’s PPC ads are used by millions of websites, businesses, and brands all over the world simply because it’s powerful, it’s flexible, and it works. 

Here at Rinard Media, we assist businesses by managing their Google PPC ads and getting them set up for the best return on investment possible.

Here are three tips we use to make our Client’s PPC ads more efficient.

1. Use Negative Keywords

When you’re setting up a keyword list, sometimes search terms that are totally unrelated will trigger your ad and may accidentally waste your money. Why does this happen?
I’ll give you an example: 
We work with a restoration company that helps repair people homes in the event of a disaster, like water damage. So, one of the keywords we target is “water damage repair.” Early on with this campaign, we noticed our ad was showing up for “iphone water damage repair” and “galaxy water damage repair” so we added a whole bunch of phone and computer names to our negative keyword list. This mean that if the search contains the word “iphone or galaxy or macbook” with “water damage repair” our ad won’t show, which saves our clients money!
If you check your search terms and add negative keywords every couple of weeks, your ads will stay in good shape.

2. Use Responsive Search Ads

Responsive search ads are a new search ad type that allow you to make easy, flexible ads. Essentially, you create a new ad as normal, but select “responsive search ads.” From here, you’ll write several headlines that include different variations or keywords that you’re trying to target. I’ll put in Water Damager Repair, Fire Damage Repair, and Storm damage repair. This way, if someone is looking for a fire damage repair company, our ad will select which headline to use appropriately. Do the same thing with the description, and you’re all set!
The benefit of these ads, is they require a lot less work to set up and have more relevance to your searcher.

3. Keep Your Ad Groups Organized

Last but not least, keeping your ad groups organized is essential in having successful campaigns. Now, this doesn’t directly affect the performance of your ads, but it’ll help you be able to clean things up in the future a lot easier. In this example, we have a local doctors office and have their ad groups broken down into Clinic, Doctor, Family, and Primary care. Basically, what we’ve done is organized it so that if the key phrase contains any of these words, they get put into their appropriate ad group, nice and segmented. Start your ad groups at around 10 to 20 words. This is mostly for easier readability in the future, as not all of your key phrases are going to perform well. Later down the road when it’s time to get rid of some, it’ll be much easier to see which ones need to be removed, without having to sift through hundreds of keywords to find the less successful ones.

Google Ads is a great, powerful tool for businesses to use, and most that use it have had great success. In summary, to keep your Google ads running efficiently, use negative keywords, use google’s responsive search ad feature, and keep your ad groups organized.