Logo Lira
  • Home
  • Services
    • eCommerce PPC Management
    • Google Shopping Management
    • SaaS PPC Management
  • Case Studies
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
  • About Us
    • Team
    • Google Premier Agency
    • Top PPC Agency in Armenia
    • We Are Hiring
      • Digital Marketing Internship
  • Contacts
Get in touch
Logo Lira
  • Home
  • Services
    • eCommerce PPC Management
    • Google Shopping Management
    • SaaS PPC Management
  • Case Studies
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
  • About Us
    • Team
    • Google Premier Agency
    • Top PPC Agency in Armenia
    • We Are Hiring
      • Digital Marketing Internship
  • Contacts
Get in touch
  • Home
  • Services
    • eCommerce PPC Management
    • Google Shopping Management
    • SaaS PPC Management
  • Case Studies
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
  • About Us
    • Team
    • Google Premier Agency
    • Top PPC Agency in Armenia
    • We Are Hiring
      • Digital Marketing Internship
  • Contacts
  • Home
  • Services
    • eCommerce PPC Management
    • Google Shopping Management
    • SaaS PPC Management
  • Case Studies
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
  • About Us
    • Team
    • Google Premier Agency
    • Top PPC Agency in Armenia
    • We Are Hiring
      • Digital Marketing Internship
  • Contacts

Home > How Can I Better Track Results and Optimize My PPC Campaigns on Google Ads?

PPC

How Can I Better Track Results and Optimize My PPC Campaigns on Google Ads?

December 4, 2020 by Oxana Vitman

A quick guide on effective Google Ads campaign optimization

 
  1. Quality Score
  2. Negative Keywords
  3. Keywords Bidding
  4. Placements (for Google Display Network)
  5. Audiences
  6. Devices, location, time

 

1. Quality Score

According to Google, Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Quality Score is measured from 1 to 10. Until the Quality Score is assigned organically, Google itself sets it as 5. Here is how to add QS columns to your keyword report:

 

 

 

Look at the keys with a Quality Score of less than 5.

 

 

Higher Quality Score leads to lower prices and better ad positions. There are a few tips to increase it:

 

1. Check ad relevance:

Ads and Keys — how closely your keyword matches the message in your ads. 

Ads and landing page — how well the messaging on your landing page aligns with the ad that the visitor initially clicked on.

 

2. Split the keys into  separate groups:

If some of the keys in the group show a high ad match, and some do not.

If the keys are logically separated, allowing you to write more relevant ads.

 

3. Improve the quality of the landing page if needed. Google doesn’t just want to give the top result to the advertiser spending the most money without validating the content or page an ad is promoting.

 

2. Negative Keywords

Consistently add negative keywords to your campaign and your ad groups based on your Search Terms Report.

Go to keywords — Search queries. Select a date range, download the report to Excel.

 

 

 

Сopy search terms that do not fit and form a list of negative words, do not forget about the match modifiers. When in doubt about a search term, pay attention to the keyword that triggered the impression.

 

3. Keywords Bidding 

In order to optimize your campaigns, you can make changes to your bids as often as you like for the best results possible. Note: changing your bids does not increase the budget you have set for your campaign. 

If you want to improve your add performance, you may raise the bid for keywords so that they get to the first page: 

  • filter the keys below the first-page bid 
  • If they ever have given conversions or if the statistics are not enough — raise the bid to the first page 
  • If there are identical keys in different matches — raise the rate only for keys in the exact match

 

 

To increase the rate, you should select all the necessary keys → “edit” → “Change max CPC bids” → “Raise bids to first page CPC”.

 

 

Lower the bid for those keywords for which there were a lot of clicks, but there were no conversions: 

  • select all the keys in the campaign and sort them by spending 
  • If there were no conversions, but there were expenses — decrease the rate

 

 

4. Placements (for Google Display Network)

Adwords has a large number of low-quality websites, some of them deliberately place Adsense units in such a way as to increase the number of random clicks on advertisements, and others are directly engaged in ad clicks (Google returns some of the money for such clicks, but not all). In addition, the Google Display Network has a lot of websites about games, entertainment, recipes, jokes, “do it yourself and do it yourself”, etc. Users clearly end up on such sites in the wrong mood (with the wrong intent). Easier: people came to have fun or kill time, and here is our advertisement, often in such a way that people click on it unintentionally. We will lose lots of money if we don’t exclude them:

 

 

Sort the table in several ways to filter out unnecessary placements: by cost, by clicks, and by placements.

 

 

  • Sort by Cost to find placements with a high cost and no conversions or the conversion is too expensive.

If you find such placements, then check whether they converted in the past, since there may be a recession — a seasonal or just a human factor of consumption. To do this, go back to the Google Ads reports, set the period and choose the placement in the filter.

  • Sort by Placements whether it contains android or starts with m. or contains games — if you do not want your ads to be shown in mobile apps, go to “Placements’ – “Exclusions” – “All Apps”.

  • Sort by Clicks. If there are more than 50 clicks and no conversions — exclude the placement (if not targeted).

 

Find more information in our article where we share Google Ads script for cleaning GDN placements by placement`s titles.
 

5. Audiences

First, some details of working with audiences: you can add audiences in one of two ways — using targeting or observation. Targeting narrows the reach of a campaign to a specific audience.

Observation allows you to collect audience data for running campaigns without narrowing your targeting to those audiences. This is where you should track it down: if some audiences are converting well, use adjustments to increase the bid for them or even create a separate campaign for them.  

 

 

On the other hand, if it’s a one-time purchase, then you can exclude the audience of users that made a purchase already.

Remember that many adjustments for one audience might increase the CPC for users from that audience. For example, if we set an adjustment for location, device type, and audience: this is called audience overlap.

 

6. Devices, Location, Time

All of the above are segments available for rate adjustments. The general principle of bid adjustments is simple: the higher your bid for the most productive place, time, or device in terms of sales, the higher your ad will rank in the SERP, which means the more conversion clicks you will get. Here is an example of a devise adjustment:

 

 

The screenshot shows that the Conversion Rate from mobile devices is more than twice higher. If you want to increase the number of orders, you should probably increase the rate for this segment.

 

Conclusion

I hope you found this article interesting and helpful.

If you’re having a hard time optimizing your PPC campaigns to generate quality bottom-of-the-funnel leads for SAAS, check out our article on PPC for SaaS and learn about successful strategies from our expert.  

You can optimize your Google Ad campaigns yourself or order our service.

If you have questions or want to share your experience on the topic, write in the comments of the article.

 

 

ppc
Yandex Direct Audit TemplateYandex Direct Audit TemplateFebruary 21, 2020
How to Cope With Google Smart Shopping Campaign And Take It to Stable ResultsFebruary 9, 2021How to Cope With Google Smart Shopping Campaign And Take It to Stable Results
0 0 votes
Article Rating
Subscribe
Login
Notify of

0 Comments
Inline Feedbacks
View all comments
Subscribe to Lira Blog Updates
PPC insights for experts and newbies
* = required field
Featured author image: How Can I Better Track Results and Optimize My PPC Campaigns on Google Ads?

Artem Akulov

Hi! I'm the Founder & CEO at Lira Agency. Welcome to our blog! Ask questions and share your insights in comments.

Recent Posts
  • Google Shopping Feed Application by Simprosys: Complete Guide December 1, 2023
  • How to Set Up Call Tracking on Google Ads Using Ringba November 15, 2023
  • How to Track Phone Calls in Google Ads October 18, 2023

Earn 2x Revenue with Lira


    Logo Lira

    Making strong companies all over the world even stronger with thoughtful PPC management

    [email protected]

    Google Premier Partner Lira Agency

    Facebook Business Partner Lira Agency

    Privacy Policy | Terms & Conditions

    Copyright © 2023 Lira. All Rights Reserved

    #integrio_button_6573f9ba41268 .wgl_button_link { color: rgba(253,253,253,1); }#integrio_button_6573f9ba41268 .wgl_button_link:hover { color: rgba(253,253,253,1); }#integrio_button_6573f9ba41268 .wgl_button_link { border-color: rgba(33,107,34,1); background-color: rgba(33,107,34,1); }#integrio_button_6573f9ba41268 .wgl_button_link:hover { border-color: rgba(66,150,43,1); background-color: rgba(66,150,43,1); }#integrio_button_6573f9ba41268.effect_3d .link_wrapper { color: rgba(33,107,34,1); }#integrio_button_6573f9ba43839 .wgl_button_link { color: rgba(255,255,255,1); }#integrio_button_6573f9ba43839 .wgl_button_link:hover { color: rgba(255,255,255,1); }#integrio_button_6573f9ba43839 .wgl_button_link { border-color: rgba(33,107,34,1); background-color: rgba(33,107,34,1); }#integrio_button_6573f9ba43839 .wgl_button_link:hover { border-color: rgba(66,150,43,1); background-color: rgba(66,150,43,1); }#integrio_button_6573f9ba43839.effect_3d .link_wrapper { color: rgba(33,107,34,1); }#integrio_soc_icon_wrap_6573f9ba51874 a{ background: #216b22; border-color: #216b22; }#integrio_soc_icon_wrap_6573f9ba51874 a:hover{ background: #3c8e25; border-color: #3c8e25; }#integrio_soc_icon_wrap_6573f9ba51874 a{ color: #ffffff; }#integrio_soc_icon_wrap_6573f9ba51874 a:hover{ color: #ffffff; }
    We use cookies to store your preferences and visits in order to provide the most relevant experience. By clicking "Accept All", you accept ALL cookies. Visit "Cookie Settings" to make changes.
    Cookie SettingsAccept All
    Manage consent

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
    CookieDurationDescription
    cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
    cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
    cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
    cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
    cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
    viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
    Functional
    Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
    Performance
    Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
    Analytics
    Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
    Advertisement
    Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
    Others
    Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
    SAVE & ACCEPT
    wpDiscuz