Google Ads is one of the most popular forms of digital advertising.

They can appear in different sizes and locations on Google results pages, allowing flexibility as well as visibility. Google Ads integrates seamlessly with organic results, generating higher click-through levels than traditional banner ads or pop-ups.

Just like SEO or SEM, Google Ads can be optimized and improved. We asked eight experts to share their tips for improving Google Ads performance.

Integrate SEO and SEM

SEO and SEM are sometimes viewed as mutually exclusive marketing methods. The truth is, they do a lot better when they work together.

If you want to improve the performance of PPC, take a look at organic search results. Chances are there is information to be gained on organic click-through rates (CTR) and PPC ad content, as well as organic conversions and PPC. quality scores.

For example, if a PPC ad for a particular keyword generates a high CTR, it could mean an opportunity to update the meta description of a blog post targeting the same keyword. The intersection of efforts is immense. Take the necessary steps to integrate PPC and SEO.

Brett Farmiloe, Markers

Target specific locations

Avocado keywords can reach cost per click levels of $ 150-200 per click. To avoid paying these high amounts, advertisers need to be hyperspecific with the placements they are targeting. Be specific with Maps in Google Ads. Select the exact areas closest to your service areas to see an increase in conversions and help your ad budget go further.

Will Court, Will will

Use negative keywords

Negative keywords allow advertisers to exclude specific search terms from advertising campaigns to focus only on the search terms that matter to your business. By monitoring campaign activity and adding negative keywords, campaigns can achieve better targeting with an increase in your ROI.

For example, there are 125 Cruise America rental centers in the United States, Canada and Alaska from which you can depart. But Hawaii is not one of those places. By adding “Hawaii” as a negative keyword, we can ensure that our ads remain relevant to the geographies we serve.

Randall Smalley, America cruise

Focus on certain KPIs over others

If I had to summarize a strategy for Google Ads, it would be to focus on attributed revenue and CAC (customer acquisition cost) rather than CTR (click-through rate), CPC (cost per click), CPA (cost per acquisition) and other funnel metrics.

The purpose of pay per click, in simple terms, is to invest dollars and receive a return on your investment. Many marketers get caught up in optimizing top-of-the-funnel metrics, but if good CTRs aren’t actually attributed to revenue, is this statistic really worth it?

Janelle Amos, Responsible for demand generation


Eliminate the work of email marketing.

Nutshell’s Constant Contact integration syncs your contacts with one click, automatically subscribes prospects to the appropriate mailing lists, measures your email marketing engagement, and more.


Consider taking recommendations in Google Ads

Not many people use the “Recommendations” tab in Google Ads, where you can get recommendations for optimizing your campaign. You will also see the ‘optimization score’ there, which is fed by a machine learning algorithm to produce a score on optimizing your campaign in terms of performance. Select and apply the recommendations you deem relevant.

Rameez Ghayas Usmani, PureVPN

Competitor research strategies

The best advice I can give you is to research what your competition is doing and use that as the basis of your strategy. There is absolutely no reason to reinvent the wheel when it comes to PPC. Many tools such as Ahrefs or iSpionage allow you to see the copy, image and landing pages of competing ads. Even better, when you find an ad that has been running for a while, because that almost always means it is producing results.

Quincy Smith, ESL Authority

Optimize your click-through rate

The best way to improve Google Ads performance is to optimize the click-through rate (or CTR). I suggest to put promotion extensions that highlight offers, exclusive offers and discounts on your site. Customers are likely to click on the ads if they know your business is promoting.

Highlighting discounts, sales, or exclusive offers on your ads helps entice customers to learn more about your ad, increasing their likelihood of clicking it. Increasing the CTR rate for visitors to your promotion page translates into higher income.

Yaniv Masjedi, Nextiva

Increase mobile site speed

In order to ensure a fast loading of our mobile site, we compress our images. This ensures that all of our images are optimized for site speed while maintaining image quality. We have also taken steps to minify all our liquid code while reducing the total number of scripts to be called.

Removing unnecessary elements on some pages while reducing image elements on others has also reduced the site load time. Also, we started to use AMP on our blog pages, reducing the loading speed of less than a second.

As a result, we have seen a 20% increase in traffic to our blog. Increasing traffic to our blog increases the chances of making a sale as customers continue to browse the site.

Brian Lim, IN THE AM

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