▷ How to optimize your Google Ads campaigns – WAU 2020

    How to optimize your Google Ads campaigns – WAU

    The optimization of Google Ads ensures more effective campaigns that reach the target audience with much more impact. That is, with basic care and simple but very important adjustments, it is possible to considerably increase the conversion rate of your ads.

    One of the most used tools for customer conversion, in digital marketing, is Google Ads: a “quicker” way to get sales whatever your goal with online advertising campaigns.

    However, some people end up frustrated with the results obtained and cannot identify where the error is in their ads.

    So that you don’t feel that way, and get great results, we brought the top tips for making optimizations in your Google Ads campaigns. Check it out and put it into practice!

    Place a human-readable URL

    The display URL of your ad is very important for optimization in Google Ads, since the potential customer sees this address in the result that appears on Google.

    Check the image below:

    readable url in google ads

    It is through the URL that people have an indication of the page type that they will fall when they click on the ad.

    Therefore, do not put an address that leads to a landing page unrelated to the content advertised.

    Another very important tip is include the keyword in this URL, because Google puts it in bold and points out that the address linked to the ad is relevant to that search.

    In addition, shorter addresses have a clearer view that is proportional to the size of the ad.

    Use call to action

    Small details make all the difference when it comes to convincing the user to click on your ad.

    That’s why the call to action, also called CTA, is an important conversion feature.

    Basically, CTA is a “call to action”, that is, an invitation for the person to do what you want.

    As in this example:

    CTA in google ads

    In this type of strategy, it is quite common to use expressions in the imperative. “Orders” – like “run” – are very effective in convincing users to click on links.

    Customize the same ad

    In Google Ads campaigns, you can edit copies of the same ad (for different audiences) so that they have different content.

    That is, the same ad can have a different call for each age, location, gender, and other audience targeting you choose.

    For those who do local campaigns, for example, it is interesting to optimize the content of the ad according to the user’s location or the specified location of the search term.

    This type of optimization is efficient for two main reasons:

    1. you personalize your ad for each audience or situation, which makes the brand and customer closer;
    2. you can be more clear about which ads in the same campaign are being more effective and which need to be adjusted.

    Be careful with the theme of your keyword groups

    In Google Ads, you can create ad groups with different keywords related to the target audience you want to reach.

    This feature is very good for increasing conversion possibilities, but must be used very carefully.

    A very common mistake for those who are starting to create campaigns on Google Ads is wanting to put everything in one campaign. That is, placing many keywords for the same ad.

    Now, imagine: you’re looking for something on Google. Let’s say it’s for “arrangement of roses ”. You would click on an ad about tulip arrangements? Probably not.

    So just put in your keyword group those that really relate to your ad. After all, exaggeration has never been healthy for any situation, right?

    Think carefully before choosing broad match

    When we talk about broad correspondence, we are referring to those keywords that can serve different search intentions.

    For example: the term “flowers” ​​is a broad match because it can reach people who are looking for:

    • artificial flowers;
    • natural flowers;
    • flowers in local search;
    • flowers in e-commerce;
    • anything related to flowers.

    What does that mean?

    Well, you’re betting on a term that may have low or no conversions, in addition to competition for the keyword.

    It is much better choose specific terms for your product or business because in this case, less is more: less broad match, more conversions!

    Use negative keywords

    Did you notice that this is the third keyword tip? This is normal, as any campaign on Google Ads revolves around them and so the search terms you choose need to be thought out strategically.

    The list of negative keywords in Google Ads exists, precisely, for prevent your ad from falling for searches that aren’t interesting to you. In practice, it works like this:

    Say you have a language school and have advertised your page for the term “English course”.

    However, your ad can also appear for users who search for “English course free”. Therefore, this portion of people is not interesting for you, since the objectives are quite different.

    In that case, the solution would be negate the term “free” in your negative keyword list.

    This ensures more efficiency of your ads, which will appear only for the ideal search intent for each case.

    Take advantage of available extensions

    In short, extensions are extra features that Google Ads offers to improve your campaigns and make them more attractive to the public.

    That is, with extensions it is possible to provide more relevant information to users, such as: call buttons, location, specific links, additional text and other options.


    available extension

    Extensions are very useful for ads on Google because, in addition to passing more information that the public wants to know (which increases conversion rates), we’re talking about free features that don’t change your campaign’s click value at all.

    Remember mobile optimizations

    A very common mistake regarding optimizations in Google Ads campaigns is that people forget that a lot of people search on their cell phones.

    So, the first step is identify whether your target audience tends to browse Google through mobile devices.

    If so, it is important to invest in improvements so that your website is responsive and adapts well to mobile, such as page design, loading time and practicality of features.

    If the person who clicks on your ad has a good experience on the site, accessing via mobile, the greater the chance of conversion.

    Beware of conversion comparisons

    Finally, it is interesting to say that the conversion rates shown by your Google Analytics can be quite different from those shown by Google Ads.

    But that doesn’t mean there’s anything wrong with your campaign, just that the two tools use different tracking parameters.

    In fact, Google made a page available only to resolve doubts in this regard.

    There, there are differences in attribution, transaction date, report updates, number of conversions, different devices and other factors that can influence the divergence of data in the reports.

    The ideal to have a good idea of ​​your results is to follow two reports, always considering the difference between both and prioritizing the results that Google Ads offers in terms of conversion into clicks.

    Put the tips into practice

    The tips we brought were designed based on the most common mistakes. So there is a good chance that you are committing them without realizing it.

    Now that you know the main precautions to optimize your Google Ads and improve your campaigns, it’s time to put it into practice!

    Adjust and test: these two actions are very important for you to be able to improve ads and improve, increasingly, your campaigns on Google Ads!

    But this is just the beginning!

    In order for you to reach all of your conversion goals, it is essential that you have advanced knowledge about Google.

    After all, almost all digital marketing strategies revolve around it, including Google Ads.

    To learn what you need in a very uncomplicated and complete way, download our Domine Google Kit, it is free and has everything you need to know to conquer the internet!

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