Google Ads is a versatile advertising platform which can strengthen your online presence and increase sales figures. However, a Google Ads campaign requires continuous support to ensure optimal use of your advertising budget.

The special feature of Google Ads, and its greatest strength, is that it provides constant performance data feedback and the option to make adjustments after the start of the campaign. The advertiser is provided with a wide range of information they can use to carry out optimizations. Using this information in the right place greatly improves a campaign’s performance. The basic parameters are keywords, ads / extensions, the landing page and the structure of the Google Ads account.

On the one hand, these elements can be individually adapted, while on the other their interaction must also be considered to ensure that they harmonize effectively. If the user sees suitable ads on their search query and finds what they were looking for on the landing page, a positive user experience results and thus also a positive evaluation by Google Ads. Positive evaluations are worthwhile for advertisers as they reduce click costs, among other things.

Keywords provide Google Ads and its algorithm with a basis for deciding which search queries to display. Decision basis means that selected keywords and actual search queries do not necessarily completely match. If you do not explicitly select the “exact match” option, terms similar to the keywords may also be displayed. In the case of Google Ads, similar search terms include different arrangements of terms, additional terms in the search query and even completely different terms that are classified as thematically appropriate by the algorithm. Often irrelevant search terms trigger advertisements with soft keyword options and thus waste advertising budget.

Why not use the “exact match” match option right away? First of all, these keywords are more expensive than their flexible alternatives. In addition, their strength is also a weakness in that they have a very limited reach. Language is versatile and users can search for a service or product in countless different ways. Covering every single possible search query with “exact match” keywords is not efficient and only rarely possible.

In addition to match options, there are also negative keywords that inform the algorithm which search terms the ads are not to be displayed for. Google Ads is very precise with negative keywords, so that you must exclude all combinations for a subject area here.

We recommend starting a campaign with general keywords and refining the terms as the campaign progresses, using match options and negative keywords. The search terms report provides live information about the actual search queries that trigger ads. This report should be checked regularly to exclude inappropriate keywords and identify new ones.

Even if all search terms match the service offered, the average cost per click and cost per conversion still make a difference. Your advertising budget should be distributed to favor performing keywords. Automated bid strategies are a practical support tool here, but human intervention is necessary nevertheless. For example, with automated bid strategies that target a value (e.g. target CPA), the target value must be evaluated regularly and, if necessary, adjusted. Completely inefficient keywords are eliminated.

After the initial setup, ad texts and extensions should reflect changes in the campaign. Even independently of these adjustments, however, you should regularly optimize Google Ads text ads. Ads can vary greatly – depending on the formulations used and the information provided – in range and click rate.

Optimization is structured (e.g. AB tests) and serves the purpose of identifying both performing and nonperforming elements and improving Ads and extensions accordingly.

The landing page should feature elements from the ad and be relevant to the search query. Users must be able to find information and relevant ad formulations quickly and easily on the landing page.

The most important point of landing page optimization is to improve user experience with the site. The pathway beginning with the site visit and ending with a completed goal, such as requesting an offer, should be as simple and intuitive as possible. All information necessary for purchasing decisions or other relevant actions must be communicated clearly. These changes have a positive effect on conversion figures and the quality factor of the landing page.

The structuring of Google Ads campaigns enables you to arrange keywords, advertisements and landing pages so that they are combined into homogeneous groups in terms of content.

As described above, elements of a campaign can change as a result of Google Ads support, and therefore it is necessary to re-evaluate the campaign structure regularly.

In addition to the basic elements of Google Ads text ads, there are several other settings geared toward optimization. Ensuring conversion measurements is a must and implementing features such as the ad schedule or remarketing can improve campaign targeting.

These settings are only briefly mentioned here for the sake of completeness. The topic of remarketing itself deserves its own detailed article.

Google is trying to convince advertisers that Google Ads is an intuitive automated tool. Unfortunately, this is not the case.

Google Ads is a powerful advertising platform with many functions that can be automated. However, to make best use of your advertising budget, campaigns must be monitored daily and adjusted accordingly.

Supporting Google Ads campaigns is a continuous process that requires knowledge, experience and time to ensure the best possible results. Things like AB tests, trying out new campaign formats, optimizing ads and evaluating keywords are just some of the tasks of a professional Google Ads agency.

We are happy to support you with Google Ads campaigns.