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Google Ads 2020 l Google Ads Terms to Know l Advertise on Google: What If My CVR and CTR are Bad? l Choosing Your Bid Strategy

6 Easy Steps to Get Your Google Ads Ready for 2020


1. Come up with a list of KPIs (if you don’t have one already)

Your Google Ads key performance indicators, or KPIs, are the metrics that you use to determine how successful you consider your Google Ads to be. Every business has different KPIs depending on what they’re looking to gain from Google Ads. For example, if your main goal is to get traffic to your website, some of your KPIs would likely include clicks and click-through-rate (CTR). Or, if your priority is content downloads, some KPIs would include conversions, conversion rate, and cost per conversion (AKA cost per action, or CPA).

2. Identify KPIs that are low performing

If your CTR is low, you’ll want to work on your ad copy

If everything looks pretty good in your account but your CTR is super low, it’s most likely because your ad copy is not resonating with your audience. Work on that!

For a low conversion rate, work on landing pages

So users are clicking on your ads and landing on your landing pages, but  then they’re not converting. Likely, you need to brush up on your landing pages.

3. Revisit your bidding strategy

two main categories of bid strategies on Google Ads: manual bidding and automated bidding. 

4. Add some negative keywords

5. Add a retargeting audience

6. Make bid adjustments on devices


 https://www.wordstream.com/blog/ws/2019/12/30/get-your-google-ads-ready


Google Ads Terms to Know

  1. AdRank
  2. Bidding
  3. Campaign Type
  4. Click-Through Rate
  5. Conversion Rate
  6. Display Network
  7. Ad Extensions
  8. Keywords
  9. PPC
  10. Quality Score

Types of Google Ads Campaigns

  1. Search
  2. Display
  3. Video
  4. App
  5. Shopping

https://blog.hubspot.com/marketing/google-adwords-ppc


Advertise on Google: What If My CVR and CTR are Bad?

Here are six things to do if you do not see a good return on your ad spend (ROAS) on your Google Ads.

  • Check your bids:

If your bid is so low it doesn’t fit the keyword you’re going after, your ad rank will be negatively affected.

Sometimes after seeing positive results, beginning marketers will raise their bids without raising their budgets. This means you’re going to get fewer impressions overall, which could hurt your CTR.

  • Check your ad schedule:

Ad schedules determine when your Google ad campaign will show to viewers.

It’s best practice to review your ad schedule every week. Take a look at your last week’s performance and see if your ads need to run at a different time.

  • Check the ad’s status:

As you can tell by now, Google has its own rules of quality. Always check your ad’s status in your Google Ads account to make sure it’s active and hasn’t been rejected.

  • Check if your ad’s copy could be optimized:

This will require split testing (which should be a given).

Copy-testing allows you to check which ad copy performs the best with your target audience. Sometimes an ad is saying the right thing in the wrong way.

  • Check your landing page:

This is specifically for your conversion rate.

A good CVR shows a healthy relationship between your Google ad and your landing page. A bad CVR could indicate that when people get to your landing page, they aren’t finding what they want. This could be a design issue, a copy issue; it could even be a load-time issue.

If you think your landing page can use improvement, check our post on creating landing pages that convert.

  • Check your ad extensions:

Ad extensions are extra bits of information you can put in your ad to help increase clicks or improve the user experience.

Typical Google ad extensions are your company’s phone number or key product or service information.

Ad extensions are usually only displayed for the first few results, but you should set them up in your Google ad account within each campaign or ad group.

To learn more, check out our guide to implementing Google ad extensions in Adespresso.

https://adespresso.com/blog/how-to-advertise-on-google/


Choosing Your Bid Strategy

Manual CPC

Enhanced CPC

Automatic CPC

Target CPA
Target ROAS
Maximize Clicks
Maximize Conversions
Target search page location
Target outranking share

https://roiamplified.com/2020-google-ads-guide/

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