Weekly Business Insights from Top Ten Business Magazines | Week 311 | Entrepreneurship Section | 1

Extractive summaries and key takeaways from the articles curated from TOP TEN BUSINESS MAGAZINES to promote informed business decision-making | Since September 2017 | Week 311 | August 25-31, 2023

6 Steps to Improve the ROI of Your Google Ad Campaigns

By Amine Rahal | Entrepreneur Magazine | Augut 31, 2023

Extractive Summary of the Article | Listen

In estimated 80% of all internet users see Google Ads on a daily basis. So, if you’re not getting any leads or seeing a return on your Google Ads campaigns, it’s not for a lack of reach — chances are, you’re doing something wrong.  Some tips to improve the process are:

Step 1: Diagnose the problem.  Google Analytics is the best tool for self-diagnosing issues with Google Ads campaigns. Within their dashboard, you can see how each of your keywords and landing pages are performing. Use the Google Analytics dashboard to find the landing pages with the highest bounce rates and the keywords with the lowest click counts.

Step 2: Check out your impression share metrics.  There are a bunch of key performance indicators (KPIs) in the PPC game but none more important from an ROI-maximization perspective than Impression Share. Your Impression Share figure will tell you how much room you have to scale. 

Step 3: Consider Google Ads Recommendations.  Sometimes the best solutions are the simplest ones. This is definitely the case with Google Ads, which offers a built-in “Recommendations” algorithm accessible on the left-hand panel of the Google Ads dashboard.  Google Ads Recommendations provides your campaigns with an “optimization score” that is almost always accurate.

Step 4: Reevaluate your keywords.  More often than not, a dud PPC campaign is caused by a keyword with low search traffic. Simply put, you’re not going to get any leads from a keyword that no one is searching for. That’s why the writer strongly recommends using any of the following services to identify which keywords are worth pursuing and which are not: Ahrefs, Moz Keyword Explorer, or SEMrush.

Step 5: Look into a Google Ads specialist.  Google Ads has become a cottage industry unto itself. These days, there are many certified Google Ads specialists who can help you optimize your campaigns and eliminate some of the friction involved in the creation, analysis and maintenance of Google Ads campaigns.

Step 6: Shift your location targeting.  Within the Google Ads dashboard, you have three options when setting local targeting: Presence or interest – People in, regularly in, OR showing interest in that location; Presence – People in or regularly in that location; and Interest: People searching for that location.  The default setting is “Presence or interest,” which is not always ideal. For instance, someone who may be passing through the city for a day and searching your keyword might not be interested in visiting your dental clinic.

2 key takeaways from the article

1. In estimated 80% of all internet users see Google Ads on a daily basis. That’s about 4.4 billion people. So, if you’re not getting any leads or seeing a return on your Google Ads campaigns, it’s not for a lack of reach — chances are, you’re doing something wrong.  There’s a reason Google Ads is the world’s number one pay-per-click (PPC) marketing service: It works! Don’t believe the naysayers. If a disgruntled marketer isn’t happy with Google Ads, it’s because they failed to diagnose the errors in their campaigns.  
2. Six steps to improve the process are: diagnose the problem, check out your impression share metrics, consider Google ads recommendations, reevaluate your key words, look into a Google Ads specialist, and shift your location targeting.

Full Article

(Cpyright)

Topics:  Marketing, Online Advertisiting