“The Road To Success Is Always Under Construction” – Lily Tomlin
Table of Contents:
- What is Google Ads ROI
- Know Your Goals and Desired Outcomes
- Tips For improving Google ROI
- Improve Your Quality Score
- Use Negative Keywords
- Create a Remarketing List for Search Ads (RLSA)
- Implement Google Ads Extension
- Craft intent-focused Ad Groups
Improving Google ads with automatic bidding on targeted keywords is an incredibly effective strategy for small to medium-sized businesses.
To get a complete picture of how you should run your Google advertising campaigns, you need to be aware of the return on investment (ROI) of each marketing campaign.
Below we will analyze how PPC ROI is and how you can improve it.
What Is Google Ads ROI?
RIO is a key metric when you run a campaign in Google ads. Without it, you won’t be able to accurately determine which ads are worth your investment.
RIO means return on investment. It simply means how much money you make and how much money you spend.
If you’re running a marketing campaign that costs you more money or you break even, you’ll want to re-analyze those campaigns.
Know Your Goals and Desired Outcomes
If you want to be careful about your goals. It depends on a few factors like your budget, the keywords you choose, the type of match, etc. For example, if you are running a service business you know that you need a certain amount of leads you will need to identify details like yours:
Breakeven Cost Per Click (CPC): This is the highest amount you can pay to receive a click without losing money.
Conversion Rate: This means that the total number of conversions is divided by the total number of visitors you have received.
Cost Per Conversion (CPC): The average cost of a conversion.
Cost Per Lead (CPL): You can spend as much as you can to get a new lead.
Customer Lifetime Value: It estimates the total value of the customer during the relationship.
This measurement will help you track your agency and provide you with the reporting you need when you’re working. This gives your agency this number and makes it easy to sort things out.
Tips For improving Google ROI
Once you understand what the goal of ROI is and why it is important, the next step is how to improve it.
Here are five simple steps you can take to begin the process of improving your Google ROI.
1. Improve Your Quality Score:
There are two factors that determine which ads to show:
- Bids the highest
- Quality Score
Quality score includes factors such as:
- Landing Page Relevancy
- Expected Clickthrough Rate (CTR)
- Keyword Relevancy
All these factors focus on the User Experience.
To improve your Quality Score, you should focus on making your ads as relevant as possible to the keywords.
2. Use Negative Keywords:
When you drive PPC ROI by target keywords, it’s just as important to note which keywords you don’t want to target. In Google Advertising, you can create lists of negative keywords for your campaign. These keywords do not want your ads to appear in search results.
When you use negative keywords, you can prevent your ads from showing to unsolicited users, allowing you to focus on placing your ads in front of people so you can find the right product.
3. Create a Remarketing List for Search Ads (RLSA):
With the Google Ads Remarketing List for Search Ads (RLSA) feature, you can target certain ads or campaigns to users who have visited your site without buying anything. Google ads will give you a piece of code to put on your site to track these users.
When you renew the interest of people who have been attracted to your site, you can lead many of them back. This focused retargeting can significantly increase your ROI.
4. Implement Google Ads Extension:
Another feature of Google ads is the ad extension. Ad extensions are additional pieces of information that you can associate with your paid search ads to make them more attractive. Here are some examples of ad extensions you can use:
- Links to specific sections or landing pages on your site.
- Direct call buttons that people can tap or click to call you.
- Your company address and/or phone number.
- Star reviews of your business.
Sometimes, one of those features is that your ad needs to stand out from the crowd and draw customers to your business. When enabled in Google Advertising, ad expansion can be a valuable tool to improve Google ROI.
5. Craft Intent-focused Ad Groups:
The most successful campaigns you run will be those that use ad groups effectively. Ad groups are what they look like in the ad groups you display, with the keywords they target. Each ad group must focus on the user’s search intent to succeed.
The problem with having ad groups that aren’t focused on specific search intent is that you can stop showing dresser ads to people looking for chairs. Because they don’t want dressers, obviously they won’t click, and they won’t increase advertising revenue. But when you make sure your ad groups are focused on intent, you’ll get more clicks and conversions, and your ROI will increase.
Clicks on your PPC ads are more likely to sell. Use this post as a guide to choosing the right agency to carefully manage your Google advertising agency. Then, once you find the agency that best suits your needs, give them the tools and resources they need to increase your revenue.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.