There is little need to make things complicated with your Google Ads campaigns when you can easily achieve success by doing simple things like targeting the audience according to their purchasing capacity.
What I want to say is that increasing the average quality of your keywords isn’t the only way of increasing the ROI. There are many ways to get higher returns on your investment and you only need to notice the trends and apply them in your Google Ads campaigns.
Here I’m listing 5 tested and tried methods that can boost the performance of your Google Ads campaigns within a short time.
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What Is The Purchasing Power Of Your Customers?
It is a question that you need to answer to find potential customers for your product. Half the battle of targeting customers will be won once you know the income bracket of your customers. Instead of location targeting, you should use income targeting. The objective is to find the customers that can buy your product.
Depending on your business type, you can choose the manual way or automatic way for income targeting. For example, take a local business looking for customers in a selected neighborhood. The business owner can go to Google’s location setting and select the areas from where the business can get potential customers.
Or you can find customers in the “location groups” in your campaign’s menu settings. Google will break down customers according to their income groups for your convenience so you can find the locations with the maximum potential of boosting your business.
The objective of income targeting is to reach out to the customers that have the power to buy your product. If they find your product useful, they won’t take much time in closing the deal. Here you can shift your focus from price to the quality and usability of the product.
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Use Dynamic Keyword Insertion In Ad Copy
Dynamic Keyword Insertion (DKI) involves automatically matching the headline of an ad copy with the search query of the targeted audience. But you can use it to trick the targeted audience into taking your ads as highly relevant ads matching their searches. It is possible if you know how to disguise DKI in the ad headline.
For a better understanding of how to use DKI in ad headlines, you need to look into a few examples where headlines are created using DKI. If you are making a headline with ‘delicious cupcakes’ as a keyword, the formula will be as follows:
Headline: Delicious Cupcakes
Line 1: Impress Your Guests With Custom
Line 2: Cupcakes Free Sample With Purchase
If you make an ad for a search term ‘German chocolate cupcakes’, the ad will feature as follows:
Headline: German Chocolate Cupcakes
Line 1: Impress Your Guests With Custom
Line 2: Cupcakes Free Sample With Purchase
The above example shows that the proper selection of keywords and match types can make DKI ad strategies highly profitable. Apply this strategy to all landing pages in your ad groups to maximize conversion.
But you should be careful with DKI as it can worsen the performance of an ad group that is already underperforming. Also, you should check how DKI can help an ad group before implementing it.
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Connect Your Remarketing Display Ads To The solution Offered
Remarketing display ads indeed play a crucial role in bringing the targeted customers back to the site. But there has to be a strategy to use remarketing ads. You should know how long to follow up with targeted customers.
For example, you should set the cookie window for remarketing campaigns only after checking the important metrics like Google Analytics 4 sales time lag reports. What I want to say with this example is that ad frequency is important in remarketing. Also, you should try to take advantage of all 17 ad formats offered by Google.
The advantage of using different ad formats for remarketing displays is that your ads will appear fresh. You should know that repetitive ads lose their influence over time. But trying different ad formats will help convince your customers for closing the deals.
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Don’t Allow Google To Target Your Audience
Google has made ‘Automatic Audience Targeting Expansion’ a default setting in ad group settings. If you allow, Google will automatically expand the reach of your ad group beyond the predefined list of audiences. But this feature hardly gives any benefit to Google Ads. On the contrary, it can increase your spending on Google Ads.
It isn’t that this feature doesn’t work for Google Ads. It works but only for products of mass appeal or ads with extremely low commitment. But if you are working on a predefined list of audiences then you should be careful with this feature.
Turn off the automatic audience targeting expansion while making settings for your ad groups. In this way, you can prevent your money from going to waste.
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No Need For Ad Sense For Mobile Apps
Mobile ads display is a default setting on Google Ads but you can turn it off to prevent your ads from being displayed on mobiles. I believe there is little need to display your ads on mobile platforms because mobile ad clicks don’t give quality leads.
You will agree that most clicks on mobile ads are accidental. Mobile users can accidentally click on mobile ads while scrolling the mobile pages up and down or right and left. But the accidental clicks will cost you a price. I don’t see any connection between mobile ads and quality leads.
If you want to boost your ROI, you should turn the mobile ads display feature off while making settings for your Google Ads. It is a simple trick that will save you plenty of dollars and boost your ROI as well.
Final Thoughts
Whether you are making a new ad group or want to boost the performance of your existing ads, you should take advantage of the simple tips and tricks mentioned above. We at Media Challengers have mentioned five tips to boost your ROI and I believe applying these tips will help optimize your Google Ads.
