3 tips and 1 tool to drive your Google Ads performance
First: Rate your market shares
Our tips:
– Target an impression share of 90% min on your own brand name
– Target an impression share of 80% min on your profitable campaigns
Second: Spot new Growth opportunities… at the same cost
Every month, search for your top 10 quick wins for growth hacking. The idea is to spot the campaigns that are the most profitable for you but that do not benefit for the full reach they might have (based of the previous impression share split & features).
During a campaign, determine if you lose impressions due to budget limits (if so, then increase your bids on those specific campaigns, you are 100% it’s a high profitability invest) or due to ranking.
Then prioritise your growth marketing work.
2. Then look at your best ROI or CPL and work on their ranking (How to increase your Adwords ranking without increase your CPC? Let’s go to next section)
Third: Track your weighted quality score and work on it
The standard quality core is set to 7. So be careful with any lower scores and make sure you track your QS as a top strategic KPI for your PPC activities.
This score is available in your AdWords panel but only on a keyword panel. You’ll have to calculate your QS weighted by cost (the most relevant KPI).
1. CTR: Target to have more than 75% above average. Work on search terms, create new ads, avoid too generic keywords.
2. Ad Relevance: Target to have more than 90% above average. Improve the relevance between keyword and ad text.
3. Landing Page Experience: Target to have more than 85% above average. Work on page speed, UX mobile and relevance in your landing page text content.
Quality score improvement impact: Did you know that you could spare that much on your PPC spends without losing any click (source: SEISO)?
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