What do you mean by AdWords ROI?
ROI refers to the ratio of profit you have made from your ads in comparison with the amount of money you have spent on those ads. For measuring your Google AdWords ROI, you need to keep track of conversions regularly. A conversion could be a purchase, a sign-up or a download. You can use conversion-tracking or Google Analytics free tools to track conversions in your account.
When it comes to running ads, ROI is the most important evaluation because it helps you see and measure the actual effect that your Google Ads are having on your business. Also, PPC is a highly integral part of AdWord campaigns. The Best PPC Advertising Companies could help you out with this. We have a Google ads optimization checklist for you to help you strengthen your strategies.
Following are some advanced strategies on how to improve Google ads performance:
1. Negative Keywords-
With Negative Keywords, you can selectively filter who gets to see your ad. You must use negative keywords when you want to ensure that your ad does not appear for a particular word. When you prevent your ad from showing up on irrelevant searches, you are actually saving money on wasted clicks, while creating more opportunities for it to be displayed on relevant searches, leading to conversions.
Adding negative keywords will improve your Click-through rate, conversion-rate and quality score. You will need to maintain a consistent negative keyword research. Look for search query reports to check conversion rate or quality score. These are indicators to show you that your ads are being displayed on irrelevant searches and hence, impacting the performance of your campaign negatively.
2. Single Keyword Ad Group-
Single Keyword Ad Group (SKAG) refers to the use of one keyword per ad group, with its own set of advertisements. These ad-groups are designed with a one-to-one relationship between the ad and the root keyword. The main benefits of this approach would include increased CTR, improved quality score, lower cost-per-click, lower cost-per-acquisition, single keyword ad-groups leading to better ROI, and a cleaner structure.
3. In-market Audience-
In-market audiences use Google’s massive huge amounts of search data for analyzing behavioral signals, allowing advertisers to target users who are actively looking for products at time when they are ready to make a purchase.
For qualifying someone as being in-market for a particular product or service, Google considers factors like clicks on related ads and subsequent conversions; and also, the content and pages of the sites they visit, along with the frequency of their visits. Google then categorizes users accurately so that you can target the users who are most genuinely interested in your offerings.
In-market audiences have the potential to drive incremental conversions allowing you to connect with consumers as the last step before they decide to make a purchase. Using in-market audiences along with remarketing can bring highly qualified users to your website, while improving the overall remarketing efficiency for your campaign.
4. Remarketing list for Search Ads-
Remarketing Lists for Search Ads also known as RLSA, is a Google AdWords feature allowing advertisers to tailor their search campaigns depending on whether a specific user has previously visited their website/ application and the pages he has viewed. This helps you tailor your campaigns for targeting more qualified users who already have knowledge about your website.
If you do it right, RLSAs can bring more efficient use of ad expenditure, more conversion rates, and better ROI. Hence, your small budget last for a longer period than it would last on search ads. This is because the users seeing your ads are a more qualified audience as they are likely to have already visited your site.
5. Custom Affinity Audiences-
Custom Affinity Audiences allows you to target different audiences and does not restrict you to the predefined segments that Google has pre-set. This is mostly effective when you are selling products that are extremely specific. You can create an audience bas using keywords, URLs, apps, locations, etc.
The advantages of Custom Affinity Audience Targeting would include the ability to target AdWords search, audience based on specific URLs, users visiting websites of your competitors, consumers using specific keywords/ search terms, and consumers using specific apps.
6. Dynamic Keywords-
Dynamic Keyword Insertion (DKI), is a feature that both Adwords and Bing offers, allowing you to dynamically insert a keyword into your ad copy. It will allow you to customize your ad copy considering the search terms that a user might be searching with aka queries. Both the platforms offer this advanced feature making your ad copy relevant while using a generic ad for a variety of keywords.
Dynamic Keyword Insertion is particularly suitable for businesses having a large inventory of the same item like e-commerce stores. It will allow the business to market that item without creating several ad groups, saving valuable time, money and effort.
The benefits of DKI would include more specific targeting, bolded keyword insertions making your ads stand out and increased quality scores.
Read Also: Benefits of PPC Advertising & Google Ads
If you can do things right, Google AdWords can be a very effective tool for driving new leads and increasing your bottom line. The Benefits of running Google Ads are indispensable. You have to make sure to tailor your landing pages in compliance with every keyword that you use. Use Google Reviews for social proof. Keep limiting your ads to a geographical area. You will see your Google ads conversion rate and ROI increase soon enough. If you do not want to do it yourself, you can easily hire a search engine marketing agency in India at affordable rates.