- [Narrator] Now that you have the basics
of your Google Ads account set up,
it's time to look at some ways to optimize
when you begin scaling.
We're going to talk about four key optimization areas,
improving your ROI, improving keywords,
improving your ad text and improving your bids.
Now, when it comes to improving your ROI,
if you find that a large percentage of your visitors
are clicking but they're not making a purchase,
well, it's time to take some steps to fix that.
First, you need to take a look at your landing page.
When customers click on your ad,
they expect to arrive at the exact deal
or the information that you've described in your ad.
If they don't find what they were promised
right when they arrive then they're likely to leave
without ever purchasing or signing up
and you want to be sure that your landing page
is highly relevant and highly optimized.
It's also important
that you're looking at the device in use.
If users are coming from mobile devices,
well, then your landing page and conversion experience
must of course be incredibly mobile friendly.
Now, you want to always be using relevant keywords.
If you're using general keywords and ad text,
a customer might be expecting
to find something that you don't offer.
So highly targeted keywords and ad text will help ensure
that your ads are showing only on relevant searches.
Next, you'll want to focus on increasing bids
on your profitable keywords.
If you notice that you have keywords
that are working really well
and you're still seeing a significant ROI,
well, then continue to adjust the bids
to increase the exposure and generate more traffic
on the keywords that are working and on the contrary,
if you find that some keywords aren't working,
well, then you might want to lower your bids
or even consider removing them.
You could also consider
moving into the Google Display Network
as you begin to expand.
Next, you can always work to improve your keywords.
It's important to start or continue using negative keywords.
Negative keywords really help to filter out searches
for different products or services
and anything that might trigger your ad
that isn't relevant to your business.
Now, keywords like free, course, download and so on
may be not related to your specific product or service
so those should be removed.
You'll also want to remove any duplicate keywords.
Now, Google's only going to show one ad per advertiser
on a particular keyword
so there's no reason or need to include the same keywords
in different ad groups or campaigns.
Since the better performing keyword
will trigger your ad more often,
remove the duplicate that performs worse.
Now, it's okay to include duplicate keywords
if you're targeting different regions
or different audiences but you'll also want to focus
on optimizing any low performing keywords.
You want all of your keywords to perform well.
You don't want any bad keywords
dragging down your overall effort.
Now, when it comes to your ad text, first things first,
you want to really understand what stage your customer is in
when they're seeing that ad.
Are they looking for more information?
Are they researching?
Are they ready to buy?
It's really important to remember the mindset
that they're in.
Now, if they're in the buying stage
then your calls to action should drive them to buy.
If they're in the education stage,
well, they want to learn more.
Use your calls to action to match the motivations
and mindsets of your buyer.
It's also important to prequalify that traffic
with your ad text,
put in pricing, special deals and discounts
right in the text of your ad
and use all of the ad extensions that are available to you.
Now, when it comes to improving your bids,
it's important that you experiment.
You can test your bids for profitability
and you can test budgets to see what dollar amounts
get you the most exposure.
You can even use experiments
to determine how changes might impact your performance.
Now, from there,
you want to allocate your budget based on ROI.
You want to be sure that you have appropriate budget
for each campaign.
For keywords that are profitable,
well, you probably want to show them all the time
and to do this,
that campaign's budget needs to be high enough
so the campaign doesn't run out of money.
If you want certain keywords to receive maximum traffic,
make sure that they're in campaigns
whose daily spend isn't exceeding its budget consistently.
You also want to be looking at bid adjustments.
This allows you to modify your bids based on keywords,
timing and even whether or not a user
is on a mobile or desktop device
and with that, those are some key optimizations
to really help you see better performance
as you begin scaling in Google Ads.