In order to avoid having our ads penalized in their positioning, it is important to review the quality level of our keywords. To do this, we must look at a score that Google Ads gives out of ten to our set of ads, groups and campaigns based on 3 variables: experience on the destination page, relevance of the ad and expected CTR.
On the one hand, we have to check if the landing page experience of our campaigns is good enough. This will depend on whether we are offering:
Relevant, useful and original content.
Easy navigation on the landing page.
A fast loading time.
If our landing page does not meet these requirements and does not offer content related to the campaign keywords, the quality score of our campaign will be affected and our ads may even not be printed.
New Call-to-action
Another point to keep in mind is that if the landing page to which we redirect users is not optimized from an SEO point of view, no matter how many impressions our ad receives or how high our CTR is, we will not achieve our objective: converting the user into a lead. Some tips that can help convert visitors and improve the quality of the campaign are the following:
Add the main keyword in the title of the landing page and at least twice in the body of the text.
Provide a friendly URL with the main keyword of the ad group.
Offer short, clear, descriptive and attractive texts that are easy to understand.
Add a visible conversion form that is eye-catching and looks good on all devices, and that also doesn't have too many fields to fill out.
Make it clear what the user will get by filling out the form.
Finally, in terms of review issues, we need to make sure that our ads are well structured and that their texts are attractive enough to generate clicks or conversions. The most important thing here is to make sure that we use the main keyword in the title and at least once in the text.
Get relevant keywords
Our main objective is to use keywords that bring traffic to the landing page of our ad and generate conversions. To achieve this, there are 3 main points to take into account when optimizing our campaigns:
Clean up your keywords from time to time and check the matches
To optimize our budget as much as possible, if we find keywords for which we have not obtained impressions or which do not convert in a period of approximately 1 month, we will eliminate them in order to allocate the budget to the rest of the keywords. When carrying out this cleaning, we should also eliminate those keywords that show a low quality level.
To increase the likelihood of getting impressions, we can also adjust seo education & blog library the match types of keywords if they happen to be broad (they are usually that way by default). The goal is to limit the searches that trigger our ads to those that can give us clicks and conversions, so you will have to think about what type of match type can work best for each keyword (exact, phrase or leaving it broad).
Google Ads Matches
- Find keywords with a high % of lost searches (more than 50%)
In general, those ads that appear in the first position tend to have a higher number of clicks, so we want all our keywords to have a high percentage of impressions at the top of the search results (ranking). Thus, we should try to position those keywords that do not usually appear at the top if we see that they are important to achieve our objective. To do this, we have two options:
Optimize your ads and landing page so that they are well aligned. This will help you increase your quality level, so that you can be given a higher priority.
Increase the keyword bid volume, as long as our campaign's budget and bid type allow it.
Add new keywords
Among the search terms for which we appear, we can check if there are new keywords that we can add to our ad group, if our budget allows it. We will only add them if they are well related to the rest of the keywords in our campaign (remember that everything has to be well aligned). Also, to see if they are good keywords, we should carefully review their search volumes so as not to add words that are too competitive and/or too broad.
Add negative keywords
You should always keep in mind that the goal we want to pursue in Google Ads is to attract the right traffic, so there will be some terms for which we do not want to appear, since the audience they will attract will not be the ideal one.
To prevent this from happening, we must resort to the use of negative keywords, since they will allow us to exclude this type of search terms from our campaigns. In this way, we can focus on the relevant keywords and optimize the budget.
Although there will probably be some terms for which we already know we don't want to appear from the start, it is important to analyze the search terms section regularly to identify those keywords for which we have appeared and have generated unnecessary expenditure of our budget. For example, you may receive contacts from users who are looking for services different to yours but similar, so you will have to review how they have reached you in order to exclude these types of words.
By excluding these types of terms, we will be able to optimize our campaign budgets much more and ensure that the clicks you receive are truly valuable.