How to Improve Your Google Ads Performance

In the world of Google Ads, there’s no such thing as “set it and forget it.” Consumer behavior shifts, your competitors change up their strategies, and what worked last month might not work today.

That’s why you always need to be improving your Google Ads performance. 

But, how do you know where to start? That’s where this blog comes in. We share our systematic approach to continually optimizing the Google Ads campaigns we manage for our clients. 

5 ways to quickly improve Google Ads performance

Read on as we explore five actionable strategies to quickly improve your campaign performance and start maximizing your return on ad spend (ROAS).

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1. Focus on boosting your Quality Scores

Your Quality Score is Google’s way of rating the quality of your ads against your competitors. It’s calculated based on three main factors: your expected click-through rate (CTR), your ad relevance, and your landing page experience. Quality Score is measured on a one-to-ten scale, with ten being best.

When you have a low Quality Score, Google shows your ads less and charges you more per click. Improving your Quality Score lowers your cost-per-click and helps your ads rank higher for less money.

Get started: Fix any ads with a Quality Score of 5 or below. Your goal is 8 or higher. Swap out underperforming creative for stronger visuals and clearer ad copy. Make sure your landing pages deliver on what your ad promises.

2. Increase your optimization score

While a Quality Score measures the quality of individual ads, your optimization score measures the performance of your Google Ads account as a whole. As such, it has a larger range from 0% to 100%. As you might guess, your goal is to get as close to 100% as possible.

How can you do that? Work on the tips Google suggests. You’ll find them right below the optimization score.

Get started: You can find your optimization score by clicking on Recommendations in the lefthand menu of your account.

3. Review your search term report

If there is one quick win for improving your Google Ads performance, it’s actively maintaining a negative keyword list. By adding negative keywords, you tell Google not to waste money on irrelevant keywords for your campaign.

You can also find new potential keywords by regularly reviewing your search term report. Here you’ll find top-converting keywords that could work wonders for your campaigns.

Get started: Each week, go through the report and add fresh high-converting keywords to your campaigns. Also update your negative keyword lists (if necessary).

4. Manage your Google Ads budget

Your budget can make or break your Google Ads performance. It’s important that your campaigns have enough spend to work with. It’s also equally important that you don’t allocate too much spend to underperforming campaigns.

Get started: Ideally, you’ll be monitoring your budgets on a weekly basis so you can make adjustments as needed. Checking in on a daily basis allows you to jump in quickly if there’s a billing issue. 

5. Update your audience lists

Your Google Ads account can only perform as well as the data you give it work with. By regularly updating your audience lists, Google can more accurately target your ideal audience and serve them your ads.

Get started: Add new customers to your audience lists on a monthly basis. 

It’s time to improve your Google Ads performance

The saying “there’s always room for improvement” certainly rings true when it comes to Google Ads performance. Figuring out how to fully optimize your campaigns is one of marketing’s biggest challenges. It’s also what makes marketing so fun. 

When you’re ready to improve your Google Ads performance, contact the advertising experts at Your Marketing People.

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