A Guide On Optimising Your Search Campaigns

Paid SearchPerformance Media

In today’s digital age, online advertising has become an essential tool for businesses to reach their target audience effectively. Google Ads provides an unparalleled opportunity to showcase your products and services to potential customers. For those new to the world of Google Ads, navigating through the plethora of features might seem overwhelming. Depending on your business goals, whether it be for brand awareness or maximising your ROAS, we will walk you through the common optimisations for your business objections. This guide will walk you through essential tips to optimise your search campaigns and maximise your advertising success.

Allocating the Correct Budget to Campaigns

One of the first and most critical steps in optimising your Google Ads search campaigns is setting an appropriate budget. Budget allocation plays a pivotal role in determining the scale and reach of your campaigns. To start, assess your business goals and marketing objectives. Consider the potential value of a conversion or sale, and allocate your budget accordingly. For example, we strongly recommend allocating more of your monthly budget towards brand campaigns as it is important to remain as the top search ad for your own brand keywords. This will allow for users who already know your brand to click and convert on your website rather than having a competitor steal away this conversion. Another suggestion is to allocate budget towards campaigns with more specific keywords that represent your business. For example, if your business advertises vegan health products, allocating budget towards a campaign with long tail keywords such as ‘vegan health products’ is also optimal. On the other hand, if you have a generic campaign, we do suggest allocating a lower budget as it would capture generic search queries. However, allocating budget towards campaigns will vary depending on your business objectives.

Exploring Different Bidding Strategies

Bidding strategies dictate how Google Ads optimises your bids to reach your campaign objectives. Depending on your business strategy, there will be a different bidding strategy you can implement to achieve these objectives. You are able to adjust bidding strategies on a campaign level, which means that for different campaigns you are able to achieve a different goal. For beginners, the “Maximise Clicks” bidding strategy can be a great starting point. This strategy focuses on getting as many clicks as possible within your set budget. As you gain experience and gather data, you can explore more advanced strategies like “maximise conversions” or “maximise conversion value”. These strategies let you set specific conversion goals or a desired return on investment, allowing Google’s algorithms to optimise your bids for maximum efficiency.

Adding Negative Keywords

Negative keywords are a powerful tool to refine your targeting and ensure your ads are shown to the most relevant audience. These are keywords for which you do not want your ads to appear. For instance, if you’re running an online bakery, you might want to add “free recipes” as a negative keyword to avoid showing your ads to users searching for free baking recipes. Regularly reviewing your search term reports and identifying irrelevant or unrelated search queries can help you build an extensive list of negative keywords, thus improving the quality of your traffic and saving your budget for more relevant clicks.

Mastering Keyword Match Types

Understanding keyword match types is essential for effectively managing your Google Ads campaigns. There are three main keyword match types:

  • Broad Match: Your ad will show for variations, synonyms, and related searches of the keyword. This provides the widest reach but might lead to less relevant clicks.
  • Phrase Match: Your ad appears when a user’s search query includes the exact phrase or a close variation of it. This offers a more targeted approach.
  • Exact Match: Your ad will only appear when a user’s query exactly matches your chosen keyword. This delivers highly relevant traffic.

Utilise a combination of these match types to control the level of precision and reach for your keywords.

Precision with Location Targeting

Location targeting enables you to display your ads to users in specific geographic regions. Whether you’re targeting a local audience or expanding to new markets, location settings can be a game-changer. For a local business, use “Radius Targeting” to target users within a certain distance from your business location. If you’re exploring international markets, consider using “Location of Interest” targeting to reach users interested in a particular location, even if they aren’t physically there.

Mastering Google Ads might take time, but with a solid understanding of budget allocation, bidding strategies, negative keywords, keyword match types, and location targeting, you’re well on your way to running successful search campaigns. Remember, continuous monitoring, analysis, and adaptation based on performance data are the keys to achieving the best possible results. So, dive in, experiment, and watch your online presence flourish through the power of Google Ads!


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