4 Quick Ways To Get More Conversions On Google Search Ads

If you are running Google Ads as a part of your integrated marketing strategy, chances are you'll find untapped opportunities that will further your lead generation and acquisition capacity. We are sharing a starting point on how to get more conversion from your Paid Search campaigns.

William Yap
Snr. Digital Marketing Manager

What do we want? MORE CONVERSIONS! When do we want it? NOW!

Every website has a unique measure of success and one of them is 'Conversion'. Business tracks conversions such as purchases, downloads and subscribes completed on the website. Any growing businesses will attempt to grow their online conversion using various paid marketing media, one of which is Google Ads Pay Per Click.

The one-billion-dollar question is what can I do to squeeze more conversion out of my Google Ads campaigns? Here are 4 simple ways to scale your Google Ads performance. Make sure you don't skip the very last one... really!

review your keywords

When was the last time you’ve added keywords into your campaigns, both biddable and negative keywords?

There are more than 3.5 billion searches a day on Google. Between 16% - 20% of those queries uses brand new terms, queried for the first time on Google. On top of that, there are growing trends of users searching with shorter terms and with more semantics.

As an illustration, the term 'Hoover' refers to more than a company name. Generations who grew up during Hoover's market domination are accustomed to referring to a vacuum cleaner as hoover. Google understands the semantic and showed a range of vacuum cleaner on the shopping section when we Googled the term hoover.

Show your compelling ads to new customers by expanding your keyword library. Our Google Ads Experts actively review keyword lists and add new semantics and keywords that are hyper-relevant and valuable to our clients' business. We utilise strategic marketing tools that help us keep on top of the latest search trend and expand our clients' keyword library effectively.

broaden your match types

Do you have the majority of your keywords are in Phrase Match or Exact Match on your paid search campaigns? Running Google Ads and Microsoft Ads campaigns with hyper-targeted keywords will leave your potential customer little chance of finding you on search engines. As a result, you’re likely to miss out on new conversions. 

Quickly increase your visibility on search engines by switching highly relevant keywords from exact match to broad match. This recommendation is not without its caveat so make sure you don't miss the last recommendation on this blog.

Let's say we are running a Google Ads (formerly known as Google Adwords) campaign for marketing services with Phrase and Exact Matches such as "marketing agency in sydney" and [google ads specialist]. We would have missed out on sale opportunities as our ads will not show for queries such as top PPC agency in australia and full-service digital marketing agency.

There are strategic measures in place to allow for a greater reach without blowing your marketing budget into smithereens. We group broad keywords with a common theme, allocate a fixed budget and build them into our complex paid search campaign structure. In time, those groups of broad keywords will generate sufficient data and learning, but it doesn't stop there.

Our team of SEM Specialists periodically analyse the Search Term report to discover search terms that were attracted by the broad keywords. The team extract valuable terms and build a separate list into performing campaigns and exclude terms that are harbouring irrelevant traffic.

run dynamic search ads

Dynamic Search Ads is a Google Ads tool that will help you find customer searching for your product or services with minimal efforts. It is ideal for a well-develop website and/or one with a large inventory. With machine learning technology, the tool crawls your website, understand the content and target your ads to searchers with a common intent.

You only need to provide is a creative description, it's that easy. The tool will offer the best headline and landing page relevant to the searcher's intent. Conveniently, you have the option to select specific website contents for the DSA campaign to run on.

You will appreciate the fact that DSA helps your Google Ads campaign keep up with the frequent changes made on the website. It will also keep your ads updated and showing on Google Search Engine when you are behind on updating your keywords and ads.

It is also pleasing to know that DSA will not compete with any of the existing search campaigns. An existing search campaign will take precedence if both are eligible to show ads on a query. This is unless you're exiting campaign has run out of budget for the day.

Our team of PPC experts run Dynamic Search Ads with Smart Bidding, such as TCPA and TROAS, in harnessing Google machine learning's full capability. Within two weeks of activation, we acquired incremental conversions and improved overall conversion rate on the account. Hoorah!

update negative keyword list

Broadening and expanding your keywords will increase your business visibility on the search engine result page. Google will try to match your ads to the right user intention but let's face it, it's not a perfect world. When you google the term 'Jaguar', Google will try to figure out if you are looking for the animal or the luxury car. Occasionally it will get it wrong.

As alluded above, we make it a habit to view the Search Term report on a frequent basis. The report shows both relevant and irrelevant terms. Our Paid Search Specialist analyse and pick irrelevant terms and export them into negative keyword lists.

Let's take a sneak peek at the Search Term report.

The first column on the left shows the terms people are typing into Google which are triggering our ads. The hidden columns on the right breaks down the performance of each search terms. Those data helps us to manage (add/exclude) keywords strategically.

We were able to capture a significant volume of new clients for our client. It was the result of strategic keywords management, running DSA campaigns and proactively managing negative keyword list. We achieved a significant rate of click-through (31% CTR) from non-branded terms with amazing conversions rate (16% CVR). Needless to say that the performance brought smiles all round.

Wave goodbye to a mediocre Google Ads performance.

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