If you’re working with Google Ads, you might notice some keywords just aren’t pulling their weight. It can be frustrating when these keywords don’t bring in the clicks or results you had anticipated. So, why do some keywords lag behind, and what can you do to give them a boost? Improving your keywords can really make a difference to your ad success, often with just a few strategic adjustments.
Think of Google Ads keywords like seeds in a garden. While some sprout beautifully, others seem slow or may not grow at all. This is where a little nurturing comes into play. By paying close attention and making needed changes, you can improve how your ads perform, turning those underperforming seeds into flourishing plants.
Identify Underperforming Keywords
Spotting underperforming keywords is the first step towards improvement. But how do you identify them? Here are some signs that your keywords might not be performing as they should:
– Low Click-Through Rate (CTR): If people aren’t clicking on your ad, your keywords might need tweaking.
– Poor Quality Score: Google gives each keyword a quality score. If these scores are low, your keywords and ads might not be as relevant as they could be.
– High Cost per Click (CPC): Spending too much without seeing results might mean your keywords aren’t hitting the mark.
Once you’ve identified keywords that aren’t living up to expectations, use tools within Google Ads to dig deeper. Start by examining which keywords draw the least clicks and compare them to those performing better. Look for patterns and make note of differences in ad relevance or user targeting.
Regular monitoring is key. By consistently keeping an eye on performance, you can quickly adjust and experiment with new strategies. Remember, the aim is to turn these weak links into strengthened assets. So, get comfy with tools like Google Ads’ Keyword Planner. It’ll help you organise your data and strategise more effectively.
And there you have it—a starting point to revamp those lagging keywords. By putting these steps into practice, you’ll be well-equipped to optimise your ads and watch your online garden thrive.
Refine Your Keyword List
After pinpointing underperforming keywords, it’s time to refine your list. This part is about streamlining and honing in on those that are performing or have potential. Start by narrowing the focus to high-performing keywords. These are the ones that consistently bring in traffic and align well with your business goals.
Another important step is to use negative keywords. These are the words or phrases that you don’t want your ads to appear for. They help in filtering out irrelevant traffic, which means your ads appear to the right audience. For example, if you sell luxury handbags but not low-cost ones, you might add “budget” or “cheap” as negative keywords to avoid mismatched clicks.
Finding fresh and relevant keywords is equally significant. Use insights from search queries and trends to discover new keywords that could replace the ones not working well. Experiment by testing different variations and tracking how they perform over time. The more you adjust and fine-tune your keyword list, the better your ads will target your audience and deliver results.
Improve Ad Copy and Landing Pages
One of the often-overlooked parts of ad performance is the ad copy itself. High-performing keywords need engaging ad copy to be truly effective. Your ad copy should be clear, concise, and directly address the needs or problems of your audience. It must reflect the search terms people use and the intentions behind them. Doing so increases the likelihood of clicks and conversions.
Aligning ad copy with user intent is a smart way to boost performance. If a user is searching for a “reliable family car,” ensure your ad speaks to the reliability and family-friendly features of your offerings. Matching the language and tone of user queries makes your ads more relevant and enticing.
Equally important is optimising your landing pages. Once users click through, the landing page must deliver on the promises made in your ad. It should be relevant, easy to navigate, and drive users to take specific actions, like making a purchase or filling out a contact form. Well-designed landing pages don’t just keep users engaged—they also improve your quality score, which can lower your cost per click.
Adjust Bidding Strategies
Fine-tuning your bidding strategies plays a critical role in keyword optimisation. Google Ads offers different strategies like manual CPC bidding or automated strategies based on goals such as maximising clicks or conversions. Picking the right approach will depend on what you aim to achieve with your campaigns.
Choosing the correct strategy requires some experimentation. Start by trying different bidding options and measure their effects. Adjust as needed to optimise keyword performance. It’s also crucial to effectively allocate your budget, directing more resources to keywords showing promise and scaling back on those underperforming.
Testing different strategies can help you find the sweet spot where you maximise returns without unnecessary spending. This, combined with quality ad copy and optimised landing pages, creates a formidable Google Ads campaign.
Wrapping It Up
Reworking underperforming keywords involves a mix of patience and strategic adjustments. By refining your keyword list, improving ad copy, enhancing landing pages, and tweaking bidding strategies, you set the stage for better ad performance. Each step works towards making your campaigns more efficient and effective.
As you dive into these improvements, remember to keep testing and adapting. The digital landscape is always shifting, and maintaining an experimental mindset will help you stay on top. Through consistent effort and a keen eye on changes, you can transform your Google Ads experience and significantly boost your results.
Ready to take your ad campaigns to the next level? At Trace Creative, we’re here to help you optimise your strategy for maximum impact. If you’re looking to refine your approach, explore our services as a Google Ads marketing agency and discover how we can transform your ad performance into measurable results. Let’s work together to give your ads the edge they deserve.
