Important steps to improve your Google Ads campaigns

How to fine-tune your PPC approach and maximize results? 
Struggling to boost your Google Ads campaign performance? 

Below are important tips that will fine-tune your PPC approach to drive better results.

-    Conversion setup should be accurate
  Clear and accurate conversion tracking is very important for assessing your campaign’s effectiveness. Conversion tracking is properly configured track activities like form submissions, purchases, other goal you set up.  Accurate tracking and aligned values are required in getting precise ROAS and conversion data.

-    Analyze  your bid strategy
Google will show status on your campaign as “Limited by bidding strategy”, if you have an unattainable goal. In case your bid strategy is limited, you can upgrade it to a fully automated bidding strategy to generate more conversions at a similar CPA or higher conversion value at a similar ROAS. 
Other limitations could be bid limits below the average for your keywords. Increase your max CPCs, or if you are using smart bidding, increase your tCPA or decrease your tROAS.

-    Search impressions
Search impression share indicates the %age of total impressions an ad receives compared to the total number it could receive. 
Lower search impression share suggests missed opportunities for visibility. 

This could involve:
*Refining keyword targeting.
*Adjusting bid strategies to have a lower ROAS target or higher cost per acquisition.
*Improving ad relevance.
*Expanding the budget in competitive auctions. 

There are two other metrics that must be analyzed. 
*Search lost IS (rank): Search impression share lost to rank.
*Search lost IS (budget): Search impression share to budget. 

If you see a high %age for rank, you should improve your landing page, ad copy, and keyword targeting. 
If your impression share is much lower, you may want to expand your budget and make bid strategy adjustments to be less restrictive.
Regularly monitoring and optimizing search impression share improve campaigns and maximize a campaign’s reach.

-    Evaluating ad group setup
This is an important step to analyze performance issues in Google Ads campaign. 
Ad group structure is very important for ad relevance and targeting precision. 
Underperforming Ad Campaigns, check how ad groups are structured. 
*Whether all conversions are falling under one campaign? 
*How many keywords do you have per campaign? 
If many keywords have low-quality scores, then below step needs to follow:
•    Adding or removing keywords.
•    Check all keywords are there in ad headlines and top keywords are there in descriptions. 

-Quality scores 
Quality score is a metric that shows the overall quality and relevance of ads, keywords, and landing pages in an ad campaign. 
It is a number on each keyword 1-10, lower quality score indicates potential issues impacting ad performance, such as poorly aligned ad copy, irrelevant keywords etc
Regular checking your keywords after 2-3 weeks is required to check quality score has increased.

-Search term reports
Regularly monitoring search term report can identify irrelevant or low-converting search terms that might waste budget without giving any relevant results. 
By analyzing list of negative keywords and use these in ad group or campaign to:
*Prevent low-quality searches from coming through.
*Refine your targeting.
*Improve ad relevance. 
This will increase your quality score and expected CTR.