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Hello Fall, Hello New Leads: 5 google ads tips to get the most out of your budget


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Learn strategies you can implement to ensure business growth and get as much as possible out of your budget.

You'll learn:

- How to utilize search partner and display ads the right way.
- How to segment your target audience for effective reach.
- How to understand and improve your ad campaign structure.

Published in: Marketing
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Hello Fall, Hello New Leads: 5 google ads tips to get the most out of your budget

  1. 1. Hello Fall, Hello New Leads: 5 Google Ads Tips to Get the Most Out of Your Budget Hosted by: Michael Owen October 15th
  2. 2. 22 WordStream has partnered with LOCALiQ to deliver results-focused, technology-backed marketing services to help local businesses unlock measurable business growth.
  3. 3. 3 Michael Owen Wordstream Digital Strategist Specialize in Google Search + Display
  4. 4. 4 LOGISTICS ● The webinar will be recorded. ● Check your inbox for the materials. ● Submit your questions for the Q&A segment!
  5. 5. 5 5 Tips For Google Ads Success 1. Leverage network targeting 2. Implement device, location, and demographic adjustments 3. Understand your spend 4. Utilize the search terms report 5. Adapt to your business goals
  6. 6. 6 Disclaimer Recommendations are made based on the assumption that conversion tracking is accurate
  7. 7. 7 1.Leverage Network Targeting
  8. 8. 8 Understanding Display vs Search Partner Networks • Search Partners • Display Network
  9. 9. 9 Evaluate Performance on Display and Search Partner Networks
  10. 10. 10 Main Takeaways Check before taking action ● Observe your data from a 90-day window to see true data Google Search has most purchase intent ● If your goal is conversions, put yourself in user’s shoes and think of where they would go!
  11. 11. 11 2. Device, Location, and Demographic Adjustments
  12. 12. 12 Device Bid Adjustments • Understand where your traffic is going • Consider your website usability • Incremental adjustments, 5-10% Positive or Negative!
  13. 13. 13 Device Bid Adjustments
  14. 14. 14 Location Adjustments • Geo-target your success • Location options
  15. 15. 15
  16. 16. 16
  17. 17. 17 Demographic Adjustments • Age • Gender • Household Income • **Update to housing, employment, and credit advertising policies 10/19/2020
  18. 18. 18 Main Takeaways Investigate your data BEFORE making these changes ● Observe a 90 or 30 day window, and understand your spend Make these adjustment to always follow your leads and goals ● Consider seasonal shifts in business
  19. 19. 19 3. Understand your Spend
  20. 20. 20 “Follow the Money” • Start at campaign level, and follow the highest spend all the way to a keyword (and it’s search terms report) • Is it the best possible traffic you want? If it is not, then changes need to be made!
  21. 21. 21 Understanding Your Spend $100 x 30.4 = $3,040 $40 $500 $2,500 $2,100 $0 $0 $300 $0 $400 $200 $0 $40 CAMPAIGN AD GROUPS KEYWORDS $100 Daily Budget 30 Day Window Best Traffic?
  22. 22. 22 Steps You Can Take to Minimize Wasted Spend • Move under-spending ad groups to new campaign • Manual bidding? Adjust your bids • Add negatives to that ad group • Pause high spender, but allow time to re-learn
  23. 23. 23 Main Takeaways Take a step back and see where your spend goes ● Observe a 90 or 30 day window, and understand your budget allocation Make sure your budget is spent where it is most opportunistic ● It’s okay to sacrifice short-term data for long-term results
  24. 24. 24 4. Utilize Search Terms Report
  25. 25. 25 Google’s Search Terms Report • The search terms report is a feature within your Google Ads account that allows you to see exactly which search terms triggered your ads to appear, as well as how closely those terms relate to the keywords your ad is targeting.
  26. 26. 26 Google’s Recent Search Terms Report Update • "Starting September 2020, the search terms report only includes terms that a significant number of users searched for, even if a term received a click. You may now see fewer terms in your report." - Google •
  27. 27. 27 What This Search Terms Report Update Means For You • Every query counts • Like what you see • Remove any weeds
  28. 28. 28 Research Intent vs. Purchase Intent • Can you look at your queries and understand what is top of funnel, more research intent traffic, and what is more low funnel, purchase-driven traffic?
  29. 29. 29 Watch for Branded or Non-Converting Traffic • Branded + Non-Branded terms should not share the same budget • Competitor names Awareness Opinion Consideration Preference Purchase
  30. 30. 30 Main Takeaways Google is limiting our data, so make it count! ● Be confident that what you see is best possible traffic Always be sure the “Pros” outweigh the “Cons” ● You need to like more of the queries you see than dislike
  31. 31. 31 5. Adapt to your Business Goals
  32. 32. 32 Shift in Business Means Shift in Strategy • COVID-19 is forcing change on us • Has your business shifted? So should your account!
  33. 33. 33 Examples of Shifting Strategy • Commercial carpet cleaning • Renting industrial equipment • Dentists shift to whitening
  34. 34. 34 Main Takeaways Put your budget where your current business is ● Don’t keep pushing something that isn’t there Don’t be afraid to move budgets, even if temporarily ● Current uncertainties don’t have an end date, so waiting is wasteful!
  35. 35. © Copyright 2020 WordStream, Inc. All rights reserved. Thank you!