One of the many reasons why Google Ads is a great way to boost your web presence and drive ready-to-buy traffic to your website is the ability to adjust a campaign based on performance.
Because our client had an existing Google Ads campaign in place, we analyzed their results and built on the parts of the strategy that were working and changed those that were not.
We started with improving the copy of the ads and landing pages. Copy that is relevant improves your Quality Score - Google's rating of the quality and relevance of your ads. A higher Quality Score translates to a lower cost per click and a lower cost per conversion.
Next, we began targeting keywords that their competitors were targeting - including branded keywords. This means when potential customers search for our client's competition by name, in addition to the results they also saw our client's ads.
For keywords that were underperforming and couldn't be helped with improved copy, we simply removed them. No sense in throwing away money.
Finally, we added negative keywords. Excluding search terms that won't result in a qualified lead or sale is another way to save money and maximize ROI.