Nothing is black or white in performance and many marketers insist on this motto throughout their entire career. It is true that we have seen many unorthodox results in advertising and always testing gives the right answer BUT: Remember that an effective google ads strategy is a matter of mindset, common sense and knowledge of platform algorithms. And there are some standard hacks that are really useful to keep in mind.
So here is the list:
- Remove Brand Terms from your Performance Max Campaigns. Now Google has launched new features and we will be able to exclude brand terms and add negatives for better quality traffic.
- Implement Keyword Optimization, monitor your keywords on a regular basis. Add Negatives. Monitor the search terms report and isolate any searches with value.
- Segment your campaigns using high buying intent keywords. Use different match types per campaign or ad group.
- Use Google Ads Conversion Tracking instead of imported Google Analytics. That gives you more data & accuracy.
- Exclude placements that bring irrelevant & expensive traffic.
- Adapt your strategy according to your budget, the audience size and the number of searches. Eg. In case of low budget do not oversegment your campaigns and use exact terms for better results.
- Allow some time for your campaign to flourish. Frequent changes prevent campaigns from exiting learning phase and deliver properly.
- Exclude recent converters from your remarketing campaigns.
- Use your top product groups in your campaigns (best margin, to sellers etc).
- Last but not least: Do not micromanage your account and avoid sticking on a few metrics. Evaluate your performance holistically and think about all aspects of your Advertising.
Obviously this list is not limited and there are still lots of performance hacks that can boost your sales. But remember , performance is only one part of your puzzle. Creative direction, product, customer service, seo and other paid channels will have a huge impact on your overall results. Make them work today!