However, it’s even easier to pay a lot more per click, and cost per acquisition than you actually should when your campaign is not optimised to increase Google Ads conversions.
But where to start?
There are many ways to optimise a Google Ads campaign and below are five quick & easy tips that will save you money and help reduce the costs of your current Google Ads campaign.
At the end of this post, we also have an awesome free checklist you can use to help you track your progress.
1. Optimise your Google Ads campaign settings to increase conversions.
Revisit the campaign settings tab and consider every setting you have previously made. Do they align with your business goals?
If the goal is increasing brand awareness, then make sure you have set your bid strategy to maximise clicks.
If your goal is to gain conversions, whether that is a form fill for a lead or an actual sale on your website, then consider setting your bid strategy to maximise clicks and enable enhanced CPC.
Even better, choose the maximise conversions setting.
If you find your campaign performing well but the cost per conversion is too high then change the bid strategy to Target CPA (Target Cost Per Acquisition) and set an amount you would like to spend per conversion.
This way Google will try to increase conversions within your budget based on what a conversion is worth to your business.
It’s never a good idea to spend $50 per conversion when a conversion is only worth $25.
Working on the above settings will help you decrease the costs per conversion in line with your marketing and campaign goals.
2. Targeting the right locations to increase Google Ads conversions.
Another easy step you can take towards increasing Google Ads conversions, spending less money and allocating budget more effectively is to ensure you are targeting locations that actually drive conversions.
If you find any locations that haven’t been performing or converting well for the last two or three months, then you should eliminate them from your targeting list.
You could even consider excluding these locations altogether.
This will free up budget that can be allocated to other locations that are actually converting.
By doing so it will increase the number of conversions in those locations and it will also greatly reduce the overall cost per acquisition in your account since you are no longer wasting money in areas that do not convert.
3. Ensure your website works well and your landing pages are optimised.
This might sound obvious; however, I still encounter ads that lead to landing pages that do not have a clear sales funnel for the visitor.
Even worse, ads that promise one thing and a landing page that offers something else, or even ads that lead to 404 Not Found landing pages!
When a person clicks on an ad that offers 50% off of a new internet router but gets directed to a page where the router or discount is not available, he or she will leave instantly.
This is money wasted on a click, a chance for a conversion missed and a sign to Google that your ads and landing pages are not as good as they can be.
This will hurt the quality score of your campaign, lower the expected click-through rate and increase the cost per click.
Always ensure your landing pages have a clear call to action (CTA) that meets your campaign goals, ensure the visitor can find what they have been promised in the ad and that there are no obstructions for him or her to converting.
By doing so you make sure your phone number only shows when you are able to pick up the phone and speak with your customers.
It also prevents wasting budget on call extensions when you’re not available.
After setting this up, be sure to go back to your ad extensions and select which conversion action you want to assign to your call extension.
If you don’t do this, Google Ads will show your conversion action as verified but it will not track any calls.
If you aren’t tracking calls then you might not be bidding on keywords that are actually converting!
By tracking phone calls you can discover which keywords drive calls and conversions and therefore stop spending money on the ones that don’t.
Summary & Free Checklist
The above five tips are quick and easy to implement without the need for a high level of Google Ads knowledge.
You will need to be familiar with the platform and be able to set up basics ads though.
Make the changes as described above and these tips will surely help you increase the effectiveness of your campaign and decrease the budget spent.
To help you with this I have put together a handy checklist that you can printout, stick to your desk and fill out whilst you are making these changes. Click here to get your free Google Ads Checklist.
Do you need help?
If you need help with any of the above, or would like to speak to us about how we could be improving your Google Ads campaigns, please feel free to contact us on 02 8205 3133, drop us an email to email@example.com, or schedule a free, no obligation 30 minute consultation here with one of our Digital Marketing Strategists.
About the author
A specialist in Google Ads, and with a wide range of SEO skills and experience, Michael has a particular interest in Local SEO strategies for small to medium sized businesses. When Michael is not working hard increasing conversions for clients Paid Advertising campaigns he enjoys traveling, dining out and watching Formula 1 and football.