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Are you worried that your Google Ads performance is in decline?

Are you worried that your Google Ads performance is in decline?

When it comes to marketing and/or advertising an online business, there are a few things that you will need to prioritize. But as you do this, you should also take into account the kind of ROI (return on investment) you will get from your campaign.
It is especially true if you will spend some money on different forms of advertising. If you notice a decline in the performance of your Google Ads, you can institute some minor changes to attempt to change the direction the campaign is taking.
The changes you put into place can also assist in boosting the business and in saving you some money. Important tips to use to boost the performance of your Google Ads include:

1. Keyword Research

To get all aspects of your advertisement content right, you will need to make use of tools such as AdWords Keyword Planner. It is a free planning tool from Google.
Start the process by brainstorming on the keywords that you think are relevant to your particular industry. Your list should feature general keywords related to what your business does, e.g., IT Support.
Provide a description of how you carry out your operations. This means finding keywords that can provide the description for you, e.g., Cloud Backup Solutions.
Take this list and feed all the keywords into the Keyword Planner. The planner will provide you with an expanded list of keywords and accompanying phrases. It will also provide you with information on how often web users use these terms including the competitors making use of these phrases.
Review the list furnished to you and get rid of all the keywords you think are irrelevant.

2. Organize the Same Keywords for Use in Similar Ad Groups and Campaigns

Having identified the keywords that you would like to use, it is now time to start organizing how you will use them. You cannot just copy and paste them into a particular AdWords bucket and expect them to start working.
You have to group them into ad groups and campaigns. For instance, IT Consulting Companies, IT Consulting Services, and IT Consulting will all fall in a single group. Cloud Service Provider will be placed in a group of its own.
Keyword segmentation makes it easier for you to analyze the data at a future date.

3. Use Location Targeting

In case your business provides services that are confined to a particular area, ensure that the campaign settings are set in such a way that they will target users within that area. Failure to do this means that your business will end up paying for clicks coming from individuals who cannot benefit from your services.

4. Utilize Exact Match Targeting

Exact Match targeting is not the same as Phrase Match or Broad Match targeting. With this kind of targeting, it means that the ads will only get displayed when the web user searches for a particular keyword targeted in your Google Ads campaign.
It is a tactic that is quite helpful to small and medium enterprises that are new to this concept. Exact Match targeting provides them with better control over their advertisements. It also ensures that they do not waste money on phrases that are irrelevant to the campaigns they are running.
When you start collecting data on how the keywords used earlier are performing, you can now consider using broader match settings.

5. Generate Ad Text that is Specific to the Keywords in that Ad Group

Look at the number of Ad Groups you have in your campaign. Each group will need to have text that specifically mentions each Ad Group topic. It helps to enhance the Ad Quality Score.
Web users also get to easily connect their search phrases to your business Ad.


Having said all this, you will not get to know how the changes will affect the performance of your Google Ads until you launch them. Continue to monitor the AdWords dashboard to determine which adjustments you should make depending on the performance of your keywords.

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Vanessa Simms
Vanessa writes on a range of subjects for the Search South blog, but has a strong focus on her core interest area of Google AdWords management best practices.