What to Know:
– This article discusses 10 underutilized levers across Google and Microsoft Ads that can help achieve peak account performance in ad networks.
– These levers are often overlooked or not fully utilized by advertisers, but they can have a significant impact on campaign success.
– The article provides insights and tips on how to leverage these hidden gems to improve ad performance and maximize ROI.
The Full Story:
1. Utilize Audience Expansion:
One of the underutilized levers in ad networks is audience expansion. By expanding your audience targeting, you can reach a wider range of potential customers. Google Ads offers various audience expansion options, such as Similar Audiences and In-Market Audiences, which can help you reach users who have similar interests or are actively searching for products or services related to your business.
2. Leverage Dynamic Search Ads:
Dynamic Search Ads (DSA) are another hidden gem that can boost your ad performance. DSA automatically generates headlines and landing pages based on the content of your website. This allows you to reach a broader audience and capture relevant search queries that you may have missed with traditional keyword targeting.
3. Optimize for Local Search:
If you have a local business, optimizing your ads for local search is crucial. Utilize location extensions and local targeting options to ensure your ads are shown to users in your target area. Additionally, consider using location-specific keywords and ad copy to increase relevance and drive more qualified traffic to your business.
4. Leverage Ad Customizers:
Ad customizers are a powerful tool that allows you to dynamically insert information into your ads based on user attributes or other data sources. This can help create highly personalized and relevant ads that resonate with your target audience. For example, you can use ad customizers to display different prices or promotions based on the user’s location or device.
5. Test Different Ad Formats:
Don’t limit yourself to just text ads. Experiment with different ad formats, such as responsive search ads, image ads, or video ads. Different ad formats can attract different types of users and provide a more engaging experience. Test and optimize different ad formats to find the ones that work best for your business.
6. Utilize Ad Extensions:
Ad extensions are additional pieces of information that can be added to your ads, such as phone numbers, site links, or callouts. These extensions not only provide more information to users but also increase the visibility and prominence of your ads. Take advantage of ad extensions to improve your ad performance and drive more clicks and conversions.
7. Use Negative Keywords:
Negative keywords are often overlooked but can have a significant impact on your ad performance. By adding negative keywords, you can prevent your ads from showing for irrelevant or low-intent search queries. This helps improve the overall quality and relevance of your traffic, leading to higher click-through rates and conversion rates.
8. Optimize Landing Pages:
While ad optimization is important, don’t forget about your landing pages. Ensure that your landing pages are relevant, user-friendly, and optimized for conversions. Test different landing page elements, such as headlines, calls to action, and form placements, to improve the performance of your campaigns.
9. Leverage Automated Bidding Strategies:
Automated bidding strategies, such as Target CPA or Target ROAS, can help optimize your ad performance and maximize your return on investment. These strategies use machine learning algorithms to automatically adjust your bids based on various factors, such as user behavior, device, or time of day. Experiment with different automated bidding strategies to find the one that works best for your goals.
10. Monitor and Analyze Performance:
Lastly, it’s crucial to regularly monitor and analyze the performance of your ad campaigns. Use the available analytics and reporting tools to track key metrics, such as click-through rates, conversion rates, and return on ad spend. This data will help you identify areas for improvement and make data-driven decisions to optimize your campaigns.
By leveraging these underutilized levers across Google and Microsoft Ads, you can achieve peak account performance and drive better results from your ad campaigns. Experiment, test, and optimize to find the strategies that work best for your business and goals.
Original article: https://www.searchenginejournal.com/underutilized-levers-across-google-microsoft-ads/495792/