Improve the competitiveness of Google ads

In the Google Ads auction, high-quality ads can rank higher and cost less. This is because if Google displays low-quality ads, users may be lost, the click-through rate will drop, and its revenue will be affected. Therefore, Google attaches great importance to the quality of ads to ensure user experience and its own revenue.
Source: Internet
How does Google ensure that high-quality ads are ahead? The secret lies in the quality score in its ranking algorithm. Ad ranking is determined by the quality score and the maximum bid, so high-quality ads can win on the search results page even if the bid is not high. At the same time, the click cost is also adjusted according to the quality score, allowing high-quality ads to get more display at a lower cost.
This mechanism not only encourages advertisers to improve the quality of ads, but also promotes the prosperity of Google’s advertising platform.
The improvement of quality score mainly depends on three core elements: click-through rate (CTR), relevance of ads, and user experience of landing pages. The next three tips will discuss in detail how to improve quality scores around these three aspects. After mastering these skills, you can open an account with Media Manager and start your overseas delivery business!

1. Focus on improving click-through rate A high click-through rate can improve your estimated click-through rate, thereby optimizing the quality score, making your ads more eye-catching, surpassing competitors, and effectively reducing costs. Here are some effective strategies to improve click-through rate:
   Create unique ads: The offers you offer need to be different from other ads, and use differentiation elements to attract the attention of potential customers. Incorporate specific numbers into your ads: For example, instead of saying “big sale”, say “30% off the entire site.” Numbers are more eye-catching and drive sales. Use strong CTAs: convey a sense of urgency and highlight benefits or features: “Save 30% now”, “Start a customer attraction journey”, “Order now”. Take advantage of extended functions: Advertising assets can improve your click-through rate, optimize quality scores, and ultimately improve ad rankings.

2. Improve ad relevance Today, relevance has been raised to an unprecedented new level, which is not only closely related to the search query, but also closely related to the searcher’s personal needs. Specific strategies to achieve this goal include:
   Naturally integrate keywords in titles and descriptions: Google will bold keywords in search queries to attract users’ attention and promote clicks. For example, for searches for “small business accounting software”, you can design ads like this.

Precision positioning optimization: With the help of geo-targeting, ads can be accurately delivered to specific areas, and the copy can be customized according to the characteristics of these areas to improve the relevance and effectiveness of the ads. Use audience targeting: In search ads, you can use keywords to lock in the target audience. To learn more about search audiences, click “Budgets are not reduced, and the effect is doubled! Google Search Audience’s “Money Saving” Secrets Revealed” to learn more. Seasonal adjustment: Even if your products and services are not designed for specific holidays or seasons, you can still adjust the ad copy and landing page content to match the current seasonal atmosphere. Build theme-focused ad groups: Ad groups with highly concentrated themes can bring stable click-through rates and higher ad relevance. To do this, it is necessary to build a reasonable Google Ads account structure, with the number of keywords in each ad group controlled within 20, and 10 to 15 keywords are most appropriate.

.Improve your landing page experience The third core element of the quality score challenge is the landing page experience, which plays a vital role in ensuring the final conversion. Even if your ads have the advantages of high click-through rates and low costs, it is still difficult to stand out in the fierce market competition without effective conversions.
Below we will introduce some practical strategies to optimize the landing page experience and improve conversion rates:
Create a unique landing page for each offer: Avoid directing all traffic to the homepage or a generic landing page. I recommend designing a unique landing page for each offer and each target audience. Keep the page simple and clear: cleverly combine images and concise text, focus on the benefits, supplement them with functional support, and set a clear call to action (CTA). Maintain consistency: Make sure the copy, images and information on the landing page are consistent with the previous advertising content. Pursue simplicity and ease of use: The page should load quickly, adapt to various devices, and if there is a form, try to simplify the information requirements.

How to optimize your keywords?

The core of a successful Google Ads campaign lies in accurate keyword selection. However, it is far from enough to just conduct keyword research and apply the results directly to the campaign. You also need to regularly update the keyword list and actively look for new potential keywords. Here are our keyword optimization suggestions for you:
Use the search term report: Through the search term report, you can dig out keywords with lower costs, higher conversion rates, less competition, and new keywords worth bidding. At the same time, you can also find potential negative keywords and add them to the campaign to avoid wasting budget on unnecessary keywords. Those who are interested can read “Google Search Term Report, which can really help you solve 70% of the advertising ROI improvement problems! “Understand the brand words of bidding competitors: Research the brand words of competitors and consider bidding. Because it is very likely that they have already bid for your brand words. Separate low-quality score keywords: In the ad group, some keywords are difficult to improve in quality score no matter how they are optimized. To avoid them dragging down the overall performance, it is recommended to group these keywords separately and customize highly relevant ads and landing pages for them. If the advertising effect is still not satisfactory after trying, and the contribution to business is limited, you can consider pausing or deleting these keywords.

How to observe your competitors?

This is often overlooked. We are often so caught up in our own indicators that we forget to examine our competitors. Study their ads and quotes, and ask yourself more often, are we competitive enough? If the quote is not advantageous, you need to enhance the appeal through ad copy and additional information. Appearance, enthusiastic expression and text itself are the key to attracting clicks!

You can find these strategies and more in the collection of Google Ads examples below.

At the same time, it is also crucial to do some detective work. Find out which keywords are important to your competitors. Once you have this information, you can challenge them head-on for these keywords, or find their weak links (i.e. keywords they are not focusing on) and seize these potential click opportunities.

PART.04 How to master bidding strategies?

Today’s article focuses on a variety of strategies for “increasing competitiveness without raising bids”. But this does not mean that it is not important to develop an effective bidding strategy in the early stage. In fact, by adjusting bids reasonably, you can optimize the allocation of resources in different areas. Here are specific ways to achieve this goal:
Choose a suitable bidding strategy: Your bidding strategy can let Google allocate budget according to your goals. For this, you can refer to “Dry Goods Sharing｜Your Google Ads Have No Inquiries? There must be something wrong with the bidding strategy! ” to find the strategy that suits you best. Try bid stacking: Although Google often recommends advertisers to use smart bidding to switch to broad matching and has launched related beta tests, I don’t recommend doing this. It is better to set multiple matching types for the same keyword, and you can also try to adjust the bid by using bid stacking according to the matching type. Explore other bid adjustments: With manual bidding, you can adjust by location, device, and performance. With Smart Bidding, Google will automatically adjust, but you’ll still want to test the impact of different goals and bid ranges on your ad performance.

How to use free tools?

With reports and features within the Google Ads interface, as well as a variety of other tools and templates, you have access to a wealth of resources to help you get more clicks. We’ve compiled a list of free Google Ads tools for you to consider, but here are a few we particularly recommend:
Free Google Ads Evaluator: This tool will conduct a comprehensive review of your Google Ads account in seconds and generate a clear, practical report to guide you on how to improve your quality score, reduce wasteful spend, increase impression share, and more. Free Responsive Search Ads Copy Template: It can be a headache to coordinate multiple headlines and descriptions while following responsive search ad best practices. With our templates, you can easily find the perfect copy combination to attract clicks. Free Keyword Search Tool: This tool can help you discover keywords to target in your campaign and determine the theme of your ad groups.