In this post we will share and explain in detail a proven 5 step approach to scale the reach and ROI of your Google Ads Search Campaigns. This process is the fruit of years of experience managing Google Ads accounts and it will work out of the box for 95% of the accounts. Plus, we will give you a much more simple alternative to this method: automating the whole process with a tool like OrbitalAds!
Let’s start with the 5 step approach. The steps are pretty clear and you may already have some experience with them if you’ve worked with Google Ads for some time now:
Google Ads Search Terms is a powerful tool for businesses and marketers to understand what people are actually searching for on the internet.
To create an efficient content marketing strategy, you’ll need to know what keywords people are actually searching for. This way, you can make sure your content is relevant to what they want and increase the likelihood of getting traffic from search engines. The Google Ads Search Terms Report will allow you to do just that!
With this report, the exact search terms that users input in Google’s search bar will give you new keyword opportunities and improve your keyword strategy.
DSA stands for Dynamic Search Ads. A DSA campaign will place your ads in front of users who are searching for keywords that are relevant to your business, without the need for you to target specifically those keywords. The ads will be triggered based on keywords or terms that you already use in the Titles or copy of your web pages.
So DSA campaigns save time for you and they leverage the fact that you already have a well-structured and comprehensive website, which talks about the things your potential clients may be looking for. In a nutshell, DSA campaigns aim to increase the exposure of your business and its products to a much larger audience by automating tasks that would require time and effort
Obviously, if your website is neither well structured nor very rich in useful content for your users, DSA campaigns won’t be as effective.
Also, we do not advise to only create DSA campaigns for your account. You should also have standard Search campaigns, where you target specifically some of the keywords that you know for certain will drive conversions to your website. So we recommend that you use DSA campaigns as an extra help – a quick way to extract more keywords that you may have not considered in the first place.
Finally, you don’t need to use your whole website for DSA campaigns, you can choose with parts of your website will trigger ads and which won’t, based on URLs matching rules. These URL matching rules are your targeting methods for DSA campaigns.
So, once they are running, how do you benefit from DSA campaigns to scale your account? Just as with standard Search campaigns, you can leverage the DSA Search Terms report. Stay on the look for terms which result in clicks and conversions and which you hadn’t considered.
When you identify good terms, add them to your standard Search campaigns, so you can target them specifically, with custom made ads and/or landing pages. Google Ads users tell you what terms to focus on. Check this article for more Google Ads automating tools and methods that are already built-in the platform.
Of course, not all good insights need to come straight from your Google Ads data. In order to really scale your reach, you are going to need to use some external data sources, or conduct your own keyword research.
Where can you get more data from? Luckily, there is a great variety of good SEO tools in the market focused on this task. All SEO suites have good keyword research capabilities, but we can recommend especifically suites such as SEMrush, Sistrix or Ahrefs. These tools have been some of the market dominants for years, and their keyword research features are quite powerful and user friendly.
Just insert the keywords and topics which you want to explore, select the focus country and language, and the tool will
It’s also worth mentioning that there are some decent free keyword research tools, such as Google Trends, Thruuu, Answer The Public, or the Chrome extension Keyword Surfer. Most free tools come with some limitations, though, such as the number of weekly or monthly queries you can search for.
Of course, once you have added as many good keywords as possible to your campaigns, the next thing you should do is try to squeeze as many clicks as possible from these keywords by increasing your budget.
But how can we do this, ensuring that we are not also increasing the account “waste” at the same time? That is, you don’t want to spend more, only to find that you are spending more on keywords that don’t convert, right?
The key is to wait until you have data that tells you, on a predictable way, which are the keywords that drive more conversions. Those are the ones that you can tune up the spend on, and not the others.
Put another way, it doesn’t make sense to increase your budget if you haven’t found enough keywords that convert reasonably well, and you haven’t pruned from your account all those that perform clearly worse than average. Only when you are sure that you have actually accomplished this, should you increase your Ads spend.
So you now have identified terms that convert well, and you’ve ensured that those keywords won’t be limited by budget constraints. Now it’s time to let Google’s targeting settings work for you.
If you don’t have a lot of experience with targeting settings in Search campaigns, just start with the observation mode, which will let you gather info on how well your ad groups perform with different audiences. After you confirm that some audiences will clearly convert or engage more with your ads, you may decide to increase the bids for those audiences, or even create remarketing campaigns targeted at them. Data is power, so the more data you have about your audience, the better for your campaigns.
If you feel all of this is a little too much, or you just have too many campaigns to manage, automating this strategy is the solution. And we happen to know one tool that will do the job for you in no time: OrbitalAds.
That’s right, with OrbitalAds the steps outlined so far will be well taken care of, while you relax and just follow the growth of your campaigns by checking our dashboard once in a while.
Feeling curious about how we do this, and how it would help your account and campaigns? Well, just start today your OrbitalAds trial and thank us later!
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