When setting up your Google Display Ads, keywords are a vital component that must be given careful thought and planning. At this stage, you should evaluate your keywords and improve any poorly performing ones.
n setting up your Google Display Ads, keywords are a vital component that must be given careful thought and planning. At this stage, you should evaluate your keywords and improve any poorly performing ones.
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Whether you are looking to increase conversions or drive more traffic to your website, here are my top 8 tips to improve the selection of your Google Display Ads keywords.
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If you want to increase the number of websites that your ads will be eligible to be shown on, try adding more general keywords to your campaign.
Unique
Finding keywords that are unique or a new idea or concept can really improve the amount of traffic that your ad gets.
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Monitor Your CPC
Keeping an eye on your cost-per-click (or CPC) on existing keywords will allow you to increase the budget on your best performing ads. This will help them to show more often on pages that are driving traffic to your website.
Keyword Insertion
Make sure that you include your keywords within the ad text to show relevancy and increase your click-through rate.
Edit Poor Performing Keywords
When checking the results of your campaign, be sure to decrease the budget on poor performing keywords, or even pause the ads that feature them, so that you can concentrate your budget on the keywords that are giving you the most results.
Exclude Keywords
By excluding some keywords from your campaign, you can stop your ads from being shown in places that aren’t relevant to your service or product. For example, you may wish to exclude “second hand” or “used” if you are a retailer. Excluding keywords will reduce the number of people that will see your ad, but used correctly it can help refine the audience so that the right people are targeted.
Conversion Optimiser
There is a feature within Google Ads called Conversion Optimiser that automatically uses your conversion data to increase conversions at a lower cost to you. This helps you to increase the profitable clicks for your campaign.
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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