Whether you’ve had to drastically reduce your costs or your business is booming, avoiding unnecessary spending of your media budget remains a priority for all businesses.
Google Ads gives you some tips to help you identify and eliminate unnecessary spending from your Google Ads campaigns.
Check the targeting of your Google Ads campaigns
By guidance, we mean:
- Offer settings per device (desktop, mobile, tablet).
- Offer adjustments based on demographics (age, country, city, gender, etc.).
- Offer day and time adjustments.
- Your various campaign settings (Are Google search partners included in your campaigns? Have you enabled the Display Network?).
- Your different Google Ads audiences.
These different settings can be checked at the account or campaign level, depending on how you have configured them. Although it’s easy to miss them, they can have a big impact on the performance of your Google Ads campaigns. If the goal of your campaigns is to drive sales, you can adjust offers where you see the most conversions. For example, if you find that most of your conversions come from women between the ages of 18 and 24, you can adjust your offers for women and that age group so that your ads appear first to the most popular users. likely to become. Feel free to do the reverse exercise as well – close deals where you see the least conversions.
Remove low performing keywords
Another easy way to optimize your Google Ads budget is to remove any keywords that are eating up a large chunk of your budget but not converting. In order to properly filter out these low performing keywords, please take a long enough period (Ex: last 60 or 90 days), filter on keywords that have never converted, you can remove them from your campaigns. You can reinject this budget into more strategic keywords.
Setting up automatic scripts in your Google Ads account will also help you avoid wasting your budget. You can use scripts, for example, to track negative keyword conflicts, rejected ads, landing page errors, non-printing keywords, and more. It’s a good way to monitor certain optimizations without having to do a manual audit!