In this article I will give you 13 tips to optimize the performance of your Google Ads and Facebook Ads campaigns. These are good practices implemented and tested by leading E-commerce companies , which have helped them improve the return on their investments. That is why I want to share them with you! Read on and discover them below. Tip 1: Focus your Google Ads spend on exact match and phrase keywords If you use broad match keywords there is a lesser match between the user’s search and your keyword , your Quality Score goes down and you pay more per click. In addition, you are at greater risk Mexico Phone Number List of your ads appearing in irrelevant searches that generate clicks and unnecessary expense. Therefore, the best matches to use are always exact, phrase, and modified broad , concentrating your investment on exact match and phrase searches. To do this, you can use triplicate campaigns (one for each match), and negative for each other to avoid ad cannibalization. match and reach google ads campaigns Tip 2: Make sure to measure conversions Don’t let your anxiety about getting results play a trick on you, and wait until you are sure you are measuring conversions on your Website correctly before starting your campaign.
For this, you can use the Google Analytics real-time report and make a simulated purchase or the action you want to measure, to verify that your conversions are registering well. If you have an E-commerce but you do not make enough sales to optimize your campaigns properly, you can use a previous step in the purchase process such as cart starts, of which you will surely have a larger number. Tip 3: Use at least 4 ads per group in Google Ads It is important to have a good number of ads that highlight what aspects make the product or service you offer valuable to the audience, emphasizing what differentiates you from the competition. Try to emphasize different virtues of your product or service in different ads to see what the public values the most and why they click on your ad. Automatically, Google Ads will show you the best performing ad first; But you can also take advantage of the review to pause those that are generating irrelevant clicks or have a low click-through rate.
Tip 4: Use Manual CPC as a bid strategy when setting up your Google Ads campaign Using manual CPC you make sure to determine the maximum that you are willing to pay per click , and in this way “take care” of the cost per conversion. Using other strategies such as “Target CPA” , “Return on target ad spend” , “Maximize clicks” , ” Maximize conversions” , “Maximize conversion value” and “Target impression percentage” , you will be leaving Google the power to determine your maximum bids per click. So, for these strategies to work, you would have to have a good number of conversions for this or Mexico Phone List that objective, and then wait a certain time until the platform does its learning. Although in theory this all sounds good and even logical, in practice my personal experience is that I always obtained better results using Manual CPC. Tip 5: Analyze the Google Ads search terms report This report is very important to detect irrelevant terms and make them negative so that your ads stop appearing for those searches. Another effective action is to add as keywords in the three matches search terms that have performed well in terms of conversions, bounce rate or average session time .
In this way, a term that previously triggered an ad through a modified broad match keyword or phrase, is now going to do so by exact match, and in this way increases the Quality Score . Tip 6: Implement Remarketing campaigns As most Users do not buy the first time they enter an E-commerce (the average Conversion Rate is less than 5% ), it is very important to show ads for a certain period of time to those who entered your Website but not bought. In this way you generate brand recall, and you can easily return to your Store by clicking on your ads. It is essential to follow an optimized structure for your Remarketing campaigns, taking into account good practices such as: Show ads for certain product categories to users who have visited one or more sections of your Site. For example, if you sell mobile phones, those who visited the iPhone category but did not buy should be shown an ad for devices of this brand. Configure better offers for the most advanced Users in the Conversion Funnel , since they are the most valuable and the ones who will probably finish the purchase again. For example, for those who have added products to the cart, the offers should be more attractive than for Users who only entered the main page of your Store and then left.