Google Ads can sometimes seem complex, but with a few simple adjustments, you can significantly improve the performance of your campaigns. These changes help you better focus on relevant clicks and impressions, making your advertising budget more effectively utilized.
Limit automatically applied suggestions
Google Ads has a feature for automatically applied suggestions, which is executed every 14 days. While this may seem appealing, it can lead to unnecessary spending without a clear return. It is important to be critical of these suggestions and only apply those that truly contribute to your campaign goals.
Advanced location settings: presence versus interest
A common pitfall is location targeting. Google's default setting shows ads to people in or interested in your target location. This can lead to irrelevant traffic and waste of your budget. By displaying your ads only to people who are actually present in your target area, you can advertise more efficiently and avoid unnecessary costs.
Broad search: use with care
Broad matching in Google Ads has changed. Previously, this resulted in a wide range of irrelevant search terms, but recent updates have improved this. By setting 20-30% of your keywords to broad match, Google's AI can find more relevant search terms. However, remain vigilant and add negative keywords to prevent irrelevant clicks.
By adjusting these settings, you can significantly enhance the performance of your Google Ads campaigns without unnecessarily straining your budget. Always stay critical and actively involved in managing your campaigns to achieve the best results.