6 Google Ads Hacks to Scale your Search Campaigns in 2022

For your marketing efforts to produce the desired outcomes, there is no secret formula. Even though, there are so many beneficial techniques to try out that we frequently do not even know where to begin.

What should I start with? How do I optimize effectively so that Google has ample time to learn? Why are not the most recent modifications I made producing any fruitful outcomes? We might ask ourselves some of these questions. In this article, I will share with you six Google Ads tips that have helped me manage my managed accounts more effectively. These tips are still useful in 2022, so you should add them to your toolkit.

1.Optimize your Google Ads account structure for more performance

It is crucial to ask yourself the following questions before you begin arranging your account structure:

• Do you promote brands, products/services, or a hybrid of the two? Efforts for brands and hybrid products frequently outperform campaigns for products and services. If you want to have greater control over your expenditure and outcomes, I suggest splitting these campaigns.
• How is the layout of the website? You might find it helpful to plan the organizational tree of your Google Ads account by taking a look at the layout of your website. Based on how your items and services are listed on your website, you can construct the campaigns and ad groups structure.

Based on their search habits and interests, internet users are divided into various audiences. By using this data, you can divide the data into more manageable categories and determine whether performance varies according to the audience to which your visitor belongs.

• What is your daily spending limit? If you have a limited budget, think about launching fewer initiatives so you can allocate more money to each one. Before dividing ad groups into separate campaigns, keep in mind your daily budget and the bid for your keywords. It will help you understand how much traffic you can anticipate and whether it will be sufficient to achieve your conversion objectives.
• How many different nations or languages must you focus on? To match the chosen language with the keywords, ad copy, and language used on the landing page, assign distinct campaigns to various languages. The country-based separation fits this description as well. If a country targets the same language, has the same campaign objective, and uses the same campaign message, they can also be included in a single campaign.
• What are the campaign's objectives (e.g., leads, purchases, video views, visits, etc.)? Each campaign should have a single goal (conversion action). It is also feasible to concentrate on a single subset of conversion activities. You can aggregate leads that are obtained through various forms but are all pertinent to your marketing aim, for instance, and use this group to improve your campaign.
• What is the conversion funnel's length? How long will it take your visitor to convert, in days or months? This information is accessible in your CRM, Google Analytics, active advertising campaigns, etc. In order to gather more conversions in a shorter amount of time if the conversion funnel is too long, I advise setting up your ad groups in fewer campaigns. Google will be able to better optimize your campaign with additional conversion data.
• What is the price range for your goods/services? Calculate the clicks and conversions you could achieve for your budget, and take into account the CPC, amount of competition, and seasonality for your search terms that you learned from using tools like Keyword Planner and others. You may get a general notion of how to divide your keywords using this method. I suggest setting up a structure for your efforts that includes campaigns where you anticipate getting at least 30 to 50 conversions in the next 30 days.

2. Add audiences on observation mode to later apply bid adjustments

Sometimes we forget that people are watching us to support us. It is time to do this if you visit the audience page of one of your Google Ads campaigns and discover that your audience list is empty.

Have you considered ways to improve your bids and get more conversions at a lower CPX? A Google Ads trick worth attempting is using bid modifications on audiences. Based on their search habits and interests, internet users are divided into various audiences. By using this data, you can divide the data into more manageable categories and determine whether performance varies according to the audience to which your visitor belongs.

How to get audiences into your data on Google Ads

• Go to your Google Ads account and select the desired campaign.
• In the menu on the left, select Audiences.
• Tap the + Audience button.
• Choose the Observation (preferred) option under Edit audiences.
• Select the audiences you wish to include.
• Save.

Prior to employing bid adjustments, it is crucial to understand which bid adjustments work best with the campaign's chosen bid strategy.

which bid adjustment you can use in conjunction with your campaign's chosen bid strategy.

Your collected data will now be divided up into segments according to the audiences you have selected, and you can see the report by clicking on the audience tab. Once you have amassed sufficient information, you can modify the audience bidding based on how they perform.

Prior to employing bid adjustments, it is crucial to understand which bid adjustments work best with the campaign's chosen bid strategy. Using bid adjustments has led me to wonder why they are not working before realizing that they are incompatible with the bid strategy I had established at the campaign level. It is always beneficial to acquire new knowledge every day. You might find this article about the best bid adjustments to use with your bid strategy to be informative. Check out the helpful tables that are included.

3. Use Customer Match

I will only outline the main advantages of utilizing Customer Match in case you are still not persuaded because we have went into great length about this in a recent blog article about how to use Customer Match in Google Ads in a GDPR-friendly way:

• Comparatively speaking to prospecting traffic, it is a useful technique for advertisers to raise CR.

• Utilize it to guide prospects through the conversion process.
• Use it to encourage them to purchase more from you.
• Installing a remarketing tag is not necessary.
• Plan out your advertising.

4. Use Responsive Search Ads instead of Expanded Text Ads in 2022

Which ad types you will utilize should be taken into account as you plan or reorganize the structure of your campaigns. Two years ago, if you had asked me, I might have responded, "Go ahead with ETA, they are the best performing." But once I began to comprehend RSA performance better, I began to change my mind.

Why use Responsive Search Ads (RSA)?

• In most of the accounts I was overseeing, responsive search ads were getting 8 to 60% more impressions than equivalent text ads.
• Working to increase the RSAs' ad strength (above average) resulted in 74–400% more conversions and a 33–37% decrease in cost per acquisition (CPA).
• Even if ETAs had higher priority and stronger KPIs, the ads were less frequently triggered if the RSAs had an ad strength below average.

5. Clean up your Google Ads account from duplicate keywords

Have you ever used the same term with the same match type for various ad groups or campaigns while browsing around your Google Ads account? What did you think of that? How on earth did it happen is the most important issue. I believed I was in complete control.

Here are a few concepts:

• It is possible that you used new keywords without double-checking Google's recommendations.
• It is possible that you duplicated parts that should have undergone modification but didn't.
• There were several duplications as a result of doing bulk activities quickly.
• To make advertisements appear more frequently, the keywords were added to various ad groups or campaigns.

Utilizing Google Editor is the simplest and quickest technique to eliminate duplicates.

Now, what do you do? There is only one thing I can suggest for you to do: get rid of those copies.

How to clean out your Google Ads accounts of duplicate keywords

At first glance, it can appear that each or some of the duplicate keywords are generating traffic and even conversions, so you might want to preserve them. Reflect twice. Have you ever felt as though you were in a competition with both your competitors and yourself?

Utilizing Google Editor is the simplest and quickest technique to eliminate duplicates. This is how:

• Tools can be found in the top menu.
• Go to Find Duplicate Keywords and click.
• Tell us how you plan to identify duplicate keywords.
• Select Find Duplicate Keywords from the menu.
• Download the pertinent facts for your marketing objectives so you can choose which keywords to stop. You can find this feature on the top right corner of Google Editor next to

6.Your Google Ads Quality Score should go up.

If you have been a PPC/SEM manager for a while, you have probably heard how important raising your Quality Score is. It goes beyond just obtaining good grades. You want those scores to have a positive effect on your bids so that you may purchase more traffic for any given budget and lower your cost per conversion. You receive more than just a medal. You have been awarded the reward.

How to improve your quality score?

What does Google have to say about how your Quality Score is determined?

Based on the aggregate performance of three components, the Quality Score is determined:

1. Expected clickthrough rate (CTR): The probability that a user will click your advertisement once it appears.
2. Ad relevance: How well your advertisement corresponds to the searcher's intention.
3. Experience on the landing page: How pertinent and helpful your page is to those who click on your advertisement.

But where should we direct our attention now if we want to raise the Quality Score of our keywords? The three factors listed below should be taken into account when improving your Quality Score (QS):

• Prioritize terms with a QS of 5 or less.
• They should be marked so you can monitor their performance.
• Verify how well your keywords are matched to the advertising and landing pages.

Any one of the following four situations could occur:

1. Keywords are causing a generic or pointless advertisement.

• What you can do:

Make sure the copy in your ads contains pertinent keywords. Both the headlines and the description lines only need to use the keyword once. It is unnecessary to exaggerate. You will do better if you use the left-hand characters to include more beneficial details about your good or service.

To write better ad text for each keyword group, divide the keywords you have in one ad group into several ad groups.

To automatically add the keyword that caused your ad to run, use keyword insertion in the ad text. You should be aware that this technique requires complete control over the terms you have put to your ad group. Otherwise, it can produce text that is irrelevant to your business, has grammatical faults, etc. In this guide, you may learn more about this functionality.

2. Your visitors will not find the landing page relevant.

What you can do: 

It is crucial to keep in mind the keywords and ad copy you choose when selecting your landing page. The user experience will not be as good as what LP "brown winter boots" can provide if a visitor is searching for "brown winter boots," your ad copy is about "brown winter boots," and your landing page is a home page. The user goes straight to the item they are interested in.

Avoid using search terms for goods or services that your website does not actually provide. You will reach more people, but if they can not locate what they are looking for, they will leave disappointed.

3. There are technical problems with the landing page.

What you can do: 

A particularly terrible experience and significant expenditure can result from errors like 404 on your landing page. Be mindful of them. When this occurs, Google Ads will let you know by email and on the Google Ads platform.

Utilize Google resources, such as PageSpeed Insights, to learn about the speed of your website and receive suggestions that you and your developers may use to raise the rating.

4. The landing page does not work on mobile devices.

What you can do:

Google has began giving mobile users precedence. Your impressions and clicks may have changed from desktop to mobile throughout the past year if you looked at your KPIs. As long as mobile is applicable to your business, you can still purchase mobile traffic for a lower cost and even lower conversion rates. If so, it is time to raise your website's mobile-friendliness rating. Google's Mobile-Friendly Test will help you figure out what areas of your website need improvement.

Conclusion

You will perform better and obtain more results using these Google Ads tricks. The majority of these hacks are simple and quick to use. Therefore, a few days or weeks after implementation, you will be able to witness their impact in your advertisements.

Let us know on social media which other tricks you know of that have helped you perform better so we may add them to our toolkit for 2022. Please share your experience with us.

We hope you have enjoyed reading this manual and are now prepared to apply some or all of the tips. Please get in touch with us if you have any recommendations or require assistance managing your Google Ads accounts.