Get Better Results with Google Ads

Use Our Checklist to Optimize Your Ad Performance

Are you finding it difficult to get the results you want from your Google Ads campaigns? Our comprehensive checklist will help you save money and your Ads will perform better and increase conversions / sales.

Google Ads basic terms

Boost Your ROI and Reach Your Target Audience

Understanding the common terms youll hear when it comess to Gooole Ads wil help you make beter use of this chackilst.

Keywords

These are the words or phrases that people type into a Search engine, which trigger your ad to appear.

Ad Rank

This metric helps determine where your ad will show up, relative to other ads, when it’s triggered to appear on Google. Your rank is determined using your bid, your Quality Score, and other factors.

CPC (cost-per-click)

The actual amount you pay when someone clicks on your ad.

Quality Score

This metric tells you how relevant your keywords are to your ad — and to your landing page. A good Quality Score can lower your bid costs and improve your ad rank in the search results.

Bid

This is the maximum amount you’re willing to pay when someone clicks on your ad.

Conversion

A conversion takes place when someone who has clicked your ad goes on to take another action you’ve designated as important — like making a purchase, signing up for a newsletter, or calling you.

CAMPAIGN PLANNING

A Comprehensive Google Ads Checklist

1) AD GROUPS

Ensure you split keywords into thematic Ad Groups.

Ensure that each Ad Group only contains a few related keywords, so the Ad for the Group can be specifically targeted to those keywords.

Putting too many keywords into a single Ad Group will result in a low Quality Score for each keyword. This will increase costs, and stop your ads from showing in the auction.

2) KEYWORDS

Use Keywords In Headlines And Descriptions

Choose the right match types to narrow your focus.

“Keyword match type” is a setting in Google Ads that lets you further refine when your ad will show up on Google.

[Exact match type] [hip hop]. Narrows your targeting

“Phrase match type” hip hop music:

Broad match type: hop hip Anything that means hip hop: Too broad. Needs many negative keywords

Add Negative Keywords.

Negative keywords will filter off the unwanted traffic. For example, If you sell commercial land in Nairobi, you can add mansions, Villas as negative keywords.

Once your Ads starts running, check Search Term reports daily and mark keywords as negative or positive. This is where budgets are wasted if not done.

3) BIDDING STRATEGY

Select manual bidding when you are starting to ensure Google doesn’t take control of your budget. Be in control.

If you aren’t sure what to bid, check the Google Keyword Planner for typical bids and allocate a bid slightly lower than the average you see. So if most keywords cost $1.50, choose a bid of $0.75. This way, once the campaign launches, you can check where the ad is falling on the page, and increase the bids for certain keywords.

4) BID ADJUSTMENTS

Set performance-based bid adjustments by

Keyword. Increase bids for high-performing keywords.

Location

Devices—mobile, desktop, tablets. Conversions may come from certain devices. Bid accordingly.

Age

Gender

5) BUDGET

Apply an appropriate budget for your campaign. Google recommends a minimum of Ksh 15,000 to get any traction.

6) ADS

Create an Ad under each Ad group

Ensure the ad text includes features and benefits of your product/service.

7) EXTENSIONS

Add Relevant Extensions To Your Ads to increase Ad performance

Call extension

Location Extension

Site link extensions

Price Link

Image Extension

Callout Extension

Structured snippet

Promotion

8) NARROW YOUR TARGET LOCATION

Choose cities, towns or locations that are realistic to serve. Avoid targeting the whole country.

9) ADD SCHEDULE

Depending on what type of product or service you are selling, you’re unlikely to run ads 24/7. Edit your campaigns to ensure they show only when prospects are likely to buy, and when you can answer the phone.

10) UNCHECK THE SEARCH PARTNER AND DISPLAY NETWORKS.

They waste budgets if enabled.

11) LANDING PAGES

Your landing page is where potential customers arrive after clicking on your ad. Choosing a page that’s relevant to your ad and keywords can help people find what they’re looking for more quickly. So, if your ad is promoting a sale for red wine, choose a landing page where red wine is prominently featured, instead of just sending people to your website’s home page.

In your Ad, add the most-relevant landing pages

Ensure your landing page has clear CTA

Ensure landing page text closely reflects ad text

12) LOCATION

Select an appropriate location where you have the logistics manpower to deliver your product.

13) LANGUAGE

Set language setting to all languages

14) CONNECT YOUR ACCOUNT TO GOOGLE ANALYTICS

This will help you to get insights into how people interact with your ads and website.

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