11 Ways To Unleash The Full Power Of Google Ads

Now you can easily access the full power of Google Ads and improve your campaign results with an 20 point Adzooma Health Check.

When it comes to lead acquisition, it’s hard to beat Google Ads. Its pinpoint targeting, cost-effectiveness and ability to scale make it a supremely powerful business-building tool.

However, its complexity and steep learning curve mean the majority of users very rarely get the best from it. Even with users who class themselves as ‘expert’, there’s usually a lot left on the table.

The fact is, there is so much useful data available within Google Ads, it gives you the chance to identify a staggering range of opportunities to improve your results.

You just have to know how to mine this info and use it effectively.

So what’s the answer?

Our fast but in-depth 20-point Google Ads Health Check is designed to present all this valuable info, in an easy to understand and use format.

It gives you the power to quickly improve the returns from your current and future campaigns.

Adzooma automatically analyses your account structure and performance, then our propriety-built software runs 47 automatic checks based on four categories:

  1. Improvements that would increase impressions, clicks or conversions,
  2. Actions that would reduce wasted spend,
  3. Changes to the account based on best practices, and
  4. Account structure

Here are just some of the performance-changing areas you’ll get in your Health Check:

1: Ad Extensions

Ad extensions are snippets of additional information you can attach to your ads.

Here are a few examples:

Location-extensions: Informs your customers of your store’s physical location.

Location-extensions of Google Ads: Informs your customers of your store’s physical location.

Callout-extensions: Makes your business stand out, lets your customers know what your USP (Unique Selling Proposition) is.

Call out extensions for Google Ads show users what your USP is

Sitelink-extensions: Directs customers to pages they might be interested in (this varies from business to business but can include store opening hours, online shipping, special offers, and more).

Sitelink extensions for Google Ads links to important parts of your website from the add so you don't have to click through other parts of the site.

The less your visitors have to search for what they are looking for on your site, the more conversions you’re likely to get.

Ad extensions typically increase an ad’s click-through rate (CTR) by several percentage points as they offer instant, specific details that are important to your potential leads.

Plus, extensions have no extra cost and can bring enormous value to your ads!

2: Conversion Tracking

Understanding where your conversions come from is essential to a successful ad campaign. Without this data, it’s impossible to optimise your campaigns effectively and therefore you could be wasting a fortune.

Conversion tracking for Google Ads shows you where your customers come from, this image shows the features you can gain conversions through.

Conversion tracking should be set up as soon as possible as knowing your return on investment (ROI) will help determine your ad spend.

Since it shows you what happens after a customer interacts with your ads, you can see which keywords, ads, ad groups and campaigns are driving the most valuable clicks.

3: Location Targeting

It doesn’t matter how great your ad is, if it’s not seen by the right people, in the right places, it’s not going to perform. Google Ads location targeting is incredibly important and you need to get it right.

Get it wrong and you could be paying for clicks from people who can’t access your offer. This is why only showing your ads to people who live in specific areas will help reduce your wasted spend.

4: Campaigns Limited By Budget

If any of your campaigns have the status ‘limited by budget‘ it means your budget is set lower than the recommended daily budget.

It also means you could be missing out on potential conversions if you can’t accommodate all the traffic available for your keywords and targeting settings.

You need to ensure your budget lasts throughout the day, otherwise, Google Ads will reduce how often your ads appear. You’ll also increase your opportunities to gain more exposure if you’re able to increase your budget.

Also, keep in mind you can adjust your bids according to your campaign goals and previous performance along with being able to throttle your ad delivery from standard to accelerated.

5: Network Targeting

The Google Network allows you to quickly reach targeted customers by choosing the websites or pages you want your ads to appear on.

You can choose to run your ads on:

  • The search network: Your ads will appear on search results, Google sites and partner websites
  • The display network: Your ads will appear on Google, Google sites (such as YouTube) partner websites, and mobile apps

The image shows how you can use the Google Ads Display Network to chose with pages you want to be seen.

If you choose not to show your adverts on all networks you may be limiting the number of people who will see your ads and the number of potential customers you could gain.

In most cases, enabling ads to show on all networks will increase your conversions.

6: Analytics Linked

By linking your Google Analytics account to your Google Ads account you’ll benefit from an increased insight into the performance of your campaign. This increased visibility will help you to identify more opportunities for improving your campaigns. We recommend all Google Ads users link their Analytics account.

When you link your accounts, you can easily analyse post-click customer activity relating to any of your Google Ads accounts in your manager account.

This info can show you how much of your traffic and business comes from Google Ads, which can help improve your ads and website.

7: Remarketing

When your website visitors leave without taking the action you wanted, you can use cookies to re-advertise to them when they visit other sites. This is very powerful, as it will keep your brand or service in their mind even while they’re browsing other websites.

You can also use it to help the right customers find you fast, by showing them your ads when they are searching for your business on Google Search.

The image shows the process of Google Ads Remarketing

Remarketing is a great way to re-connect with visitors who previously visited your site or mobile app.

By strategically positioning your ads in front of your target audience while they’re browsing Google or its partner websites, it can increase your brand awareness. In fact, it’s so effective it can remind them to take a second look, or give a final push towards a purchase.

Remarketing is, therefore, a great, and often cheaper, way to re-engage past visitors and customers. We recommend you start retargeting your visitors and adjust your bids accordingly.

8: Broad Modified Keywords

In Google’s own words:

“Broad match is the default match type that all your keywords are assigned if you don’t specify another match type (exact match, phrase match or negative match).

The Google Ads system automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemmings (such as floor and flooring), related searches and other relevant variations. To help deliver relevant matches, this match type may also take the customer’s recent search activities into account.”

The image shows you how broad match can help your Google Ads

We can optimise using broad match modifiers, which ensure your ads only show for keywords very similar to your state keyword but not for synonyms. This keeps your keywords targeted without over-restricting your potential reach.

9: Multiple Ads

Even if you think you’ve found the perfect advert, you should always be trying to find an even better one. Split testing multiple ad variations is one of the best ways to drive your results up quickly because you’re letting your results tell you which one works best.

The image shows you how it looks if you have multiple Google Ads

You can get sudden boosts in response from new ads you test and even small, regular improvements add up quickly.

The best way to do this is to run multiple adverts on each campaign, pausing ones that don’t work and replacing them with a new variation. If you currently have campaigns with less than three adverts, you should add more variations as soon as possible.

10: Losing Ads

You need to identify losing ads quickly and pause them so your campaign results keep improving. A few losing ads can really affect the rest of your campaign so our health check will help identify any bad apples.

However, they should be monitored on a regular basis as the conversion rates of adverts can change over time.

11: Losing Keywords

This is as important as the ‘Losing Ads’ above. If you do not keep an eye on your keywords, poorly performing ones can contribute to your wasted spend.

Selecting the right keyword list for your campaign can help you show your ads to the right customers. Your keywords should match the terms your potential customers would use to find your products or services.” – Google

However, keyword performance can change over time, particularly as more data is collected. Therefore, we recommend you check for losing keywords regularly to help keep your wasted spend to a minimum.

When it comes to losing keywords, Google has a great tip “remember to think like your customer, organise by theme, and be specific or broad, depending on your (marketing) goals”.

Benefit from our Google Ads Health Check right now:

  • Your detailed but easy to understand free report will give you an overall performance score based on a thorough analysis of your Google Ads account.
  • This means that in just one minute you’ll know exactly how well your advertising campaigns are actually performing across 11 separate, vital metrics, based on best practices.
  • It’s specifically designed to identify problems and opportunities you may not have even been aware of, so you can quickly improve your returns, squeezing every penny from your campaigns.
  • This is not just an aimless analysis of your campaigns. Your report will give you specific actionable steps to take, to ensure you are optimising your campaigns for the absolute maximum returns.

The best thing is, it only takes 1 minute to activate your Health Check, so no time-wasting or major interruptions to your busy schedule.

Save yourself the time checking these 11 vital setting yourself with an Adzooma Health Check

Claim Your FREE Health Check Report

Phil Coleman
As a Copywriter with 25 years experience I have written squillions of words, writing for all sizes of business, both online and off including The Chamber of Commerce, the NHS and of course Adzooma. I'm a not so secret UFC fan, I live in the heart of Sherwood Forest and I have 2 pet cats called Copy and Spooky Dave.