3 Simple Google Ads Tips that can significantly increase ROAS

Google Ads is one of the primary channels of digital marketing. While we tend to analyze and optimize to higher levels, we sometimes miss the simple ones. Boost Bloggers presents 3 simple Google ads tips that can boost performance of your campaigns.

1.  Bidding on Keywords based on intent of search

Decide keywords based on what kind of websites are organically ranking for the queries.

For example

a. Shoes - Conversion intent

You can bid for Generic keywords like Shoes and land users on e-commerce  page ( Preferably with category options within shoes) as sites that rank for shoes are e-commerce pages indicating people actually look out to buy shoes when they're searching for shoes.

b.  Apple - Wrong Intent

It's not Recommended to bid for exact varient of Apple if you're selling apple fruits as most of the users searching here are actually looking for Apple company products and hence results are also about the same.

What will happen if I bid on wrong intent keywords?

1. You might not get enough impressions share as Google understands query and intent doesn't matchup
2. You'll get few relevant clicks, but most clicks are irrelevant and the spends are just wasted. (But yes the ads do get clicks though intent is different)

C. Upsc books - Discovery Intent

Here 8 of the Top 10 Results are Recommendation based articles indicating people are in Discovery stage and are looking for Recommendation. So blog pages has higher possibility to rank up than e-commerce pages.

What will happen if I bid on Discovery Intent keyword and land users to e-commerce pages?

You might get impression share as well as relevant clicks

Conversion rate might be low except for brands established in the respective segment

2. Understanding the Audience Sentiments for the Products

We need to understand what exactly people are looking for in the product they're researching about, this helps to customize the ad-copy according to their needs so as to get better click through rate and hence lower CPCs and hence cost of acquisition.

There are multiple ways to understand the audience sentiments about the product, Here are the ways i use personally.

a. Reviews in Competitor sites

Sites like Amazon mention the main audience sentiments for particular product in their product pages, this helps to analyze what people like/dislike in product or the delivery service etc.. (delivered late- do majority want it quick, if yes how quick)

b. Keyword Patterns

Basic keyword research including the blog keywords for the products would give not only the trends about what to people look out for, but also where's the patterns more evident in- Device, Locations etc,,

Another way to easily get this without research is looking for the blogs that rank for research related queries of the products- What do they talk about- what are the factors they cover?

c. UGC Platforms (User Generated Content)

Mainly Quora and Forums are the sites to look out for

• What Questions has most follows, 
• What are the queries which has most repeat rate in queries
• What answers do people like- What made them like those answers

These sites along with few popular blogs makes good impression on people looking out for recommendations and hence are the right channels to understand the user sentiments.

d. Google Shopping Tab Filters

I call them Search Factors, The Filters in Google Shopping tab are made specific to what people look out for in the respective product, Although this might not help in understanding user sentiments, but can help to understand what shouldn't be missed in the product page or ads.

3. Landing page Customization as per user cohorts

This might seem very obvious, but segmenting the users based on right criteria and customizing the landing pages based on these audience cohorts behaviour alone can increase the conversion rate by about 20%.

Example:

60 year person might not be able to understand English fully neither have enough experience to do online transaction. How about whatsapp button (say even vernacular button or entire page) would easily help them to send it their son who's decision maker or the person who would purchase the product as his father liked it. 

You can use tools like 

• Instapage for customization of landing page and
• Google Optimize for A/B Test and measure the performance improvement

The Success depends on the understanding of the audience, their sentiments, Grouping and customization.