Here Are Some Ideas You May Use in Your Google Ads Campaigns As Quick Fix, If You Are Experiencing Problems

Note: I am providing these tips only to expand your perspective and give you an idea. Every tip might not fit every campaign or may create different results in different campaigns. You may get inspiration from these tips, determine your own strategy, and implement what will be best for your campaigns.

Case 1: Your budget is running out too fast

You may consider the following tips:

• Decrease your mobile click bid by 20% to 40%.
• If you are using an automated bidding option, consider switching to manual CPC or setting a limit for CPC level.
• Use ad scheduling, pause your ads at times when you have low sales.
• Only focus on selected cities or regions, where demand for your product is high.
• By using the demographic targeting, select your target audience or exclude the segments that do not fully match with your target audience.
• Monitor the ad groups in campaigns to determine which ad groups consume your budget. Consider pausing them especially if the conversion is also low.
• For search ads, target only Google search results pages (exclude search network and display network).
• For search ads, focus on result-oriented keywords. Consider pausing generic keywords, make sure that you are using an effective negative keywords list.
• For display ads, try to narrow your audience, focusing on result-oriented segments.

Note: If you perform all of these at once, then this may significantly decrease your ad impressions. You may adopt a step by step approach.

Case 2:  Your conversion is too low

You may consider the following tips:

• You are probably targeting a wide audience. For search ads, try to combine audiences to form smaller but result-oriented segments.
• For search ads, target only Google search results pages. Focus on result-oriented keywords, consider pausing generic keywords, use an effective negative keywords list.
• If your products are expensive, select certain devices such as iPhone 11 in order to reach to a high-income audience. Select only high-income districts in selected cities.
• By using demographic targeting, select your target audience or exclude the segments that do not fully match with your target audience.
• Only focus on selected cities or regions, where demand for your product is high.
• Focus on your branded ads. Make sure you get the most from this campaign type.
• Use remarketing or customer lists to communicate with warm audiences effectively. 
• Try using maximize conversions or maximize conversion value bidding options.
• Provide discounts and benefits, especially for the first-time buyers.
• Monitor the performance of ads campaigns and other channels on your Analytics dashboard. If your overall conversion is also low and you observe high bounce rates, you need to work on your website. Create landing pages for each audience, use high quality content, highlight conversion points, increase website usability.

Case 3: You want to reach new audiences

You may consider the following tips:

• Create new campaigns to observe the performance of new audiences, such as different age groups or the people living in different locations.
• Use similar audiences. Give priority to niche segments such as similar audience of people who visit your shopping cart page. The performance will be better compared to targeting similar audience of all of your website visitors. For search ads, combine similar audiences with relevant in-market audiences to increase performance.
• Use display network targeting options to reach new audiences.
• In your existing campaigns target audiences using “observation” option. This will enable you to observe the performance of these new audiences. Use this data to target new audiences.
• Exclude remarketing audiences and customer lists in these campaigns.
• As you will start a new communication with these people, focus on introducing your brand and building trust, then talk about your comparative advantages. Make the first step easy, provide a benefit if possible.

Case 4: You want to reach global audiences

You may consider the following tips:

• As your budget will be consumed faster, select specific audiences. Test the performance of certain countries, cities, or group of people in these countries.  
• If your website is only in English, do not target any other language.
• The ad content should be in the same language as your page content.
• Focus on introducing your brand and building trust. Talk about global delivery feature, free returns, number of global customers, successful shipments, etc.
• If available, try to use location and phone extensions to build trust.
• Use negative keywords list to exclude people who are looking for local stores.
• Test the performance of in-market segments in target countries. For search campaigns combine them with other audiences to achieve a better performance.
• Most of these people will not buy immediately. Try to convince them using remarketing ads.

Facebook & Instagram Ads Campaigns

Case 1: Your conversion is too low

You may consider the following tips:

• You are probably targeting a wide audience. Try to form smaller but result-oriented segments.
• Create new target segments using demographic, interest and behavior targeting and monitor the conversion of each group. Do some of the groups produce good conversion? If not, there may be something wrong with your message or your web site.
• Use tailored messages and visuals for each target segment.
• Focus on your fans as they will generate better conversion. Use a separate ad group for your fans.
• Try using the bidding strategy as Link Clicks or Landing Page Views.
• Select only the News Feed as the placement.
• Focus on selected cities or regions in geographical selection that might produce the best conversion.
• If your products are expensive, select certain devices such as iPhone 11 in order to reach to a high-income audience.
• Use retargeting or customer lists to communicate with warm audiences effectively. 

Case 2: You want to reach new audiences

You may consider the following tips:

• Create new (or modify existing) audiences using demographic, interest and behavior targeting and monitor the conversion of each group.
• Test the performance of lookalike audiences. Start with targeting 1% segment, increase this if you are happy with the performance.
• Exclude your Facebook page fans when you are targeting new audiences.
• As you will start a new communication with these people, focus on introducing your brand and building trust, then talk about your comparative advantages. Make the first step easy, provide a benefit if possible.
• If you are directing these people to your website, create special landing pages for each audience.

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