So you have launched a Google Ads campaign, and you are getting a lot of clicks on your Ads. But, just getting clicks isn’t worth it if it is the only action your customers take. Similarly, even if a lot of people are entering your sales funnel, it tells nothing about how well your Google Ads campaign is running.
This is where ROAS comes in! ROAS or Return on Ad Spend is one of the key metrics for online advertisers that measures how much a business earns for every dollar spent.
While marketing effectiveness is about a lot of metrics, like ROI, CPA, CTR, conversion, etc., these don’t look at the whole picture. If you don’t track your ROAS along with these metrics, you may end up making decisions with limited information.
If ROAS is such an important metric, every online advertiser should look for ways to increase it. Here, we’ll tell you the 10 best Google Ads settings to boost the ROAS and evaluate how effective your Ad group or campaign is. So, let’s get started!
Refine The Keyword Targeting
If you want to attract potential customers who are searching for the products you are advertising, target the specific keywords. Below is what you can do to refine your keyword targeting-
- Optimize all the product pages and landing pages on your website with long-tail keywords.
- Use Google Keyword Planner or PPC software for high search and low competition keywords.
- Try to rank for the keywords that show high purchase intent.
- Study the data to see what works. You can narrow the keywords accordingly.
Improve Quality Score Of Google Ads
ROAS consists of two things- your revenue and the cost of Ads. Thus, if you can reduce the cost of the Ads, it would improve the revenue or ROAS. While you are looking to lower the cost of Google Ads, improving the Quality Score is the best thing to do.
Quality Score or QS is a metric that checks if an Ad is relevant for the targeted keywords. A good quality score makes an Ad rank higher in the search results, improving the revenue, and minimizing the wasted Ad spend.
Review The Negative Keywords
When you see a search query report, you will find that some keywords are getting you clicks but not resulting in any conversions. You don’t want to pay for these clicks in order to improve the ROAS. Review and add such keywords to the Negative Keyword list.
This way, any searches for those keywords won’t show your Google Ad. And, you won’t pay for the clicks that don’t convert.
Optimize Your Landing Pages To Match Your Ads
If someone has clicked your Ad, it shows that they are interested in your products. But, in order to convert them into customers, you need to optimize the user experience.
Many advertisers use the same landing page for all the Ads, which is a mistake. Tailor your landing pages to match the content in your Ads. In addition, don’t forget to conduct A/B testing for the landing pages.
Optimize The Google Ads For Device Targeting
Most of the global web traffic nowadays comes from mobile devices. Therefore, if you don’t optimize your website for mobile, you might be losing money. Even if your PPC Ads are enticing but aren’t mobile-friendly, you would waste money on clicks that don’t convert.
Improve the load time, provide personalized content, simplify the checkout process, and make sure that the shopping cart experience is flawless. Similarly, optimize your Ads for desktop and laptop users, too.
Focus On CRO
If you want to increase ROAS, you need to check if the visitors are converting into customers. For this, you should optimize the conversion path and reduce the cart abandonment rate.
Provide the customers with a deal before they click out. Show them that your website is secure. Besides, you can use the live chat feature to answer the users’ queries.
Use Google Ads To Promote Seasonal Offers
Tailor your Ad copy to seasonal offers, such as Black Friday, Christmas, etc. Not only are they timely, but they also help capture the attention of the customers. However, make sure to position the products such that they are relevant to the event. It will increase your ROAS and ROI.
Target By Relevant Geo-Location
If you run an online store and ship to certain locations, you don’t want to pay for the clicks from people who live miles away from you. To avoid paying for such clicks, target your Google Ads by relevant location. In other words, you can target the Ads by city, region, ZIP code, country, etc.
Set Bids For Mobile, Desktop, or Tablet Ads
Another Google Ads setting to increase ROAS is to bid strategically for Ads on different devices. For example, if you use the desktop as a default device, you can bid a percentage more or less for mobile devices than you bid for desktop. You can use a digital Ad platform to bid for mobile devices; it will help find your audience across all the devices.
Leverage Product Listing Ads
When a user searches with high intent keywords, Google shows product listing Ads at the top of SERP. These are product listing Ads that are quite effective at increasing the sales and conversion rate. Here is what you can do to optimize your product listing Ads-
- Have unique and relevant product descriptions.
- Use high-quality images and URLs with the name of the product.
- Break your products into small groups.
- Define a bidding strategy that ensures profitability.
Conclusion
Now that you know the best Google Ads settings to maximize your ROAS, it’s time to get started. Fix your budget and create a smart online advertising strategy that helps you meet your business goals in the long-run. Bid strategically, keeping geo-targeting and device targeting in mind.
While trying to improve your ROAS, you might think, ‘What is a good ROAS?’ Well, it depends on the industry and your goals. Remember, the true value of ROAS is its ability to provide you with deep insights when measured with other metrics. So, you need to track it alongside other metrics you are already tracking.
