Basics | Optimising your ad and landing page

Question 1

To quickly gauge your ad performance, you can sort by click-through rate or conversion statistics in the same way that you might with keywords. So you can easily see which ads…

Answer 1

Get clicked most often
Generate the most conversions
Have the best conversion rates
Bring in conversions at the lowest cost

Question 2

Your ads should appeal to customers and accurately describe what you have to offer.

What questions do you need to answer to see if your ads are sending out the right message?

Answer 2

1. Does your ad match your keywords?
2. Do you have different versions of your ad?
3. Are you using a strong call-to-action?
4. Are you highlighting a special offer or promotion?
5. Are you using ad extensions?

Question 3

How can you make sure your ad matches your keywords?

Answer 3

Relevancy is key- customers are drawn to ads that match their search.
Make sure your ad does this- especially the headline.
It’s important to group your keywords by theme/ product to enhance likelihood of interest.

Question 4

How can you ensure you have different versions of your ads?

Answer 4

It can be hard to capture everything that you want to say about your business in a single text ad.
It’s a good idea to have 3 to 5 different ads in an ad group. If you have more than one ad in an ad group, Google Ads will automatically start showing the better-performing ones by default.

In each ad, try using different headlines or description text. For example, you could experiment with:

Trying different headlines or calls-to-action
Including certain keywords or brands
Including specific prices or promotions

Question 5

How to ensure a strong call-to-action?

Answer 5

In your ad text, you should encourage customers to perform the action that you want them to take on your site. and get a conversion.

Question 6

Highlighting special offers or promotions

Answer 6

If you have something special to offer, make sure that your customers see it. For example, you might be offering a 10% summer discount, an instant refund or a free gift with every purchase. Calling attention to specific prices or promotions can help to influence someone’s decision to click your ad. The more that you can set yourself apart from your competitors, the more likely you will be to appeal to potential customers.

Question 7

Using ad extensions?

Answer 7

One way of attracting more customers to your ad is by using ad extensions such as an address, phone number, shop rating or more web page links.

Question 8

How to create a new text ad.

Answer 8

Sign in to your Google Ads account.
Expand the All Campaigns navigational panel.
Click the Ads & extensions page menu.
Click the plus button and select the “Text ad” option.
Enter a Final URL, headline text, description text and text in the optional “Path” fields. As you type, a mobile and desktop version of your ad will appear instantly in the “Ad preview”.
When you’re satisfied with your new text ad, click Save ad.

Question 9

How can you make sure that you have the right landing page?

Answer 9

1. Does your landing page match your ad and keywords?
2. Is your website mobile friendly?
3. Is your landing page easy to navigate?
4. Are you providing useful, unique content?

Question 10

How to edit your landing page URL?

Answer 10

Sign in to your Google Ads account.
From the left page menu, click Ads & extensions.
To edit your ad, click the ad text.
Make your changes in the window that appears.

Google shows up to 35 characters of your Display URL.
Your landing page URL can include up to 2,048 characters.
Click Save.

Question 11

What are the 3 extensions that are recommended for just about everyone?

Answer 11

Sitelink extensions
Callouts
Structured snippets

Question 12

What are sitelink extensions?

Answer 12

Direct people to specific pages on your website – your opening hours, a specific product or more. When someone clicks or taps on your links, they can skip right to what they want to know or buy. To make it more likely that your sitelinks show with your ads, add at least 4 sitelinks.

Question 13

What are callouts?

Answer 13

Callouts give you more space to add text. When customers see your ads with callouts, they see a larger ad with more detailed information about your business, products and services. To make it more likely that your callouts show with your ads, add at least 4 callouts.

Question 14

What are structured snippets?

Answer 14

Entice users by highlighting specific aspects of your products and services in your ads. Structured snippets show underneath your ad text in the form of a header (e.g. ‘Destinations’) and list (ex: ‘Hawaii, Costa Rica, South Africa’).

Question 15

How to add extensions?

Answer 15

Click Ads & extensions in the page menu on the left, then click Extensions at the top of the page.
Click the plus button , then click the type of extension you’d like to add.
Select the level at which you’d like to add the extension. For best results, choose either the account or campaign level.
Create your extension.
Click Save.
Add your next extension following the same steps.

Question 16

Your Impression share tells you what?

Answer 16

How many times your ad could have shown but didn’t (due to budget, bid or quality constraints). The higher your impression share, the better. High impression share means that your ads aren’t constrained by low budget or low Ad Rank.

Question 17

How to check your impression share?

Answer 17

Sign in to your Google Ads account.
Click Campaigns, Ad groups or Product groups (for Shopping campaigns), or Keywords in the page menu.
Click the columns icon Columns and click Modify columns.
Click Competitive metrics and add impression share columns by ticking the boxes next to column names.
Click Apply. Impression share data will now appear in your statistics table.

Question 18

To get your ads shown more often, what should you do?

Answer 18

Increase your budget, increase your bids or improve your ads and your landing page experience.

Budget: When your budget is limited, your ad might not show as frequently as you’d like – or might not show at all. Use the lost impression share (budget) metric to understand how your ads can reach more people and more eligible customers can find you.

Ad Rank: Your ad’s number of impressions and position can also be limited by low Ad Rank. To show more ads or get more clicks from a higher ad position, improve the quality of your ads and website or increase your your bids.

Question 19

How can you improve your ad rank?

Answer 19

Create better ads.

Improve your landing page experience.

Raise your bids or adjust your bid type. If you’ve set up conversion tracking, we recommend using the Maximise Conversions bid strategy to help increase conversions. Otherwise, you can try Maximise Clicks to help increase clicks to your website.