How to Optimize and Maximize Reach of Google Search Ads in 2022?

Here is how to optimize search campaigns in Google AdWords:

1. Review budget and impressions

Impressions and budget are two key aspects to review and optimize. Check how much you are spending on your brand’s keywords and the brand keywords that bring conversion.

If your campaign is not going well because of a lack of a good budget, then try to reallocate the budget.

2. Adjust location bids

If you are targeting multiple locations, analyze the performance per location. Not all locations perform the same. Based on your analysis, you can exclude the locations that aren’t bringing many conversions. 

3. Bid adjustments

You can adjust bids for multiple aspects of an ad campaign. For instance, the bids can be managed by the hour of the day. 

Analyze the hours and days on which the ad brings the lowest conversions or no conversions. Exclude those hours and days to optimize your search campaign.

4. Analyze search queries and negative keywords

Analysis of search queries and negative keywords is important because it not only tells you what people are looking for when searching for your product, but also helps you identify the search queries for which you don’t want to show up for. 

If your ad is appearing for queries that are not relevant, add those to negative keywords. 

5. Optimize landing pages

Along with making changes inside the Google Ads, you also have to check and work on your landing pages. It’s because your quality score depends on the quality of your landing page as well. 

Furthermore, if you haven’t created a page that is well-designed, SEO-friendly, and has proper CTAs, then the ad clicks may not convert well. 

6. Ad copy

Write multiple appealing ad copies for your ads and analyze which ad copy is performing the best. The performance factors to consider are CTR and CPC.

Experiments are great for ad copies to find the best-performing content.

Ad groups optimization is another aspect of a high-performing campaign. Right ad groups are the ones that cost less and bring more conversions. 

There should be integration and consistency among the ad groups. Integration means that the keywords, ad text, and landing pages should have a connection. Whereas, consistency means that your message or CTA should be consistent. 

Proper integration and consistency will lower your costs and improve the conversion rate. Also, create specific ad groups to organize the ad account successfully. 

Another way to optimize campaigns via ad groups is to follow Google’s tip of creating at least 3 ads per ad group.

Google Ads recommends that when you have 3 quality ads in a group, the algorithm will optimize its performance. You can then analyze the data to find which ad is performing the best. Stick to the best-performing ads and avoid the low-performing ones.