How to Manage and Organize Google Ads? 20 Steps to Optimization Recommendations and 2023 Trends

Google ads play an important role in increasing the awareness of your brand and growing your business. It can create a more profitable campaign with the right optimization methods. As advertisers, we have compiled the optimizations and suggestions that we aim to increase the conversion rates we aim on our campaigns and we will share with you in 20 steps as Grower team. Let’s start if you are ready!

1) Relevant Landing Pages:

The consistency of the content we search for in the Google search engine and the pages we come across and visit is very important for optimization. The first page the user sees when they click on the search results after searching for the content they want is the landing page. The landing page must be compatible with the subject searched. While this compatibility improves both the CPC rate and the conversion rate, it also significantly affects the bounce rate, which is an important parameter for Google.

To give an example; A user; Let’s search for “white women’s sneakers of a certain brand” on Google. When you click on one of the e-commerce pages that come up, if the results on the landing page include both men’s and women’s sneakers and sneakers of all colors, this creates a negative impact and is a negative example for optimization. When the user cannot find the result they are looking for, they may leave the page immediately. This negatively affects parameters such as bounce rate and CPC. As a result, Google may also rank this page lower in the search engine.

In a second case, when the user encounters filtered, closer search results that are exactly what they searched for on the page they come across, they spend more time on the page, thus increasing the time on the page and increasing the likelihood of purchase. This would be a positive example for optimization.

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2) Negative Keyword Usage:

Another important optimization tool is the use of negative keywords. This optimization method that we can increase our conversion rate in the ads we give on Google; It will be to block keywords that are incompatible with our content. Google can show us results that are close to or synonymous with the results we search for. It can also show our page to users outside our target audience, and this will negatively affect our CPC rate; it will be a negative situation for the optimization we want.

If we give an example of this optimization method; Let the business we advertise and want to increase awareness be an “English language course”. For the negative keyword optimization method in Google, we can find keywords that can bring us courses of other languages such as “German” “French” and use the closest keywords that we can attract our target audience to ourselves.

3) Match Types and Usage:

Keywords play a very important role for us to appear at the top of search engines and to reach our target audience directly. We will share with you 4 basic match groups for the optimization method we can use to get more efficient results from keyword groups and we will examine how we can use these match groups separately according to our goals.

• Broad Match: This match network is the widest match network. The target keyword; Regardless of the ranking, it appears in front of the user on the Google search page, and when the synonym of our keyword is searched; Google will display our ad in front of the user again.
• Broad Match Modifier: Broad Match Modifier type is a match group where we can get more access to our target keyword. We can edit our target keyword group and set which keyword we want to appear more precisely in front of the target audience when searched in Google. The ” + ” sign that we will use when editing our keyword group; It can also ensure that the target audience who searches for only a certain word in our keyword group will also appear.

For example; let our keyword group be “apartment for rent”. If we create our keyword group as “apartment for rent +apartment”; our advertisement may appear in front of a user who searches for “apartment” in the search engine.

• Sequential Match (Phrase Match): Our next match group is the Sequential Match group, which appeals to a smaller audience but a clearer target audience. Sequential match is created by adding quotation marks ‘ ” ‘ at the beginning and end of our keyword group. Any word that the user adds to the beginning or end of our keyword group does not affect our keyword group and continues to reach the target audience.

However, if a different word is searched within our keyword group within the quotation marks, Google will not display it to our target audience. For example; If we write our keyword group as “ceramic course” and the user searches for “Bostancı ceramic course”, our ad will appear. But; Our ad will not appear when searched as “ceramic painting course”.

• Exact Match: With the Exact Match type, we can reach a clearer target audience with a lower budget, while the traffic to our ad will be less. When creating the exact match keyword group; square brackets “[ ]” are placed at the beginning and end of our keyword group and our ad is shown when the user searches our keyword exactly. If we are based on the exact match type when choosing our keyword group, choosing words with a higher search rate will positively affect this optimization method.

For example, for [ jeans ], our ad will only be shown to the target audience that searches in this way.

4) Google Ads Ad Content Filling:

While reaching our target audience and in terms of optimization of our process as advertisers; we should take care to fill in the fields we encounter correctly and completely when creating our ads on Google. Creating an ad that includes the keywords the user is searching for and the correct description of the content will speed up the target audience’s access to our ad.

If we come to the points we need to pay attention to in the parts we need to fill in;

• URL Phase: Since the user will go directly to the landing page at this stage, we should pay attention to adding the most relevant page URL related to our keyword group.
• Headline 1: We should use the keyword, brand name and sentences that will attract the user to open the content.
• Title 2: Using phrases and keywords that support the search and title will support the likelihood of the content being clicked.
• Display Path: It is the path 1/path 2 sections next to the actual URL section. To increase the click-through rate, when filling in the path 1/path 2 sections, we should choose keywords and words that contain the terms the user is looking for. This will have a positive effect as it will increase the confidence that the user can reach the target page they want when they see the link.
• Description Lines (Description Parts): In this section, we should blend keywords with keywords while summarizing the product and service. It should be compatible with the information the user is looking for and contain general information about the product / service / content.

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5) The Importance of Google Ads Extensions (Ad Extension) :

Using extensions when creating our Google ads is an important way to optimize and increase our performance, clicks and conversions. There are many extensions available, and adding as many as possible plays an important role in increasing our site traffic and appearing higher in Google search rankings. Let’s explore these and see how we can create our ad more efficiently and increase traffic for our ad.

• Site Link Extensions: When we add website link extensions; we make it easier for the user to find the content they are looking for and increase visit traffic. We are more likely to reach potential visitors.

• Call Extensions: When creating our Google ad campaign, adding a call extension is an important way for potential customers to reach us. Users can reach your phone number in this section.
• Location Extension: Your potential customers can reach your physical address in this section. If your conversion goal is to sell products/services, adding location extensions to your ad campaign makes it easier for your potential customers to reach you

• App Extensions: If your website has a mobile app, adding the app to Google extensions and highlighting it will help increase your app’s download rates.

6 ) Using Targeting Options:

When we filter our target audience with options such as location, language, device, time zone while creating Google ads; our ads do not appear in front of users who search outside our net target audience. This helps us reduce our CPC rate and contributes to the increase in traffic of our ads by our potential users.

For example; let’s imagine we are advertising for a swimwear sale. When we filter by location; when we target only hot countries; we can optimize the click and conversion rate of our campaign. Our ads published in countries that do not need swimwear will negatively affect the CPC rate.

7) Analyzing Behavior Reports with Google Analytics:

Google analytics is a platform where we can obtain a lot of behavior and conversion report data after creating our Google ads. We can access many important details such as the demographic information of the audiences who visit our website, the time zones they visit, the keywords they click the most, how many visitors from which device type, what are the bounce rates on the website or the most popular pages of the website. Examining these reports and organizing the advertising campaign according to the results of these reports is very important for the optimization phase. We can identify the results that do not contribute to us, increase our costs and negatively affect our campaign and optimize our ad campaign according to these results.

For example, we have observed that our ads receive more clicks at a certain time. When creating a campaign, we can ensure that our ads appear more during this time interval.

8) A/B Tests:

A/B tests are an important application where we test user experiences with different variations while creating a Google ad campaign. With A/B tests, we can test different variables and set the right budget with the best user experience. When conducting the test, we should first determine which variable we want to test and then ensure that all other adjustments remain the same except for those variables. This way, we have only one variable to get healthier results on the variable we want to test and we can improve performance more efficiently. Let’s examine the areas where we can use A/B tests.

• E-mail Marketing : When we create slightly different versions of the same e-mail and send them to different audiences; we can determine which e-mail has a better conversion rate.

• Landing Page Design (Landing Page Design): This is an important test that will improve our performance in our Google advertising campaigns. We can test it by creating different variants both in terms of advertising text, design colors, and call-to-action sentences, and we can discover which one is the best option for improving performance.

• Text Ad Optimization ( Text Ad Optimization): A/B testing can also be applied to optimize the textual ads that appear at the top of Google search results Dec. Advertisers can experiment with different titles, different descriptions, and ad extensions to determine which variation of text ads results in the highest click-through rates for audiences.

• Display Ad Optimization: Display ads contain elements such as images, company logo, and call-to-action texts. Advertisers can make performance improvement by changing different images or sales text.

9) Creating a Funnel :

 Providing optimization by creating a funnel for Google Ads ads is an important strategy for monitoring and improving the performance of your advertising campaigns. The funnel allows you to track the conversion process that users have completed step by step after clicking on your ad. Let’s look at ways to provide Google Ads optimization by creating a funnel together.

•  Determining Conversion Goals: It is to determine certain conversion goals for your advertising campaign. For example, if you want to increase your sales on an e-commerce site, you can set your conversion goals, such as “Purchase Completed” or “Pay in Cart”.
•  Placement of Conversion Tracking Code: You can examine the conversion movements of users by placing the conversion tracking code on your website. This code ensures that the conversion steps can be tracked accurately.
•  Making Funnel Settings: You can define the steps for the funnel in the Google Ads settings. For example, you can specify steps such as clicking on an ad, visiting a product page, and completing pay.
•  Review of Funnel Reports: Funnel reports show how users behave step by step. These reports allow you to analyze the performance of your advertising campaigns. As a result of this analysis, you can determine the problem points.
•  Funnel Optimization: You can take optimization steps by using the data you get from funnel reports. For example, if we discovered an error or a negative situation in one step, we can create ads that target users better or offer more impressive content.

10) To Use Voice Search Decals:

  It is an important strategy for creating ads targeting users’ voice search queries in Google Ads ads and improving the performance of these ads.Dec. Let’s Deconstruct the optimization steps we can use for Voice Search Ads together.

•  Using Decal Decal Ad Format: Decal Decal Ad format is an ad that can respond to users’ decal decal and is suitable for spoken language. When creating your Voice Search Ads, you should understand your target audience Decently and prepare the voice advertising text in such a way that it attracts their attention.
•  Targeting the Right Keywords: Targeting the right keywords in Voice Search Ads is of great importance.Dec. We should also use long-tail keywords, as we anticipate that users will usually search with more natural language. Decal (long-tail) keywords. In this way, you can better adapt to users’ search queries and attract more relevant traffic decently.

11) Mobile Advertising:

With the increase in the usage rate of mobile devices, mobile advertising also plays an important role in Google Ads ads. Let’s examine the methods of providing optimization through mobile advertising.

• Create Mobile-Friendly Ads: To create ads that will attract the attention of users on mobile devices and be effective, we must use a short and concise title, highlight important points in the description text and write a mobilizing advertising text. Also, when creating your ads; we should pay attention to whether they are compatible with the screens of mobile devices.
•  Adapt the Targeting Settings to Mobile Users: We need to optimize your targeting settings to display your mobile ads only on mobile devices. This will ensure that your ads are shown exclusively to mobile users.
•  Use Responsive Web Design: Ad clicks on mobile devices; when it involves redirecting to a website, it is of great importance that your website has a design suitable for mobile devices. By using responsive web design, we can enable mobile users to navigate and interact comfortably.

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12) Display network (Display Network)

The Display network gives users the opportunity to interact directly with your Google Ads ads. You can perform interactions such as clicking on your ads, visiting your website, downloading your application. This allows us to interact more with potential customers, increasing our conversion rates. Let’s look at what we can do to optimize using a Display network (Display Network);

• Determine Your Target Audience: The Display network allows you to reach a wide range of users. Therefore, it is important to determine the target audience that you want to show your ads to. You can focus on a clear audience by using targeting options such as demographics (age, gender, income), interests, behaviors, and location.

•  Choose the Right Ad Format: There are various ad formats available on the Display network. We should prefer the appropriate formats such as visual ads, video ads, text ads, embedded ads and announcements. Using an advertising format that matches the goals of your advertising campaign improves our conversion rate.
•  Use Impressive Visuals: The visuals of your ads on the Display network are important. You can attract the attention of users by using eye-catching, impressive advertising visuals. At this stage, it is important that the images have the appropriate dimensions and resolutions.
•  Optimize Ad Placements and Websites: It should be optimized where your ads on the Display network are displayed and on which websites they appear.

13) Video Ads:

With video ads becoming increasingly popular, video ads on platforms such as Google and YouTube are playing a role as an important advertising strategy. Let’s take a look at some steps to optimize using video ads in Google Ads ads together.

• Correct Video Format: There are different formats that you can use in video ads, for example, skippable or non-skippable (skippable or non-skippable) ads, short or long formats are examples. It is important to choose the video format that best suits your target audience and campaign goals.

•  Attracting Attention in the First Seconds: The first seconds of video ads are very important to attract the viewer’s attention. You need to be engaging in the first seconds and get users to keep watching the video. This may include techniques such as quickly promoting your brand or product, asking questions, or arousing curiosity.

•  Focus on Storytelling: Video ads provide an opportunity to tell a story. Tell a story that will allow the audience to make an emotional connection. Make sure that the story is interesting and memorable.

• Visual and Audio Quality: The quality of your video ads affects the user experience. Using high-resolution and professionally produced videos plays an important role in tracking your ads. Likewise, sound quality is also important. Ensure that users correctly understand your message by using a clear and understandable voice recording.

14) UTM (Urchin Tracking Module):

UTM (Urchin Tracking Module) links are used to track, analyze, and measure the performance of your ads. Let’s examine how optimization is achieved using UTM links together with articles.

• Use the UTM Builder Tool: You can use Google’s UTM Builder tool to create UTM links. This tool allows you to define UTM parameters and create the UTM link. UTM parameters contain information such as source (utm_source), media (utm_medium), campaign (utm_campaign), content (utm_content) and term (utm_term).

•  Define Source and Media Tags: The most important parameters in UTM links are the source (utm_source) and media (utm_medium) tags. The source tag indicates the source of traffic (for example, google, facebook) . The media tag indicates the type or platform of the ad (for example, cpc, banner, social media). By correctly identifying these tags, you can track which sources and media traffic is converted to conversion.
•  Define the Campaign Tag: The campaign (utm_campaign) tag on the UTM links identifies your ad campaigns or different ad groups. You can use this tag to determine which campaign or ad group is performing better.

15) Setting the Budget and Frequency of Viewing:

Setting the budget and viewing frequency correctly in Google Ads ads is important for the success of your ad campaign and the efficiency of your ad spending. Let’s take a look at the steps that can help us optimize Google Ads ads by setting the budget and viewing frequency.

• Setting the Advertising Budget: First, a budget should be set for your advertising campaign. The advertising budget determines how long and how often your ads will appear. With a sufficient budget, your ads can reach more visibility and clicks.

•  Setting a Daily Budget: Google Ads uses a daily budget. The daily budget specifies the maximum amount that you plan to spend during a day. Carefully adjust your daily budget to ensure that your ads run consistently and consistently. By reviewing your previous performance data, you can optimize your budget in line with your conversions or goals.

16) Remarketing (Remarketing):

 Remarketing allows you to show your ads again to users who have previously visited your website. This is an effective method to re-impress your potential customers and increase conversion rates. By creating different segments for remarketing, you can offer customized ads based on the behavior of visitors. The steps that we should pay attention to in order to provide optimization by using remarketing in Google Ads ads are as follows:

• Adding Remarketing Tag to Website: Adding remarketing tag to your website allows users to be tracked when they visit your website. You can create a remarketing tag from your Google Ads account and add it to your website. This tag tracks users through a browser cookie and Octets them to the remarketing list.

• Creating Remarketing Lists: Remarketing lists are used to identify a specific target audience. For example, you can create lists such as users who have added products to the shopping cart, users who have not completed purchases, or users who visited your website a certain amount of time ago. You can set a specific identifier and rules for each list.
•  Making Bid Adjustments: When using remarketing, you may think that your target audience has a higher conversion probability. Therefore, you can make special offer adjustments to remarketing lists. By making an offer, you can increase your chances of getting more clicks and conversions from your target audience.
•  Segmentation and Reporting: You can use segmentation and reporting features to optimize the performance of your remarketing campaigns. For example, we can make performance improvements based on the result of which remarketing lists have a higher conversion rate.

17) Creating Advertising Groups:

 By creating ad groups, you can better organize your campaign, serve customized ads with relevant keywords, and optimize your ad performance.

The first step to achieve optimization by creating ad groups in Google Ads ads is to identify the relevant keywords to create ad groups. By doing keyword research, you can Decipher the search terms and interests of your potential customers. By assigning these keywords to your ad groups, you can create customized ads for each group. When creating advertising groups, it is important to determine a specific concept or theme for each group. Each group is targeted in a customized way with relevant keywords and advertising texts.

18) Using Elements of Social Evidence:

As another optimization method for Google Ads, you can add elements such as customer testimonials, user reviews, or ratings to your ads by using social proof elements in your ads. This can increase the trust of potential customers and increase conversion rates. Let’s examine these steps in detail.

• User Reviews and Reviews: Integrate positive customer reviews into your ads. You can provide social proof by using customer feedback on the page of your product or service. By adding them to your ad texts or extended text ads, you can increase the trust of potential customers.

•  Ratings and Review Extensions: Use ratings and reviews from review sites such as Google My Business. This can be done through ad extensions that allow you to show your star ratings in your ads.

19) Interactive Ads:

It can provide optimization through the use of interactive ads in Google Ads ads. Let’s examine some points that we need to pay attention to.

• Correct Ad Formats : There are many types of formats for interactive ads on the Google Ads platform. For example, you can choose formats such as 3D ads with a rotating effect, expanding ads, or games
• Customized Content: You can offer customized content to users by using interactive ads. For example, you can provide an experience that allows users to change certain features.

20) Simultaneous Campaigns:

Simultaneous campaigns allow you to evaluate ads by running multiple campaigns in a given period.  For example, it can create ads specific to periods such as Christmas or autumn discounts. This method makes it easier for us to reach potential customers. Let’s examine the points that we should pay attention to while providing optimization with simultaneous campaigns.

• Campaign Planning: We need to Decipher between which dates you want to run your campaigns simultaneously. For example, you can create simultaneous campaigns for a week or for a specific December of dates.

•  Different Campaign Types: You can try different campaign types when creating simultaneous campaigns.  Some of the types of campaigns we may try are you can run different types of ads simultaneously, such as search campaigns, visual ad campaigns, or video campaigns Dec. This allows you to reach different target audiences on different platforms or in different forms of advertising.

• Interaction and Synchronization: It is important to ensure synchronization between simultaneous campaigns.Dec. The fact that your ads convey a compatible and consistent message with each other allows our potential customers to increase their interaction with us.

In this content, we have tried to give you improvement suggestions and optimization ideas about Google Ads. We hope it has been useful for you. If you want to manage your Google ads well and grow your business, you can get acquainted with Grower right away, you can get great marketing actions by completing your shortcomings with the suggestions given to you by the Grower system