Competition in the eCommerce space has always been fierce and as we now find ourselves in a world where eCommerce seems to be growing into a more prominent and vital role this competition will only increase. One way to separate yourself from your competition is by creating and maintaining solid Search Ads. Whether you’ve neglected your campaigns and let them run on auto-pilot or if they’re just due for a refresh, there’s no better time than the present to bring them up to speed.
But what is most important to pay attention to as you work to improve your Search Ads/Campaigns? In this guide we’ll take you through a maintenance checklist that will help you troubleshoot, improve and refine your search ads on both the Google and Bing Ads platforms.
Quality Score is tied directly to how your ads perform and how often they are served in both Google and Bing Ads. There are three metrics that contribute to how overall Quality Score is determined: landing page relevance, expected CTR and ad relevance. Ads are “scored” for each of these metrics as above average, average and below average. These scores can give an idea of how your keywords are performing for your ads. If they are performing poorly, we recommend these steps to improve quality score – it all revolves around the relevance of the search query:
Organize your ad groups in a way to optimize quality score. It’s best to have fewer keywords per ad group to help ensure your ad copy is as relevant to your target keywords as possible.
- Optimize ad copy for your keywords – use your target keywords in the headline and line two.
- Ensure your ads are leading to the best landing page available on your site, or create a new one if it will help with relevance. Likewise, optimizing your landing page to improve click through rate and engagement will assist with quality score.
Search Terms Report
Make time to look through the search term reports in each ad group. This report will give you the best indication of what shoppers are interested in because it shows you the queries that are triggering your ads. You can see which search terms are getting the most clicks, if any have converted and which search terms are costing you the most money. This data will help inform decisions about determining negative keywords, new ad groups, new keywords, etc. If there is an abundance of common search terms, you can break those into separate, tighter ad groups.