How to optimize advertising costs in Google Ads?

Creating and launching an advertising campaign on Google Ads is an important, but not the only stage in the development of your business. The real work begins after the launch of the advertising campaign.

To ensure efficient use of the budget, optimization should be carried out regularly. That means identifying and adjusting campaign settings in time. It’s important to check whether all active campaigns are getting enough impressions, clicks, and budget spend and whether the ads with the highest costs are generating the most conversions. You should actively compare performance with previous periods and avoid sudden changes, especially in the negative direction.

Keywords are used in a search campaign with a purpose, so they should be constantly analyzed. Queries that don’t drive traffic should be removed and only the most converting ones should be left. It is also important to constantly improve the list of negative keywords, as it is impossible to collect all the options before launching a campaign. Search queries can be constantly expanded, and attention can be paid to ads, improving their quality with extensions and images to improve performance.

Don’t forget about remarketing. Some users may be inclined to think that remarketing is an additional expense, but the return on investment from this type of advertising compensates for all the costs. As a result, you get additional income. At the same time, remarketing campaigns are considered a logical continuation of campaigns aimed at the cold audience. Users who have previously visited your website can be offered additional bonuses when ads are shown again, which will help to convert them. There are many ways to engage your audience, so it’s important to run tests.