Most advertisers think all they need to boost their average CTR is to add some keywords, throw in some hard-hitting calls to action, and the sales and inquiries will start to flow in.
Well, it takes a little more effort than that. It can be quite an uphill battle when it comes down to increasing your conversion and click-through rates by scaling your pay per click marketing and improving Google Ads performance. Successful PPC ads require ongoing monitoring of key metrics like CTR, conversion rate, and impression share — not just more keywords.
Google keeps updating its algorithms, and businesses keep increasing their marketing budget and ad spend to see what sticks and what no longer works. But that’s not the right way either.
If you don’t manage or improve Google Ads CTR for your account using the right techniques, your click-through rates, along with your conversion rates, are bound to take a hit. You will end up spending huge amounts of money on your digital marketing ad campaigns without the traffic or sales to justify them.
So, how do you improve your Google click-through rates when everyone is bidding for the same keywords and utilizing highly specialized digital marketing tools?
Let us look at some of the techniques digital marketers can use to ensure/improve Google Ads campaigns attract the most traffic and generate the most leads:
Google Ads uses Quality Score to score keywords from a range of 0 to 10. It denotes the relevancy of advertisements from their keywords, which is based on the probability that someone will click on these Google ads.
Quality Score is influenced by your expected click through rate, ad relevance, and landing page experience. Quality Score also plays a major role in your ad rank, and Google rewards strong keyword relevance when deciding which ads appear first.
If you haven’t heard of Quality Score, it’s best to start from this metric. Ads with higher quality score get high rankings and accumulate fewer costs per click — meaning the lower your cost per click becomes over time. They’re also more likely to earn a higher CTR. The fastest way to improve Quality Score is to align your ads, keywords, and landing page experience with user intent.
Many factors impact Quality Score, right from your ad copy ad and URL to how relevant your PPC landing page and whether you positioned your keyword in the headline for your ad. The average click through rate for Google is 3.17%, and boosting your quality score can inch you towards a higher percentage and stronger CTR benchmarks.
Google Ads has revamped its bidding game, incorporating smart bidding strategies and automation for its auctions.
Smart bidding is one of the most effective forms of marketing automation available inside Google Ads today. Use smart bidding strategies to allow Google to utilize automation for ad bidding, boosting your likelihood of getting ad clicks and your conversion rates. For this, Google relies on historical data and boosts your bids for Google ads that are likely to do well with your target audience.
This automatically censors out the bids for Google ads that do not perform well and allows you to focus your energies on auctions with higher CTR (click-through rates).
With Google’s optimized bidding strategies, you can enhance your ad performance greatly. Since each auction is different, it isn’t feasible to analyze the performance of each auction manually.
Automation allows you to adjust your bids according to the performance of the keywords and saves you time from trawling through each keyword bid manually.
While this technique might not apply to all advertisements, it surely does work for e-commerce ads. Listing the price of your product in your ad copy can boost your click-through rates, particularly if your prices are lower than your competitors.
While some ad extensions do this for you automatically, highlighting pricing in your ad copy can distinguish you from your competitors’ ads when audiences see these ads side by side.
It is a useful technique to boost the average click-through rate because it gives your audiences additional information about your products or services and entices them into following through on your ad.
The more informative and descriptive you make your Google ads, the more they’re likely to consider clicking on them.
A compelling, well-written, and customized ad copy can help distinguish you from he tons of Google ads that cater to your niche and allow you to stand out from your competition. If you don’t differentiate your ad copy from your competitors, you will see a fall in your very High click-through rate (CTR).
Make sure to emphasize your unique selling points, brand value, and why audiences should click on your ad instead of your competitors. Do you offer something that they don’t? Highlight these USPs and make sure they are reflected in your ad copy.
Including an enticing and powerful call to action in your ad copy can go a long way in boosting your click-through rate.
Many marketers focus on selecting the right keywords and writing an informative description but miss out on their CTA, which ends up leaving their piece sounding like an article rather than an ad copy.
Google analytics tend to review and rate strong calls to action quite positively, leading to improved click-through rates. Many copywriters tend to adopt the wrong approach when it comes to CTAs.
Simply announcing the roll-out of new products or making the languages too flowery and verbose can both impact the efficacy of the CTA. Make your CTAs blunt and concise to match user search intent and push the audience to act on the command.
Instead of relying on paid ads, try to make your ads enticing and attract organic traffic to your site. 94% of the clicks generated on online ads are through organic search engine result.
For long-term campaign optimization, review your search terms frequently to ensure your ads match what users are actually typing. Study keywords and their search volume to know how many people are searching for those specific phrases. It might be tempting to go for keywords that have the highest rankings.
However, keywords with low-to-medium clicks can often have high conversions. This allows you to avoid competition while also guaranteeing high conversion rates from your visitors. Targeting long tail keywords often leads to higher CTR because the search intent is more specific and less competitive.
Conversely, high-ranking keywords with low CTR or conversions can end up costing you more without much business generated your way, increasing wasted ad spend.
Also, avoid inserting too many keywords into your ad copy as it can impact your ad text and keywords. Too many keywords can affect your quality scores and, eventually, your Good CTR (click-through rates). The key is to use tightly themed keywords in your ad text and ad group them into smaller ad group, including single keyword ad groups, to improve relevance.
The key to a high conversion rate is to make your ads more relevant to your target audience rather than projecting them to a huge audience. For this, you can add negative keywords to weed out the audience you know will not follow through on your ads. Using negative keywords helps block irrelevant searches, prevent wasted spend, and eliminate irrelevant search terms. The best place to find new negative keyword opportunities is inside the search terms report, where you can spot irrelevant traffic quickly.
Get the most of your budget by using SEO techniques and data to pinpoint the most relevant keywords and utilize them in your ad copies. Using broad match keywords without proper negative keywords can significantly reduce CTR. By acquiring more SERP space, you’re bound to improve your click-through rate and conversion rate.
Your Average CTR is around 30% if you’re ranked number 1 on Google. With just third place, your average click through rate (CTR) drops to 10%. Therefore, your rankings can have a huge impact on your click-through rates and ad positions. A good CTR depends on your industry, but improving relevance and positioning helps you stand out in crowded search results.
One of the most effective techniques to increase click-through rate, which many marketers tend to overlook, is to analyze their competition sufficiently. This includes identifying competitors, analyzing their keywords, and understanding their ad copy.
You can use analytic tools to identify better what makes their ad click for audiences, especially the keywords they’re using and the language they incorporate in their ads.
Likely, they have already performed A/B testing on different variations of the same ad, and what you’re seeing is the best-performing variant.
Skip out on the testing process and take their best performing ad to understand why it performs the best. Try and incorporate similar techniques for your ad, but do not copy their ad word for word, and make sure to present your unique selling points.
When it comes to determining the relevancy of your ads, testing is the best option since it can be hard to tell what the audiences will respond best to. The key to this is to test multiple search ads for the same product or service and allow Google or search engines to decide which one performs the best.
Testing is a continuous process and even involves testing out different ad types on other locations online. Many times, it’s not what is in the ad copy but rather where your ad is placed. If your ad is placed where you aren’t likely to find customers, your click-through rates will be lower naturally.
It is crucial to test ad variations and keep the testing in-process continuously. For example, if you’re running tests on three variations of an ad copy, keep the two top-performing Google ads and remove the losing ad. You should also experiment with different ad formats, such as responsive search ads, to see what drives the most engagement.
Meanwhile, create another ad variation and add it into the mix in place of the lowest-performing ad to keep the process ongoing.
The most popular testing technique is the A/B testing method, which includes two variants, and allows you to use one variant as the control.
The key is always to test out different ad types and keep things in flux since audience demands keep changing. Test numerous parameters, such as headers, CTAs, images, and graphics to determine what works best for your audiences.
Marketers can use remarketing campaigns to deliver re-customized ads to specific users and visitors. This involves targeting particular ads to visitors who have already viewed your content and making it clearer for them.
You can tweak your ads to cater to specific visitors, narrow down on particular products, or create new ads to upsell your existing customers. If they know you, then they are more likely to click on your ad. This means excluding users you know aren’t likely to be interested in your products.
Utilizing ad extensions can be an excellent way to improve your click-through rate. Location extensions can aid small business owners and help them to match with nearby customers. In addition, site links and callouts can enhance the relevancy of your ads, boosting your conversions and click-through rates. If you’re targeting nearby customers, combining location assets with local keywords and displaying your business address can significantly improve click-through rates.
There are many kinds of ad extensions, but not all of them apply to every advertisement campaign. If you aren’t utilizing the complete mix of ad extensions, then you’re missing out from reaching your full potential on Google.
You can make your ads appear more relevant to Google, increase their reach, and improve your click-through rate by utilizing the full range of extensions.
The tips detailed above are simple enough to implement easily in your current Google ads campaign. But make sure to test what you’ve done several times over to ensure that your intended audiences respond to your ads the way you want them to.
It is also vital to get qualified traffic that’s right for you. This means don’t just attempt to increase your visitors for the sake of it but aim for more conversions. Curious about pricing? Take a look at our guide to the cost of PPC management services. Contact us for more info!
Have you wanted to optimize your paid search campaigns?
The thing is, managing your paid search campaign is all about data, and data comes faster after you launch a new digital marketing campaign.
Before you optimize your campaign, you should be sure your top goal is from your paid search marketing campaign.
The last thing you want to do is attempt to optimize everything.
If you follow our strategies outlined below, you’ll be on the way to getting more for your digital marketing dollar.
When you advertise in several channels or campaigns in Google Ads, it’s vital to watch which channel produces the best residuals for your primary keyword performance indicator (KPI).
For instance, paid search has a higher conversion rate than YouTube, but that doesn’t mean the latter isn’t involved in the sale that paid search results gets credit for.
You should take time to grasp which search results campaigns and channels perform the best and then direct more of your budget that way.
Another vital factor in optimizing is the budget and search impression share. This is especially important when you are bidding on branded search terms in your niche.
Go over your impression share for locations where you defend the keywords for your brand, as well as any search terms that often convert to sales for you.
If you find yourself falling behind on share as you have a small budget, review how the funding is allocated.
If you don’t know what your competitors are doing in their PPC campaigns, you may flounder when forming your own. They will either dominate you when it comes to getting clicks or you’ll make errors they figured out long ago. You don’t want to be playing catch up with your competitors, right?
There are many ways to leverage what you know about your competitors as you form your paid search campaign strategy.
PPC tools help you to analyze the paid search marketing strategy for each of your competitors.
You can find tools that show the ad keywords for your competition, as well as their current paid search advertisements.
Some even allow you to review their advertisement history, which offers you insight into the google ads/ppc ads that do the best for them.
Outstanding performance in your PPC campaigns depends on a robust account structure.
You should ensure that ad groups clearly defined and that the keywords in each ad group are closely related to each other.
The more organization and relevancy in the account, the easier it is to focus on improving PPC ROI in different parts of your business.
Experts in the industry report that it’s ideal to have several ad campaign for each of your products and locations. Another way to organize your campaigns that work well is to base it on your site structure.
You can make bid adjustments at many levels. If you’re doing traditional, manual bid management, you do this at the keyword level.
But there are various aspects of your paid search campaign where you may consider applying additional bid adjustments.
For instance, you can adjust your bids by the day or hour of the day. Also, consider if you want to exclude certain times of the day or days during the week to ensure you get the best results.
Many recommend accessing Account Settings/Ad Schedule and putting in the dayparting schedule there.
Even if you run google ads 24/7, you have an appealing visual to review to check performance. Otherwise, you need to pull a new report every time.
After you do your competitive analysis, you should know how you can improve your online advertising copy to get more clicks.
Paid search ad copy is short – only 25 characters per headline and 70 characters for the ad – the text you write needs to get the person’s attention and get them to click.
If you see one of your competitors using a certain ad for weeks, there is a reason for it. The ad probably is getting clicks, so it’s a good template to use. Don’t copy what they’re doing, but look at the style and tone, as well as the keywords. After you look at some successful ads for your competitors, you probably can get an idea of what to do.
As well as getting some inspiration from your competitors, you should test your google ads to see which does the best. So, you should have two or more versions of the same ad so you can see the one that gets the most clicks.
Many marketers don’t realize how important performance by location is; some geographic areas perform differently from others. As you review and make adjustments to your top goal, you can increase the efficiency of your paid search campaigns.
If you are running your ad campaign nationwide, it’s also vital to keep track of how much budget the cities eat compared to how well they convert the prospect into a client.
You can look at the reports that reveal your location performance by accessing Campaign/Locations/User Location Report.
You can reduce your bids on locations that don’t perform as well or even think about excluding them.
If you review what users are searching for to get a match with your keywords, it informs about how paid search logic operates. But also helps you pinpoint the parts of queries that you don’t want to show up for.
This is where negative keywords can play a vital role and may help you avoid wasting money.
What the system counts as a conversion plays a vital role in determining the bidding mechanism performance.
Goggle allows you to monitor many user action types, but consider the difference between having the actions checked in conversion and bidding formulas vs. having it only for additional information.
Over months, older conversions may not matter as much. Or you could include a conversion type that was getting double counted because it was part of a current conversion type.
It’s wise to review these every quarter to ensure only counting the proper user actions for a conversion.
Keywords are the basis of paid search and organic paid search marketing, so doing a regular keyword review is a vital step in this process. The keywords you select in your campaign need to be focused on getting clicks from prospects. So, only keywords that have commercial intent can apply to your campaign.
So, you want searchers using those keywords to be as close to purchasing as possible. And remember: Don’t only select the most expensive keywords; there are niche keywords that can perform well that cost much less.
Adjusting bids by keyword is crucial because you need to review how they perform vs. the goal. You should ask yourself: Are there some keywords that don’t perform even though you check search queries, adjust bids, test landing pages, and testing various match types?
If that is the case, it may be time to remove these keywords from your campaign.
The landing page may be overlooked when measuring performance because they aren’t part of the ads account.
Nonetheless, the landing page is crucial to your ad account’s performance.
Why do people overlook landing pages?
First, landing pages are not as easy to adjust as other elements of a campaign.
Also, some brands may not want to spend money on landing pages. But landing pages often are the best way to convert prospects into clients.
Remember: Keywords and ads attract prospects to your website, and landing pages seal the deal.
It’s also important to review your campaign’s performance on various devices. Are your landing pages and pages easy to view on mobile devices?
How are your advertising campaigns doing on mobile vs. tablet vs. pc? And do you need to make adjustments to a particular device or exclude it from your ad campaign?
Don’t forget to check how each remarketing list is doing in a search and any necessary adjustments. If you’re using demographics for your inquiry, how is a particular age range doing vs. others?
Put in as many audiences as you wish at the Observation level, and see how they compare to baseline users.
Well, much depends on your goal.
Also, it depends on how your current campaigns are working.
For example, are your ad campaigns getting many clicks with a high click through rate (CTR) but only a handful of conversions?
Then it may be wise to review search queries to see how relevant they are.
Then, look at the landing pages to ensure they use best practices.
Also, review performance by device to note a big difference in different electronics your users are using.
The bottom line is there are many parts of paid search that you should review, analyze and optimize with regularity.
Let our paid search management services help you shine above your competition and maintain the ROAS you deserve.
Contact us today!
So, your company is paying big bucks for Google Ads, but your Google Ads not showing in search has you wondering what went wrong.
However, this isn’t always a problem.
But if you don’t see them with the Ad Preview tool or Google’s Ad Preview feature, something’s wrong.
Fortunately, there is usually a good reason your Google ads don’t appear.
Below, we delve into the most common causes for Google Ads not showing and what to do about it.
Some of the reasons they don’t show are technical or administrative issues, while others are tied to ad rank, ad auction, or ad visibility issues within your campaign settings that affect whether your ads appear in search results.
Most Google Ads account holders pay for their ads with automatic credit card or debit payments. Google charges the account when you get to your payment limit or threshold. It also will charge your card at the end of the month’s billing period.
For your transactions to be processed, the payment details on your card need to be up to date. If Google can’t charge your card, your ads will stop running — one of the most common reasons Google Ads aren’t showing.
This is one of the most common reasons for Google Ads not showing or not running. So make sure your payment information is accurate when setting up your account. Many account holders also have their credit card expire and they forget to update the information.
Double-check your billing information and ensure your card hasn’t expired. Even small errors in payment setup can pause ad delivery until resolved.
If you see ‘Low search volume’ in your account, you probably target long-tail keyword’s that few searchers are looking for. While targeting long-tail terms can sometimes pay off, keywords with very low search volume can stop your Google Ads from showing.
Your ad rank plays a key role in whether your search ads appear. But this won’t happen if they are stopping your Google ads from showing up. The ad auction depends on multiple factors — low bids, low-quality ads, or poor ad relevance — Google Ads may choose not to display them, and your ad groups might lose visibility.
You can fix the problem by regularly checking your Google Ads dashboard to see if any of your keywords have been marked as low-volume. In some cases, using a broader or more commercially focused keyword can improve visibility in search results. Make sure your keyword list aligns closely with your ad copy, target audience, and ad scheduling preferences. If necessary, raise your bids to stay competitive.
Balancing specific and high-intent phrases ensures your google search ads stay active and eligible in the ad auction.
Remember: ad rank depends on your bid amount, quality score, expected click-through rate, landing page experience, and how well your ad matches the searcher’s intent.
Google Ads also evaluates relevance between your ad and the search query. Relevance is one of the most powerful drivers of your ads performance. If your ad experience or relevance is low, your ad rank will drop, affecting ad visibility.
Focus on strong messaging that matches what your audience is searching for. Use the Ad Preview tool to see how your ads appear in search results and adjust accordingly.
If you’re using exact match keywords, ensure they closely align with your ad message and target intent. This helps your ad groups perform better and improves overall engagement. If your ad doesn’t match what your target audience is searching for, revise the message to better address their needs and intent.
For example, if one ad group focuses on “Google Ads management services,” don’t mix it with unrelated topics like “SEO consulting.” Doing so can reduce your quality score, lower your ad rank, and limit visibility in results.
Each ad group should contain:
This clarity improves performance during the ad auction and boosts engagement over time.
Google evaluates ads based on how relevant they are to what the person is searching for. Google Ads also evaluates your landing page experience and landing page content. But it also judges by how relevant your landing pages is to the ad and keyword. If your landing page experience is poor, not optimized, or if it doesn’t match what users expect after clicking your ad, your Google Ads not showing may result from lower performance.
Solve the problem by examining the targeted keywords you target and thinking about what the searcher is looking for.
What are the questions the searcher has? What is causing their problem? What are they looking for to solve their issue?
A high-performing page should answer user questions, offer value, and connect directly to your ad promise. The stronger the relationship between your ad and landing page, the better your results will be.
Make sure your page loads quickly, uses the same messaging as your ad copy, and is optimized for mobile users.
Some advertisers simply don’t put enough time, effort, and research into the quality of the landing pages. But this an essential part of successful campaigns.
Remember, your landing page is not just a destination — it’s part of your ad’s quality score calculation. The more relevant and user-friendly it is, the better your ad rank and the higher your visibility in auctions.
Using negative keywords in your ad campaigns ensures you don’t spend money on undesired search traffic. But be careful when you set up negative keywords with broad match modified. If you add conflicting terms, they might block valuable impressions.
For example, adding an exact match negative keyword can accidentally block a valuable phrase that’s closely related to your target audience.
To prevent this, check the negative keyword list and ensure that you don’t have any that cancel out keywords in any ad groups, and periodically review your search term reports to catch new opportunities. Keeping these clean ensures you’re exclusively advertising to users who are truly interested in your offer.
Your keyword quality score is a key performance metric in every Google Ads account. A low score signals to Google that your ad or landing page content doesn’t align well with searcher intent.
Google assigns a quality score (1–10) based on:
When your score is low, it reduces your ad rank and makes your Google Ads aren’t showing for valuable searches — even if you’re bidding competitively.
To improve, start by grouping keywords more strategically. Each ad group should have a focused theme. Write ad copy that matches the keyword intent exactly, and optimize the corresponding landing page for relevance.
Over time, you’ll notice improved CTR, lower CPC, and better placement in the ad auction.
Sometimes your Google Ads simply aren’t active. They may be paused, disapproved, or removed.
If that’s the case, check your ad groups and look at the ad status in your Google Ads campaign dashboard.
Keeping an eye on your Change History ensures you catch these small but impactful changes early before your Google Ads aren’t showing again.
You may need to review Google’s ad policies.
If your Google Ads focus on a geographic location outside your area or have mismatched language settings, your Google Ads aren’t showing in those markets.
Also, if your campaign focuses on only a specific audience, visibility may be limited. Check your campaign settings and make sure your the ads are targeting the right users.
This is particularly important for businesses exclusively advertising in niche markets — even small targeting errors can mean missing a large portion of your audience.
Sometimes Google will review ad accounts. This is for security, and the search engine will check that your billing information is accurate. During this time, your Google Ads aren’t showing.
Good news – the process only takes two or three days, then your ad status will show again. During this process, your Google Ads not showing is normal.
However, account reviews are part of Google’s business, so there isn’t anything you can do but wait.
If, for some reason, your Google Ads campaign is reviewed for more than three days, you will need to contact them.
Depending on how you have planned your Google Ad campaign, you could run through your ad budget too fast. For instance, some Google advertisers set up their ads to deliver quickly, which can lead to limited ad visibility.
If the ad campaign shows ‘limited by budget,’ it means your ads may not show because of your CPC compared to the allotted budget. Google Ads will try to spread the budget over the day for the best performance. So, your ads will not show each time a person looks for your keywords in Google.
Review the Ad Schedule Tab in your Google Ads dashboard— your search ads may not show at all hours. Adjusting your ad schedule can help you reach users during high-engagement times.
If your campaign shows “limited by budget,” either raise your budget or lower your bids to stay competitive in the campaign.
If you’re using Google Display Network ads, the Display Network Tab in your dashboard provides insights into placements and performance.
Display campaigns operate differently from search ads, relying on contextual placements and audience signals rather than keyword triggers.
To improve performance, ensure your ad groups and ad scheduling align with your brand’s visual campaigns. Target users at the right time and on the right platforms. Misalignment can easily result in your Google Ads aren’t showing across placements.
Regularly analyzing data from both search and display campaigns helps refine your targeting and maximize visibility across all networks.
There are many reasons for your Google Ads not showing — from billing issues and account reviews to ad rank, ad auction performance, or ad group configuration.
The good news? Once you pinpoint the issue, it’s usually easy to fix.
Regularly review your Ad Preview tool, ad status, and Ad Schedule Tab to ensure your Google Ads performing effectively and visible in search results.
Did you know that Google handles about 5.6 billion search queries per day?
If you want your accounting company to get more exposure, it’s essential to get as many visitors to your site as possible.
It helps a lot to have a high Google page rank for major accounting firm and CPA terms, but a pay-per-click campaign for accountants could be just what you need to set your company apart.
PPC campaigns are helpful for the accounting Firms profession for many reasons:
With Pay per click (PPC) advertising, your company’s name will appear above most results on search engine. This helps more potential clients find your business.
If your company doesn’t rank for a critical accounting keyword, you can design an ad that appears when the user types that word. Your company name and site will always get prominence above your competition with PPC ads.
With A successful PPC campaign, you have a lot of control. It’s possible to make campaign changes immediately.
Just choose the keywords you want to focus on, set how much you are spending, and write the ad.
PPC allows you to track people that click your accounting Firms or CPA website. With that data, you know which Google ads work and which don’t. You also learn which pages get the most visitors and the most effective keywords.
All of this information lets you tweak your ads for the most effectiveness over the long term.
Before setting up a PPC campaign, please review these best practices to get the most bang for your buck.
Your Pay per click (PPC) campaign should be regularly updated to ensure they are focused on the right keywords and prospects. That means you or your PPC manager need to look for the latest keyword opportunities to put into the campaign.
You can rely on many ways to find the latest keywords. One simple way is to review Google search results in your niche and look for keywords that you didn’t include in your digital marketing campaign.
Another way is using the Keyword Planner that is included in your account. This is a free tool loaded with ways to find the best and most competitive keywords. You also can review what the average cost per click is for each word. Then you can forecast what you will probably spend and the marketing budget you need.
This is essential for your accounting PPC campaign. Conversion tracking lets you check how many visitors have come to your site from the campaign. This could be through a website form, chat, or phone call.
You also can use micro-conversion that lets you see smaller types of engagement, such as signing up for the e-newsletter or downloading a white paper.
When you set up conversion tracking, you can watch how many contacts or sales have come from a period of time compared to the costs. You also will know which keywords, ads, and landing pages are the best performers. This allows you to fine-tune your paid search campaigns for the most cost-effective results.
It’s easy to get bogged down in your own company and campaign, but don’t forget to check what your competitors are up to. There are reports and tools within Google Ads that help you keep up with competitors.
Some of these tools are free, but you also can pay third parties to analyze your competition. A popular paid tool is Spyfu which shows the keywords your competitors pay for. Another good one is SERanking. Both offer a good look at what other marketers are paying every month for your keywords.
For every accounting ad group, you have in Google Ads, it’s advised to have two or three advertisements so you can test various promotions and variations. Google/search engines have several ad types you can choose from.
Google defaults to showing the best-performing ads the most. So you should watch your ads and continue running tests. Any ad that isn’t performing well should be analyzed and improved for the best digital marketing spend.
It might seem too obvious, but it’s surprising how many accounting firm target areas that don’t matter to their business. After all, if your office is in Seattle, you may not get a lot of traction running ads in Miami. Sure, some clients can be remote, but many people don’t want to use an accountant that isn’t in their town.
You can easily set up location targeting in your Google Ad account by clicking Settings, Locations, and City/Region/Zip Code.
The recommendations page in your Google account offers many helpful opportunities to improve your campaign. Recommendations are created automatically by Google’s algorithm when it sees chances to make your campaign better.
There are lots of recommendations on this page that can help your accounting PPC campaign. Some include dynamic search as, targeting and keywords, responsive search ads, and more.
You also will notice an optimization score. This is Google’s estimate of how well your account is performing. Applying their recommendations helps the campaign improve.
The list of keywords for accountants is often shorter than for other PPC ads advertisers. This means there are fewer search variations even when your campaign targets several geographic locations.
That said, you still might dig up a few long tail keywords that work well for your accounting business.
It’s often worthwhile to use board match keyword versions of other keywords and match types. Experts say it’s ideal to begin with phrase and exact match keywords. Then, put in broad match after a few weeks or months when you want more clicks.
Don’t neglect negative keywords, either. For accountants, this can include keywords that are related to people searching for jobs, careers, resumes, etc.
PPC is one of the most powerful and cost-efficient ways for accountants to grow their brand and practice. Use these tips and your accounting firm will be well ahead of the competition.
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