Google Ads

Optimize Your Google Search Network Campaign: Complete Guide 2022

[2022] Google Ads Search Network Campaign Optimization Tutorial. How To Optimize Google Search Ads

Google Ads search campaigns are a great way to increase traffic to your website, but it can be tricky to get it right.

Monitoring your campaign’s performance on a regular basis is the key to success.

This article explains how to optimize your new Google Search Network campaign.

Google Search Ads Guide Quick Navigation:


search ads optimization guide

Optimize Your Google Search Network Campaign

After creating a search campaign, it’s better to wait a bit and let your campaign gather some results. The best practice is evaluating performance or making changes after conversions begin accruing.

After that, the best way to optimize your campaign will depend on your marketing objective. Let’s take a look at the best ways to optimize your Google Search campaigns and become a PPC pro.


1. Improve Your Ads. Aim For An Excellent Ad Strenght

google search ads optimization ad strength

Ad Strength provides you with feedback to help you focus on providing the right messages to your customers.

Ranging from “Incomplete” to “Excellent,” this metric measures the relevance, quality, and diversity of your ad copy. Combined with actionable feedback, Ad Strength makes it easy for you to improve the effectiveness of your ads.

Ad strength is an indication of the relevance and diversity of your ad combinations. Having more relevant and unique content can help you get the right ad in front of your customers and improve your ad’s performance.

How to improve ad strength

Here are some common issues and how you can resolve them to improve ad strength:

  • Headlines/Descriptions are too similar: Approach your headlines and descriptions differently, and emphasize new aspects of what you’re selling or the different customers you’re appealing to. Adding more unique headlines and descriptions can increase your chances of better performance.
  • Headlines/Descriptions are too short: Provide enough details to catch the attention of your target customers.
  • Add popular keywords to your headlines: Try including text from your keywords that serve most often in your ad group to your headlines.
  • Add more keywords to your descriptions: Try including more keywords in your descriptions to improve the performance of your ads.
  • Pinning: Pinning reduces the overall number of headlines or descriptions that can be shown. If you unpin or pin multiple headlines or descriptions to each position, you will have more headlines or descriptions than are able to be shown.

As you can see on the image below you can pin your headline to show it only in:

  • position 1
  • position 2
  • position 3

pinning ad text google ads

Use the Dynamic Keyword/Location insertions to improve the ad strength

You can use dynamic insertions for URL Display path, Headlines, and Descriptions:

In order to use Keyword/Location insertions just open the curly bracket and in the appeared pop-up window choose which insertion you’d like to use.

dynamic keyword insertion

How to use dynamic insertions in practice

Let’s say you’re running a campaign to advertise your candy store and you have an ad group that promotes your chocolate candy products.

The snippet of code that you’ll insert in your ad text might look like the following: {KeyWord: Chocolate}.

In this example, the keyword “Chocolate” is a default text. The default text is the text that Google Ads will insert into your ad in case it can’t add a keyword.

You can also dynamically insert the user’s location in the Display path. To do so insert {LOCATION(City): United States}.


google search network campaign optimization

2. Improve Your Google Ads Campaign’s Quality Score

When starting to optimize your Search campaigns, the first thing to start with is checking the Quality Score of your keywords.

It’s not only about getting high scores. You want those scores to impact positively on your bids, which means you’ll be able to buy more traffic for any given budget and the cost per conversion will decrease.

Quality Score is an estimate of how relevant your ads, keywords, and landing pages are to a person who sees your ad. Higher Quality Scores typically lead to lower costs and better ad positions.

How To Improve Your Quality Score

Let’s see what Google says about how your Quality Score is calculated:

“Quality Score is calculated based on the combined performance of 3 components:

  • Expected click-through rate (CTR): The likelihood that your ad will be clicked when shown.
  • Ad relevance: How closely your ad matches the intent behind a user’s search.
  • Landing page experience: How relevant and useful your landing page is to people who click your ad.”

But where do we shift our focus in order to improve the Quality Score of our keywords? Here are the three aspects you need to consider when optimizing your Quality Score (QS):

  • Focus on keywords with QS ≤ 5 first.
  • Label them so you can keep track of their performance.
  • Make these keywords as close as possible to your campaign’s ads and the landing page.
  • If a low-quality keyword doesn’t fit good enough to your ad group’s ad, it’s better to create a separate ad group for this keyword and transfer it there.

Where To Find Your Keywords’ Quality Score?

Navigate to your search campaign’s Search keywords section Click the column icon Press Modify columns

google search ads quality score columns

google search ads quality score modify columns

Open the Quality Score drop-down section Check the Quality Score Click Apply

check quality score
google search ads quality score optimization




3. Add Negative Keywords To Your Campaign

After you’ve created your Google Search campaign, it is a good practice to add negative keywords. It’s important to identify and exclude from your campaign keywords-searchers – that wouldn’t deliver a return on your investment.

The main reason to exclude negative keywords from your campaign is to prevent your ads from showing up alongside search queries that are irrelevant or offensive.

For example, an advertiser of a high-ticket offer that would like to target affluent customers would want to exclude such terms as “cheap”, “free”, “no deposit” from the Search Network campaign by adding them to the negative list. This action will prevent your ads from appearing alongside those terms.

3.1. Navigate to Keywords section Negative keywords Add negative keywords or create a new list

By avoiding paying for useless clicks, you save a lot of money by weeding out searchers who aren’t a fit for your business. You can also avoid bidding against yourself, cannibalizing impressions, and watering down your keyword-level data.




4. Keep an eye on your search terms reports

Keywords Search terms report

search terms

This is a great way to find out what searchers are looking for when Google serves your ad.

If you see words in your search terms report that you know are not a good fit for your account, set them as negatives before you run the risk of showing for them again.

And wise verse, if you find queries that fit your campaign’s targets add them as keywords.


5. Check the Auction Insights

Keywords Auction insights

The auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are.

This information can help you make strategic decisions about bidding and budgeting by showing you where you’re succeeding and where you may be missing opportunities for improved performance. Thus you might be able to adjust (increase or decrease) your bidding and budget accordingly.

The auction insights report is available for both Search Ads and Shopping campaigns.

google ads search network audience insights

Your aim is to be as higher as possible!


6. Remove The Duplicate Keywords From Your Search Campaign

It might seem like you are getting traffic and even conversions from each or some of the duplicate keywords, so you might consider keeping them.

But in reality, your keywords will be just competing against each other in addition to competition with your competitors.

The easiest and fastest way to remove duplicates is to use Google Editor. Here’s how:

  • Select Tools from the top menu.
  • Click on find duplicate keywords.
  • Specify your criteria for duplicate keywords.
  • Click on the button to Find duplicate keywords.
  • To decide which keywords to pause, download the relevant statistics for your campaign goals. You can find this
  • feature on the top right corner of Google Editor next to the post button.

It’s also possible to remove duplicate keywords using Google Ads Web Interface.

To find duplicate keywords on the platform:

6.1. Navigate to the Keywords Tab Sort the keyword list by name or match type to find the duplicates alphabetically

google ads find duplicate keywords

You can manually enter the keyword for which you wish to search the duplicates, in the search box that says “Find Keywords”.




7. Disable Automated Extensions

Google says that automated extensions can improve the quality of your ad by including information about your business or changing the format of your ad.

The Google Ads system includes automated extensions to your text ads when it predicts that the extensions can improve your ad’s performance.

But there’s a catch

Google may mess up with it like in the image below. It showed an automated site link extension with a useless page.

google search ad automated extensions

So it’s worth turning off the automated extension to stop it from showing with your ads.

How to turn off the automated extensions

Navigate to your campaign’s Extensions section Scroll down until you see the AUTOMATED EXTENSIONS menu

automated extensions section

automated extensions


8. Cut/Change/Create

We spent all month waiting for our brilliant bidding bots to maximize the value of every single keyword.

Did they do what they were supposed to? Or do we have a bevy of keywords sitting in position 900 that never get seen?

Every month or so, deep clean your account and trim any fat.

8.1. Cut the “3x worse-performing search terms”

I recommend killing anything that’s performing 3x worse than you’d hope for during your Google Ads optimization. If your CPA goal is $100 and your keywords are converting at $300, you’re probably safe to pause them.

8.2. Cut low clicks keywords with high impressions

Don’t bring yourself down with low-quality scores. If you find a keyword with a significant number of impressions (say 1,000+) and few or no clicks/conversions even after your house cleaning, you should clean them out to preserve and protect the rest of the account.




9. Measure Your Search Impression Share

Impression share metrics can give you a great indication of why a keyword may not be performing.

“Search impression share” (SIS) is the impressions you’ve received on Google Search Network divided by the estimated number of impressions you were eligible to receive.

Very important to check the Search Lost IS (budget/rank) columns. Here the goal is to analyze the potential impressions percentage, or impressions that could be lost because of small budget. If you’ve discovered that you’re missing out on a huge amount of impressions, consider increasing the budget on your campaign.

It is also important to analyze what time of day your budget depletes the most. Thus, you can figure out when you’re missing out on the most impressions and take corresponding actions.

Based on the data and benchmarks, identify the issue and take action:

Metric Benchmark Goal Actions to take
Search impression share (SIS) 80%-90% Increase bids, increase budget, narrow location targeting
Search Lost IS (Budget) 0%-15% Pause under-performing keywords, lower bids, increase budget
Search Lost IS (Rank) 10%-15% All looks good if Search lost IS (rank) is not higher than 15%
Search Lost IS (Rank) 40%-50% Increase your ad rank, increase bids, improve quality score, enhance negative keywords
Absolute Top Impression Share (ATIS) 20%-30% Depending on lost ATIS due to rank or budget, apply the above

Search Impression Share: estimated to be at least above 80%




P.S. I’d sure love to hear what you think about this post! Just drop a line in the comment section below and share your thoughts or questions.

Cheers 👋

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