In a previous post, we’ve described how to drive more Google Ads clicks with PromoNavi’s automated tools. Another important task for marketers is to find ways of reducing inefficient Google Ads costs. To solve this, PromoNavi tools will come in handy.
Read on to find out how to spend less money on your campaigns.
4 Ways to Stop Wasting Your Ads Budget
To avoid inappropriate budget spending, you may:
- Add negative keywords to your campaign. Negative keywords help you focus on keywords that really matter to your potential customers. With correct negative keywords, you don’t waste your budget on “empty” clicks.
- Stop keywords with poor user behavior metrics. These keywords don’t bring interested users and spend your budget ineffectively, and you should remove them.
- Use device bid adjustments. Increasing/decreasing bids for the types of devices that show good/poor performance metrics helps you optimize Cost Per Action (CPA).
- Use location bid adjustments. Increasing/decreasing bids for locations that show good/poor performance metrics help you spend your budget effectively.
So, we’ve got 4 ways of reducing ineffective Google Ads spending. Let’s take a closer look at how to implement them.
1. Add Negative Keywords to Your Campaign
Running your campaign with broad or phrase match keywords inevitably leads to irrelevant clicks. Moreover, the share of such clicks often exceeds 50% — you could be wasting more than half of your budget!
Take a look at an example. We’re running a campaign for a health and wellbeing platform. Along with relevant search queries like “workplace wellbeing” or “corporate wellbeing,” we’re getting clicks from irrelevant queries like “support remote teams meaning” or “feedback on wellbeing at work.”
What we can do to reduce the share of irrelevant traffic:
1. The seemingly obvious solution is to use an exact match for all keywords. This protects you from drawing in irrelevant clicks.
But, choosing an exact match leads to a narrower reach, and the audience is reduced. Simply put, you’ll get a few clicks instead of strong traffic flow.
2. The other way is to add negative keywords to your campaign. Negative keywords block ads from showing up for irrelevant search queries. This is a universal technique suitable for all niches, audiences and campaign types. Let’s dive into it.
How to Add Negative Keywords
To add negative keywords, use PromoNavi’s Add Negative Keywords tool. This tool suggests negative keywords based on search queries that drive traffic but have high bounce rates and low average time on site, meaning they are ineffective. You can use these inefficient queries as negative keywords to cut off non-converting clicks.
The tool accumulates data from both Google Ads and Google Analytics, so you’ll get a consolidated report on all the performance metrics for each suggested search query.
After the account is connected, go to “Google Ads Recommendations” and choose “Add Negative Keywords.”
Сhoose the campaigns for which you want to get negative keyword recommendations.
The tool analyzes your campaign’s search queries and lists exact match negative keywords in a table. The most inefficient metrics are marked in red.
You can see the potential savings from applying all the suggested negative keywords in the top right corner. For the campaign analyzed in the example below, the potential savings are $642.60. Not bad at all!
You can apply all those negative keywords or just choose some of them. Take a look at the metrics for each negative keyword and make some decisions around your priorities with those metrics: Visits, CTR, CPC, Spend, Avg Time, % Exit, and Conversions.
Note! The source of this data is Google Analytics for the last 30 days. You should link your Google Analytics account to get all these metrics. You can read how to do this in our FAQ.
To add negative keywords to a Google Ads campaign, choose them and press the ADD TO GOOGLE ADS button above the table. Negative keywords will be added to your Google Ads account automatically.
Apply the selected negative keywords at the campaign or ad group level.
If some negative keyword suggestions are irrelevant, decline them.
After adding negative keywords, you could change their match type. Remember that broad or phrase match specifications may block too much traffic, so we recommend being careful here.
2. Stop Ineffective Keywords
Common keyword performance metrics are Cost per Click (CPC), Conversions, Conversion Rate (CR) and Cost per Conversion (Cost./Conv.). But is that enough? Not really. You should also take into account behavior metrics such as bounce rate, average time on site, etc.
Look at the Google Analytics keyword report. The phrases “negative keywords” and “google keyword planner free tool” bring no conversions. At the same time, the bounce rate is 0% and the Pages per Session metric is high. Thus, we can judge that these keywords drive highly interested users. They may not perform targeted actions right here and now, but they may turn into customers later.
On the other hand, keywords that drive no conversions and have poor behavior metrics are not effective. You can find such keywords and stop them with the help of the PromoNavi Stop Ineffective Keywords tool.
How to Identify Ineffective Keywords
The tool is located in the “Google Ads Recommendations” section.
Select the campaigns for which you want to get keyword recommendations.
The tool finds ineffective keywords and you can stop running them, saving your budget. The total potential savings (per year) are displayed in the top right corner. In this example, the amount of savings is $492.48. Do you remember how much we’d saved using the previous tool? We’ll remind you: $642.60. The cumulative savings are $1,135.08. Life is getting better, isn’t it?
For each suggested ineffective keyword, you can see metrics such as Visits, Impressions, CTR, CPC, Spend, Avg Time, % Exit, and Conversions. The source of this data is Google Ads from the last 30 days.
Sort the table of keywords by various metrics. This helps you find the most ineffective keywords.
Click the Show link in the Ads column to see the ads running with that keyword.
To stop certain keywords, select them and press STOP THESE KEYWORDS. After that, you don’t need to go to Google Ads and make any changes. All selected keywords will be stopped automatically.
If you don’t want to stop certain keywords, select them and press DECLINE (DO NOT SUGGEST).
We’ve figured out two automated PromoNavi tools and have saved a good amount of money. But we’ve got two more tools, and the savings will be even more impressive.
Ready? Let’s move on.
3. Use Device Bid Adjustments
While running your ads, you’ve probably noticed that traffic from some devices drives more conversions (and they are cheaper). To stop wasting money, you should reduce bids for device types with poor performance, as well as increase bids for high-performing ones.
In Google Ads, you can adjust bids at the campaign or ad group level. To set these adjustments, go to “Devices” and set the percentage of bid adjustment. The available devices are desktop computers, mobile phones, tablets, and TV screens.
In the “Devices” report, you can not only correct bids but also get useful data for adjustments. For example, metrics such as Conversions, Cost per Conversion and Conversion Rate will come in handy.
The allowable adjustment limit is from -100% up to +900%. The adjustment level -100% means that the device isn’t used at all.
How to use device bid adjustments properly:
- Don’t immediately set a big adjustment. It’s better to move step-by-step. For example, set a -10% adjustment and monitor the related metrics. If the result satisfies you, stop correcting. Otherwise, set a higher adjustment.
- Remember cross-device activity. For example, a user gets to know your brand from a mobile phone. Later, he places an order from his computer. Too-strict adjustments for mobiles could cause a lack of impressions, and the user might not see your ad. To solve the problem, you should set up cross-device tracking.
- Take into account behavior metrics. It’s not only conversions that determine the decision to set bid adjustments. Also consider metrics like Average Time on Site (Avg. Time) and Percentage of Site Exits (% Exit). Good behavior metrics mean that users are interested in your product and potentially can become your clients.
To automate the device bid adjustment, use PromoNavi’s Device Bid Adjustment tool.
The tool contains two bid adjustment reports:
- By traffic. Recommendations are based on user behavior metrics like Average Time on Site (Avg. Time) and Percentage of Site Exits (% Exit).
- By goals. Recommendations are based on conversion metrics: Conversions, Conversion Rate, Conversion Cost, etc.
The tool recommends increasing campaign-based bids for devices that show good behavior/conversion metrics. Otherwise, the tool recommends decreasing your bids. This helps you save your budget easily.
The tool tracks these metrics daily, but you’ll receive the new recommendations no more than once every 3 days.
Notice! The bid adjustment recommendations are not obligatory; rather, you get a summary report on the important metrics by device type. The report allows you to manage bids directly from the PromoNavi interface. You can set the bid adjustments depending on your marketing goals.
How to Set the Device Bid Adjustments
Сhoose the campaign for which you want to get bid adjustment recommendations.
Choose the report type. You can get recommendations by traffic or by conversion goals.
If you choose to see the recommendations report by conversion goals, select the goals for which you would like to get recommendations.
The table that will show up contains metrics for each device type. These metrics are Impressions, Clicks, Cost, CPC, Avg. Time and % Exit. The table also shows 3 columns with indicators: Current Bid Adjustments (1), Recommended Bid Adjustments (2) and Expected Outcome (3).
Recommended bid adjustments are set by percentages in the Recommended Bid Adjustments column. You can edit the recommended adjustment.
To apply these bid adjustments to your campaign, tick the device types in the table and press the ACCEPT NEW BIDS button. The changes to your Google Ads campaign will be performed automatically.
In this example, the total potential savings add up to $5,826.48/year. Also, we can get +144 clicks/year if we increase bids for desktop. You can find even more ways of increasing Google Ads traffic here.
4. Use Location Bid Adjustments
The location bid adjustments work on a similar principle as the device bid adjustments. The difference is that, instead of devices, you set bid adjustments for targeted locations. Moreover, the location bid adjustments are available only on a campaign level.
To set location bid adjustments in Google Ads, choose the campaign, go to “Locations” / “Targeted” and set the percentage of bid adjustment (from -90% to +900%).
How to narrow it down to exact location bid adjustments? Use PromoNavi’s Location Bid Adjustments tool. The tool recommends bid adjustments for specific geographic locations. Recommendations are available for all site traffic and for specific goals.
How to Set Location Bid Adjustments
Сhoose the campaign for which you want to get location bid adjustment recommendations.
Choose the report type: By Traffic or By Conversion Goals.
In the report by goals, tick the goals for which you’d like to get recommendations. The list of goals will load from Google Analytics.
Recommended bid adjustments are set by percentages in the Recommended Bid Adjustments column. If you need to, you can edit the recommended adjustment by clicking the pencil icon.
In the Expected Outcome column, the annual potential savings are listed. In the example above, decreasing the bid adjustment by 50% leads to $9,194.64 savings a year!
To apply these bid adjustments to your campaign, tick the geographic locations in the table and press the ACCEPT NEW BIDS button. The changes to your Google Ads campaign will be performed automatically.
Now you know 4 ways to save on your ads budget. They are:
- Adding negative keywords to ad groups to stop wasting your budget on “empty” clicks.
- Stop keywords with poor performance metrics.
- Increasing/decreasing bids for devices that show good/poor performance metrics.
- Using location bid adjustments for locations that show good/poor performance metrics.
Our PromoNavi recommendation tools let you easily work in all these directions. You don’t need to manually monitor metrics and constantly make changes to your Google Ads account one by one. Just connect your account to PromoNavi, and you’ll get all the necessary recommendations. It works directly with Google Ads, where those changes to your account will be performed automatically.