There are no perfect Google Ads campaigns. You can always fix something to get more clicks on a lower budget.
The good news is you don’t have to waste time improving your Google Ads performance. We’ll show you how to do that easily using PromoNavi’s optimization tools.
3 Ways to Boost Google Ads Traffic
To get more clicks, you may:
- Find more keywords. Every additional keyword increases cumulative search volume and expands the number of relevant search queries. So, your ads receive more impressions and clicks.
- Remove conflicting negative keywords. You may have enough keywords, but some of them are being blocked by negative keywords, so you aren’t able to maximize clicks. The decision is to remove conflicting negative keywords.
- Optimize ads. If you identify ads with low CTR and improve them, you will increase their Quality Score and Ad Rank. Well-optimized ads commonly drive more traffic on a lower CPC.
All in all, we’ve got 3 ways to get more Google Ads clicks. Let’s delve into each technique.
1. Expand Your Keywords List
Frequently, to find new keywords, advertisers will use the Google Keyword Planner. That is a common practice, but not without its problems: you can’t know in advance if your chosen keywords are effective. You have to start “field trials” to know which keywords drive more traffic and conversions on a lower budget.
An alternative source of new keywords is the Google Ads Search Terms Report.
The Search terms report contains search terms with performance metrics: Clicks, Impressions, CTR, CPC, etc.
There are two problems with this report:
1. It doesn’t contain behavior metrics, such as Average Time on Site or % Exit. But they are still crucial for understanding keyword performance.
To solve this problem, you should link your Google Analytics account to Google Ads. Then, go to Google Analytics and open the Google Ads Search Queries report. Behavior metrics are available there, as well as performance metrics.
2. One more challenge is choosing search queries and adding them to your Google Ads campaign manually—it’s a waste of time!
To solve these problems, link your Google Ads account to PromoNavi and use the Expand Your Keyword List tool.
The tool’s main features are:
- search queries reporting with both performance and behavior metrics;
- the ability to use filters to find new effective keywords;
- automatic identification of relevant ad groups for each keyword, so you don’t have to do that manually;
- the tool automatically adds selected keywords to your Google Ads campaign.
Let’s see how it works.
Go to PromoNavi, create an account or log in, and link your Google Ads account.
5-10 minutes after connecting your Google Ads account, you’ll see daily recommendations on how to improve your campaigns.
The total ad spend, as well as the amount of potential savings and clicks, are available for you. The chart shows impressions and clicks changes.
Sometimes the tool doesn’t suggest any new keywords because the campaign doesn’t have enough data. Or, the Google Analytics account is not connected, in which case you’ll see the error “Fix Google Analytics problems.”
When both Google Ads and Google Analytics accounts are connected, the tool’s recommendations become available. Click the “Expand Your Keyword List” section to display the new keywords.
The tool finds relevant keywords that can bring you additional traffic. The total amount of potential clicks (per year) is displayed in the top right corner.
The table contains metrics for each suggested keyword: Visits, Impressions, CTR, CPC, Spend, Avg Time, % Exit, Conversions. The source of data is Google Ads and Google Analytics from the last 30 days.
You can filter keywords by different metrics: Visits, Impressions, CTR, CPC, etc. But remember that too strict filtering reduces the number of suitable keywords.
Click “Show” in the “Ads” column to see all the ads that will run with the current keyword.
To add keywords to the campaign, tick/select them and press the “Add to Google Ads” button. The tool adds these keywords to the ad groups from the “Ad Group” column. The system will automatically perform the changes to your Google Ads campaign.
Besides the “New Recommendations” tab, there are two more tabs:
- “Applied” — the list of keywords already added to a campaign;
- “Declined” — the list of keywords already declined.
This way, the Expand Your Keyword List tool lets you easily find new keywords and add them to your campaign.
Two more PromoNavi recommendation tools can increase the number of clicks. Let’s continue our overview.
2. Remove Conflicting Negative Keywords
Negative keywords prevent ads from showing up for irrelevant search queries. But sometimes, they block normal keywords from matching relevant search queries: this makes your campaigns less efficient.
Why do negative keywords conflict with normal keywords?
1. Negative keywords could have a broader match type than normal keywords.
Example. We are interested in users searching for a free demo version of CMS, but not a free CMS. So, we add the keyword “CMS free demo” and the negative keyword “free CMS.” What happens in this case? The broad match negative keyword “free CMS” blocks the normal keyword “CMS free demo.” The decision is to use an exact match instead of a broad match. Thereby, the negative keyword “[free CMS]” will block only irrelevant search queries.
2. Conflicts may arise because of campaign-level negative keywords.
Example. We are running ads for a PromoNavi Keyword Planner tool. To avoid the competitor’s search term “keyword tool io” we are adding it as a negative keyword at the campaign level. Later, we decide to test the new ad with two headlines: “PromoNavi Keyword Tool” and “Better Than Keywordtool io.” The search term “keyword tool io” is relevant for the tested ad, but it is blocked at the campaign level.
No matter the reason, if you want to fix keyword conflicts, you should identify them first, and PromoNavi’s Conflicting Negative Keywords tool will be able to handle it.
The tool finds negative keywords that block normal keywords from matching relevant search queries. Remove these negative keywords, and your campaign becomes more effective.
The tool is available in the “Campaigns Optimization” section.
There are negative keywords in the table and blocked normal keywords and the associated ad groups.
Click “Show” in the “Ads” column to see the blocked ads.
To unblock the ads, remove the corresponding negative keywords. Tick or select the relevant negative keywords and press the “Remove Negative Keywords” button. The changes to your Google Ads campaign will be performed automatically.
As a result, your Google Ads campaign becomes free of negative keyword conflicts and drives more traffic.
If you don’t want to delete some of the suggested negative keywords and would like to stop getting recommendations for them, tick the checkboxes next to those keywords and press “Decline (Do Not Suggest).”
3. Optimize Your Ads
An ad’s position on the Google search results page depends on the bid level and Quality Score. So, if you want to get more clicks on the same budget, you should increase your Quality Score rather than a bid.
The Quality Score is reported on a 1-10 scale and includes three components: expected CTR, ad relevance, and landing page experience.
Here are five tips to make ads more relevant:
1. Add keywords in the ad title. The title is the most important ad element, so it must be extremely relevant to the search query.
2. Add keywords in the path. This helps users to understand that the page is really relevant to the request.
3. Make use of the third headline. Three headlines attract more attention and drive more clicks.
4. Use both available descriptions. The “fatter” or more dense your ads are, the more informative and noticeable they are.
5. Capitalize the first letters in headlines. This makes headlines significant and will drive more clicks.
To check your ads for optimization, you can use PromoNavi’s Optimize Ads tool. This tool analyzes your ads and recommends ways to increase their CTR.
The tool is available in the “Campaigns Optimization” section. Firstly, choose the campaigns for which you want to get ad recommendations.
The list of ads is presented in a table. The potential amount of clicks (per year) is displayed in the top right corner. That’s how many more clicks you can get by improving your ads.
For every ad in the table, you can see the number of recommendations and potential clicks.
Now, you can view recommendations for specific ads.
In a drop-down window, you’ll find the ad text displayed (1) and the recommended changes you should make (2). The name of the ad group and keywords are displayed at the top of the window.
Let’s accept the recommended change: to add keywords in the Path. After the changes are done, take a look at the recommendations list. All the items should be marked with a green checkmark. This means that everything is done correctly. Now, press the “Apply Edits” button to save changes.
If you don’t want to follow the recommendation to change the ad text, click the “x” icon.
Note that all changes to your Google Ads account are performed automatically.
To Wrap Up
Now you know three ways to increase the number of your clicks. They are:
1. Expanding the keyword list with keywords that have good performance and acquisition metrics.
2. Removing conflicts between negative keywords and normal keywords by deleting negative keywords that are blocking your ads.
3. Optimizing ads with five key ad content tips to make them more relevant, noticeable, and clickable.
With PromoNavi’s recommendation tools, you can avoid routine work. Just link your Google Ads and Google Analytics account to PromoNavi, and you’ll be able to receive and perform recommendations automatically. This saves you time and gives you more control over your PPC campaigns.