Everybody says they optimise their Google Ads campaign, but that’s like saying everybody communicates. And we all know there are good communicators, poor communicators, and average communicators. The right Google Ads agency will develop with you a strict and effective optimisation process that will see real growth in results.

• Our approach to optimisation – Our optimisation strategy is to manage campaigns by outcomes. It involves strict optimisations that reveal information about how your campaign is really performing. What we always tell clients is that if you are managing your campaigns by outcomes, then your Google Ads campaign should become a variable cost model to your business = i.e. the more you spend the more revenue you make.
• Conversion optimisation: leads or revenue – This involves identifying which parts of the campaign are generating leads/revenue that is below our target costs and do more of them, including more similar keywords and more budget. And, which parts of the campaign are outside our cost metrics, and can we get it converting better with a more effective landing page.
• Management by outcomes – Cost per lead or cost per revenue.
  Budget optimisation – This involves allocating more money to better-performing keywords and components.
  Site engagement optimizations – This involves identifying which keywords are producing high bounce rates and low time on site, which keywords are showing good engagement, and how do we do more of the good and less of the bad.
• Search Query Analysis (SQA) – Although keyword research is conducted early on in the campaign development, it remains an important part of the optimisation process. It involves analysing weekly/monthly search query analysis to see exactly what people are typing into the search box to make your ad display. What new keywords can be added that will increase campaign performance and what negatives do we need to add to stop your ad from displaying (adding negatives every week and month is vital to a good performing campaign).