How We Optimized Google Search Ads To Double Results and Cut Costs in Half
Running Google Ads is a great way to attract new customers to your business. You can put your brand directly in front of audiences who are looking for a business like you. But, just because Google Ads are great, that doesn’t mean results are guaranteed.
Many businesses, especially local businesses, set up campaigns and assume they are getting the most out of their ads -- when they could be getting so much more.
Not all Google Ad campaigns are created equal, and we have the case study to prove it.
Check out how we optimized Google Search Ads to help a local gaming arcade double their results while cutting their costs in half. See how you can also drive more results while spending less.
Challenge: Running Google Ads But Seeing Limited Results
Laser Ops, a 24,000-square-foot facility with over 50 arcade games as well as tactical laser tag and other exciting gaming experiences, was investing in Google Ads using Google Smart Campaigns. But, they were unhappy with the lackluster results.
They were using Google Smart Campaigns because they believed it was helping them maximize their budget and reach their target audience.
The problem was Google offers Smart Campaigns as a simplified way to run ads, but in reality, the automated ad service can do more harm than good. It can lead to poor-performing campaigns and unnecessary spending, which Laser Ops was seeing first-hand.
Solution: Optimize Google Search Ad Campaigns
MyArea Network stepped in to help with the management of Laser Op's Google Search campaigns. We optimized their Google Search Ad campaigns to help them produce better results, while spending less.
#1) Turn off ineffective Google Smart Campaigns
The first thing MyArea ad experts did was turn off Google Smart Campaigns.
Google Smart Campaigns are designed to seem like they help businesses, but they actually just push businesses to spend more. Using them is one of the most common Google Ad mistakes that businesses make.
With Smart Campaigns, Google will always tell you that you can optimize your campaigns -- by spending more. It can lead to overspending on keywords that won’t necessarily lead to the results you want. While using a simplified version of Google Ads might sound appealing, it can usually lead to lower return on investment.
Related: Demystifying Digital Advertising: 12 Ways Local Brands Can Run Paid Ads
#2) Set up new audience targeting, ad copy and keywords
Our team set up new campaigns to replace the Google Smart Campaigns.
Rather than relying on automated suggestions, we set up campaigns with custom audience targeting, new ad copy, and strategically targeted keywords.
We also stopped bidding on branded keywords. Large brands may need to bid on branded keywords (keywords that include your brand name), but smaller, local brands don’t always need to do this. Bidding on branded keywords when you are already ranking organically in the top spot or when your competitors aren’t bidding on your branded keywords is a waste of ad spend.
Laser Ops was bidding on branded keywords even though they already appeared in the top organic spot. They were paying for traffic that could be free. We turned off these campaigns and saved them the ad spend.
#3) Regularly check in to optimize campaigns
PPC marketing isn’t over once campaigns are set up. Ad campaigns need to be regularly optimized to produce better and better results. We continued to monitor the ad campaigns we set up for Laser Ops so we could make tweaks that would improve performance.
We identified negative keywords, tested new targeting options, A/B tested ad copy, and adjusted spend based on which campaigns performed best.
Related: A Google Ads Starter Guide for Small Businesses
Results: Doubled Results While Cutting Spending in Half
Our adjustments to Laser Ops’ Google Ads affected both their spend and their performance. We cut their spending in half while doubling their results.
Cut monthly spending in half
We identified places where Laser Ops was spending where they didn’t need to. We stopped bidding on branded keywords and terms that were suggested by Google Smart Campaigns that were irrelevant. By removing these unnecessary expenses, we cut their spending in half.
Lowered cost-per-click (CPC)
Smart Campaigns directed Laser Ops to add new keywords weekly. This left them with a lot of irrelevant, unnecessary keywords. We optimized the campaigns to target only the most relevant keywords which significantly lowered their cost-per-click.
Doubled click-through-rates (CTRs)
With our new targeting, we showed ads to people who were actually searching for something related to Laser Ops, and we stopped showing ads to people who weren't likely to be looking for a business like Laser Ops. The adjustments more than doubled the click-through-rates (CTRs), driving more potential customers to Laser Ops at a lower cost.
Related: Search Marketing 101: What Every Business Owner Needs to Know
Optimize Your Google Search Ads to Drive Better Results
Not all Google Ad campaigns are created equal. Don’t think simply because you have Google Ads set up, you are getting the most out of your campaigns. You might be spending more than you need to, and you could potentially drive better results than you are.
Don’t settle for lackluster results from your Google Ad campaigns. Don’t set it and forget it. Don’t let automation run the show.
Regularly revisit your Google Ad campaigns to ensure that you are getting the most out of every dollar you spend. And, if you aren’t sure if you are, let’s talk.
MyArea Network’s team of Google Ad experts would love to help you get more out of your campaigns. Schedule a call today to see how we can help you spend less while driving better results.