Why does my campaign need to be optimized?

With Google Ads, you can’t just set it and forget it. Regularly optimizing your campaign ensures they are always performing at their best and continuously generating results. In a market that moves this fast, you want to make sure your ads remain relevant and are always attracting your target audience!

Additionally, a strong ad campaign can help lower your cost per lead. In other words, you’ll see a greater return on investment without having to increase your ad budget!

How often does my campaign get optimized?

Your campaign manager monitors and optimizes your campaign’s performance on an ongoing basis. This will happen weekly for the first 6 weeks after you sign up for our Accelerate package (the period during which campaigns require the most attention) and every 2 weeks thereafter. It's normal for campaign performance to fluctuate throughout its lifetime – we’ll adjust the frequency of our optimization based on the campaign performance.

Those initial 6 weeks serve as a training period for your ad campaign, where it collects valuable data – which keywords, ad copy, and audience targeting are strongest – that your campaign manager can use to improve your campaign’s overall performance.

How do you optimize my campaign?

There are many ways we can optimize your ad campaign, including the following themes:

Keywords: These are words or phrases that we bid on. They determine when your ads can appear in response to a person’s Google search.

With keywords, we can add or remove certain keywords based on what people are searching for when your ads appear (ex. If a certain keyword is triggering out-of-town searches, we may pause or remove that keyword).

We can also add negative keywords to your campaign to stop your ad from appearing when people search a certain phrase (ex. Adding “rent” to the negative keyword list so your ad doesn’t appear for people searching “houses for rent”).

Ad Copy: By default, we set up 3 separate ads that run with different variations of ad copy. After your ads have been running for some time, we can see how people interact with them (ex. How many people are seeing each ad, are they clicking on your ads, are they converting? etc.). Based on these results we can choose to adjust the ad copy, pause or remove an ad or create a whole new ad.

Audiences: In a Google ads campaign we can add audiences to observe and see how they interact with your ads. Some typical audiences we observe are “homeowners”, “business professionals”, “avid investors”, “people interested in buying a house” etc. After your ad runs for some time we can see how people in these audiences interact with your campaign. If a certain audience is interacting a lot with your campaign we can increase our bidding towards that specific audience.

On the other hand, we can also exclude audiences from viewing your campaign, some typical audiences we exclude are “people interested in renting a house”, “renters” etc.

These are just a few of the ways we optimize your Google ad campaign. We use all the data and results from your campaign to make informed changes and decisions to continually improve your campaign quality. Even after all this optimization Google ultimately decides who to show your ads to, this is why it’s a continuous process and we are always monitoring to see how we can improve who your ads are shown to!

If you’re interested in getting a recent report on your Google ad campaign stats click here!

Did this answer your question?