Many digital marketing companies have no idea about what they need to consider to scale their Google Ads. All they have is a creative, a brand message and some budget to push their products to customers through Google ads. Without checking the analytics and the measurable results, blindly putting all your marketing budget into Google Ads will not take you anywhere.
Suppose you have a Google ad that performs well initially but doesn’t drive better results by the end. Are you supposed to invest more in this ad? Or do you need a new ad campaign to reach a larger target audience? In this blog, we will look into the factors digital marketing companies should consider to scale the Google Ads without burning budget. Let’s dive right in!
Learn more about the Campaign’s Profitability: Factors That Matter
It is important that you understand the profitability factors of Google ad campaigns and the intricacies that really affect an ad’s growth. It is your responsibility to assess the current performance of a marketing campaign so that you know how to move forward. But what are the key factors that are important related to your marketing campaign, which you should not ignore? Especially when planning to scale your marketing campaign, some key metrics are crucial, such as conversion rate, return on ad spend, and acquisition cost.
These key metrics highlight the performance of your campaign on Google Ads. Learning about these will help you map out a strategy that’s both profitable and efficient in the long run. A consistent positive return on investment is your cue to go ahead and scale your Google ads. However, before you do that, you should optimise and troubleshoot your existing marketing campaign so that you have the best results come out of it after scaling.
- Return on Ad Spend (ROAS): ROAS is the return on ad spend through which you can compare the generated revenue from your marketing campaign against your invested cost. You can learn about the profitability of your marketing campaign and learn whether it will be good for the long-term or not. By learning about return on ad spend, companies allocate budgets smartly in ad campaigns. Knowing about the profitability factor in campaigns, you can optimise your ad investment efforts.
- Conversion Rate: The conversion rate is concerned with the number of users who successfully turned into a prospective customer by taking any action, like clicking on your product page, signing up on your website, etc. You can learn about the effectiveness of your marketing campaign by evaluating the performance of ad copies, offers and landing pages. You can learn about the areas where you need improvement, which lets you successfully optimise your conversion funnel.
- Cost per Acquisition (CPA): Cost per acquisition deals with determining the average cost you need to acquire a new customer. You can calculate this by dividing the total advertising cost by the number of conversions. Your marketing campaign will become much more effective because you can allocate budgets smartly, knowing how much it is going to cost to acquire a new customer.
So, When Should You Scale Your Google Ads?
- Increase Budget Gradually: You can maintain the profitability of your marketing campaign by increasing the budget. Gradually, you don’t need to invest a huge chunk of money at once, as it may confuse the Google algorithms and result in inefficiency. By gradually increasing the budget, Google’s algorithm will optimise the ad accordingly and will maintain your return on investment.
- Smart Audience Segmentation: Digital marketing companies should focus on campaign optimisation and segmentation based on audience, product category, as well as other factors. Google’s algorithm is smart enough to understand your segmentation, based on which it targets the audience.
- Refine Keywords and Targeting: To successfully scale the Google ads, you need to increase your keyword list. You can leverage keyword search tools for finding relevant and new keywords related to your marketing campaign. If you don’t want to extend your budget, you can target customers more intelligently to drive more qualified traffic. Relevant keywords will help here in reaching the right audience through the Google ad campaign.
- A/B Testing: Without testing multiple ad variations, you should not think of scaling the ad campaign with a huge budget. Perform A/B testing to figure out which visuals and ad creatives are doing well and gaining traction from customers. Create video ads and test them to see if they perform well as opposed to static ad creatives.
- Smart Targeting: Another strategy for scaling Google Ads is smart audience targeting. You can refine your ad reach by creating a custom targeting strategy based on the audience’s interests, behaviour and demographics. This way, you can ensure that your ad is reaching the right people who will take an interest in the product you are selling or the service you’re offering.
To Sum Up
Now that we have learnt the consistent and essential factors to look for when scaling a Google ad campaign, all you need is continuous monitoring. You need to perform A/B testing before scaling the ad campaign so that you can learn about the effectiveness of your ad copies and creatives. Managing risks along the way is an integral part of marketing and advertising because you don’t want to use your budget on a null or void ad campaign.
By implementing ad budgets incrementally, you can successfully create a profitable campaign. For your marketing and branding needs, we have experts offering tailored strategies that will suit your business requirements. You can contact our experts at VerveLogic, a leading mobile application development company in India, also providing branding and marketing services to entrepreneurs, brands and businesses from all over the world.
