Adjust your bids on a micro level.
You may adjust your bids in Google Advertisements based on the day of the week, the time of day, the devices people use to view your ads, viewer ages, genders, locations, and income levels. You can also exclude certain groups from these locations. When bidding based on previous user data, this tool becomes much more powerful. You can observe which parts of your account have produced more conversions for a higher ROI after one to three months of activity from individuals interacting with your advertising.
Test different bidding strategies.
When manually managing and setting bids for your account, the preceding technique works. Google also has a number of automated bidding processes in place depending on your goals: exposure, clicks, and conversions, or even striving to hit specified cost per conversion targets. Before employing one of these automated bidding tactics, you should have your account up and operating for a while, as past account history affects their performance.
Improve quality scores
Your positioning and bid are determined by your quality scores. Even if you bid considerably higher than your competitors, having mid- to low-quality scores may indicate that you're still trying to gain traction in the ad block. Your quality rating is determined by three factors:
- Ad relevance
- Landing page experience
- Expected click-through rate
Start using new ad copy formats
Google has virtually quadrupled the amount of copy space available, and there are dynamic advertising that can construct advertisements for particular individuals using any number of preset variables. Furthermore, employing call-only advertisements to promote ads to consumers who use gadgets that can make phone calls is advantageous.
Review auction insights
While you cannot immediately view what your competitors are bidding for your keywords, the Action Insights page provides a wealth of information. The data offered here gives you a detailed look at who is bidding alongside you in the ad block, how often their advertisements appear for the keywords you're using, and where their ads appear on the page.
Monitor your search impression share
Just because you're running advertisements doesn't imply you'll appear in every search for your keywords. It's possible that you're not showing up because your ad rank is too low, in which case you should improve your quality scores. Other times, you may be unable to participate in searches due to financial constraints.
Conduct remarketing
It's worth looking into remarketing if you're not already familiar with it or employing it. You can use this technology to serve advertising to visitors that visit your website. Retargeting can also be narrowed down to apply to specific pages on your website, allowing you to customise your adverts for those precise subject areas.
