Over more than 20 years, since 2002 doing Google Ads Search, we would like to summarize in this text some findings that work relatively well to get higher than market average click through rates (CTR %) and to get higher than market average conversion rates (CVR %):
- Doing key phrase analysis (KA) using Google Keyword Planner (GKP) for each single product or service in each single geographic location, allows the Google consultant to select those keywords with high relevance and high purchase intention for each single product or service in each single geographic target area.
- Designing and launching one Google Ads search campaign for each single product or service in each single geographic area, using Exact Match and/or Phrase Match and not using Broad Match type. This will give you high click through rates (CTR %)
- Write Ads headlines and descriptions with high relevance, high consistentency with keywords, and search intent useful content. This will give you high Ad relevance and high Ad strength.
- Design and launch landing pages with high relevance, high consistency with keywords, and search intent useful content; one landing page for each single product or service in each single geographic area. This will give you high landing page experience.
- Design and launch a website blog and execute a SEO strategy with relevant and useful articles about the products and services. This will be key to get a high Quality Score because of not only the above average landing page experience but also the above average website experience.
- With high click thorugh rates (CTR %), with above average Ad relevance, with excelent or good Ad strength, with above average landing page experience, and with below 2 seconds landing page speed test Largest Contentful Paint (LCP) for both mobile and desktop, then you will get high Quality Score, between 5 and 10, and therefore you will get high numbers of conversions, high conversion rates (CVR) and at lower than market average cost per click (CPC) and at lower than market average cost per conversion or cost per adquisition (CPV, CPA).
- You may also use audiences demographic targeting by gender, age and income; as well as using affinity audiences and in-market audiences to better target your audience strategy.
- Following a table with some of our 2022 and 2023 campaigns performance metrics.
- For more information about this topic, please read the following Google text: https://ads.google.com/intl/en_in/home/resources/improve-quality-score/
| Business type or industry | Geographic targeting | Campaigns data timing | Quality Score (Ad Quality) 1-10 ay KW level | CTR % clicks/impressions at campaign level | Ad Relevance at KW level as a correlation between Ad quality and KW search intention | LP Experience at KW level: relevance and useful | LP page speed test – LCP mobile | LP page speed test – LCP desktop | Landing Page Mobile Speed Score at LP level | Landing Page Mobile Friendly Click Rate at LP level | Ad Strength at Ads level | Impr Abs Top % at Campaign level | Impr Top % at Campaign level | Conversion rate at Campaign level | Keyword Match type |
| Steel products manufacturing | Mexico and Latam countries | 1 year | 1-7 | 9.36% | Above average. Average. Below average. | Below average. | 3.6 seconds | 2.7 seconds | 7/10 | 100% | Excelent. Good. Average | 36.66% | 82.40% | 3.46% | Phrase match |
| Franchise business consulting | Florida State, Latam countries and Spain | 1 year | 3-10 | 3.25% | Above average. Average. Below average. | Below average. | 4.2 seconds | 2.0 seconds | 1/10 | 91% | Average. Poor | 31.65% | 82.34% | 0.46% | Phrase match |
| Analytics equipment consulting | Seattle metropolitan area | 1 month | 1-5 | 3.97% | Above average. Average. Below average. | Below average. | 3.1 seconds | 1.0 seconds | NA | NA | Good. Average. | 40.68% | 77.66% | 0.00% | Phrase match |
| Religion books publishig house | USA, Canada and Mexico | 1 year | 1-10 | 3.16% | Above average. Average. Below average. | Average. Below average. | 7.8 seconds | 6.5 seconds | 6/10 | NA | Good. Average. Poor | 14.47% | 29.83% | 14.68% | Phrase match |
| Pest control business | Venezuela | 4 months | 6-10 | 10.24% | Above average. Average. Below average. | Above average. Average. | 7.9 seconds | 1.1 seconds | 1/10 | NA | Excelent. Good. Average. Poor | 60.15% | 86.15% | 14.33% | Phrase match |
| Boudoir Photo business | New York State, New Jersey State, New York City | 1 month | 1-8 | 6.52% | Above average. Average. Below average. | Average. Below average. | 7.5 seconds | 1.9 seconds | NA | NA | Good. Average. | 18.61% | 79.45% | 0.42% | Phrase match |
| Pathways and Colleges in Canada | Latam countries | 4 months | 5-10 | 11.36% | Above average. Average. Below average. | Above average. Average. | 5.6 seconds | 3.5 seconds | 4/10 | NA | Average. Poor | 18.85% | 77.41% | 6.58% | Phrase match |
