Few findings about Google Ads Search strategy and performance metrics

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 %), at a lower than market average cost per click (CPC) and therefore lower than market average cost per conversion or cost per acquisition (CPA)

1. 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.
2. 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 %)
3. Write Ads headlines and descriptions with high relevance, high consistentency with keywords, and search intent useful content. This will give you high Ad Relevance at keyword level and high Ad Strength at Ads level. Lets write what Google says about Ad Relevance at keyword level and Ad Stregth at Ad level: Ad Relevance: “Ad Relevance measures how closely your keywords matches your message in your Ads. A below average score may mean that your Ads are too general or specific to answer the user´s query, or that this keyword is not relevant to your business. Ad Relevance is one component of your keyword´s overall Quality Score” Google qualifies Ad Relevance with a status of “Above average”, “Average”, “Below average”. “Ad Strenght is an indication of the relevance and diversity of your Ads combinations. Having more relevant and unique content can help you get the right Ad in front of your customers and improve your Ad´s performance. Ranging from “Incomplete”, “Poor”, “Average”, “Good” to “Excellent,” this metric measures the relevance, quality, and diversity of your ad copy”. Texts between quotation marks are copied from Google Support pages about these topics.
4. 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. Landing pages should be SEO pages, one for each single product or service. Also the landing pages should load en less than 2 seconds in mobile and laptops, and they should have al leats one call to action to conver, such as a contact form and a thank you page where the Google conversion tag should be installed.
5. 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.
6. 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).
7. 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.
8. Following a table with some of our 2022 and 2023 campaigns performance metrics.
9. Always keep in mind that Google Ads is a bidding system where all the participants are bidding for the first place in the Google search paid results. Theoretically, Google says that the participant with the highest Quality Score (from 1 to 10) for the keyword used in the query, will get the first results among all the paid search results. Google measures how your Ad appears in the search results using the following two variables at Campaign level: “Impressions (Absolute Top) %”. “Search absolute top impression rate is the percent of your impressions that are shown as the very first Ad above the organic search results.” “Impressions (Top)%”. “Search top impression rate is the percent of your impressions that are shown anywhere above the organic search results”.
10. For more information about this topic, please read the following Google text: https://ads.google.com/intl/en_in/home/resources/improve-quality-score/

I asked Google Bard the difference between Google Ad Relevance and  Google Ad Strength and the following text was what Bard answered:

Both Google Ad Relevance and Google Ad Strength are important factors in optimizing your ads for success, but they focus on different aspects:

Google Ad Relevance:

• Focuses on how well your ad matches the search terms or context where it appears.
• Ensures your ad reaches users who are genuinely interested in what you offer.
• Measured by factors like keyword targeting, ad copy alignment, and landing page relevance.
• High relevance leads to better click-through rates (CTRs) and potentially lower costs.

Google Ad Strength:

• Evaluates the overall quality and effectiveness of your ad creative.
• Considers factors like relevance, ad copy quality and diversity, landing page experience, and adherence to Google Ads best practices.
• Indicates how likely your ad is to resonate with users and drive conversions.
• Measured on a scale ranging from “Incomplete” to “Excellent,” with actionable feedback provided for improvement.

In short:

• Relevance is about connecting with the right audience.
• Strength is about creating the best possible ad experience for that audience.

They work together:

• A highly relevant ad might not perform well if it’s poorly written or lacks strong calls to action.
• A beautifully crafted ad could be wasted if it’s not shown to the right people.

Ideally, aim for both High Relevance and Excellent Ad Strength for optimal campaign performance.

Here’s an analogy:

• Think of Relevance as finding the right party to attend based on your interests.
• Think of Strength as dressing well and preparing a great conversation starter for that party.

Both are important for making a good impression and achieving your goals!

I hope this clarifies the difference between Google Ad Relevance and Google Ad Strength. Do you have any other questions?

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