{"id":3854,"date":"2022-05-19T13:21:26","date_gmt":"2022-05-19T13:21:26","guid":{"rendered":"https:\/\/staging.elixirrdigital.com\/us\/2022\/05\/19\/how-to-optimise-your-search-campaigns\/"},"modified":"2025-06-16T07:11:51","modified_gmt":"2025-06-16T07:11:51","slug":"how-to-optimise-your-search-campaigns","status":"publish","type":"post","link":"https:\/\/staging.elixirrdigital.com\/us\/2022\/05\/19\/how-to-optimise-your-search-campaigns\/","title":{"rendered":"How to Optimise Your Search Campaigns"},"content":{"rendered":"<p><span class=\"lead\">With any <a href=\"https:\/\/staging.elixirrdigital.com\/us\/services\/paid-media\/ppc\/\">PPC<\/a> campaign, optimisation is always a key factor in making sure that performance stays on the right track.<\/span><\/p>\n<p>There are a few different ways of optimising search campaigns in 2022, and we\u2019re going to explore some of those methods in this article.<\/p>\n<h2><strong>Quality Score <\/strong><\/h2>\n<p>A quality score is one of the key indicators of how well your keywords are performing. The quality score is made up of three components:<\/p>\n<ul>\n<li>Landing page experience<\/li>\n<li>Ad relevance<\/li>\n<li>Expected Click Through Rate (CTR)<\/li>\n<\/ul>\n<p>Your keyword is ranked against these three indicators and is given a score out of 10.<\/p>\n<h2><strong>How to Improve Your Quality Score<\/strong><\/h2>\n<p>To improve the quality score, you need to look at each of the three indicators.<\/p>\n<p><span class=\"pink\"><strong>Landing Page Experience<\/strong><\/span><\/p>\n<p>When looking at landing page experience, this takes into consideration:<\/p>\n<ul>\n<li>How fast the landing page loads<\/li>\n<li>How relevant the keyword is to the landing page<\/li>\n<li>What type of content is on the page\n<ul>\n<li>\u00a0Is it full of images?<\/li>\n<li>Are there broken navigation buttons?<\/li>\n<li>Are there no navigational tools etc?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>For example, if your keyword is \u201cblue t-shirts\u201d but you\u2019re directing people to a landing page that doesn\u2019t mention \u201cblue t-shirts\u201d anywhere, but instead mentions black shorts; this will then get a low quality score.<\/p>\n<p>To improve the landing page experience, you need to make sure that the site is optimised well for both mobile and desktop, as well as making sure the page is relevant to the keyword.<\/p>\n<p><span class=\"pink\"><strong>Ad Relevance<\/strong><\/span><\/p>\n<p>Ad Relevance means finding out how well the keyword relates to the ad copy shown to the user. Sticking with the same example, if the keyword is \u201cblue t-shirts\u201d but you\u2019re serving customers an ad that is talking about black shorts and leggings, this will then receive a low quality score.<\/p>\n<p>To improve this you need to make the keyword relate to your ad copy. Insert the keyword naturally in the ad copy while serving the user all the relevant Key Performance Indicators (KPIs) your business needs.<\/p>\n<p><span class=\"pink\"><strong>Expected CTR <\/strong><\/span><\/p>\n<p>This looks at the expected CTR of your keyword. To do this the first two indicators of the quality score are taken into consideration, and then it will also look at the search terms that are coming through via the keyword.<\/p>\n<p>If you have a lot of search terms coming through the keyword that isn\u2019t relevant, this could be because you have the campaign set on a broader match type. This will lower your quality score.<\/p>\n<p>To combat this, you need to ensure that you are going through the search terms and removing any irrelevant searches. If you have it on a phrase or broad match option, you will be getting some other terms that Google thinks are still relevant to the keyword, but might not necessarily be related to the product.<\/p>\n<h2><strong>Other Ways to Optimise Your Search Campaigns <\/strong><\/h2>\n<p><span class=\"pink\"><strong>Keywords<\/strong><\/span><\/p>\n<p>If you see keywords that haven\u2019t converted for quite some time and you\u2019ve spent time trying to optimise them in the account and on-site, it might be time to review these.<\/p>\n<p>While the keyword may seem relevant to the business, you do need to try and think about the intent behind it. Is this keyword there to research, to learn, or is there an action required?<\/p>\n<p>For example, someone searching for travel information will have different end goals than someone looking to buy flights.<\/p>\n<p><span class=\"pink\"><strong>Bid Strategy and Conversions<\/strong><\/span><\/p>\n<p>Search campaigns can be used to get in front of potential customers at any point of their customer journey, whether they\u2019re in a researching phase or buying phase.<\/p>\n<p>Making sure that you have the right bid strategy for the campaign will also help. If the campaign is trying to educate people, then you would want to go with the \u2018maximise clicks\u2019 option and put some conversions that show what people are doing on the site &#8211; whether it\u2019s clicking a button or staying on-site for longer than 25 seconds.<\/p>\n<p>If it\u2019s a sales lead, you\u2019ll want to go with the \u2018target Return On Ad Sales (ROAS)\u2019 option to ensure the campaign is hitting the goals required, as well as making sure that it\u2019s profitable for the business.<\/p>\n<p>If it\u2019s lead generation, you\u2019ll want to go with the \u2018maximise conversion with a Cost Per Action (CPA) target\u2019 option to ensure that you\u2019re getting good leads through for a good price.<\/p>\n<p><strong>Thanks for reading! I hope you learned something to take away and put into practice on your Search Campaigns. Our team of <a href=\"https:\/\/staging.elixirrdigital.com\/us\/services\/ppc\/\">Pay Per Click<\/a> experts are just one call away, <a href=\"https:\/\/staging.elixirrdigital.com\/us\/contact\/\">get in touch<\/a> to optimise your search campaigns today. <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>James, one of our PPC specialists shares details of the techniques used to optimise Google Ads campaigns to be sure get the most out of the activity.<\/p>\n","protected":false},"author":10,"featured_media":3697,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[116],"tags":[],"related_service":[64,63],"related_industry":[],"class_list":["post-3854","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc"],"acf":[],"card":"<article class=\"wp-component-card wp-component-card--dark wp-component-card--resource wp-component-card--post wp-component-card--full-width            wp-component-card--link js-card-link\n        \">\n            <div class=\"wp-component-card__image\">\n            <img width=\"456\" height=\"566\" src=\"https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/Google-Ads-Mobile.jpeg\" class=\"attachment-card-1-col size-card-1-col\" alt=\"Google Ads\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/Google-Ads-Mobile.jpeg 456w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/Google-Ads-Mobile-242x300.jpeg 242w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/Google-Ads-Mobile-200x248.jpeg 200w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/Google-Ads-Mobile-81x100.jpeg 81w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/Google-Ads-Mobile-32x40.jpeg 32w\" sizes=\"auto, (max-width: 456px) 100vw, 456px\" \/>        <\/div>\n        <div class=\"wp-component-card__content\">\n        <div class=\"wp-component-card__content-top\">\n                                                    <p class=\"wp-component-card__eyebrow\">\n                    Blog                <\/p>\n                        <a href='https:\/\/staging.elixirrdigital.com\/us\/2022\/05\/19\/how-to-optimise-your-search-campaigns\/'>\n        <h2 class='wp-component-card__title'>\n            How to Optimise Your Search Campaigns\n        <\/h2>\n    <\/a>        <\/div>\n                    <div class=\"wp-component-card__content-bottom\">\n                                    <div class=\"wp-component-card__description wysiwyg\">\n                        James, one of our PPC specialists shares details of the techniques used to optimise Google Ads campaigns to be sure get the most out of the activity.                    <\/div>\n                                                                    <div class=\"wp-component-card__meta\">\n                                                    <p class=\"wp-component-card__date\">\n                                19 May 2022                            <\/p>\n                                                                            <div class=\"wp-component-card__terms\">\n                                                                                            <div class=\"wp-component-tags__tag\">\n                PPC            <\/div>\n                                <div class=\"wp-component-tags__tag\">\n                Search Marketing            <\/div>\n                                                                                                            <\/div>\n                                            <\/div>\n                                            <\/div>\n            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