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Why You Need Optimal Keyword Exclusions on your Google Ads Campaign
Dallas Scarlett • February 14, 2023
One Scarlett Marketing Inc
dallas@onescarlett.com
Setting Optimal Keyword Exclusions
Set Exclusions are an important tool that allows advertisers to refine their Run of Network (RON) campaigns to only show ads to their target audience. This is done by strategically excluding certain ads, campaigns, and keywords from being shown.
When creating a Set Exclusion, the advertiser will first identify the categories and sub-categories of ads, campaigns, and keywords they would like to exclude. These could include specific topics that don't align with their target audience (e.g. political ads), regions they don't want to target (e.g. international countries), products and services they don't want to advertise on (e.g. competitor products), and any other contextual elements they don't want associated with their brand.
Once the categories and sub-categories are selected, the advertiser should set up a list of URL domains and/or specific keyword phrases for the exclusion. They can then choose whether this exclusion applies to all campaign types or just to particular ones.
Set Exclusions are a useful way to save money on advertising by ensuring your ads are only shown to people within your desired target audience. Without Set Exclusions, you may end up serving ads to users or sites which are not going to bring you any quality leads or conversions. On the other hand, using Set Exclusions allows you to be specific about which kinds of users and sites you'd like to target and not waste your budget on irrelevant traffic.
Set Exclusions bring various benefits to your campaigns, such as increased ROI and a better user experience. It's important to remember, however, that any exclusions should be reviewed on regular basis to ensure they are current and still relevant to your campaign goals. This way you can maximize the positive impact that they have on your campaigns.
Are you setting the proper exclusions to save thousands of dollars in Google Ad Spend?
Digital Marketing Expert Dallas Scarlett
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With a passion for innovation and a knack for leadership, Dallas has been transforming the digital marketing landscape professionally in Edmonton, Alberta, for over seven years.
His expertise spans SEO Copywriting, Search Ads 360, and Digital Marketing, backed by prestigious certifications from Google.
Dallas's unique blend of technical skills and emotional intelligence sets him apart, making him the go-to expert for tailored, data-driven marketing campaigns.
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Conversion rate optimization (CRO) is the process of analyzing website performance, testing different approaches and optimizing specific elements to increase the rate at which visitors convert into customers and/or leads. CRO uses data analytics, customer feedback, and user testing to help businesses keep their costs low, generate more leads, and improve the overall customer experience. Where do we begin with Conversion Rate Optimization? CRO begins with an assessment of what’s working, what’s not working, and what needs improvement on a website. This includes analyzing the website’s design, usability, content layout, user experience, checkout process, and other factors that could potentially influence a visitor’s decision to convert. The next step is to identify what changes could be made in order to increase the rate of conversion. We need to pre-plan and create a hypothesis on performance Prior to testing, businesses must create hypotheses as to what types of changes are likely to achieve desired results. Site owners may use tools such as Google Analytics to track metrics regarding page visitors, page abandonment, and other performance indicators. Then a/b testing can be utilized to compare different versions of the website and determine which changes have the most positive impact on conversions. Such tests may involve comparing different headline phrasings, CTA buttons, landing-page designs, survey questions, and other elements. Testing efforts should be based on analytics, customer service inquiries, and user feedback. Iterative testing is an important part of the CRO process, as it allows businesses to continuously refine the website in order to meet their conversion goals. Always be advancing and improving upon your integrated digital marketing strategy Once the changes have been tested and shown to improve conversions, businesses can analyze the results to further refine their approach. This can help them to determine which elements, tactics, or combinations of both positively affect conversions. For example, if a change to the CTA button resulted in a higher rate of conversion, it may be beneficial to experiment with using different colors or phrases. Summary; TLDR In summary, conversion rate optimization is an important process for businesses to help maximize their results and stay ahead of the competition. The key to successful CRO is ongoing testing and analysis, as this enables businesses to refine their approach and ensure they’re putting their best foot forward.
Is is easy to forget this invaluable tool, we need to know our audience!
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