Recently, I’ve collaborated with Google account managers to analyze a set of accounts, pinpointing the top three most impactful suggestions for each. Through these discussions, I’ve picked up new Google Ads (previously AdWords) strategies, including fresh takes on long-standing techniques we utilize at nexus-security. Seeking effective strategies to boost your Google Ads performance? Here are four actionable Google Ads tips I’m implementing in the coming weeks.

Google Ads Tip #1: Enhance Modified Broad Keywords with Branded Terms

Unlocking lower CPCs and improved ad rank involves mastering Google’s enigmatic Quality Score. Astute advertisers are constantly refining their accounts to reach those coveted high scores, but it’s a challenging endeavor. It often seems like only branded terms consistently score between 7 and 10.

Branded terms are highly effective for several reasons. Crafting highly relevant ads and landing pages for these keywords is straightforward, as your brand should be woven throughout your ad copy and website. Moreover, users searching for your branded terms often exhibit strong intent; they’re specifically seeking your company, making them more likely to click your ads and engage with your website. These keywords might be the gold standard for Quality Scores, but you don’t want to restrict your ad visibility solely to those already familiar with your brand. However, you can harness the power of branded keywords to elevate the Quality Scores of non-branded terms. The trick? Create keywords combining branded and non-branded terms. Set the non-branded term to modified broad (using + signs) while keeping the branded term on broad match. This enables your ads to appear for searches containing your non-branded terms, even without the branded terms present. For instance, if your branded term is Havaianas and your non-branded terms are neon flip flops, you’d add the keyword havaianas +neon +flip +flops. This makes the ad eligible to show for searches including neon, flip, and flops. Why does this technique result in high Quality Scores? Google calculates your scores based on exact matches to your keyword term. Since the “official” keyword technically incorporates your branded terms, it’s more likely to achieve a higher Quality Score.

Google Ads Tip #2: Leverage the Power of Location-Based Bid Modifiers

Fine-tuning your Google Ads account involves identifying what performs well and amplifying it (or promoting your “unicorns,” as Larry Kim would say). Location-based bid modifiers are instrumental in this process. Many advertisers set their targeting based on product availability and neglect to revisit these settings. The issue? Not all locations perform equally. For example, hunting equipment likely sees higher conversions from rural areas where hunting is popular compared to densely populated urban centers.

Instead of guessing your most valuable regions, navigate to the Dimensions Tab and select the Geographic view. This generates a report, sortable by country, region, metro area, city, and “most specific location,” that breaks down performance metrics. Sorting by conversions reveals the regions driving the most sales.

Once you’ve pinpointed your high-value locations, revisit your location targeting settings. Apply a positive bid adjustment to these areas. Increased bids enhance visibility for searchers residing in or seeking products within those locations, ultimately driving more conversions.

Google Ads Tip #3: Expand Your Reach Beyond Current Language Settings

A 2013 study by the Center for Immigration Studies revealed that one in five US residents speaks a language other than English at home. However, a non-English primary language doesn’t mean these individuals don’t also speak English. AdWords bases language targeting on a user’s Google interface language. Users can adjust this setting to view Google results in their chosen language, irrespective of their physical location.

Switching my preferred language to Spanish, for example, displays only Spanish-targeted ads, even though I’m on the US Google.com site.

Many bilingual Americans prioritize their first language on Google, effectively excluding ads from companies without Spanish-language targeting. This represents a significant missed opportunity for US advertisers who could be reaching this bilingual consumer base. Expanding to a new market might seem daunting, but it’s quite simple. Begin by identifying the prominent languages within your target regions.

Source: Slate.com Next, adjust your language targeting to include this audience.

That’s all! No need for additional non-English keywords, ads, or landing pages. It seems almost too simple, right? Here’s the logic: if your website lacks seamless translation or your sales team isn’t equipped to support multiple languages, avoid going all-in on non-English campaigns. This could be detrimental, garnering impressions and clicks but minimal conversions. Instead, this approach effectively connects with bilingual users—those with non-English browsers who still comprehend and respond to English ads.

GrubHub, for instance, has implemented this strategy seamlessly. The example highlights a bilingual searcher (Spanish Google profile, English search) who would perfectly align with GrubHub’s English ad.

Google Ads Tip #4: Revitalize Struggling Ad Groups with RLSA

Ever have an ad group you believe in, yet it fails to deliver strong results? It’s tough to pause something that feels promising, but justifying underperforming keywords is equally difficult. Instead of abandoning it completely, revitalize the ad group using Remarketing Lists for Search Ads (RLSA). This feature limits ad display to users who have already visited your site. Familiar with your brand and having shown prior interest, they are potentially further along the purchase cycle and more likely to convert than a general audience.

Proper execution is key with RLSA. While keywords remain your primary targeting criteria, the remarketing list acts as a secondary filter. When adding the list, choose between “bid only” or “target and bid.” In this scenario, opt for “target and bid” to restrict ad visibility to past visitors.