How to Monitor & Improve Google Ads Performance

 Chapter 13: Managing Campaign Performance & Optimization

📈 Key Metrics to Track

• Impressions & Clicks
• Click-Through Rate (CTR)
• Cost Per Click (CPC)
• Quality Score
• Conversions & Conversion Rate
• Return on Ad Spend (ROAS)

🧪 Optimization Tips

• Regularly review your search terms report
• Use negative keywords to eliminate waste
• Split test ads and landing pages
• Adjust bids based on performance by device/location/time
• Use automated rules or scripts for efficiency

Google Ads Audience Targeting Explained: Find Your Ideal Customer

Chapter 12: Audience Targeting Options in Google Ads

🧭 What is Audience Targeting?

Audience targeting allows you to reach specific groups of users based on interests, behaviors, intent, or demographics.

🧑‍💻 Key Targeting Options

• Affinity Audiences: Reach users with general interests
• In-Market Audiences: People actively researching or considering buying
• Custom Audiences: Define your own based on keywords, URLs, apps
• Detailed Demographics: Target by age, gender, parental status, etc.
• Life Events: Like moving, graduating, or getting married
• Similar Audiences: Like lookalike audiences—users similar to converters

⚙️ Placement in Campaigns

Use in:

• Display & Video Campaigns
• Discovery & Performance Max
• Observation vs Targeting settings

Bring Back Lost Visitors with Google Ads Remarketing

Chapter 11: Remarketing Strategies in Google Ads

🔁 What is Remarketing?

Remarketing lets you show ads to users who’ve previously visited your website, app, or interacted with your content but didn’t convert.

🧠 Why Use Remarketing?

• Stay top-of-mind with warm leads
• Increase conversions with tailored messaging
• Improve ROI by targeting an already interested audience

📋 Types of Remarketing

• Standard Remarketing: Display ads to past website visitors
• Dynamic Remarketing: Show product-specific ads
• Remarketing Lists for Search Ads (RLSA)
• Video Remarketing: Target YouTube viewers
• Customer Match: Upload your email list

🛠️ How to Set Up

• Add the global remarketing tag to your site
• Create audience segments in Audience Manager
• Target those lists in your campaigns