How to Optimize Google Ads Search Campaigns or Bing Ads Search Campaigns  

As we all know that search is intent based platform, which means that customer is showing interest in product or service where cx is looking for. So, we should optimize the search campaign very efficiently to drive better performance metrics which are CPC- Cost Per Click, CTR- Click through Rate, SOI- Share of Impressions, CR- Conversion Rate, ROAS and other important metrics basis goal.  

Here are some ways to optimize Search Ads Campaign Effectively.

Target relevant search keywords and add new search terms.

• Keywords are very important to target Search whether it is google, bing or any other search network. Keywords should be relevant to business what we offering as user search term will trigger search keywords and basis the relevancy ad will show on SERP(Search Engine Result Page).  
• We should bifurcate the similar keywords in same ad groups for proper campaign structure which will help in optimisation later.
• Also, we must add new search terms from search terms report which will help in scaling the campaign on Search Network.

Target search keywords in different match types.

• Match Type plays important role in targeting search keywords - As per date, google ads works on Broad, Phrase & Exact Match Type and Negative Match Type and each match type works differently. 
• Broad match is a default match type option and it's indeed very broad. With broad match, your ad can show on searches that include your keyword, as well as variations, related terms, and even phrases that don't contain your keyword but are still relevant. Example, if you've set "iPhone 15" as broad match keyword in search campaign, ad may be triggered by searches like:- iPhone 16, realme 15, iPhone 15 pro or buy iPhone 15 online and many more! This match type can help you reach a wider audience, but it may also lead to less targeted traffic.
• Phrase match is the next matching type, which is a bit more specific than broad match. With phrase match, your ad will show on searches that include your exact keyword phrase, as well as searches that include additional words before or after your keyword phrase. The key here is that the exact phrase must be present in the search query. Using quotes ("") around your keyword phrase is how you specify phrase match in Google Ads. For example, if you set ""iPhone 15"" as your phrase match keyword, your ad may be triggered by searches like: - iPhone 15 review, Buy iPhone 15 online, iPhone 15 cases or Best iPhone 15 deals. But not by searches like-iPhone 16 and realme 15" (because it's a different brand). Phrase match gives you more control over your ad visibility compared to broad match, but still allows for some flexibility.
• Exact match is the most specific matching type, giving you the most control over when your ad is shown. With exact match, your ad will only be triggered by searches that are an exact match for your keyword, with no additional words before, after, or in between. This means that the search query must be identical to your keyword phrase, including the same spelling, punctuation, and capitalisation. Using square brackets ([ ]) around your keyword phrase is how you specify exact match in Google Ads. For example, if you set [iPhone 15] as your exact match keyword, your ad will only be triggered by searches for:- "iPhone 15". And not by searches with extra word or different model. Exact match gives you the most precision, but it may limit your ad visibility, as it requires an exact match.
• Using a combination of phrase match and exact match types can help advertisers reach their target audience more effectively. By setting them up separately, we can avoid competition between the two match types and optimize bids accordingly. Negating keywords which are already in exact match campaigns from phrase match campaigns is a great optimization to avoid cannibalization and ensure that exact match keywords take precedence. This can help us to save costs and improve ad performance.

Using Negative Keywords to Optimize Your Search Campaigns

• Negative keywords are words or phrases that we add to campaign to prevent ads from being triggered by irrelevant or unwanted searches.
• Benefits of Using Negative Keywords:
1. Improved Relevance: By excluding irrelevant searches, we can increase the likelihood of ads being shown to users who are showing search queries in business.
2. Reduced Wasteful Spending: Negative keywords help us to avoid wasting ad spend on unwanted clicks, which can help optimize your campaign's ROI.
3. Think about searches that may trigger your ads but aren't relevant to your business.
4. Continuously monitor your campaign search terms and add new negative keywords as needed.

Optimizing responsive search ad copies.

• CTR (Click-Through Rate): Monitor which ad copies are attracting the most clicks.
• CPC (Cost Per Click): Keep an eye on the cost of each click to ensure you're getting the best value.
• Conversions: Identify which ad copies are driving the most conversions (e.g., sales, sign-ups, etc.).
• By analyzing these metrics, you can:
1. Continue running ad copies that perform well
2. Pause or stop ad copies that underperform
3. Create new ad copies with fresh offers and CTAs (Calls-to-Action) to test and improve results
• Additionally, consider below steps to optimize your responsive search ad copies:
1. Use relevant keywords: Ensure your ad copies include the keywords you're targeting.
2. Use attention-grabbing headlines: Craft headlines that grab users' attention.
3. Test different CTAs: Experiment with various CTAs to find what works best.
4. Rotate ad copies: Rotate your ad copies regularly to avoid ad fatigue.

Search Ad Rank and Keywords Quality Score 

• Ad Rank determines the position of our search ads on SERP. And it is dependent on bid and quality score. Ad Rank = Bid x Quality Score. This means that even if we have a lower bid, a high Quality Score can help you achieve a better Ad Rank and therefore a better ad position. Conversely, a high bid with a low Quality Score can result in a lower Ad Rank and ad position. By focusing on improving your Quality Score, we can increase your Ad Rank and potentially improve your ad's visibility and performance, even if we don't increase your bid.
• Quality Score is calculated based on three key components: CTR, Ad Relevance and Landing Page Experience.
• By optimizing these three components, we can improve your Quality Score, which in turn can help improve Ad Rank and ad performance. Here are some tips to optimize each component:
• CTR
1. Use relevant and attention-grabbing ad copy
2. Use keywords that match user search intent
3. Use compelling ad extensions

• Ad Relevance
1. Use keywords that closely match user search intent
2. Use ad copy that matches the tone and language of user searches
3. Use ad formats that match user intent (e.g., shopping ads for product searches)

• Landing Page Relevance
1. Ensure your landing page is relevant to the user's search intent
2. Use clear and concise language on your landing page
3. Ensure your landing page loads quickly and is mobile-friendly.

By doing the above mentioned optimisation step, we can easily optimise the search campaign effectively and drive  better results with efficiency.