5 Tips to Help You Run Your Google Ads Campaign

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1. Call Only Campaigns and Call Extension Ads
Conversions from "Calls Only" ads are set automatically at the top of your account. The target call length is 60 seconds. If you want to measure all received calls as conversions , go to Tools & Settings -> Performance Measurement -> Conversions . There you can edit this default setting or add other conversions, e.g. with a call length of 10 or 30 seconds. It's up to you.

Google Ads gives us another tool that helps us track the effectiveness of call extension ads or "Calls Only" campaigns. When you enter a given campaign, you will find the Reports icon above the columns . After clicking, select Extensions -> Call Details . There you will find much more important and valuable data than just the number of conversions. The report provides us with information about missed calls, how long the answered calls lasted, the call, and also... the phone number of the person who clicked on the ad.

Campaigns of this type can be problematic at the launch stage and during the first few days of the campaign. Often, ads are not even displayed for the first week. The golden advice from Google support is to increase the location area at least until the campaign “takes off” and (of course!) increase the budget.s

Call details
Google Ads call details.

2. Graphical extensions
Google recently gave users the ability to set up graphic extensions for search ads. Why should you use them? Adding extensions is a simple way to increase the quality and effectiveness of your ads.

While other extensions are a matter of "clicking" them, the graphic version is where things get tricky. Google sets a number of requirements for graphic extensions that must be met. Otherwise, they will be rejected. In this case, adding random creations or files presenting the company logo is out of the question. It is also worth not limiting yourself to just one creation - Google recommends at least 3 different variants. You can also enable the option of dynamic images that will come from your website (if you own their copyrights).

Graphic extensions
Image extensions in Google Ads

3. Extension of promotion
If you are advertising a service or product that is currently on sale, take this into account when setting up your extensions.

This particular option is much easier to add than a graphic extension. You simply paraguay telemarketing data enter the percentage of the promotion and its duration. The latter information is also visible when the ad is displayed. However, you do not have to set the promotion end time.

This is not only a way to improve the quality of your ad, but also a way to stand out from other ads.

Promotion extension
Google Ads promotion extension.

4. Column Settings
How to optimize campaigns? It's hard to find a universal answer to this question. However, I can give you some advice on what to look for when optimizing with Google Ads data. Let's start with the columns. The default setting only includes a few parameters that won't provide us with enough information. What columns are worth expanding your panel with?

interactions – in the case of the search network, these will be clicks, and in the case of video ads – views,
Interaction rate - this allows you to measure how often users interact with an ad after seeing it. This allows you to understand how effective the ad is,
share of impressions from the search network - the value of this parameter is influenced by the rates, the set location, correctly selected demographic data,
cost per conversion - simply put, how much does one conversion cost,
Conversion Rate — This shows how often, on average, an ad interaction leads to a conversion. Conversion Value/Cost — To quote Google, this is the return on investment. This is the conversion value divided by the total cost of all ad interactions. The cost in this metric excludes interactions that cannot lead to a conversion.
Additionally, when analyzing keywords, select the Quality Score column. Make sure that your keyword phrases only contain words with a quality score higher than 5/10.

The custom column set will be visible only to you. If other people have access to the company accounts, they will have to set the set themselves.