Razorpay Payment Gateway: Optimising Your Google AdWords Account Strategy

At the heart of optimising your Google AdWords account is the constant exploration of new ways to discover new propositions that can improve your data performance. In order to assess whether your campaigns are reaching potential audiences, make sure to track conversions through the AdWords tracking tool.

Conversions happen when a user clicks on your ad and takes a valuable action, such as filling out a lead generation form, purchasing a product, or making a phone call. Therefore, we recommend that you set up conversion tracking to measure conversions. This data will tell you the amount of business generated through your AdWords campaigns. At the same time, you'll be better able to choose which ad campaigns are more profitable.

Optimising your Google AdWords account means discovering vulnerabilities in your existing campaigns. The number of vulnerabilities can be countless, so we can't cover every optimisation activity. However, we have tried to list some of the best optimisation processes to help you set up your AdWords account according to desired business goals.

Technology Optimisation

Set ad rotation to "Infinite Rotation".

Ad rotation is a feature through which Google places your adverts on the search and display networks. If you have multiple ads in the same ad group, it will rotate your ads. Rotation happens because AdWords does not allow more than one advert to be shown at the same time on a single account.

Use this rotation feature to define how often you want adverts in the same group to be served relative to each other. Set the rotation to "Unlimited Rotation" so that all of your adverts get an equal chance on Google's platform.

Analyse keywords based on conversion data

Once you have activated the AdWords tracking tool, you can start comparing adverts and see how well keywords are performing. For example, if you have a keyword "free payment gateway" and it is converting at a high rate and at a low cost, then you should continue to invest in it.

Sort by conversion: choose keywords with high conversion rates

Sort by conversion rate: choose the keywords that generate the most conversions

Sorting by cost per conversion: analysing the conversion cost of keywords

Optimising Quality Score

Every time a user enters a search query, AdWords calculates the quality of the triggered advert. This is the most critical factor in determining how often and where an advert is displayed. It also defines the cost per click you need to pay. Your Quality Score is the main parameter that measures the experience you provide to your users. The two most important factors that affect quality score are:

Ad relevance: check the relevance of your keywords to the advert.

Landing pages: design your landing page so that it is relevant to the advert.

Check the advert rankings

Ad Rank = Maximum Cost Per Click x Quality Score

If your Cost Per Acquisition (CPA) is higher than your target CPA, we recommend that you lower your bid by 25% for an average position of 1-2. Similarly, if your keyword is lower than an ad rank of 3, increase your bid by 25% to get more.

Ad group and campaign optimisation

At low display volumes

If the location is below tier 3, you will need to create two campaigns. For example, if you are running an ad campaign for a restaurant in Delhi, there will be two different ways of targeting:

Advertising campaign 1

Select Delhi in the geo-location option and use the keyword "Best Restaurant" to trigger the advert.

Advertising campaign 2

Select India in the geo-location option and run the advert using the keyword "Best Restaurants in Delhi".

Also optimise your bids based on average positional statistics and cost per click commitments. You can add more keywords from the Opportunities tab. Don't forget to add negative keywords that you don't want to trigger the advert. For example, if you are selling an expensive product, choose negative keywords such as "cheap" or "free".

In the case of low conversion rates

The ultimate goal of your AdWords campaign is to drive conversions. Therefore, it is vital for you to keep a close eye on conversion rates and conversion costs.

If on any given day of the week, your conversion rate is below 2%, stop running your campaign. For example, if you record the least number of conversions on Saturdays, then optimise your investment for Saturdays immediately. Also pause keywords with 20 clicks and no conversions.

Conduct A/B testing to optimise conversions

Research should be in the DNA of your optimisation process.A/B testing helps you to filter out judgements on hypotheses based on test results.

For example, if you run an A/B test between the phrases "free payment gateway" and "best payment gateway", you may find that there is not much difference between the two. However, you will be able to test the behaviour of users searching for both propositions.

For "free payment gateways" - the value proposition is free.

For the "best payment gateway" - the value proposition is trust and loyalty

Invest in campaigns that convert better. If your tests are unsuccessful, then try rewriting your adverts. Get rid of old communications and try a completely new approach.

Optimising Google AdWords is an ongoing process. There are many optimisation tips out there and we have tried to pick some of the best ones to help you think in the right direction. Keep experimenting with your AdWords account to get the best conversions for your online business.