Google is a widely used global advertising platform. It offers various campaign types, including Performance Max, Display, Shopping, and Search. Among these, search ads are the most common. In the early stages of management, optimizing search ads to improve performance can feel difficult and overwhelming. However, you can consistently improve your results by using the methods below, so I recommend applying them directly to your campaigns.

Basic ad creative

1. Optimize ad real estate using ad extensions

Responsive search ads are the most common format used when running Google Search ad campaigns. However, if you only set up responsive ads, the ad size remains small, leaving space below for competitors' ads to appear. To avoid giving up that valuable space, you should actively utilize various ad extensions.

Here are some easy-to-implement ad assets:

Basic ad creative + sitelinks + callouts

• Sitelinks
  Sitelinks are like a table of contents for your ad. They provide target customers with information about specific categories, products, or services and guide them directly to relevant pages on your website. Think of them as ads within an ad, each with its headline and description. While the description is optional, it is worth taking the time to fill it out to make the most of the available space. You will notice that ads with sitelinks are more than twice the size of standard ads, which is great for increasing clickable area and visibility. On desktop, Google can display up to six sitelinks simultaneously and up to eight on mobile. You can test various sitelinks to see which ones perform best.
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• Callouts
  Callouts are short snippets of text that allow you to share more information about your business. They appear after the main description of your responsive search ads. Examples of callouts include “Custom sample orders” or “Get a free consultation,” which appear after the description (e.g., “Discover our cosmetic formulations and packaging”). Since Google limits the length of ad descriptions, this is a perfect opportunity to include business details you couldn't fit elsewhere.
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• Structured Snippets
  Located after the callouts, snippets consist of a header and up to 10 values. You must select the header from a predefined list provided by Google, choosing the one that best fits the type of information you are providing.
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  For example, if you are in the cosmetics industry, you can select the appropriate header and enter values such as “Makeup,” “Skincare,” and “Fragrance.” Snippets are a great way to briefly introduce the types of products or services you offer.
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• Images
  Beyond display ads, there are designated areas to showcase images in search ads as well. High-quality product images can maximize your product's appeal, so we highly recommend including them. Since the image area in search results is square, please ensure you check the image specifications before uploading.
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  Additionally, keep in mind that due to the high number of variables in the Google Ads system, your images may not appear every time your ad is initially displayed. However, over time, you will see consistent clicks and conversions.

Basic Ad Assets + Sitelinks + Callouts + Images

2. Increasing Landing Page Relevance via Keyword-Optimized URLs

In a Google Search Ads strategy, the landing page URL is a critical element. It acts as the gateway for users after they click your ad, turning a simple click into a valuable interaction. Properly configuring these URLs ensures a seamless user experience, which boosts engagement and conversion rates while improving overall campaign performance.

Google provides two optimization criteria for landing pages: the ad landing page URL and the final keyword URL. The reason for using keyword URLs is simple: when advertising with important keywords, you can increase the relevance of your landing page and perfectly align it with the user's search intent. This is particularly advantageous when promoting multiple products within a single ad group. When a responsive search ad and a keyword landing page differ, the keyword landing page takes precedence.

3. Optimizing Ad Performance with Advanced Bid Adjustments

When running ads across multiple countries, it is crucial to establish a solid global marketing strategy. While it is common to target multiple countries in a single campaign if they share similar geographic locations or languages, some target countries may be more important than others, or average CPCs may vary significantly between them. In such cases, you can utilize advanced bidding options to adjust bid percentages for specific countries. The adjustment range is -90% to +900% (the sum of all bid adjustments).
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This Google feature is effective for reducing overall CPC by significantly lowering bids in low-competition countries and saving budget in more expensive markets.

4. Using Negative Targeting Appropriately

While targeting is a fundamental marketing practice, we advise against being too hasty with negative targeting in Google Ads. Small and medium sized brands managing their accounts without the help of a global marketing agency may over-utilize negative targeting options by excluding all irrelevant categories or even “unknown” categories.
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Google is strict regarding the application of negative targeting. Excluding too many categories can cause you to miss out on potential customers who could have driven great results. The best example is the “unknown” category; this segment may contain consumers who are 100% aligned with your target and ready to purchase. We recommend monitoring your campaign data closely and only excluding categories that are demonstrably hindering performance.

5. Defining High-Performing Keywords Aligned with Your Goals

The foundation of any global Google Search Ads strategy is keyword strategy. We set advertising goals, define high-performing keywords based on those goals, and proceed with optimization. The keywords that perform well depend on your specific objectives. For instance, if your goal is conversion, the best keywords are those that demonstrate a high actual conversion rate. Conversely, if your goal is to increase website traffic, your performance metric will be landing page clicks. Once your goals are clear, you can begin the optimization process.

Boosting Global Google Ads Performance with a Global Marketing Agency

DISRUPT provides global marketing strategies and customized Google Ads management based on our deep expertise and extensive experience. Our team of professional marketers, representing eight different countries, plans localized content and delivers actionable insights. If you are looking to grow your business through Google Ads, why not partner with Disrupt to build your strategy?

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