• Improving Landing pages via Heat Maps for quality score
  Heat Maps- Heatmaps are a way to determine where does your user spend most of his time when he is on your landing page
  Tool- Microsoft clarity is one of the best FREE tool to generate heatmaps of your users activity on your landing page

All you need to do is install a simple code on your website and monitor activities like User time spent on the website, user times spent on a particular section, at what point does a user bounce off from the website.
This directly impacts the quality score of your keywords, which in turn improves the performance of your campaigns leading to higher ROI
Conduct Weekly SQR- Add Negative keywords + Covert Search terms into Exact match keywords

• One of the best exercises to optimise the performance of your google ads campaigns is to Conduct regular SQR’s on your campaigns. At the inception it is advised to conduct SQR’s every alternate day, once the account settles down your can conduct it every fortnight
  How to Conduct an SQR- Go to the keyword section and press on search queries, check all the terms the users have searched for and for which your keywords have been triggered. Filter out all the search terms that are not relevant to our objective and add the same as negative keywords. Eg- If an advertiser trying to see a 2bhk flat receives a search term like “Rent” he can go ahead and add rent as a negative keyword as the objective here is to sell and not to rent. Additionally all those search terms that you feel are highly relevant, and are not a part of your keyword stack, go ahead and add them to your keyword list under Exact match type.
  Add extremely high converting keywords to single Adgroup
  Once your have sufficient data on your campaigns, check for keywords that have generated conversions and club these keywords into a separate ad group
  You can segregate keywords who have generated a high number of conversions irrespective of the cost and also those keywords who have generated some conversions at a very low cost and store them into separate Adgroups and bid on these two sets according to their performance.
  Always bid higher on keywords that generate higher conversion.
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• 4)   Use Remarketing to Generate Customer Loyalty and Increase Conversion Rate. As per report, a customer takes about 3 touchpoints in case of a B2C brand and around 7 touch points when it comes to a B2B brand.Considering this in mind it is important to remarket the people visiting your website via high intent keywords.

How does remarketing work– Google gives you cookie level data with respect to the visitors on a certain landing page. You can create a google display ad campaign targeting the same visitors and show them your ads on any website or youtube video they visit.This increases brand recall, and subtle messaging displaying offers or testimonials tend to increase conversions.
Bid Higher for Buy Intent Keywords like Buy, Purchase, cheap, online.

• Keywords like Buy, Purchase, Now, near me have high intent and warrant a sense of immediate action. Its advisable to bid higher for these sets of keywords, even though the cost of acquiring a customer in this case increases, the incremental cost on repeatedly showing ads to the customers, cost of remarketing ads and the opportunity cost of losing a said customer to a competitor
  
  Focus on conversion and not clicks : One of the mistakes that most google ads experts do is to focus on clicks and optimise on clicks.At the initial stage when the campaigns are now and in learning, optimisations based on clicks makes sense however once the initial stage has passed you should focus on conversions. This is because not all keywords and ads that generate traffic on the website ends up in purchase, so it important to focus on those keywords that actually bring a conversions and optimise towards those keywords and ads
• Optimise for devices/ Location/ Age group
  Once you have enough and more data on your google ads optimise for device, Location and Age group
  Figure out the locations that generate more conversions and create a separate campaign for that individual location or set of locations having similar conversions and cost per conversions.

Same of devices, create separate campaigns for a specific device that is showing a high conversion rate and bid accordingly.

Optimise Funnel

• This is one of the most holistic optimisation techniques, this helps in figuring out where the actual problem within a campaign lies.
  
  First let’s understand the Entire Funnel-

From the above we can determine which area to look when we want to gauge the performance of the campaign

EG- when CTR is low or is not improving, means the audience is not resonating with the ads and the ads needs to be updated.
When the CPC is higher means either there is increased competition, or there are irrelevant search terms triggering our keywords, in this case we need to add new negative keywords.

If Cost per conversion is increasing, it means we need to focus our keywords and ads towards more high converting ones. Additionally check the landing page heat maps to see bounces, and fix any issues which are affecting the conversions.

Keep Updating Ads every week at least

As a practice, start with 3 ads at least. Based on the performance of these three ads add 2 new ads the subsequent week.

Keep this cycle ongoing where you add new ads and remove 2 non performing or non converting ads

Use Ad Extensions.

Do not underestimate the power of ad extensions. Ad extensions provide additional information of your product and service along with taking up additional inventory of the search result page.
As a practice use Sitelinks, callouts and snippets extensions.

When marketing a service ensure you use ratings extension

When running something specifically for mobile devices ensure you use call extensions.

If you are trying to generate leads for your business ensure you use lead form extensions.