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This really depends on whether you just want to reduce the cost, or if you want to reduce the cost while maintaining the same performance. Merely reducing cost can be done by advertising less, but maintaining performance while reducing cost is a lot trickier!

When it comes to Search ads, Google gives you an indication of whether it is charging you more or less when it tells you your quality score. Your Quality Score is a number out of 10, and if you rank higher you’re more likely to win the auction and name your price. If you rank lower, you’ll get a low quality score and Google will charge you much more for the same ad if someone clicks through. Google is actively trying to deter businesses from advertising with low quality ads and against irrelevant keywords.

To improve your Quality Score, your ads need to be relevant to the landing page and keywords that you bid against. You can use more of the same keywords in the ad and on the landing page to improve relevance.

In terms of keywords, the more broad or generic the keyword is, the more competition there is for it, and a lot of the searches won’t even be relevant to your business. For example, if you sell watches, the keyword “watch” will bid against “watch the news”, “did you watch the footy last night?”, “neighbourhood watch”, “watch strap”, “watch repairs” etc etc. You should focus primarily on phrase and exact match keywords for less competition, allowing you to bid on a fairly low cost. Also use plenty of negative keywords to prevent your ads from being triggered on irrelevant searches. You can check your search terms report regularly and cull any search terms that seem to be irrelevant.

Who you’re targeting is just as important, if not more important than what they’re searching for, especially if you’re using Display and YouTube as your marketing channels. For every what there’s a who, and if the who doesn’t match the type of person you serve then you could be wasting your money advertising to them. For example, if 80% of your revenue comes from men aged 55-60 and only 1% comes from women aged 18-24, then showing ads to women aged 18-24 is going to have a much lower chance for revenue. You might as well turn off your ads to this demographic group and let them find you organically if they’re keen. You’ll also find that applying relevant audiences to your ads almost always improves your Return on Ad Spend and reduces your cost by filtering out people that have a lesser chance of converting.

This tip and many others are found at https://www.petramanos.com/category/tips/

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

Amanda Matthews Ecommerce Google Ads
We have been working with Petra and her team at The Quantified Web for the past couple of years now. She has been helping us to build our online presence and sales with our supplement ecommerce business.
I struggle a lot with Google Ads and all the nitty gritty side to the adwords and algorithms, but Petra explains things in an easy to understand manner.
She and her team communicate with us well and frequently to keep us up to date on how our ads are running and what we can do to improve.
I couldn't recommend Petra and her team any more!

Amanda Matthews CEO of Body4Life [Ecommerce] Ecommerce Google Ads April 26, 2021

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

Jodi Benjamin Ecommerce Google Ads

I engaged Petras services because I was looking for someone to manage my google ads for my ecommerce business. I got that and SO MUCH MORE.

I was always very intimidated by google ads. I simply could not get my head around how to run and optimise a successful campaign, so I did not use it.

Then someone recommended Petra and my world changed. She is very data orientated, very analytical and razor focused on the small details, everything I am not good at. I never ever log into my google ads because I know Petra and her trusty team are all over it, and my google ads continue to drive very profitable traffic to my ecommerce store.

Since having Petra on my team I have grown considerably and I get about a 10x ROAS from my google ad spend. She has an open door and always has time for me and my million questions.

To top that all off, she is also a super nice and friendly person and has become a customer and huge fan of my brand. What more could you want! .

Jodi Benjamin CEO of Life of Colour [Ecommerce] Ecommerce Google Ads April 13, 2021

Adam Wiles Ecommerce Google Ads

Working with Petra and her team has given me a better understanding of the key indicators that will help in growing my business. The information and service they provide, assists me in refining my business goals and therefore would highly recommend their services.

Adam Wiles CEO of Podiatry First Sports Ecommerce Google Ads April 26, 2021