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How to strategically improve Google Ads

In Finnish digital marketing, Google Ads advertising is an ongoing process where advertising is regularly optimized and developed according to the MRACE framework. With Google Ads, we specifically go into the reach phase, which means we reach as many relevant, ready-to-buy customers for your business as possible. For the other steps of the structure (action, transformation, interaction) to work, we usually recommend to our clients, for example, various ideas to develop content and web pages.

The MRACE framework helps develop your clients’ digital marketing as a whole, where different channels and services support each other.

What is our ad optimization process like?

In the early stages, Google Ads collects as much data as possible, such as which keywords are converting or which keywords have received poor response. When results are generated from the data, different conclusions can be drawn regarding the performance of advertising. For example, you might conclude that conversions are likely to increase through automation if you first get enough conversions per month using manual bidding strategies. Or the need to add more content to your site for certain keywords because your Quality Scores are low.

The most common measures for the development of advertising in Google Ads

The more reliable, high-quality data we collect, the more likely we are to improve results. On the other hand, if Google Ads does not develop in the long term, the results are likely to deteriorate.

After the first month, we often notice several factors that can be used to develop your company’s marketing.

Here are 3 typical options that we recommend to our customers after the launch of Google Ads.

1. Ideas for website development in content production

Does the site have enough content on all required landing pages? Landing pages directly affect quality score Google Ads revenue and thus, for example, ranking in search results. If your Quality Scores are low, then your ad spend will also increase. If your business is introducing new services or product categories, you need content too. Is the site easy to use for your customers? Can your customers easily find what they are looking for on the site? If the site has obvious bottlenecks that affect, for example, the site’s conversion rate, we may recommend developing the site through conversion optimization. In the case of online stores, it is important to develop the purchase process if, for example, there is a high percentage of exiting the site or a lot of abandonment in the shopping cart.

Selling texts or simply a description of services for your business? There may already be a variety of content on the site, but it’s important to consider whether it really sells and is written from the customer’s point of view.

All text should be as simple as possible to show how the client will benefit from your services. For example, to compare two options:

“We offer reliable and high-quality accounting services” or “by using our service, you will save 5 hours a week in the development of your company’s business”.

The last example was more effective because it better demonstrated the benefits to the customer. Even if advertising has already produced results, the importance of good content cannot be overstated.

2. Use of automation

If you’ve accumulated enough conversions and data, automation can improve ad performance. In Google Ads advertising, we may include, for example, automated bidding strategies. We always use automation to support experts, so the hype never revolves around automation.

Once we see which keywords/campaigns are working, we can create precise product ads using various tools, eg. With product-based ads, your customers will see targeted shopping ads for exactly the products they’re interested in or looking for.

3. Strategic Marketing Planning

Can another digital marketing channel support marketing in general? The MRACE structure aims to design and develop the digital marketing of your company as a whole. If we find that another channel supports your digital marketing strategy or improves Google Ads, we encourage you to implement it.

In the early stages of advertising with Google Ads, the goals may be completely different, especially for a completely new service, than for, say, the same one a year later. Therefore, it is important to regularly update advertising and its objectives. If, based on the data, we find that advertising needs to be scaled, we may recommend, for example, an increase in budget.


The strategic development of Google Ads advertising takes into account all of your marketing. Sometimes development measures are directly related to improving the quality of your ads, optimizing conversions or, for example, your websites, the performance and usability of which also affect the quality of your advertising. To discuss the steps you might take to build your Google Ads ads Contact Us!

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