Tactics to Improve the Performance of Google Ads Search Campaigns

What is the Google Ads Audience Tool?

By optimizing your target audience, you can significantly boost the performance of your search network campaigns. In this article, I will confidently explain a proven method for solving a common problem encountered in advertising accounts worldwide, including Turkey.

Attract the Right Audience: Job Seekers and Professionals

When users search for "your brand name and job postings," your ad may appear at the top, resulting in unnecessary clicks on your campaign. Alternatively, a search may be made for job postings directly related to the keywords you use instead of your brand. For example, if you are a hair transplant hospital and your campaigns are based on hair transplants, variations of searches such as "hair transplant job postings" or "people looking for hair transplant staff" may occur.

When visitors fill out a form on your website, it may appear to result in an increase in conversions. However, if these visitors are job seekers rather than potential clients, it does not qualify as a legitimate conversion. This engagement serves no purpose and is considered invalid. Of course, if you are actively seeking staff and advertising job opportunities, the scenario changes.

According to reports, the automobile and medical industries are currently the most in-demand sectors. If you are managing campaigns in either of these industries, it is crucial that you pay close attention to this trend.

How Do We Prevent Clicks From Job Seekers?

To optimize your search engine marketing campaign, consider the negative keyword approach. This involves reviewing search terms and identifying and adding irrelevant keywords, such as "career," "job posting," and "posting," to your negative keywords list. But even with this step, job seekers may still click on your ads by using different variations of search terms. To ensure maximum effectiveness, use specific audience exclusions as a second method.

Employment Audience, In-Market Audience Exclusion

After doing our Negative Keyword study, we can minimize the number of unnecessary clicks with the target audience exclusion method, which is another feature. To do this, go to your campaign's "Audience" page. Then click "Excluded" from the tabs on the page that opens. Here we will need to add a target audience by pressing the plus button. This target audience, which we will add, takes place directly in In-Market as " Employment ". You can see directly below that I prepared this as a .gif.

By importing the Employment target audience under In-Market, you can significantly decrease the number of clicks from active job seekers. However, to further optimize your ad campaigns, it is important to perform negative keyword work as well. Simply go to the search terms page, compile a list of all search terms related to careers and job postings, and add them to your negative keyword list. This will ensure that your ads are only shown to the most relevant audience, further boosting your campaign's effectiveness.