Expectations of Google Adwords ROI from Search and Display

July 25, 2021 0 Comments

Reduce spends and increase conversion is the aim of every Google Adwords user. In reality, integration of these two wishes of increasing customer base as well as spending less on ad campaigns is not a small achievement. Besides, there is a performance indicator, which resides somewhere between these two called ROI [return on investment].

Australian Internet Advertising Partners with Google to help clients achieve success from their Adwords management Perth projects. Clients can benefit from features like conversion tracking, security, split testing, transparency, and no lock-in contracts.

PPC measurability

Gauging Adwords account performance does not solely depend on spends or budget cap. You can end up decreasing your growth based on a random maximum amount. Alternatively, while conversion goals are inspiring, but are an incompetent way to update account structuration and optimization. Even if you spend massively on a few broad match keywords to rake in conversions, it would be useless. Google Adwords does not have features like direct mail. The two objectives budget & conversion goals are essential, but daily performance needs more precision to determine ROI.

How to calculate Google Ad ROI?

ROI = Earnings ÷ cost of items sold [including the nurturing campaign spend]

Search campaign targets bottom of funnel keywords, so always has better ROI than the display campaigns that use broad targeting keywords. Remarketing to prospects abandoning carts yields great returns than displaying ads to every site visitor. It is this granularity level that makes PPC campaign unique. It allows a return of investment to be an effective principle and not just an essence.

Search campaigns ROI expectations

Search campaigns can be categorized into 4 groups. ROI looks different in each. Therefore, identify where you will see the greatest return. It can help to gauge budget allocation and from where to anticipate conversions.


Google Ad users stay away from bidding on branded terms as it looks improbable that seekers will convert after clicking. Conversions need to be based on the fact that seekers are familiar with your site. It does not mean that branded terms have less ROI value. Your quality can max out as competition or volume is not possibly high in comparison to top-of-the-funnel keywords.

Top of funnel

In this group, the keywords are research-based, so ROI will be relatively low. You will need to closely monitor what works and what doesn’t. Flexibility is the answer – if a top-of-funnel keyword leads to conversion go for it but if it doesn’t then look for keyword variations because they exist and bring better ROI for less.

Bottom of funnel

In this group, the terms are high intent or long-tailed phrases that offer less competition as its volume is low. Uncover as many keywords as you can from this group to enhance your ROI on Google Adwords.


Bidding on competitors’ keywords is a disaster for your ROI. The keywords are costly and copying is horrible. However, there is a hack to enhance ROI on competitor’s keywords bidding. Use RLSA [remarketing lists for search ads] strategy.

It is based on users who have previously visited your site and the pages they viewed. Instead of the ‘bid only’ default option chooses ‘target ad bid’. If your prospect is shopping around then give them an appealing offer that they cannot refuse. Thus, a useless campaign becomes fruitful.

Google display expectations

When inexperienced marketers see outrageously high impressions on Display Network, they feel thrilled. The display is a less specific target option similar to the traditional advertising method. Unlike search campaigns, you will hardly see conversions via banner ads positioned in some random mobile app.

You pay only when someone clicks, so use it for targeting. Display ads in the correct fields. You can even use remarketing to visitors who already visited your site or an email list to advertise and gain good ROI.

Experiment with every targeting option and see the ones that generate more leads and optimize them to enhance its effectiveness.

How to maximize your PPC budget?

  • Choose correct keyword structure – You gain significant traffic from chosen keywords but the quality will depend on the chosen structure. For plenty of traffic aim at a broad setting. For targeted setting select a phrase. For limited traffic set if for exactness. Experts recommend phrase match as it falls between broad and exact.
  • Leverage negative keywords – For example, your campaign is for data management and you wish for clients. If a seeker types free data management, it means they don’t desire to spend money but are searching for free consultancy. Target free as a negative keyword and such phrases will not show.

If used smartly PPC is a beneficial marketing tool!