Beyond Industry Benchmarks: How to Focus on Continuous Improvement in Google Ads

Are you tired of chasing industry benchmarks that feel out of reach or irrelevant to your business? You’re not alone.

Many small business owners feel the pressure to measure up against standards that don’t quite fit their unique circumstances. It’s like trying to fit into a one-size-fits-all jacket - it might be close, but it never feels quite right.

The good news?

There’s a different approach that can be far more rewarding: focusing on continuous improvement.

Benchmarks can be helpful, but they’re not the only way to gauge success. By focusing on your own growth and progress, you can make meaningful changes that drive your Google Ads performance forward without the constant comparison to others.

Let’s dive into how you can shift your mindset and start charting your own path to success.

Why Benchmarks Aren’t Always the Answer

We’ve all seen the flashy reports with industry averages for click-through rates, cost per click, or conversion rates.

And while it’s tempting to use these as a definitive guide, the truth is that benchmarks can sometimes be misleading. Imagine comparing your small, family-run business to a giant corporation - would you really expect the same results? It’s like comparing apples to oranges. Benchmarks offer a snapshot of general performance, but they often don’t account for the unique aspects of your business, such as your specific audience, niche market, or budget constraints.

For example, if a report says the average CTR for your industry is 3%, but your ads consistently hit 2.5%, it might feel like you’re lagging. But what if your ads are more targeted, focusing on high-intent keywords that bring in fewer clicks but higher conversions? That’s where benchmarks can fall short - they don’t always tell the whole story.

The Power of Continuous Improvement

Instead of constantly checking your progress against a benchmark, imagine approaching your Google Ads like a personal fitness journey.

It’s not about becoming the fastest runner overnight but about gradually improving your pace and endurance with each run. Continuous improvement is all about making small, manageable changes that add up to big results over time.

Think of it like tending a garden. You wouldn’t plant seeds and expect a full bloom the next day. Instead, you’d water, weed, and nurture your plants, adjusting your approach as you learn what they need to thrive. The same principle applies to your Google Ads campaigns - regularly make small tweaks, test new ideas, and learn from the outcomes.

Over time, these small adjustments could lead to significant improvements in your ad performance.

Your Best Benchmark Is You

Let’s start with a simple yet powerful idea: your best benchmark is your own past performance.

Instead of stressing over how you compare to industry averages, focus on your own growth. Take a look at your historical data - what was your click-through rate six months ago compared to now?

Has your cost per conversion decreased since you started running ads?

These personal benchmarks are far more relevant to your success.

Here’s how you can get started:

• Track Your Metrics: You could set up a simple spreadsheet or dashboard to track your key metrics each month. Include data like CTR, CPC, conversion rate, and total ad spend. This will give you a clear view of your performance over time.
• Celebrate Small Wins: Every improvement, no matter how small, is a step in the right direction. Did you manage to reduce your CPC by a few pence? Great! Did your conversion rate tick up by half a percent? Fantastic! These are wins worth celebrating because they mean you’re moving forward and getting better ROI.
• Set Personal Goals: Instead of aiming for industry benchmarks, set goals based on your own data. If your current CTR is 2%, aim for 2.5%. If your cost per conversion is £50, set a goal to bring it down to £45. Personal goals keep you focused on your own journey rather than someone else’s.

Simple Changes, Big Impact: Strategies for Continuous Improvement

So, how can you start making these small, impactful changes? Here are some straightforward strategies to get you going:

1. A/B Testing:

Testing is one of the most effective ways to improve your Google Ads performance. Think of it as trying on different outfits to see which one makes you feel your best. Start by testing variations of your ad copy or headlines.

Perhaps one version has a stronger call to action, or another uses language that resonates better with your audience. By running these A/B tests, you’ll gather valuable insights into what works and what doesn’t, allowing you to continuously refine your ads.

2. Keyword Refinement:

Keywords are the backbone of your Google Ads campaigns. Regularly review your keyword list to ensure they align with your audience’s intent. Are there keywords that aren’t driving the right kind of traffic? Don’t be afraid to prune those out and replace them with terms that better match what your customers are searching for.

It’s like tidying up your shop window - removing the clutter and showcasing what really attracts customers.

3. Ad Scheduling and Geo-Targeting:

If you’re running ads 24/7 or targeting a broad audience, you might be missing out on more efficient opportunities. Check your data to see when your ads perform best - is daytime more effective than evenings? Do weekends outperform weekdays? Adjust your ad scheduling to focus on those high-performing times.

Similarly, if certain locations yield better results, tighten your geo-targeting to maximise your ad spend in those areas.

Learn, Adapt, Repeat: Leveraging Feedback and Learning

One of the most empowering aspects of running your own Google Ads is the ability to learn from your own data. Every click, every conversion, and even every failure can teach you something valuable.

It’s like learning to ride a bike - each wobble and fall is a step towards mastering the skill.

Seek Feedback:

Sometimes, a fresh perspective can make all the difference. If you’re feeling stuck, consider reaching out for feedback. This could be from a trusted peer, a business advisor, or even joining an online forum where you can share experiences with other small business owners.

Don’t be afraid to ask questions - after all, everyone started somewhere.

Stay Curious:

The world of Google Ads is constantly evolving, and staying curious is one of the best ways to keep up. Set aside time to read up on new features, watch tutorials, or even take a course. The more you learn, the more confident you’ll become in making decisions that drive your business forward.

Creating a Continuous Improvement Plan

To keep the momentum going, it helps to have a simple plan in place. Here’s a roadmap to get you started:

Monthly Check-Ins:

Dedicate some time each month to review your performance metrics. Look for trends, spot areas that need attention, and jot down a few changes you’d like to test. Keep it light and manageable - this isn’t a deep dive, just a quick health check for your campaigns.

Quarterly Deep Dives:

Every few months, take a more in-depth look at your campaigns. Review your goals, analyse your data more thoroughly, and consider making more significant adjustments. This is your chance to take stock of your progress and set new targets for the next quarter.

Set Small, Achievable Goals:

Continuous improvement is all about manageable steps. Set small, specific goals for each check-in, like increasing your CTR by 5% or reducing your CPC by £0.20.

These incremental changes will keep you motivated and moving in the right direction.

So, in conclusion

Benchmarks can be helpful, but they’re not the be-all and end-all.

By focusing on your own continuous improvement, you can make meaningful progress that’s tailored to your unique business. Remember, it’s not about being perfect - it’s about being better than you were yesterday. So, take the pressure off, enjoy the journey, and keep those small wins coming.

Ready to start your own continuous improvement journey with Google Ads? Whether you’re just getting started or looking for some guidance along the way, I’m here to help. Book a Power Hour today, and let’s work together to make your Google Ads campaigns the best they can be - one step at a time.