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Optimization Quick Tips

Depending on your goals (increasing CTR, increasing traffic, increasing ROI, decreasing spend, optimizing account structure), refer to this summary of quick tips.

They are not exhaustive but give you an overview of what you should focus your optimization work on. 

Depending on your goals, here are some quick optimization tips : 

 

GoalKeywords
Ad Text Account structure
Tips
Increasing CTR

Targeted Keywords

Negative Keywords

Expand Keywords 

Matching Options 

Targeted Ad Text

Special Offers

Keyword Insertion Tool 

 

Use specific, targeted keywords with relevant ad text & keyword in ad title

Multiple Ads 

Increasing Spend / Traffic

Targeted Keywords

Negative Keywords

Expand Keywords

Disabled Keywords

Matching Options 

Targeted Ad Text

Special Offers

Keyword Insertion Tool

Targeted Account Structure

Naming Campaigns/Ad Groups

Multiple Ads 

As many keywords as possible as you want to spend more.

Look for relevant keywords with high impressions & expand.

Make sure plurals and singulars are included.  

Increasing ROI / Conversions

Targeted Keywords

Negative Keywords

Expand Keywords

Matching Options

Brand Names as Keywords

Product Numbers as Keywords 

Targeted Ad Text

Special Offers

Keyword Insertion Tool

 

Targeted Account Structure

Specific Landing Pages

Keyword Destination URLs

The focus is USER COMMUNICATION.

Users must know exactly what they are getting post-click before they click.

There can be no surprise if that deters from making a purchase (ex: higher price, different products altogether). 

Decreasing Spend

Targeted Keywords

Negative Keywords 

Matching Options

Targeted Ad Text

Special Offers

Keyword Insertion Tool 

 Focus on negative keywords & more specific keyword matching options.
Account Structure Group related Keywords into their Own Ad Groups
 

Targeted Account Structure

Naming Campaigns/Ad Groups

Multiple Ads

Clean up your account, so it is set up more efficiently.

Focus Ad Groups on keywords with highest number of clicks and impressions. 

 

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