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 :

Goal	Keywords	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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