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How To Optimize The Google Ads

You’ve created a Google Ads campaign and even seen your first few conversions happen as a result of your ad messages. A lot of marketers make the mistake of stopping here with their Google Ads marketing. These are the same professionals that will later say that Google Ads was a waste of time and money for their business. The problem is that they didn’t optimize their campaigns or efforts.

Google Ads requires very little effort to start. The platform is very easy to use and Google does a great job of walking new users through the entire process, even recommending certain settings based on the information they’ve previously submitted.

But, PPC marketing isn’t just about making campaigns and writing effective ad copy. It’s really about managing campaigns and optimizing for better results. This discussion will explore several strategies that you can use to begin optimizing your own campaigns.

Optimization Is Crucial In Google Ads

If you aren’t dedicating at least a few hours out of your week towards studying your PPC data and exploring new ways to make your results even better, then you aren’t optimizing your strategies. This means that your competitors are gaining more and more of an edge over your paid strategies each day.

The simple truth is that Google Ads changes a lot. Even if your campaigns are returning good levels of clicks and conversions now, the success is not guaranteed to last. If you want to maintain progress towards your marketing goals, you absolutely need to adapt to these changes.

That is at the core of optimization in Google Ads.

Look For Alarm Bells First

It’s best to look for the biggest issues first. If you see huge swings in your data, either positive or negative, these are your top priority. Is there something wrong with your campaign that is causing a negative downturn? If the spike is positive, what’s causing this sudden fluctuation and how do you capitalize on it?

A big spike in a single day may just be an outlier, but if you look at longer stretches of time, you may be able to see significant shifts and trends in your data that require immediate attention.

Optimize Your Budget

If you aren’t receiving positive ROI from your Google Ads campaigns, it may not be the result of a faulty landing page or poor ad copy. It may be a simple matter of bad optimization. You need to optimize your budget carefully to not only protect yourself from wasting money, but also to guarantee that you have enough budget to last the month!

To optimize your budget, look carefully at your spending data and identify sources of waste. It may be a specific time throughout the day, a geographic location, a bad ad group or any number of other components.

If you aren’t paying attention to how your budget is being spent, then you can’t hope to strategize correctly in order to raise that less-than-desirable ROI!

Find Ways To Make Optimization Easier

Optimization is an ongoing effort that can eat a lot of time and energy. If you’re a business owner handling the marketing yourself or a member of a very scant team, time and energy are things you don’t have a lot of. Arguably, this is why many under-optimized campaigns continue running unchecked.

Thus, it’s important to not only optimize your Google Ads, but also yourself. Think of ways to not only make the process easier, but also prioritize tasks that provide the most rewards. For example, if you’re still optimizing your bids manually, it may be time to sign up for an automated bidding strategy. Then, you can put all that free time towards other optimization activities.

Automation is your friend when it comes to optimization!

Utilize Search Term Reports

Keywords are so crucial to successful Google Ads marketing that you should be looking at search term reports on a fairly routine basis. That said, don’t get too lost in the data. Set a time limit for yourself when reviewing these reports (remember, optimize yourself, too).

Ideally, you want to find the best and worst performers in these search term reports. The worst performers can be quickly added to your negative keyword list. This will ensure that you aren’t wasting ad budget on irrelevant terms. The best performers can be used to inform your strategy by bringing attention to the topics and terms that customers are most interested in.

Test, Test, Test!

You don’t want to limit yourself to just optimizing your current Google Ads campaigns. You also want to think about future strategies. It’s wise to dedicate some part of your overall budget  towards experimenting with new campaign types, landing pages, keyword sets and, most importantly, ad copy.

These tests will help you answer key questions about your marketing strategy. These insights can also be used to steer your current campaigns towards better results. For example, you may discover a new call-to-action that outperforms your existing message.

Test with purpose and try to answer those what-if questions that you sometimes wonder about.

Review Your Conclusions On A Monthly Basis

As you’re studying your data and finding insights that will lead to better campaign performance, it is critical to realize that changes need to be made with some hesitation. In other words, you can’t jump to make a change every time your data points you in a new direction.

Instead, make notes about any of the conclusions or insights you find. At the end of the month, check-in on those findings and see if the data still supports your feelings. You may even want to wait longer than a month for the data to really show you an accurate picture of what’s going on.

Data takes time to mature.


Understanding how to optimize your Google Ads account is actually fairly easy. It can be broken down into a simple three-step process.

Identify what’s working and what isn’t in your campaigns.

Find out why this is; what’s the distinction between your best and worst performers?

Measure these findings and apply them to improve your campaigns.

When your optimization process is over, review what you found and how you can make the procedure easier the next time. In other words, find ways to optimize your own time. After all, it’s not just about the ROI, but also the ROE: return on your effort!




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