What exactly is optimization for Google AdWords?

What exactly is optimization for Google AdWords?


What exactly is optimization for Google AdWords? In its simplest form, it entails reviewing account data and making adjustments to achieve peak efficiency.

Due to the rapid evolution of the digital marketing landscape, settings, builds, and testing that ensured peak performance a month (or even a week) ago may suddenly be counterproductive.

When looking at data from the second month, you may notice that a keyword that performed well in the first month is suddenly increasing your cost-per-conversion (CPA). That keyword has a high cost-per-acquisition (CPA), so you decide to put it on hold as part of your optimization strategy.

When you take the effort to optimize your account, you also gain insight into the knock-on impacts that your existing preferences, keywords, etc., are having.

For instance, suppose you have a keyword that is performing incredibly well in terms of conversion volume and cost per acquisition (CPA), but you discover, upon further investigation, that the search keywords it is attracting are completely irrelevant to your organization. Now I can see why there were so many unqualified leads last week.

The best method to ensure you are pushing performance in the correct direction with Google Ads is to become an expert on your account and optimize it on a regular basis.

1. Boost your growth prospects with research and PPC spy tools

It’s true that researching keywords can be time-consuming. However, it is to your advantage to do your homework, and with the resources we have today, it isn’t as laborious of a process as you might fear. If you feel like your account is not growing, it’s time to investigate your options.

Google Ads Keyword Planner (opens in new tab) is a useful free resource for finding new terms to test. By entering keywords (those you’re currently targeting or those you think may be relevant), Keyword Planner provides information on those keywords and related suggestions. You can also enter your domain name and get keyword suggestions tailored to your site.

2. Use SKAGs to take command.

Where can I find instructions on how to manage my Google Ads account more effectively?

The application of SKAGs, or ad groups comprised of only one keyword (opens in a new tab).

If you don’t think we’re telling the truth, take a look at the numbers: Mold Inspection Sciences cut their cost per lead in half and saw an increase in conversion volume of 300% after adopting and optimizing SKAGs. Doesn’t that just sound fantastic?

With SKAGs, you can configure your pay-per-click (PPC) campaigns to give you the finest control possible over each and every facet of your marketing effort.

The basic idea is that you assign a single keyword per ad group in your campaign and then create a set of ads whose headlines all include that keyword at some point.

3. Use RLSAs to zero in on a specific demographic

Google’s Remarketing Lists for Search Ads (opens in new tab) allow you to superimpose remarketing list audience targeting on your search campaigns.

The value of remarketing (or retargeting) lists extends beyond display campaigns, a fact that many digital marketers may fail to recognize. You can further target only those people who have visited your site before by adding remarketing audiences to your search campaigns.

In addition, this allows you to be more general with your keyword selection. How do you feel about using extremely general search terms? Have you tried broad match keywords before, only to be disappointed by the number of unproductive searches they generate?

Yeah, we gotta do it too. However, by using RLSAs, you can inform Google that you’re only interested in targeting people who have visited your site before and have performed a search for one of your target keywords.

As a result, you may benefit from allowing RLSAs to use the broad match type for your keywords. If you keep an eye on the searches of the people on your remarketing list, you might even find some new ones you hadn’t considered before.

Best practices for experimenting with RLSAs include the following:

What exactly is optimization for Google AdWords

4. Feed your sales funnel with leads from display ads.

Yes, we’re recommending that you put money into display ads (opens in new tab), a medium that sits at the very top of the sales funnel and is more concerned with brand recognition and exposure than actual sales. We are not suggesting that you use display advertising to retarget previous site visitors. You can find out more about various forms of targeted advertising, such as in-market list targeting, custom audience targeting, similar-to targeting, and perhaps even affinity targeting, on this page.

That’s because you won’t build a stronger account unless you consider the entire sales funnel, not just the bottom.

People who are most likely to complete the purchase can be found at the bottom of the sales funnel. Those are, without a doubt, your most promising leads. Ads on Google Search typically tap into this sort of emotional state of mind.

People who are just beginning to become familiar with your brand or product show much less intent at the very top of the sales funnel. This kind of intent is typically picked up by Google’s display network.

More simply put, you need more people at the top of the funnel in order to increase the number of people at the bottom of the funnel. Display PPC advertising, which targets users with a more general interest, is useful in this situation. It supplements search, which is typically a lower funnel medium, and helps you reach people at the bottom of the sales funnel.

5. Align your call to action with your audience’s intentions.

Each phase of the conversion process requires a different temperature. For instance, display users have a propensity to pair more impersonal CTAs with more impersonal intent.

The term we’ve coined for this is “PPC thermometer” (opens in a new tab).

Understanding which calls to action (CTAs) will resonate with each of your visitor personas is the whole point of performing PPC temperature checks.

Insight: Search-driven traffic is more engaged in the decision-making process and more likely to convert, allowing you to raise the stakes of your call to action.

6. Pay attention to metrics and key performance indicators (KPIs) to achieve your company’s long-term objective

Many of us lose sight of the forest for the trees by focusing on the trees.

Don’t get mired down in the weeds of insignificant metrics like quality score, impression share, click-through rate, cost-per-click, and so on.

Micro metrics don’t tell you much about the real progress of your PPC campaigns if they aren’t contributing to your macro metric (a sale), which is your primary business goal.

Instead of getting bogged down in the specifics, ask yourself if your PPC campaign is increasing your revenue and profits. Or you could check your return on ad spend (ROAS) to see if you are making money despite the amount you are spending on ads.

Is the time and effort you’re devoting to the account resulting in more conversions, and thus more sales? Or are you trying to decrease your CPC, which has no impact on your revenue?

Be sure your efforts are worthwhile in the long run, and zero in on the most important objective.

How confident are you that your conversions are leading to more sales down the road if you’re working in the lead generation side of Google Ads and your profit isn’t immediately apparent?

If you’re using Google Ads and want to make better performance-based decisions, you can use Offline Conversion Tracking (opens in a new tab) to attribute closed deals to the clicks that led to them in Google Ads.

7. Put your money where your Geolocation data shows it will do the most good.

When marketing to the United States, or a large group of countries or cities, you can’t assume uniform results.

The best course of action isn’t always to leave your locations unchanged because that’s where you want your ads to show or because you want to cast a wider net.

If you’ve expanded your “net” to include 10 countries you believe to have higher potential for conversion and revenue, but only one of them is actually doing so, you’re wasting your time and resources.

Data-driven decision-making is our creed.

Spend less on ineffective channels and get a better return on your investment by increasing the competitiveness of your advertising there.

The “Locations” tab gives you a snapshot of your campaign’s performance across all locations.

8. Invest during Dayparting’s peak conversion times.

In a similar vein, if people only click on your ads between 9 and 5, then there’s no point in showing them to people who are up all night browsing the internet on their phones at 2.

Examine time reports, which can break down information by time of day, day of the week, and more.

9. Research your target audience in depth.

It’s not surprising that people of different ages, genders, and income brackets have vastly different levels of success.

Sell something on the pricier end of the market? Then, how do low-income consumers appear in conversion data (and sales data)?

Check out the “Audiences” section after selecting a campaign to view demographic information. You can quickly switch between information about age, gender, and household income by using the tabs at the top of the demographics box.

10. Questioning Whether to Continue Working With Search Partners or Not

Although Google’s search partners are usually a good place to start, they don’t always deliver the results we expect.

We found that this is the case even if your landing page does a great job of filtering out fake leads (typically from bots), which is the case in certain industries. We investigated whether or not traffic from our partners’ sites was the source of the problem by disabling Search Partners, and the number of bot leads did decrease after that.

Therefore, if you’ve exhausted all other options for improving performance and are still struggling, disabling Search Partners may help you zero in on a more desirable demographic.

What exactly is optimization for Google AdWords

11. Bid alterations can help bolster your efforts.

We’ve already covered a few of the areas where you can adjust your bids (opens in new tab): geographic areas, advertising schedules, and user profiles. Did you know that bid adjustments can be made for specific devices or demographic groups?

These are the situations in which I most frequently use bid adjustments.

Increase desktop bid adjustments while decreasing (or making negative) mobile bid adjustments if you notice that desktop is more successful for your business than mobile searches. This ensures that your money is going toward the areas that are producing the most revenue.

12. Suppress the negative with a few well-placed adverbs

Search term lists should be regularly scanned for terms you don’t want to show for and removed. After all, keywords can draw in inquiries that have nothing to do with the one you’re focusing on. The worst offenders are broad keyword match types, but phrase match and exact match aren’t without their lapses either.

You can increase your relevance and protect yourself from accidentally paying for clicks with the wrong intent by using negative keywords (opens in a new tab).

Make sure you don’t lose sight of the forest for the trees in this optimization exercise. Even going through two weeks’ worth of search terms can take several hours.

Examine the most popular or most frequently used search terms to weed out any that aren’t relevant. Implementing a Google Ads filter (opens in a new tab) to show you only search terms with clicks greater than or equal to 1, or impressions greater than 100, will make those terms more visible.

13. Add to and tweak your list of keywords

Even your “golden child” keyword list may not remain so. No matter how confident you are in your initial set of keywords, the data is what really matters. And after you’ve been running ads with those keywords for a while, you should investigate honing them.

Review all of your keywords to identify any areas of unnecessary spending. Let’s say you’ve found three killer keywords that produce a high volume of conversions for a relatively low cost per acquisition. You also have seven other keywords that don’t appear to be contributing anything to your budget other than wasted time and effort.

Be objective and detached from your keywords.

I’m fully aware of how ridiculous that probably sounds. However, many advertisers continue to use a list of keywords despite the fact that some of them are not producing the desired results. This could be because they fear losing ground to competitors who are already bidding on the keywords in question, or because they are confident that the keywords they are bidding on are the most relevant and will ultimately yield the best results.

You can learn which keywords are valuable from your data. And keep in mind that just because your rivals are ranking for a keyword doesn’t necessarily mean they’re achieving much success with it. The key to a profitable return on investment is optimization.

It’s not like you’ll just be fine-tuning things. Without growing, you won’t be able to discover any new paths to prosperity.

PPC Spy Tools and research can certainly help you find more keywords to target, but what about a technique that provides you with actual conversion data on terms you aren’t currently targeting?

Truthful information is what most of us value most. The search terms report will come in handy once again in this scenario.

14. Constantly put your ads through A/B testing and optimization to see if there’s room for improvement.

One of the best ways to make sure you’re always improving is through ad testing (opens in new tab).

Repeatedly using the same ads will eventually lead to boring and ineffective messaging. It’s possible that the ads have been successful up to this point, and for that reason you have no plans to alter them.

For instance, by A/B testing their ad copy, we helped Leasecake increase their conversion rate by 67% and decrease their cost per acquisition by 34%.

It’s possible that your ads are fantastic, and that you just don’t realize it. Of course, they can always be improved upon.

Adwords Google check list for optimization

The first step in optimizing anything is figuring out what needs improving.

When it comes to making adjustments and how frequently you should review this information, there is a lot of ambiguity. Time is required for Google Ads to learn from your changes and provide you with the most reliable data possible regarding how they’ve affected your account.

You shouldn’t be making major adjustments every week, and you should avoid doing so on a daily basis if possible.

Many newcomers to the marketing field get stuck in a rut of constant minor adjustments. The following day, evaluate whether or not that adjustment was effective, and if not, try again.

Doing so does more harm to your finances than good. Google Ads isn’t like changing your Facebook status and seeing results in a day. Depending on the volume of traffic flowing through your campaigns, you might not see any noticeable results for a week.

If you keep making changes on a daily basis, Google won’t have a chance to adapt to them and you won’t reap any benefits from them. If you want to get the most out of your time invested in optimizing your account (the ROI), then making changes to it every day is not the way to go.


You can learn more about what is working and what you should do next with your marketing strategy after investing the time to let your tests run their course.

Accordingly, we’ll assist you in establishing a routine for performing the suggested optimizations at the optimal times.