How to Optimize Google Adwords Campaign Effectively

Following the success of the Google Adwords for Beginners article, David Kendall tells us how we can optimise our adwords campaigns.
Many businesses rely on Google Adwords to drive traffic to the corporate site. Leads generated via Google Adwords are super-targeted and often result in a high conversion rate as long as the ad copy on your site is good. If your site is converting well, you might be having problems with your Adwords campaign and need to optimize it.

google adwords optimisation

Campaign Structure

You  should organize your campaign by topic, but there are a couple of ways to do this. For example, you can organize by product category followed by product name or line or you can organize by brand name followed by product categories. While both seem similar in layout, the most cost-efficient way to set up your ad campaign is to use a product category followed by product name.

By using product names followed by product categories, you basically try to target multiple keywords in the same campaign. This doesn’t help your quality score. In fact, it makes your keywords more expensive. Since Google’s quality score relies heavily on relevance, you want to make your ads very relevant and targeted to the page you send visitors to. This means dedicating one page on your site to one brand name and organizing your ads by category.

Yes, it’s more work to set up a different campaign for every brand name or product name, but it will more than pay for itself when you see your ad spend drop like a stone.

Multiple Campaigns for Multiple Targeted Countries

Many marketers make the mistake of selecting multiple locations for one campaign. Marketers want to organize by demographic and psychographic behaviors. This is fine in the offline world because marketers don’t have a choice. However, Adwords allows you to target campaigns to countries. Take them up on this feature. Having multiple campaigns for multiple countries allows you to better target your market for each country. You can dial in the nuances of different cultures and how they respond to advertisements. The result? A lower ad spend and better quality score.

Ad Copy

Ad copy is what drives click-through rates. When you have ad copy that inflates promised, or is unbelievable, your click through rate will drop. Make ads direct and to the point. Adwords functions similar to classified ads in newspapers. If you’re appearing in the search results, this is how users will see your ads – as classifieds. If you’re taking advantage of the content network, then your ads are viewed a little differently.

In both cases, you should look at what your competitors are doing, and what types of ads keep appearing in your niche. These ads are likely winners and can be modified to fit your product or service offering.

Another thing to keep in mind is that dynamic ads will typically output static ones. This is because dynamic ads that focus on what people are already typing into the search engine are – by definition – what people are looking for. When someone searches for “cheap life insurance,” do you want your ad to say “buy term insurance” or “cheap life insurance?” The second headline already speaks to the user. The first headline causes the user to stop and think for a moment as to whether they want term life.

Don’t make your prospect think too far outside of his search term. Use what he’s already given you. In Adwords, this is achieved by using the {KeyWord:”  “} modifier in the headline of your ad.

Ad Scheduling

Know when your market is awake and searching for your product. When you schedule ads to run in a particular country, make sure you set your ads to run at a specific time of day that will garner the most clicks from qualified and interested prospects. For example, if you run an ad in the UK at 8:00 AM, it’s going to be 2:00 PM in India. So, don’t run the same ad in India at the same time. Your ideal prospects might miss it.


By optimizing your Adwords campaign, you reduce your ad spend and have the best opportunity to increase your conversion rate. Google isn’t always going to tell you how to minimize ad spend (after all, they make money by you spending more money on ads), so some of the optimization you’ll do will come from trial and error. At the end of the day, it’s all about making your ads more relevant and targeted in every way imaginable than the ads of your competitor.

About the Author:
David Kendall is a freelance technology writer whose articles appear on various marketing blogs, such as a web hosting company.

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