Digital Marketing

The Ultimate Guide to Google AdWords Optimization [Updated 2020]


It is vital to monitor how ads perform and make small changes for Google AdWords optimization reasons. Google AdWords campaign with the best plan can

Aziz Hamidov

Content Manager

26 min read

Google Adwords Optimization

Once you have carefully planned the AdWords campaign, your job will be far from done. You will have to work on it even more carefully after you launch the ads. It is vital to monitor how ads perform and make small changes for Google AdWords optimization reasons. Google AdWords campaign with the best plan can fail to bring expected results if it’s left unmanaged even if you appear on top of the search results.

You will get all the required data regarding the exact phrases searched by people while your ad was live. It is easy there to determine which keywords are getting clicks but not conversions. You should remove them from the list as they don’t prove to be relevant to your business. Removing them is essential for the optimization of Google Adwords. 


What is Google Adwords Optimization?



AdWords Optimization is the process of fine-tuning the Google AdWords campaign to achieve the maximum results once you have decided that Google AdWords is for your business. It is based on reducing ad waste and increasing ROI. When you get the Google AdWords live, there will be three main fields that have to be observed continuously and enhanced. The main fields are called three ingredients. All of the optimization efforts should be concentrated in these areas.


Ad Targeting


Advertisements have to be targeting customers who have a high potential for buying products or services. If you neglect this step, your business will have a tough time making sales and improving it's brand’s reputation. During the planning of ads, you have probably done a lot of research and came up with a bunch of keywords that the customers are interested in. But it is impossible to know how well each keyword will help your campaign till you go live.

Additionally, you should not only target customers according to their needs but also have to consider their devices, geographic location, and time of the day. Every one of these factors must be researched and analyzed for the Adwords campaign.


Ad Copy


If the ads are finally targeting the correct people, it is crucial to consider Ad Copy for optimization purposes. Ad copies have to be carefully written as it will take a lot of effort to come up with the best ad copy, and it is a critical part of the Google AdWords campaign. However, your first ad copies probably will not survive for a long time. You will have to continually test new ad copies and try to determine what works best for your Google AdWords campaign. It is essential to monitor the ads’ performance and decide what is ideal for your customers.


Landing Pages



When a potential customer clicks on the ad, the link will take her directly to your landing page. It is the landing page's responsibility to convert the consumer into your lead or customer and make a sale. It is vital to mention that the performance of Google AdWords dramatically depends on the design of the landing page. Without a perfectly planned landing page, the two ingredients - ad targeting and ad copy will not be affected. And your efforts for optimizing Google AdWords will not deliver the expected results.


Why Do I Want Such A Sophisticated Plan?


Numbering these steps is to make sure that you do them in the right order and make sure that you don’t miss anything. It is advised to start from ad targeting, then make sure that you have the perfect ad copy up to date and then concentrate on the landing page to ensure that the Google AdWords optimization delivers the best results for your business.

We will explain all these three steps in detail, but the procedure also has to be tested and optimized to see what works best. You have to enhance the process to ensure that you get the maximum return on investment from the Google AdWords campaign.
Following a checklist is the key to the Google AdWords campaign and should not be overlooked. Optimizing Google AdWords is like making a meal. You need the instructions and all the necessary ingredients. The guidelines have to tell you when you should add a particular ingredient, how much you can add, how long you should cook, and so on.

It is hard the first time you do it because you are not an experienced chef. Therefore, it is vital to have a checklist to ensure that everything goes according to the plan. It works the same way for AdWords optimization. Without it, you can easily mess up the whole optimization process, which you cannot afford.

Let’s dive into each of these processes or, as we call it, ingredients to learn what we need to do in detail.


Ingredient #1. Optimization of Targeting


Ad targeting may seem simple; however, it has a lot of essential aspects that must be studied for your AdWords optimization purposes. There are three things you should consider when optimizing your targeting.

1. Keywords

2. Bids 

3. Campaigns


These three steps will help to reduce your advertising waste. You will have some ads which will not deliver the best results no matter what you do. As we go through these, you will learn how to reduce the waste and reallocate those resources that were being wasted and send them in the right direction. It is vital to make sure that your budget yields no result because it’ll have a considerable impact on the ROI, whether it is the cost of social media, Google AdWords, or Affiliate marketing terms.

Cutting the supply to the ads that aren’t working and putting more money in what’s working will boost your investment and AdWords performance.


Keyword Optimization




Selecting keywords is one of the most vital targeting factors that you should focus on. Let’s imagine that you have the best keyword which your customers are continually searching for; then, you should have a great start on the optimization process for Google AdWords.

Nevertheless, you cannot know each keyword variation, which will affect the performance of Google AdWords optimization. Those keywords that look well on paper might not accomplish the expected outcome because you may never find out.

You don't have to get frustrated just because the first keyword list did not work well and was not as profitable as predicted. It takes quite a lot of time and effort to come up with a comprehensive list of keywords, so take your time to find the best phrases related to your business, which is essential for optimizing Google AdWords. We will go through several tactics and strategies to adjust your keyword list once your ads are live.


Keyword Pruning


The purpose of pruning is to remove the keywords that are not relevant or good at generating clicks, but when it comes to sales, they are having a hard time converting the website visitors into leads. You can acquire the data about it in the AdWords account. Go to AdWords account>Keywords>Search terms.

You will get all the required data regarding the exact phrases searched by people while your ad was live. It is easy there to determine which keywords are getting clicks but not conversions. You should remove them from the list as they don’t prove to be relevant to your business. Removing them is essential for the optimization of Google AdWords. It will cut your waste and help invest the money elsewhere.

For instance, if you are selling watches for women only, exclude the phrases which have the word “men’s” in it. Because if men are looking for watches for themselves, they will most probably click on the ad but see that you are selling only for women.

Thus, they will rarely convert, but you have already paid because they have clicked on that ad. This will dramatically decrease your return on investment and is terrible for Google AdWords optimization. Instead, you should stop spending money on ads that are not productive and use them elsewhere.


The next thing is to prune by negative keywords

You can add negative keywords to the ad group or your campaign to avoid the ads being shown for particular searches. It will narrow down the consumers and focus on those who have a significantly higher potential of calling you, coming to your business, or purchase your product. This step shouldn't be ignored because it is an essential tip for optimizing Google AdWords. Here’s an example of how negative keywords can help you get a better return on your investment:

Let’s assume a company is advertising its service under the keyword “Lawyer in London” to attract new consumers. However, the ad can be displayed if someone is searching for a job as a lawyer. For example, if someone types “Job as a lawyer in London,” the ad will show up to the person, even if he is not looking for the service. 

Thus, the click will be a waster, and the person will not convert to a customer. He is looking for completely different stuff. It is vital to list keywords such as “work” or “job” to narrow your audience further and achieve better optimization for Google AdWords. It will also help to avoid wasted clicks and become better in your digital marketing endeavors.

Negative keywords may be chosen for the ad group level or the whole campaign. The lawyer company shown above can list the terms which are similar in meaning but unrelated to the company’s offering as a negative keyword, thus avoiding waste and achieving better optimization results.

For the ad group level, negative keywords can help businesses differentiate their ads and not mix them to achieve better relevancy on the ads. For example, if a company offers maintenance services for automobiles and puts different ads using Google AdWords, the company can draw a thick line between its ads and differentiate them for the keywords.

If a company is offering maintenance services for trucks only on that particular landing page, which is connected to the ad, the company should decide to add negative keywords to avoid getting clicks from people with other types of vehicles for Google AdWords optimization purposes. Or if they are offering maintenance services for gasoline engine vehicles only, they might use negative keywords such as “diesel” or “electric.” This way of using Google AdWords will get companies more relevancy and more conversions at the same time.


Quality Score pruning

Each of your keywords will be based on several factors, including the relevance of the ad, click-through rate, and visitor behavior once they are on the landing page. The ranking starts from the lowest score of 1 up to the highest, which is 10. High-quality scores mean your ads are getting the best conversion rates for the lowest price. To check the quality scores, go to AdWords account>Keywords to see which of your keywords perform at their highest capacity.

You should remove the keywords with scores of three or lower because they hurt your budget while delivering minimum results. Those keywords are pushing the overall Quality Score down and hindering the ability of the others. If you don’t want to completely delete those low-quality keywords, it is recommended to open a separate campaign to test those keywords further without hurting your current campaign. This way, you will focus on the quality keywords and see the results of Google AdWords optimization efforts.

The next thing is to optimize the keywords which are performing between the scores of four and six. Those keywords usually have the potential of performing better and contributing to your Google AdWords optimization efforts. You will be presented with data concerning the ad relevance, the landing page experience, and click-through rate. If you fix your ad campaign's weaknesses and do Google AdWords optimization, the average Quality Score will increase.

If the ad relevance is lower than average, you can try including the keyword to the ad heading. This way, people will see that your ad is related to their issues. The people will not click on an ad if they don’t think that it might be offering the solution they are looking for.

However, if your landing page scores are below average, you may include your ads' texts into the landing page content. If people are bouncing off your landing page shortly after they visit, it might indicate poor landing page content and Google AdWords optimization. Thus, it is essential to note that they are in the right place to seek solutions on the landing page.


Cost per conversion pruning

It's essential to create some benchmarks such as customer lifetime value. Maybe your ads are successfully converting, but it costs you high and makes every sale unprofitable. Using the parameters, you can get an idea of how much you should invest in acquiring new customers.

The cost of every conversion has to be calculated if you have set up Google AdWords conversion tracking. If you haven’t done it yet, pause all of your ads and do it right away. You are merely walking around blind if you haven’t set up the conversion tracking, and you will be unable to finish this essential step of Google AdWords optimization.

Once you see that a particular keyword is poorly performing, you can try to lower the bids to see if the profitability increases. If it doesn’t, you should probably pause the keyword altogether. The keywords that generate a lot of conversions should also be checked to make sure they are optimized.


That’s enough cost-cutting, let’s go fishing!


Keyword Fishing


The purpose of fishing is to find new keywords that look like they can perform well once they go live. You should research the Google search terms report to find promising keywords. You can find and examine a bunch of keywords to add to the list. Those must also be tested to see if they can give the desired results. It takes us to replant the keywords optimization tactic.


Keywords replantation

Replantation is the process of relocating the keywords with the best performance to a separate campaign. This process is a part of Google AdWords optimization and is a way of separating unproven and lower performing keywords from the strong ones, and it offers the following advantages:

Better control of your budget. If all the keywords are in one campaign regardless of their performance level, you cannot concentrate on the ad spend to the keywords that perform better. Creating a disconnected campaign for the top-performing keywords will allow you to invest more money and reduce your exposure to the lower performing keywords.
Accurate reporting. When the best keywords are in a single campaign, it will be effortless to recognize trends when looking at the campaign. However, when all the keywords are in a single campaign, poor performing ones will distort your reports and prevent you from spotting trends.

As said earlier, lower performing, poor Quality Score keywords are pushing the scores of other keywords in one campaign. Separating those keywords, optimizing ads, and landing pages will further increase the overall Quality Scores.

Replanting keywords, according to the time of the day or location, is also a great idea. It makes sense to open a separate campaign for Texas's state only if the state’s people react differently to your ads compared to the other States. It is also possible to have an isolated campaign for the weekends. There might be some keywords that have a better chance of converting during weekends for whatever reason.


Now let’s step up our game and concentrate on the bids!


Bid Optimization


Optimizing bids' primary goal is to understand the keyword level bids, which can help you increase the conversion rates to the maximum for every keyword. Thus, efficiently measuring bids is a critical optimization step of Google AdWords. You should have conversion tracking prepared in your Google AdWords account, which will allow you to assess conversion rates at the keyword level.

If you haven’t done it already, you should do it right now and then come back here to proceed. Evaluating conversion rates is a great Google AdWords optimization tool, and it’ll help you get an idea of how well your ads are doing.



Since this is an ultimate guide, we should not leave without teaching you some calculations. Math should not scare you or anybody because, as you will see, it is simple.

First of all, you will need to know how much you can invest in conversion. It hinges upon the customer lifetime value, business, and what you mean by saying a conversion. It might be a sale, phone call, visit the store, registration, etc.
The next thing we need to do is to use AdWords conversion tracking to calculate every keyword’s conversion rate.
The final step is figuring out the highest cost for each click, which is the most amount of money you can invest in a keyword.
We will provide you with an example so you can understand what are we on about:

Imagine you have decided that you can pay up to 50 dollars for conversion and have a keyword with a conversion rate of just 2 percent. To calculate the highest cost per click, you may multiply the maximum amount you are willing to pay by the conversion rate. This will give you the final amount of money you are ready to pay for the particular keyword. So to calculate, we multiply $50 by 2%, which will give us $1. It is the maximum amount of money you can pay for the keyword.

If you are reading this, you are probably new to Google AdWords optimization and don’t have the necessary information about the conversion data. But don’t worry, because we have thought of people like you. You need to narrow your focus first by getting rid of the keywords that perform poorly and aggressively bid within your budget. Aggressive bidding will put your ads in primary positions to get the most clicks and give you a better shot at gathering conversion rate data.

After you collect sophisticated information regarding your keywords' performance, you can go ahead and begin to separate those keywords based on their effectiveness and ROI. It will allow you to dedicate the most significant proportion of your budget there. Your remaining budget can be assigned to do some tests on lower-performing keywords.


Let’s now look at campaign targeting.


Campaign Targeting

If you have come here, it means you are really into this stuff, so I would like to let you know that we are finally done with the keywords, organization, and the bids. The next thing is to monitor the campaign performance in different geographic locations, at different times of the day and the type of device.


Device targeting

The performance of ads will differ significantly depending on different devices used by the consumers. Typically, desktop traffic has higher conversion numbers compared to mobile phones. So if you are organizing one campaign for all devices, it means you don't see the bigger picture.

For instance, if your ads are performing very well on desktop computers but poorly on mobile devices, you will see the overall number and consider your campaign unprofitable. If you were to move mobile device targeted ads into another campaign or remove from your list altogether because of their poor performance, your campaign would become profitable right away!

If you want to monitor the overall performance of the campaign by a device, go to the Settings section and click on the Device. The page will give all the information about the campaign performance by device. You can play with these functions until you are thoroughly familiar with the indicators; they are providing useful information about Google AdWords optimization.

If the reports show that all of your mobile targeted keywords are performing poorly, you should turn mobile targeting off and continue with the desktop targeting. However, if you notice that some of your mobile targeted keywords are not doing very bad compared to other mobile targeted keywords, you can move them to another campaign and turn off mobile targeting in the existing one completely.


Geographic targeting



To monitor the campaign's performance by geographical areas, go to Dimensions>View button>Geographic. There you can use Columns option to add or delete columns. The data in this section is quite detailed, so you can go deeper and deeper, depending on how precise you want to get.


Time Targeting

According to Google AdWords optimization experts, it is essential to determine how well the campaign is doing at different times. They suggest monitoring the difference between specific hours of the day or different days of the week. For instance, restaurants who deliver meals can have more conversion rates right before dinner time than later in the evening.

So restaurants would bid aggressively during lunch and dinner times, and minimize bids during other hours. To get the data about the performance by day or time, go to Dimensions>View button>Time and then choose the hour of day or day of the week.

If you see that the bids need adjustments because they perform significantly better and increase conversion rates, you should restrain them during unproductive hours by going to Settings>Ad scheduling. After we have finished ad targeting and are confident that the ads will be aggressively put during the selected hours, we can move on to the next step, the ad copy.


Ingredient #2. Optimizing The Ad Copy


In this step, we will presume that the ads are arranged into different ad groups so that every keyword inside the ad group matches the ad copy. Also, we will assume that you have successfully narrowed down your target audience and are left with the ideal consumers. You have already selected the times, locations, and devices according to your needs for optimization purposes.

If you haven’t completed all the steps above, you should stop right here and go back up to finish all the steps and return here once you are done. The perfect ad copy on the whole planet can fail if you have made your ad go live at the wrong place at the wrong time. Thus, it is vital that you complete the mentioned steps for the sake of Google AdWords Optimization and not worry about failing. Once you fail, you will learn valuable Google AdWords lessons that you will need in the future.

There is a process called split testing in optimizing the ad copy. It consists of testing distinctive ad variations to determine what works best, what doesn’t. It is a process of enhancing your ad copy and is a crucial step in Google AdWords optimization.

For instance, if you decide to create two different ad copies and show them to the people. You should indicate one of them to 50% of the audience, and the remaining 50% should see the second ad copy. Over time, you will gather a piece of sophisticated information regarding each ad copy's performance, for example, the conversion or click-through rates. You might then decide to disable one of them and continue with the other one for optimization purposes. There are five main things you should concentrate on when creating the ad copy:


What you offer

The headline

The Description lines

Display URL

Ad Extensions


The offer

You should create an ad copy that will stand out among the competitors' ads and bring more traffic and conversions. It has to grab the customer's attention, so they cannot resist clicking on the ad and possibly purchasing your products or services.
Many businesses make a mistake of overlooking this part of Google AdWords optimization. They make regular ads with regular offers that do not shine in the eyes of the customers. However, you should never overdo it. Putting too much information on your ad can have negative results and do more harm than good. Therefore, it is essential to keep it brief and straightforward.

An important thing to note is that the average Quality Score is affected by the click-through rate. It means that if your competitors’ click-through rates are higher than yours, you will have a hard time getting the Quality Score high and making a decent profit. Having a lot of competitors also means that you have to bid or pay more for the top placement.

Therefore, it is crucial to building compelling ad copies and make sure they get maximum attention. Once your ads are terrific, you should be able to compete with the others and afford to pay more for the top placement because the click-through and conversion rates will be high, getting you a better return on investment. Thus, it is vital to consider your offer carefully for Google AdWords optimization.

If you have just started optimizing the process for Google AdWords, you can look at your competitors’ ads and think of what it is like to create one. They are already using the keywords that you are planning to utilize, and it would make sense to learn from them as they have probably been into this for some time. You should remember that you have to come up with a more significant ad. Otherwise, people will click on the competitors’ ads instead of yours.


What can I offer that will differentiate me from my competitors?


Free Samples - If you have just started the business and don’t have many customers, you can bring traffic to your website or business by offering free samples or demos of your products or services. This way, people will have a chance to get to know you or your company well and try your products or services to determine whether it is worth value. Once you get the momentum of customers flowing in your direction, you can then transform free samples and trials into actual sales and profit.

Special Discounts - Everyone knows what a discount is, and you can grab people’s attention by offering a little bit lower prices. However, you should be cautious if you choose to do so because you might lose money in the process and even risk going bankrupt when you are offering lower than the minimum market price.

Guarantee Your Products - If you are guaranteeing your product, the people will have more trust in the business. It will considerably improve the chances of them doing business with you. Money-back guarantees will assure the consumers that you are confident in your product and willing to pay customers back if they aren’t satisfied.

Free Gifts - Everyone adores free stuff, who doesn’t? So offer your customers gifts if they choose to purchase a product or service. You might also exploit discount offers such as 1+1. This way, the customers will be getting two identical products for the price of one.


Now let’s look at the Ad and see what it is going to look like


The Headline

The headline is the first that people read right after they click on the Search button. Now there are two main goals. First, you should be certain that the headline is one hundred percent relevant. The second thing is to stand out from the crowd. Therefore, you need to be a little creative to come up with unique headlines.


Description Lines

In this section, you need to explain what your business offers. It has to be plain and simple.


Ingredient #3. Landing Page Optimization


And the final ingredient! Don’t worry; this is the last and the shortest section of this post. Here I will briefly explain what it takes to enhance the landing page for Google AdWords optimization purposes.

We will assume again that you have completed all the optimization steps mentioned above and will get the maximum click-through rates. However, the landing page also has to be optimized because it is a job of a landing page to convert website visitors into leads or sales.

Note: You should never use the homepage as a landing page. Home pages usually provide a general idea about the business. However, you need a webpage that will tell the customer the same thing the ad told her. Website visitors have to be sure that she has come to the right place. Thus, you should create a landing page and optimize it simultaneously with the ad. If you have different ad copies for different products or services, you should consider creating separate landing pages that will be optimized around the ads.


How to build a landing page and what does it take?


The Headline - The headline of a landing page is a vital optimization step which does not have to be overlooked. The headline must match the contents of the ad. After all, the ad's contents are the main reason why the website visitor came to your site, right? Thus, it is essential to keep them highly related, so the visitor does not bounce back, killing the conversion rates.

Focus on Benefits - the landing page should demonstrate what benefits business partners get from buying your services or products.

Social Proof - Many people hesitate to take and action and purchase something if they have just found out about your site. They might need recommendations from other people to make sure that you offer quality products and the best customer experience. Therefore, it is vital to put some testimonials on the landing pages. You can also try social media marketing and connect with the customers to build trust via social media websites.

Navigation - Once a website visitor has “landed” on your site, it is essential to show her what to do next. It can either be a telephone number saying she can call and ask for help or initiate the process of converting the visitor into an actual customer.


Tips to make the AdWords campaign successful




Adwords is one of the best digital marketing tools to advertise your products and services. To run an efficient AdWords campaign requires smart work. You have to build the strategy by using the tools to target the right audience and running a successful AdWords campaign. In the Google Adwords platform, there are several settings and targeting options for different types of businesses. The options and settings are complicated and take time and budget.

To make the AdWords campaign successful, you have to set a clear goal and budget. You should know the target audience, decide on the right campaign type.


Get a Google ads account.

You should sign up for an account on the Google AdWords website. After signing up, click the “Create your first campaign” and start to run the campaign.

The common misconception about Google AdWords is that it requires lots of money and time. Still, if you are utilizing it efficiently, you will run a successful Google AdWords campaign and efficiently achieve the targeted marketing goals.


Pick the right campaign type.

After you have created an account on Google AdWords, the next step is choosing the right campaign type based on your marketing goals. There are various types of Google ads campaign, such as:

  • Search Network with Display Select
  • Search Network only
  • Display Network only
  • Shopping
  • Video
  • Apps

Pick the right campaign type based on your goals for advertising. For instance, if you find the right audience for your business, you should choose the Google Display Network to reach the audience while they are surfing on their favorite website or just checking their Gmail account.


Set a clear goal

One of the critical things to consider while starting the AdWords campaign is having a clear and specific purpose. While doing so, you will improve the AdWords campaign's return on investment, grow sales, and create brand awareness. Set the goal ahead and run a successful AdWords campaign.


Know the target audience


Invest your time and resources to understand the target audience. You need to make sure that the ads will draw the audience's attention and convince the customers that they need these services and products.

Setting a goal and knowing your target audience will help to lead the customers to perform a Call-to-Action and get the satisfaction hopefully. Targeting the right audience ensures that the ads will draw attention to the proper context and tone, increase customer interest, and drive your customers to take action. If the ads resonate with the target audience, the AdWords campaign will have successful results.


Set the AdWords budget



One of the best AdWords campaign tips is setting the budget per campaign. You should set the budget for each campaign, as this will not make the work complicated among the multiple ads. Determine how much money you need to spend each AdWords campaign monthly, weekly, and daily. Set the AdWords budget and do not stay with an empty bank account.


Avoid misleading customers

It is recommended not to mislead the customers. Set the ads relevantly for each ad group and display significant queries. Try to provide full information about the services and products, be specific, and avoid mistreating your customers. Make sure you run the AdWords campaign correctly and engage with the visitors directly and honestly.


Set the AdWords campaign by device

As a business owner, you should know that traffic coming from desktop and mobile devices differs. Our recommendation is to categorize the AdWords campaigns by the types of devices. With structuring campaigns by methods, you can set bids and track the results separately. Set the campaign by the device and control the return of investment completely.

In the next paragraphs, you can learn about tracking and testing your progress, choosing the right campaign type, and much more.


Use negative keywords

As mentioned above, negative keywords allow you to eliminate the search terms from your campaign so that you can focus on the keywords that matter more to the customers. You can escalate the ROI by improved targeting.

Because it has different types of AdWords campaigns, it targets various types of negative keywords. They work differently for every campaign type. For instance, if you are running a Display campaign, negative keywords will be excluded as an exact topic. One of our essential AdWords campaign tips is using negative keywords because selecting what not to target is necessary to run a successful campaign. Targeting negative keywords will help to streamline the ads. It will improve the Google AdWords Quality Score and drive more traffic to the website.


Track and test accurately

While the AdWord campaign is running, you have to make constant adjustments. Any small improvement in the landing pages, keywords, knowing what works for the campaign and what doesn’t is the key to seeing the big difference in the long term.

One of the AdWord campaign tips is testing and tracking accuracy. Once you have determined the marketing goal, plan several tests to escalate the outcome. Start from identifying the keywords to bid on, landing page design, email marketing campaigns and create variations of ads, check which one is getting the best click, the lowest CPC, the highest conversion rate, and triggering a sale.

After learning the best ads, keep them to lift Return on Investment (RIO) and remove the keywords which are not generating the returns. If you are not adequately tracking, you can not expect to promote the ads successfully. Test and follow various bid strategies, keywords, and ads to find the best choice to reach CPA goals. As you run the AdWords campaign, you will get fruitful results from tracking the keywords and ads, producing many leads.

Determine a bid strategy



Another practical tip for the AdWords campaign is determining a bid strategy based on marketing goals. There are various bid strategies that Google Ads offers for several types of campaigns.

After choosing a network for the Google AdWords campaign, you can identify a bid strategy suits you the best. Every bid strategy focuses on the different types of campaign and advertising goals. If your primary goal is getting clicks, decide on CPC bidding, if it is getting more conversions, think about Smart bidding. There are as well sub-strategies you may follow.

There is four Smart Bidding strategy that you can use:

  • Enhanced Cost-Per-Click Bidding
  • Target Cost-Per-Acquisition
  • Maximize Conversion Bidding
  • Target Return-On-Ad-Spend


There is two primary CPC bidding strategy:


  • Automated Bid Strategy, maximizing clicks
  • Manual Cost-Per-Click Bidding

Once you have completed all the steps above, you should now be sailing on open waters. Now that you have read it all, you should have a comprehensive understanding of the whole process and how Google Adwords optimization works. Nevertheless, this does not inevitably mean that you will succeed the first time you do it. It is usual for the beginners to make inevitable mistakes here and there which is normal and should not discourage or scare you. It is only essential to make sure that you learn from the mistakes and not let them mess up your Google Adwords campaign ever again.



Remember that when you have a well-planned strategy for your Adwords campaign, it doesn't end there. You have to pay more attention to it after your launch the ads. That way, you can make Google Adwords optimization changes as you monitor the progress. We recommend it because even if you rank well on search engines, your ads campaign can fail if you don't manage it well. 

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