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10 Top Tips for Google Ads Optimization

Google Ads Optimization

So, you have created a Google Ads account and set up your business on the platform. You’ve had a quick play with the tools and are itching to create your first ad and get it published… 

What now? For first-time users, Google Ads can seem a little overwhelming initially with the sheer amount of tools, options, and features available. This is where a Google Ads agency can help by sharing their experience and knowledge with you. 

Until then, you need a starting point and you need to know how to optimize Google Ads. To point you in the right direction, we have listed ten simple tips below to help optimize adwords campaign strategies for your business – enjoy!

1. Customize Your Geolocation Settings for Localized Targeting

While a global strategy is perfectly fine for adwords optimization, you shouldn’t neglect localized targeting too.

Google Ads has many geolocation features that allows you to choose who sees your ads and where they are located. Features like these are perfect if your business sells to a specific locale or part of the country.

2. Look at the Time and Day Settings

Similar to the above, you can dictate when you want your ads displayed in terms of the days and time. This can be incredibly effective if you have detailed insight into your customer’s habits and when they are more likely to search for your products or services. 

For example, you may feel that people would be more active in their searches and web activity at weekends during their free time. Consider using features like this to ensure better conversion rates from your Ads.

3. Always Convey Your Business’ USP

Your ads must stand out from the competition and a simple way to do this is to convey the USP of your business. 

A unique selling point immediately creates a level of elevation that makes you stick out like a sore thumb which is preferable when creating ads.

4. Include a CTA That Clearly Tells the User What to do

Without a clear Call To Action (CTA) how does your user know what to do when reading or viewing your ad? 

Every ad you create must include a CTA. This could be telling the user to click on a link, buy a product, or head to your website to do something. Whatever it is, make it clear and explicit so there is no uncertainty.

5. Use Active Language in Ad Copy

Active language is proven to be more effective than passive language. It promotes action and creates a sense of urgency and presence that passive language simply can’t. 

Make sure that you proofread your Ad copy and always use active language where possible. You should notice an increase in effectiveness simply from a change in word usage.

6. Utilize Cross-Channel Ad Campaigns

Oftentimes a business may utilize PPC adverts on multiple platforms like Facebook, Instagram, and Google Ads. To understand the bigger picture and monitor the overall performance of your ads, you should look at these as a whole and not separate entities. 

You could also tailor certain ads to retarget customers from other platforms. For example, you could create specialized Facebook ads that capitalize on people clicking on links from your Google Ads. The main point is to look at the relationships between the different PPC platforms and try to make them work together.

7. Use Ad Variants to Test Variations of the Same Advert

The best approach to Google Ads is to create multiple variations of the same advert using the Ad Variants feature. You do this first on a smaller scale and set a small budget for each variation. 

If you find that one is particularly successful you can then increase spending and concentrate your efforts on that advert. You can make subtle changes to the ads including the headings, keyword usage, and copy for example.

8. Consider Using Language Settings to Reach Different Audiences

Shoppers typically respond better when an advert is displayed in their native language. However, many people are also bilingual and can speak multiple languages fluently. For example, a large percentage of the US population speaks Spanish. 

You can use Google Ads language targeting to target bilingual speakers. For example, you could target people whose native language is Spanish, but they are fluent in English too. In this instance, they may use native Spanish browser settings, but would still understand an English advert.

9. A Detailed Keyword Strategy is Invaluable

An underlying key to the success of your Google Ads is keyword usage. These are the associated phrases and words that users will search for, and that will determine the relevance of your ads during the bidding process. 

This is a continual process and you should always use tools like Google Keyword Planner to find suitable short term and long tail keywords you can compete for. You can also simply use Google’s search suggest on the search engine to find related keywords and negative keywords too.

10. Use Automated Bidding

Google Ads has some excellent features that help productivity and are brilliant for beginners. One of these is the automated bidding feature (When an Ad space becomes available you have to bid for it to get placement). 

This automated system takes away the guesswork and allows you to easily bid based on your marketing strategy and goals for your ad campaigns. 

There are some automatic bid strategies to choose including maximize clicks, target CPA, and maximize conversions which give you great control over your adverts.

AdWords Optimization Helps Create a Successful Online Marketing Strategy

It’s one thing to start using Google Ads but without careful planning, research, and effort, you may find that your adverts don’t gain much traction. 

This is why it’s important to create a Google Ads optimization checklist and utilize the above tips to improve their effectiveness. 

Remember that the PPC model gives you greater flexibility compared to a monthly subscription and you can test ad variations and have multiple ads running without spending more. If the ads are successful – fantastic, there isn’t really any downside!

Article by:

Joshua George is the founder of ClickSlice, an SEO Agency based in London, UK.

He has eight years of experience as an SEO Consultant and was recently hired by the UK government for SEO training. Joshua also owns the best-selling SEO course on Udemy, and has taught SEO to over 100,000 students.

His work has been featured in Forbes, Entrepreneur, AgencyAnalytics, Wix and lots more other reputable publications.