Five Google Adwords Optimisation Tips

Google Adwords can be a powerful advertising tool to support your search engine marketing (SEM). However, the creation of Adword campaigns requires optimisation to keep costs nice and low and performance nice and high. This post outlines five tips to optimise your Adwords campaigns.

Google Adwords Tips

1) Set a strategy with objectives

Now that you have identified a need for advertising online, it’s important to set a strategy plan, select objectives and define a purpose.

  • Greater visibility online (branding)
  • Global market penetration (same product, new market)
  • More sales (general or specific) • Brand penetration (more mentions of your business)
  • Click thrus to your website or online pages
  • Opportunity to promote your product, service, news or resources
  • More email sign ups / Competition entries

By setting a strategy, you can mould your ads around your core objectives and budget.


Budget: €500 per month

Objective: Draw attention to new clothing across four categories. Branding

Strategy: Create text-based ads on one new item within each category; add extensions for category to each Objective: Reward mobile users online with offers

Strategy: Mobile ads only, link to current offer. Use remarketing to re-market to lookers only These are extremely simplified strategies, but you get the point. A strategy allows you to home in on your goals.

2) Research keywords and the competition

Research is vital when advertising with Google Adwords. Keywords are always best researched as soon as you have a strategy in place. Use the Google Adwords Keyword Tool to analyse search terms. Remember to adjust the settings to load results for your geographical target/s. Download your results and filter by local searches (highest to lowest) to reveal the most popular phases.


  • Phases are best (not singular terms)
  • Chose mid-level popular and low-mid level competition terms (otherwise you’ll pay through the teeth for the bids)
  • Highlight your chosen phases and make a list

3) Setting up the RIGHT Adwords advert

Google Adwords has certainly flexed its offerings with a multitude of ad types and options. But how do advertisers know which ad type and option is best? Although I hate to hark back to strategy – Strategy + budget = ad. It’s that simple. Once you know what you’re targeting and how much you have to play with, your options will become clear.

Here’s a list of options:

Search only Your keyword-targeted text adverts will show in Google search and via partners like Gmail.

Standard or all featuresAdwords ad extensions

Standard ads are nice and basic; however all features gives you access to:

  • Add extensions to further site links, social links, phone number and location

Display network only (Websites which are part of the Adword display network like: New York Times, Gmail, YouTube, Blogger, and publications/directories/Adsense sites)

You can choose from:

  • Text
  • Rich media
  • Video

With ad options

  • Ad extensions
  • Mobile apps – feature on Google’s app network
  •  Target operating systems, devices and wireless networks
  • Ad delivery options • Remarketing


Add an extra piece of code onto your website and create ads that target people based on website behaviours (IE those who visited a product category, but didn’t purchase. Create a targeted ad for only them, offering a discount of 10% on this category).

Ad delivery options allow you to show your ad on certain days and times in the week. Excellent for international targeting or for weekend only offers.

Remarketing is perfect for e-commerce sites.

Search + Display networks (as above, including search)Google ad network metrics Infographic

You can choose from:

  • Text
  • Rich media
  • Video

With ad options

  • Ad extensions
  • Mobile apps – feature on Google’s app network
  • Target operating systems, devices and wireless networks
  • Ad delivery options • Product Listing (Google Merchant Center only)
  • Remarketing

4) Match ad Copy to your landing pages

Many advertisers fail to understand the link between keywords, ad text and landing page text. They are all interlinked. When you agree a strategy (and pages to advertise), you will then research keywords and match your keywords to your ad text and landing page text. This increases the ad quality (in part). Other factors are bids, total budget and clicks….but getting your ads, keywords and landing pages matched up will seriously boost your quality scores. This process requires you to optimise your landing page using your selected keywords.

Include your keywords in:

  • Your  URL
  • Title
  • Meta data
  • Page headers
  • Page content
  • Alt tags
  • For words and phrases with links

Yoast SEO will assist this process (if you use WordPress for your website)

5) Share data with Google Analytics | Adwords InsightsSharing Adwords data with Google Analytics

Two tips here in one.

First – share your Adwords data with Google Analytics.

Second – use this data to gain insights into the performance of your Adwords campaigns.

Sharing data splits your paid search (Adwords PPC) from your natural search (standard search engine listings). You can now compare the two AND you can compare Adwords adverts, campaigns, spend, etc. If you’re really keen, then you can splice this data further and filter just mobile traffic, or – if you have e-commerce tracking installed – just ads that converted.

Google search and display infographic image credit:

Anyone add any further Adwords tips? Any areas you’re stuck on in relation to Adwords?


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