The Beginner’s Guide For Google Ads Optimization

With Google Ads, there is always room for improvement, whether you’ve just reached the best Return on Ad Spend in months or struck a plateau. Learn all about optimizing your google ads campaign to get the best out of it.

Greatest hits

If you’re reading this, chances are you’re either new to Google Ads or could use a little refresher. No matter where you stand, we’ve got you covered with everything you need to know about optimization. After all, the better you optimize your campaigns, the more money you can make! So let’s get started…
Google Ads are not set and forget!
Yes – even if you have a killer landing page, a great audience list, and brilliant ad copy, you can still be riding the bus to nowhere if your Google Ads campaign is not producing results (say goodbye to your advertising money!)
If you are letting your AdWords campaign slide, and waiting for the profits to roll in then chances are high that you might see the results you have been wanting. If you want real success, an active management strategy is key. Tweaking, refining and testing regularly will maximize results while learning from what’s working (and not) can prevent missed opportunities – don’t let good money go to waste with a passive approach!
Moreover, this progress can be easily managed to help you improve outcomes without putting in too much effort. So let’s get started!

What is Google Ads optimization?

You know that saying, “the Internet never sleeps” Well, it’s true! The digital marketing world is constantly evolving, and while we’ve enjoyed great success with Google ads over the last few years, things are constantly changing.
This means that no matter how well your campaign is currently performing – if you wait too long without regularly optimizing its settings, a competitor could swoop in and take all your clicks, leads, and sales!

How Often Should You Optimize a Client’s Google Ads Account?

There is no single correct solution to this question. Several variables influence this, including:
  • The client’s Google Ads budget size
  • The amount of historical data available
  • Market competition
  • Targets for the client’s Google Ads account
On average, a Google Ads campaign takes 4 to 8 weeks to provide adequate data for optimization. Variations in the above mentioned variables make it possible to decrease or lengthen this time frame.
The time it takes to see results might vary widely depending on several factors, such as the size of the client’s budget and the amount of existing data. However, if the client has a lower budget and less historical data is available, acquiring adequate data for relevant optimization could take 8 weeks or more.
We suggest performing a thorough account optimization at least once a month, with additional, more frequent optimizations and changes performed daily or weekly. By doing so, you can be sure that your account is always functioning at its full potential and that your money isn’t being frittered away on needless issues.

5 Super Tips for Optimizing Google Ads Account

1. Getting Keyword Planning Right

When searching for something on the internet, how do people find it? Yup, You got it right! It is Keywords!
All of our advertising strategies, from search engine optimization to paid search, begin with careful keyword planning. These allow us to target our ads to the people who are most likely to be interested in them.
It is a proven fact that Keyword selection is made right, and your profits are gonna sore high, but if you choose the wrong terms and don’t target the right people, your advertising budget will go down the drain.
This is why Google Ads needs you to actively manage your advertising budget and place bids on specific keywords that are right for your business and help you grow.
When compared to traditional SEO content, which focuses on improving content quality, this approach does not rely on it alone to improve rankings. Still, if you write your advertising with the right keywords, you’ll save time and money.
For better results, you can use Google Keyword Planner. If you have a Google Ads account,

2. Carefully Use Bid Adjustments

At Invisibleppc we believe that bid adjustment both art and science! Rather than simply excluding some of your client’s lower-performing segments, bid adjustments are an excellent way to fine-tune their accounts based on various factors such as location, time of day, day of the week, demographics, and so on.
As important as bid management is in any Google Ads optimization workflow, it’s worth noting that using the right bidding strategy isn’t just a way to ensure your ad budget is being spent wisely – it’s also important in terms of performance.
For example, suppose you are an Austin-based water damage restoration company, and we want our ads to appear to people searching for water damage repair or restoration. Given the high commercial intent of this type of query, we want to prioritize targeting these prospective customers over others because these searches are much more likely to result in a conversion.
We can accomplish this by adjusting our bidding strategy to bid higher on keywords like “water damage repair near me” or “water damage repair near my location”; these keywords are potentially much more valuable than queries with less commercial intent, so it makes sense to bid higher on them. We could also set higher bids for searches containing these keywords on a mobile device, as this indicates strong commercial intent.

3. Audit your Landing Pages

Google Ads specialists love optimizing UP TO the click and overlook one of the key performance factors: the landing page.
Positive is a good benchmark to start with for ROAS. The best way would be to compare your return on advertising to the return on other channels. If it’s significantly lower, it either means your account requires assistance or that it’s not the best channel for you. Alternatively, if your ad returns are significantly higher, keep investing!
Landing page audits are a great way to ensure your conversion rates meet or exceed Google’s standards. By testing different levels of experience on the same website, you can find out what best suits each situation and optimize accordingly.
Through a simple audit, you can ensure your landing pages are up to snuff and give yourself the best chance for conversions!
You can also read Tips to Level Up Your Landing Pages to ace that landing page game or make a kick-ass Landing page with our exclusive 38-point landing page checklist.

4. Target Your Best-Performing Locations

Geographic targeting is a quick win that far too many digital marketing agencies overlook when optimizing their clients’ Google Ads campaigns. This feature lets you target specific locations with your ads or adjust bids based on which locations respond better (or worse) to your client’s message.
You can target as broadly as you want by selecting specific countries or continents or narrowing it down by regions, cities, or even postal codes.

5. A/B Test Your Ads & PPC Campaign Settings

If you want to be a successful marketer, it’s crucial that your campaign testing stays on point. There are so many opportunities for tweaks and changes with Google Ads; always ensure there isn’t anything else going missing in terms of strategy before conducting any significant tests!
That’s why it’s important to always be mindful of how many tests you’re running at any given time. You don’t want your campaign performances mixed up in the shuffle.
So make sure they stand out from each other by Testing different things like adding new ads and landing pages or changing specific parameters such as reduced CPC percentage for a period during which we measure ROI on these changes before deciding whether or not it’s worth implementing. All in all, try out different campaign settings so that you know what works for you and what doesn’t.

Wrapping Up

By now, you should have a pretty good idea of how to go about optimizing your Google Ads account. If we’ve missed anything or you have any questions, feel free to reach out or leave a comment below. Happy optimization!

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Picture of Justin Rondeau
Justin Rondeau
Justin has been doing this whole “Marketing” thing since 2010, when he was mildly […okay maybe more than mildly] obsessed with all things, data, email, optimization, and split testing. He’s trained thousands of marketers, spoken on hundreds of stages, runs a delightful team of marketers, has dozens of shirts louder than his voice, and loves one hockey team: the Boston Bruins.