Tips for improving your AdWords performance

Got your ads up and running? You’re probably eager to help them perform better.

Click the topics below for more about a few things you can do:

Make the most of your ad text
  • Include keywords (for keyword-targeted ads)
    When customers see keywords in your ad text, they'll know that your ad relates to their search. Also, customers tend to search for products and services, so avoid using your company name in the ad title unless your goal is brand/company name recognition.
  • Showcase your unique selling points
    What makes your product or service stand out from the competition? Highlight what's different and appealing. Make sure that you describe any unique features or promotions that you're offering.
  • Make customer actions clear
    Whether you want customers to "Buy" or "Order now" or even "Get your custom unicorn scarf today!" your ad should encourage customers to click, and make it clear what they should do on your site when they arrive.
  • Test ads with different text in each ad group
    Will "Handmade scarves" get more clicks than "Colourful wool scarves"? It's hard to know – until you try different offers and call-to-action phrases to see what's most effective for your advertising goals. There's no harm in trying because our system automatically rotates ads within an ad group and shows the better-performing ad more often.


Let's say that you run a shop that sells animal-print scarves. Using the suggestions above, you could write an ad that highlights a popular product on your site that customers might search for, mentions a special deal and offers visitors a clear action to take.

Handmade Cheetah Scarves
2-for-1 animal print
scarves. Buy now!


Make sure that you review our advertising policies when making changes to your ad text. After you've saved your changes, your ad will be re-submitted for approval.

Make your keywords work
  • Choose your keywords carefully
    Include specific keywords that directly relate to the specific theme of your ad group and landing page. For best ad visibility, include relevant keyword variations, along with singular and plural versions. If applicable, consider using commonplace terms, alternative spellings, synonyms and product or serial numbers. To find keyword ideas, try using Keyword Planner.
  • Take advantage of keyword matching options
    With some keywords, you'll get more ad impressions; with others, you'll get fewer impressions but potentially more clicks. By strategically using keyword matching options, you can reach the most appropriate customers. Review the keyword matching options to make sure that you're using them effectively.
  • Add negative keywords
    Use negative keywords to reduce the number of people who view your ad but probably aren't interested enough to click on it. Your ads won't show for search terms that match your negative keywords.
  • Use unique keyword URLs
    Keyword final URLs send customers to a specific landing page, ensuring that they arrive immediately at the most relevant page for the keyword that triggered your ad. Edit individual keyword URLs by clicking "Edit" above your keyword table.
Organise your campaigns for your target audiences


If you sell MP3 players, and you've organised your campaigns by brand, create multiple ad groups based on the MP3 player models of each brand.

  • Organise your campaigns by topic
    What do you want to achieve with each campaign? What's your business goal? Structure your campaigns based on this goal. Separating campaigns for each of your product lines, resources or brands can also help you monitor and adjust your ads more easily.
  • Target the right languages and locations
    If you ship your products to locations within a certain distance of your business, target the country, county, region or city related to that area. Make sure that you target only the languages and locations that are relevant for your business.
  • Create tightly-themed ad groups
    To ensure that your ads reach the most qualified customers, each ad group should focus on a single product or service. Build a list of keywords or placements, then separate them into related ad groups. Create ads that pertain directly to that list.
  • Don't repeat keywords across ad groups
    Google shows only one ad per advertiser on a particular keyword, so there's no need to include duplicate keywords in different ad groups or campaigns. Identical keywords compete against each other and the better performing keyword triggers your ad.
Design your website for your customers
  • Point customers to the right landing page
    Typical website visitors decide quickly whether to stay on a site or move on. When visitors click on your ad, they should arrive at a landing page that clearly displays the information or product offered in your ad. If visitors don't immediately find what prompted them to click on your ad, they're more likely to leave your site without becoming customers.
  • Test your way to effective site content
    So that you don't have to guess what web page content will lead to the most conversions, we offer the Website Optimiser. This tool lets you test different versions of your site content – such as text, images and layout – on your landing page or any other web page. The results will show what's most effective in increasing conversions on your page and boosting your return on investment (ROI).
  • Keep the user experience in mind
    As you design or redesign your landing page and website, make it your goal to give your visitors a positive experience.


  • Place important information and images on the top left, where the eye naturally goes first.
  • Help people to get what they want in three clicks or less.
  • Remove pop-up windows.
  • Create a simple process for customers to complete transactions.

Next steps

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