Overview of essential tips to improve your AdWords results

Now that you're up and running, and have the hang of managing your ads and measuring your results, it's time to think about improving your account. You can optimize your account's quality and performance, without increasing your costs, by changing your campaign settings. This includes: adjusting your ad text, making bid changes, change your targeting options, and more. Read on for essential tips to improve your account's quality and performance.

Create successful text ads

It's not easy to say everything you want to say about your business in just a few words. Focus on the following:

  • Highlight what makes your products and services stand out; include prices and promotions.
  • Let your customers know what action they can take, using strong verbs like "purchase," "sign up now," or "call today."
  • Include at least one of your high-performing keywords in your headline or ad text.
  • Create multiple ads within the same ad group. Depending on your ad settings, Google may rotate each of your ads and start showing ads which perform better over time.
  • Make sure to match your ad text to the text that people will see once they reach your website.

Improve your keywords

Once you know how to find data for your keywords, you can identify poor-performing ones and make them work harder for you. Choose highly relevant keywords to boost your Quality Scores, or modify the match type for keywords that aren't helping you meet your advertising goals.

You can also use the Search Terms report to see everything that people search for on Google that causes your ads to show. Find terms you would like to add to your keyword list, or that you want to exclude from your traffic, by adding these as negative keywords.


Let's say you're an optometrist who sells glasses. You'd want to prevent your ad from showing to someone searching for or visiting webpages that contain terms like "wine glasses" and "drinking glasses," since that person isn't likely to buy a pair of your eyeglasses.

To do this, you can add "wine" and "drinking" as negative keywords by clicking "Negative keywords" below the main keywords table.

Focus on improving your return on investment (ROI)

To improve your ROI, focus on improving your conversion potential through attracting the right customers to your business. You can do this by taking several steps:

  • use Conversion Tracking to measure how many people are actually buying or signing up for things after they land on your site.
  • Choose highly relevant keywords and ad text. For example, if you run a business that specializes in women's running shoes, try using "women's running shoes" as opposed to simply "shoes." You can increase your bid for keywords that show a profit, to increase exposure and generate more traffic, and you can decrease the bids for keywords that aren't profitable, to lower your costs.
  • Use a landing page in your website that's most relevant to your ad, to make sure customers get what they expect. If you're running an ad for a particular type of women's running shoe -- say, track spikes -- then try to send customers to a page in your site that's relevant to your track-spikes sale. 
  • Make sure that your site is easy to navigate.

Manage your costs

Budget and bid optimization isn't necessarily about spending more -- it's about spending smarter. A critical first step is understanding the relationship between cost and quality. The higher a keyword's Quality Score, the lower the price you pay for each click and the better its ad position.

Once you have a firm grasp of the relationship between quality and cost, you can track your ROI, experiment with your budgets and bids to see what works best, and use performance data to help determine where your dollars will make the most impact.

Organize your account for success

Good account organization helps you make changes quickly, target your ads effectively, and ultimately reach more of your advertising goals. By creating well-structured campaigns by theme or product (women's track spikes, women's distance running shoes, and so on), you'll also have sets of ads and keywords that are directly related to each other, which helps improve your Quality Score. With a well-structured account, you can:

  • Determine which ads are creating the optimal conversions (like sales or leads) and traffic.
  • Monitor changes easily.
  • Maintain better control over budgets and costs.
  • Locate specific keywords quickly.
  • Easily manage and edit your campaigns.

Get ideas to improve your account

Using the Opportunities tab in your AdWords account, you can get opportunities customized for your account. It can help you discover new keywords, improve your bids and budgets, and more. You can review the opportunities, evaluate their potential impact, then apply them directly to your account.

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