How to Optimize Google AdWord

AdWords is a popular online advertising service from Google. It uses search keywords and placements, or where ads are displayed online, to help attract people who would be interested in your ads. The goal is to get people to click on your ads and eventually buy your product from your website or otherwise perform an action that would benefit you, such as signing up for a service or getting a quote from you. Optimizing your AdWords ads involves improving the quality and performance of your ads to get your desired results. Here are steps you can take to optimize Google AdWords.

EditSteps

1

Define your goals. Plan what you want to achieve with your ads, such as getting more clicks or a higher return on investment.
2
Refine how you organize your advertising campaign(s). By creating a detailed organizational structure, you can better focus on what areas need improvement in your ad content and placement.
- Separate multiple campaigns by topic, such as brands or products.
- Select relevant languages and geographical locations for your advertising. If you only do business within a limited area, for example, you can narrow your advertising target by country, territory, region or city.
3
Think of specific keywords related to what you want to advertise. The keywords should be words or phrases that people would use to search for your product or service.
- Consider including singular and plural forms of the words, synonyms or other relevant ways to find your product or service, such as product model numbers.
- Google has a Keyword Tool you can use to help generate keywords for your ads.
4
Choose several placements for your ads. These would be relevant websites or parts of websites that target the people most likely to be interested in your ads. Google has a Display Network that has a collection of websites it uses to show AdWords ads.
- Google offers automatic placements and managed placements for ads. Automatic placements use keywords associated with your ads to place them for you on the Display Network. Managed placements do not require keywords and give you more control over your ads' placement, such as by letting you decide which websites cannot show your ads.
- Use specific URLs, selected demographics, or topics you have described or browsed through to choose your placements.
- You can also use Google's Placement Tool to find and choose websites for your ads. Check the "Ad Formats" column when using the tool to make sure your potential placements accept your type of ad, which may be text only, image only, video and text, etc.
5

Separate your keywords and placements into groups for different ads. Use these groups to help organize the ads you create. Each ad group can focus on a particular product or service, such as a model of a general product line.
6
Create attractive ads that are clear and simple.
- Use keywords in an ad's title and text to demonstrate that your ad relates to what people are searching for. This is good for ads relying on keyword-targeting.
- Include unique features of your product, service or business that set you apart from your competitors. Mention any special promotions you are having.
- Write a strong call-to-action as a next step for people to take after seeing and clicking your ad. Examples are "Buy," "Get a quote," "Call," etc.
7
Experiment with the different ads in each ad group.
- Google will rotate ads in an ad group automatically and display the better-performing ad(s) more frequently.
- Use different ad content, such as offers or call-to-action phrases, to find which ads are most effective for reaching your advertising goals.
8

Prepare a relevant landing page for each ad. A landing page is a webpage that people are directed to after clicking on an ad. Each landing page should be specific and relevant to what was advertised in its associated ad.