The Ultimate Google Ads Optimization Routine Tips / Guide

While SEO is a very important part of any online strategy and isn’t going anywhere anytime soon, PPC techniques can and should be used in conjunction with it to get the best results. However, many businesses don’t know how to optimise Adwords to get the best results.

If you want to see great results right now, Adwords is the way forward. In fact, you can begin generating results almost immediately by making the most of your Adwords campaign. If this sounds like something you’d like to do, you’ll find Adwords optimisation tips below that will help you make a huge difference to your online marketing campaign overall.

You might think you have a great campaign in place, but this advice might just open your eyes!

The Pareto principle: 80/20 rule

Optimisation is an ongoing and never ending process, and therefore it is best to focus on the most immediate areas of improvement, before working on areas of medium impact, and then lesser impact. 

You Must Track Your Conversions

  • When you begin using Adwords, the first thing you need to focus on is properly tracking your conversions. This is essential in any Adwords account. You will not know which keywords are driving leads, and which simply have you wasting money if you’re not doing this. Figure out which conversions you’re going to track by thinking about which conversions are most important to you. A conversion is when you get a user to complete an action on your website, whether that’s signing up to your emails or making a purchase. It should be something you deem important and valuable to your business. It might be any, or multiple of the following:
  • Becoming a lead via a contact form. 
  • Making a purchase
  • Live chat – asking a question 
  • Phoning you
  • Signing up to a newsletter

Tracking this is a must or you’ll simply have no idea how much money you’re spending!  


Anomalies are deviations of statistical significance. For example if a keyword or campaign spends more than 50% today, than the usual medium daily average over the last month. If so, it might be that certain bids are too high, or the budget is not capped. Or if the CPA for a campaign increase more than 50%, this requires immediate attention. Using automated daily alerts, or even better Google Ads scripts is more instant. 

Understand the research and buying process:

Try to understand what stage of the buying cycle a user might be in. To target serious buyers, you can try keywords that include words like buy or purchase. If you want to filter out research-oriented searches, you can add negative keywords like reviewratingcompare or comparison.

Use The Power Of Search Query Reports

Search query reports uncovers the actual words or phrases that people are typing into Google to find your business through AdWords. This makes it one of the most valuable tools available. You can use this tool to reveal user intent and help you to figure out why your campaigns may not be converting well. You might find that people who are clicking on your adverts may not actually fit your buyer persona, which means you’re wasting budget on the wrong traffic. 

If you do seem to be getting high quality traffic, then your landing page may actually be the problem. You should have great call to actions, and copy that is speaking to the problems of your audience. It must all be tailored to them to work. Talk about their problems and the benefits they will enjoy from working with you. Oftentimes, people are more interested in the benefits they will experience rather than the features of a product. To learn more check out our article Google Ads Search Terms Report Tips

Improve Your Keyword Quality Score

Improving your keyword quality score will make your campaign more of a success. But how do you improve your score? The following three things are said to be the most important:

  • Expected click-through rate
  • Ad relevance
  • Landing page experience

However, increasing your click through rate is something quite different. If this is what you want to do, you could create a more relevant ad for the keyword if you believe it needs one. You can also keep headlines relevant while showing value, and keep campaigns tightly organized with focused ad groups. To learn more check out our article Google Ads Quality Score Guide. 

Take Advantage Of Location And Time Settings

Many accounts don’t do this step and end up wasting their ad budget further. Ads only appear in regions that your business serves, so use location settings if you’re a business that only serves a specific location. 

To make this even more effective, you can consider breaking up your targeted regions into smaller areas in order to modify your bids for areas that are performing better or worse, based on your marketing objectives. This way, if a certain location isn’t converting at the expected rate, you can lower your bids and allocate that spend to other locations that are performing better.  

Make Segmentation A Focus

If you segment your data in Adwords, it shouldn’t be long before you begin figuring out where your wasted budget is going. You can segment your data in a number of ways. Device and network segmentation are two of the biggest places you will usually find wasted budget. 

Segmenting by device will help tell the story of the user’s experience on any device, whether they are using a tablet, laptop, or something else.

Bin Off Your Non-converting Keywords

You have to be prepared to get rid of your non converting keywords if you’re going to make a success of your AdWords campaign. There are so many keywords that have good click-through rates, quality scores, and cost per clicks, but you might find that only the top 2 or 3 keywords generate any conversions for you. This means you have to filter out the non converting keywords by pausing them or continuing to reduce bids until they have a CPA comparable to the account average, or get no traffic – so you can begin saving money, or at least putting that money to better use in this campaign.

Get Rid Of Broad Match Keywords

Getting rid of broad match keywords could be the final most effective step you can take. Cutting out broad match keywords can improve cost per conversion, conversion rates, and more.

However, before you get rid of all broad match keywords, make sure you check the search queries for that keyword. Using broad match keywords isn’t always a bad thing. This is something you should experiment with and keep a close eye on. To learn more check out our article Google Ads keywords match type guide.

Make your ads appeal to potential buyers

A successful ad is relevant and impactful. It delivers the right message at the right moment, motivating your customer to purchase with a strong call-to-action.

Here are some tips for writing effective ad text:

  • Set your ad apart from your competition: Use the Ad Preview and Diagnosis tool to see which ads are showing for a particular search. Your ad text should quickly convey how your business stands out, so featuring competitive prices and special promotions can be especially effective.
  • Highlight the customer benefit: Give customers more incentive to purchase by conveying how they’ll benefit by choosing your business.
  • Keep it simple and specific: Focus on 1-2 selling points for stronger impact. If you try to pack too many selling points in your ad text, your message can get lost.
  • Use a landing page that drives sales: Your ad should bring people directly to a page where they can buy the specific product that you’re advertising. Think of it this way: The connection between your ad and landing page is the bridge between a potential customer and a purchase. The stronger they’re connected, the more likely you are to generate sales.
  • Run seasonal ads: Customise your ads to fit the season and the promotion you’re running. Take advantage of seasons (Summer, Winter, “back to school”) and specific holidays (Valentine’s Day, Halloween, etc.) to promote your products.
  • Use title case: Capitalising the first letter of every word can help boost click-through rates.
  • Use ad extensions to enhance your ad: Take advantage of ad extensions to show extra information about your business.

Types of Optimisation Updates

Account build-out 

Plan how you to expand the account. Do some campaigns need to be expanded into more campaigns. Which targeting options are not yet used, how many new campaigns are needed. Do ad groups need to be split up or consolidated.

Client onboarding

Create a list of tasks prioritized for the 1st week and month, with a medium term plan for ongoing optimisation and management. 

Daily optimization

Make sure their is no major ROI anomalies. For example if a campaign is spending more than usual and it is not performing well, check it in more detail to identify the exact cause and make any necessary adjustments.. 

Make sure the spend month to date is on target to meet the spend objective by not over or under spending. 

Bid management

Make sure their is no major ROI anomalies. For example if a keyword is spending more than usual and it is not performing well, reduce the bids, or check the bidding strategy. To learn more check out our article Google ads bidding strategies guide

Keyword list building

Use the search terms report and keyword expansion tool within the ad group area of the online Google Ads manager. 


Check if non-converting placements needed to be added as excluded placements. Do any well performing placements need to added as dedicated managed placements with their own bids. 

Conversion Optimisation

Check landing page performance report. Make sure certain pages are not far below overall account average. To learn more check out our articles CRO tips and how to use Google Optimize

Weekly optimization

Weekly optimisation tasks are for the most part, the same as daily tasks. It is just a longer period so their is also more statistical certainty. 


Check out the Google Ads reports area. Setup automatic reports within Google Data Studio. 

Ad targeting

Check the traffic is still relevant for each campaign ad ad group. For example run the search terms report and placements report.

Audience definition

Refine audience targeting using demographics by monitoring conversion metrics based on relative performance. 

Account Settings

Make sure all campaigns have the optimum settings. For example if a campaign is getting more traffic before, it may be eligible for automatic bidding. 

Monthly Optimization

Check month one month performance of the account, campaigns, ad group, adverts, kewords and other targeting options. 

Spring Cleaning

Often it is best for another account manager to review as a second pair of eyes. This is a re-audit process


If you aren’t optimising your Adwords campaign effectively, you could end up spending a load of money on key terms that do absolutely nothing for you. You are guaranteed to waste a lot of money if you’re not sure how to use AdWords correctly. Although you may even have a decent campaign set up, the majority of companies have at least one area in which they can cut unnecessary ad spend. Take a close look at your own campaign and you might find that you can make a few small tweaks to hone your campaign and make it work better for you.

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