How to optimize the AdWords / Google ads campaign?

How to optimize the AdWords / Google ads campaign?

Optimizing Google ads campaigns requires time and know-how. Once your campaigns and ad groups have been created, all you have to do is optimize them. This article will show you all the optimizations necessary to make your campaigns profitable and at a lower cost.

 1. Keyword exclusion

When you create your campaign (see article – Adwords campaign creation) and your ad groups, it is advisable to create two ad groups with identical keywords whose type of correspondence is “exact” for one and ” broad modified ”for the other.

This system will make it possible to retrieve all the queries around the keywords included in the ad groups. Thus, you will be able to broaden your spectrum and reach as many potential customers as possible.

In this specific case, the keywords can conflict and create confusion in your campaigns. To avoid this keyword competition, add negative keywords from the “exact” ad group to the “large modified” ad group and vice versa.

To do this, click on the “large modified” ad group and go to “negative keywords”. See example below.

You have the choice of adding negative keywords at your campaign or ad group level. In our example, add the keywords you want to exclude at the ad group level. Add them in exact match type.

Thus, the two identical ad groups will no longer conflict and this will optimize your Google ads campaigns.

2. Search terms analysis

This Adwords optimization can be important since it allows to reduce costs significantly by excluding keywords that are not relevant to your campaign and on which you can spend money unnecessarily.

Take the example of an AdWords campaign that wants to broadcast an ad on the “first-position” brand. If you add a keyword in your ad group such as Top Position (wide match type) people can see your ad by entering the following search terms:

– first race position

-first position in classical dance

In this case, the keywords “classical dance” and “race” should be excluded because they will affect

Internet users who do not correspond to your target. Thus, the quality score of your campaigns will be better and you will no longer pay unnecessary costs that will tarnish your performance.

 3. Adding qualitative keywords

If your campaign has been running for a month or two, you’ve racked up conversions and a history of search queries.

Thanks to this, I recommend that you observe the cases where you got a significant number of conversions and which were not added to your ad group. These queries which you may not have thought of when creating your AdWords campaigns, add them to your “exact” ad group. Thus, you will have the opportunity to find new high-performance keywords and reach a new target.

Once this change has been made, do not forget to exclude these keywords in the “large modified” type ad group.

This optimization of your AdWords campaign will allow you to refine your account on qualitative keywords.

4. Keyword bidding adjustment

Adjusting bids is also essential to reduce your expenses and lower your costs:

– Keywords with low CPA: increase the bid on keywords with low CPA (cost per acquisition). This means that your keyword is inexpensive and generates a lot of conversions.

– Keywords with few conversions and high CPA: some of your keywords cost you dearly and generate little conversion so lower the bids to stay in a more standard position (3rd or 4th)

– Keyword with little competition: in the event that you are competing with a single advertiser, observe the auction on which they are positioned. To do this, add the column below.

If the bid is very high and you cannot keep up with this budget, lower the bid as much as possible so that you will stay in second or third position at a very low cost.

As a reminder, do not try to always be in the first position. If possible, of course, stay in the first position. The clicks are more important and your visibility is better. The Internet user first observes the first position and attributes the position of the ad to the reputation of the company. So your credibility will be better. The second or third position is sometimes the best because you can reduce your spending and get the number of clicks you want.

In the event that the company has a large budget envelope, it is clear that the first position is strategically more relevant in terms of image and performance in view of the allocated budget. Despite everything, many advertisers want at all costs to stay in the first position without understanding the consequences on their performance and their budget. It is important to understand that in some cases position does not determine the performance of your campaign.

5. Improve quality score

The AdWords quality score is a Google algorithm that assigns a quality score on a scale of 1 to 10 to the keywords in your AdWords account. This quality score will have an influence on the positioning of your ad. The quality score is based on three official criteria.

–Expected click rate: this is the probability that the ad receives clicks. It is based on the existing, that is to say, the history of performance obtained previously and on the probabilities of clicks. This assumption is based on the match between the search term entered by the customer and the keyword purchased.

– Relevance of the advertisement: the quality of the advertisement corresponds to the consistency of the search term entered by the Internet user and the advertisement broadcast. If this corresponds to the Internet user’s request and interests the Internet user, the quality level of the keyword will increase

– landing page friendliness: this criterion is essentially based on the organization and structure of the page. The keyword corresponding to the user’s search term must be used on the landing page. The message must be clear and useful for the Internet user. To put it simply, the more Google considers that the page is relevant to the Internet user and corresponds to what they are looking for, the higher the rating assigned will be.

Below is a screenshot of a quality score for the keyword attached to a campaign.

We can also see that Google is not based solely on these criteria but on a little more technical criteria such as the loading time of a page, the bounce rate, the time spent on the page …

 Optimize AdWords quality score

To improve this score you must provide relevant content for the Internet user and understand what he is looking for in order to adapt the message to his needs. Here are some tips to personalize your message and significantly increase your QS.

Adwords ad

-Call to action – The broadcast message catches the eye and sends a message to the user directly. Avoid explanatory messages. Pick up the customer by sending him a personalized and attractive message. Generic messages are not recommended. It is also advisable to include the beginning of the ad with a verb (example: Take advantage, Discover, Offer).

-Include keywords corresponding to the search of the Internet user, the message must adapt to his request. You will be sure that the Internet user will have a message intended for him.

-Integrate numbers and promotions to make the message exclusive and viral. The internet user should feel like he’s about to make a deal and shouldn’t miss it.

– Include capitals in all keywords or important keywords. A small tip which is recommended by the AdWords community.

– Set up variants to be able to do A / B testing. Thus, you will send the most efficient message to Internet users.

Here is an example of an ad that gathers all my tips:

The search is “Adwords training”

-The ad is addressed to my target “become”

– the keyword is included in the title and description

-1/2 days

– Upper case for important words

Landing page

The message of the ad and the landing page should be similar. If the user does not understand the message, then the match between the ad and the page is poor and you will miss a potential customer. The page must be the continuation of the Internet user’s navigation, it must lead him to meet his initial need. If you link to a landing page with keywords or phrases that are different from the keywords on the ad, its experience will be altered and it will go right away!

Take the example of the keyword “AdWords training”.

Someone typing in the keyword “AdWords training” is looking for AdWords training. Thus, he wants to find on the landing page:

-The keyword “AdWords training” on the title page

-A certification to ensure the reliability of the training

-A registration form to participate in a training

-The objectives, prices, and financing.

You must limit navigation as much as possible. If all the information is on the page you will increase your chances of acquiring a lead. The landing page must appear with all the needs related to its request. On a single page, you must immediately capture the attention of the Internet user.

Bounce rate and page load time are very important when considering the reliability of the landing page. Naturally, if the bounce rate is high and the time spent on the page is significantly low, Google will adjust the position of the ad and qualify your page as irrelevant to the Internet user. Thus, your Quality score will drop.

The loading time is also a determining factor since the Internet user is volatile. A long loading time greater than 4 seconds will result in an abandonment rate greater than 25%. Be empathetic! The user wants to access his need quickly. He will not hesitate to go see the competitor if the waiting time is too long.

i site navigation is fluid and intuitive, this will encourage the user to stay. If the customer spends time on your site scrolling the page and navigating from link to link Google will find that the page and the ad were relevant and were useful for their search.

Ad positioning

It is possible to calculate the positioning of an ad. Google takes into account the quality score but also the bid on which you are ready to put for a keyword:

Ad rank = CPC Max x Quality Score.

As you can see, the higher your bid, the more chances you have of being placed in the first position. Despite this calculation, if you refresh the page several times, the positioning will undeniably change. This system of change of position allows Google to remain anonymous regarding the actual positioning.

This calculation is an estimate of the positioning but does not accurately determine the actual positioning.

6. Analysis and testing

If your campaign has a well-rounded history, this will allow you to analyze the most relevant ads.

When creating your campaigns and ad groups, you created three ads per ad group. This will allow you to analyze the most relevant ad and pause the less clicked ads.

It is essential to perform tests on your landing page and ads. Analyze the results on the quality score.

7. Geographic targeting analysis

It turns out that some regions perform better than others. After several weeks you can already analyze the best-performing regions, departments, or cities. So you can increase your bid based on the best performing regions and lower your budget on the worst-performing regions. This will maximize your chances of acquiring conversions more easily but also reduce your expenses.

8. Day/hour analysis

You can also analyze the times on which you have acquired the most conversions where the traffic is the densest. This analysis can be essential depending on the sector of activity and the target customer. Indeed, if a restaurant wishes to highlight its ad on google it is necessary to analyze the hours on which customers are looking for the restaurant.

In this case, geographic targeting, the day and the hours are the two criteria to be taken into account when creating the campaign.

Click on the report, “+ report”, table and then select the hours and days variables.


Adwords optimizations are numerous and time-consuming. As you can see the best solution remains outsourcing to an AdWords consultant.

These optimizations will allow you to refine your campaigns, reduce your expenses, maximize the number of conversions and reach an increasingly precise target. The impact of these optimizations on your campaigns are direct and have visible results. Hoping that this article will help you in the design of your campaigns, do not hesitate to consult related articles to deepen your knowledge of this tool.

To remember :

The quality score is based on three criteria: Expected click-through rate, user-friendliness of the landing page, the relevance of the ad

  • Rework your ad so that it catches the eye and addresses your target directly
  • Make sure your ads and landing pages are consistent
  • Match your campaign keywords to your landing page so that it correlates.
  • Calculate the positioning of your ads: Ad rank = Max CPC x Quality Score.

Click on report, add the variables you want (region or city), and add the corresponding KPIs. The key performance indicators are:

-The CPA (cost / Conv)

-The conversion rate

-The click-through rate

-The clicks


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