By now you have mastered the basics of Google Ads, so it’s time to introduce you to ways to optimize it. In doing so, I will cover four key areas, namely faster return on investment (ROI), better choice of keywords, optimization of text in ads and more favorable bidding (Bids).

If it seems to you that a large percentage of new clients are noticing your ads and clicking on links, but this is not reflected in sales, it’s time to take steps to improve your return on investment. To begin with, you need to look at your landing page, because customers expect that after clicking on your ad, the requested information or a specific offer will appear on the screen. If they don’t find what they were promised, there is a high probability that they will simply look for other content, so it is very important that your landing page is relevant and clear. In addition, it is very important that you pay attention to the type of device that is used the most. This means in practice that if your users mainly use mobile devices, then your landing page must be maximally adapted to their characteristics.

The next thing you need to pay attention to is relevant keywords. If you use general terms to attract clients, they can very easily get the wrong impression about your offer. That’s why I advise you to use as keywords only those terms that precisely describe what you want to offer, and this will help your ads appear in searches that are really relevant.

If you have solved the above problems, you can focus on increasing your bids for profitable keywords. If you notice that certain keywords work well and that you achieve a good ROI with them, then it would be good to adjust your offers and thus increase exposure and attract even more visitors. On the other hand, if you come to the conclusion that some keywords are not working, then you can reduce your bids or even consider removing them. I also suggest that you consider the possibility of switching to a multimedia advertising system (Display Network) and thus reach a wider audience.

In both cases, it is important to start using negative keywords or to increase their use. They can help you filter out searches for products or services that look similar to yours but aren’t really relevant to your business. In addition, it would be good to remove keywords that appear in more than one place from the list. In any case, Google will only show one ad per advertiser, so there is no reason for the same keywords to appear in different ad groups or campaigns. The only exception is situations where you target different regions or different audiences, but in that case you have to focus on optimizing keywords with low performance. I’m sure you want all of your keywords to perform well, so you can’t let them include ones that reduce your overall results.

When it comes to the text of your ad, you must first understand the situation in which your potential client is. Is he asking for more information? Is he just researching the market? Is he ready to place an order? All this is of prime importance for running a successful campaign.

If you expect the client to make a final choice, then your call to action should encourage him to make a purchase. If he’s just considering different offers, you need to offer him additional content to help him decide. This includes the text of the ad that includes prices, special benefits and discounts, but also all other details that come to mind.

When it comes to improving your offers, competing with other advertisers, it’s important to experiment. This means you can test your bids for profitability or try different budgets to determine the amounts that give you the most exposure. In the end, you should precisely determine your budget and take into account the rate at which the return on investment is made.

If you have already determined which keywords bring you the most profit, you will probably want them to be used in all situations, and to achieve this, your campaign budget must be large enough so that its display is never interrupted.

Finally, don’t forget that you are constantly competing for better offers. This implies constant monitoring of the status of certain keywords, the terms in which they are displayed, and even the habits of your clients, because it does not matter whether they use mobile devices or computers.