10 Smart Ways to Optimize for Google Adwords This Year

by | Feb 23, 2020 | Google Adwords

Are you trying to attract high-quality leads to your business this year? With pay-per-click (PPC) advertising, you can direct likely customers straight to your website. Knowing how to use PPC advertising can make all the difference when turning your visitors into sales.

In fact, PPC website visitors are 50% more likely to make a purchase than organic visitors.

Without a strategy, however, you could end up spending more money than you make. You need the right mix of strategy and know-how to make it work.

Keep reading to discover 10 smart AdWords optimization tips. With these tips, you can reach new customers, grow your business, and make money without overspending.

Attract more business and improve your ROI with these 10 tips.

1. Keep Campaigns Goal-Focused

The first step to an effective AdWords campaign is to have a goal in mind. If you already have campaigns running, take the time to review each one.

AdWords optimization will help you avoid wasting money on campaigns that aren’t achieving your goals. You can set goals such as:

  • Increasing website traffic
  • Improving brand awareness
  • Receiving more phone calls
  • Increasing conversions
  • Determine which Google AdWords goal aligns with your marketing goals.

Once you determine your goals, it’s easier to choose the keywords and metrics for that campaign. Then, you can make sure the campaign is optimized to achieve that goal.

Otherwise, you won’t know if your campaign is succeeding.

2. Research Regularly

Market trends pop up throughout the year. Certain trends can cause your customers to search differently.

For example, more people are using voice-activated assistants like Alexa and Siri. Voice searches are expected to account for 50% of all searches this year. These searches could impact your campaigns.

For voice search AdWords optimization, research the search queries your customers use. These queries sound more conversational, which might impact how you word your ads.

Make sure to keep up with other PPC trends, including:

  • Artificial intelligence
  • Amazon Paid Ads
  • Responsive search ads
  • Visual search

These ongoing trends will require you to optimize AdWords campaigns throughout the year.

3. Stay Structured

Don’t shove all of your keywords into a single campaign. This could impact your clickthrough rate, which determines your quality score. A poor quality score will cause your ads to appear lower on Google.

As a result, fewer people will see your ads.

In order to complete your Google AdWords optimization, consider how your campaigns and ad groups are organized. Try to group your keywords into organized buckets. The better your keywords relate, the more likely you’ll receive clicks.

4. Manage Your Negatives

As you run your AdWords campaigns, make sure to review your search queries regularly. The search queries indicate what people searched for before clicking on your ads.

You might find that the search queries have little to do with your business. By adding negative keywords to your campaigns, you can avoid appearing for these wasteful clicks.

5. Test Ad Copy

Google now allows you to add numerous headlines and descriptions. Google AdWords then switches these headlines around to see which best appeals to your audience.

Try A/B testing your ad copy. Test different headlines, descriptions, and call-to-action language. Then, you can improve your ads to receive more clicks to your site.

6. Check Your Landing Pages

Once people click on your ads, they’ll arrive at your landing page. If your landing page isn’t optimized, you’ll fail to increase conversions.

During your AdWords optimization process, make sure to review your landing pages. First, ensure your site loads quickly. Otherwise, visitors will leave.

Next, make sure your ad language reflects your landing page language. If the message differs, you might end up confusing visitors.

Use minimalistic web design trends to make your site easy to use and navigate.

Instead of scaring off visitors, they’ll want to stick around and explore.

7. Automate

Save yourself time and effort by automating your campaigns.

Machine learning will allow you to pass as much work over to the machines as possible. Google algorithm will make improvements for you, so you can boost your ROI.

Take the time to review Google’s suggestions as you optimize AdWords.

8. Add Video Ads

Five out of 10 users look for video content before visiting a store. To optimize your AdWords campaigns, try adding video ads.

Videos can help you keep consumers interested and engaged. Then, finish your video content with a strong call-to-action to encourage them to convert on your site.

9. Make Sure You’re Remarketing

Don’t neglect remarketing. An effective AdWords technique, remarketing allows you to appear in front of customers who have already visited your website.

Remarketing gives you a second chance!

Make sure to create distinct remarketing ads and a landing page that welcomes visitors back.

10. Test New Targeting

Before you start an AdWords campaign, you need to know who you’re trying to reach.

Take the time to learn more about your target audience. Who are they, what problems do they face each day, and what are they interested in?

First, try to create buyer personas. Separate your target audience based on:

  • Age
  • Gender
  • Marital status
  • Household income
  • Buying behaviors
  • Interests

Your customers aren’t all alike. Segmenting your audience based on these personas will help you write ads that better appeal to their needs.

You can also work with a PPC advertising agency that can complete this step for you. Then, you can use the data to create hyper-targeted ads and campaigns.

Make sure to learn about the keywords your customers use during a search as well. You can use Google Keyword Planner, Google Trends, or SEMRush to learn about your customers.

Then, you can create hyper-targeted ads that focus on your customers’ needs and wants. Ads that are relevant to the customer are more likely to attract their attention.


If you’re targeting multiple countries, make sure to use geo-targeting as well.

After all, not everyone speaks the same language. That means consumers will search for different keywords based on the location they live in. Failing to target customers based on their geo-location could cause you to lose money.

Make a campaign for each country you’re targeting. That way, you’ll have data for each location. This will allow you to make informed decisions and optimize campaigns independently of one another.

Google AdWords Optimization: 10 Ways to Optimize in 2020

With these 10 tips, you can optimize your Google AdWords campaigns and set yourself up for success. Google AdWords optimization will help you attract more customers and boost your sales!

Ready to get started? We’re here to help. Schedule a free analysis with our team today to discover the right strategy for your business.