How To Improve Google AdWords ROI

Google Ad Words is a great source for driving traffic to your website or blog, however, for a lot of new users it is very expensive and confusing. Here are 15 tips to help you better optimize your campaign so as to give you the best chance of getting a higher relevance score and lower cost per click.

1) Key word research
Key word research should be a starting point for creating ads that have a low CPC. Use Google AdWords key word tool to determine the competitiveness for your target key word. The higher the competition the higher the CPC generally. Look for key words with low to medium competition that have a good level of monthly searches.

2) Use the right search
Use phrase match eg “keyword” or exact match eg [keyword] these will give you the best chance of having your ad shown to only relevant searches.



3) Relevance
Ensure your Ad copy reflects the message on your landing page, as bounce rate is a key indicator when Google is assessing your landing page relevance.

4) Only use one key word per ad set
In order to keep your Ad copy relevant only use one key word per Ad group.

5) Ensure the key word appears in the ad copy
This seems obvious but a lot of first time Ad Words users still fail to do this.

6) Bold key word in ad copy

When creating your ad copy use this script in your title {keyword: enter keyword} this will bold the letters of the search term when your ads are shown.

Google Adwords blog

7) Have a call to action in your Ad copy
The last line of the Ad should have a call to action, let the viewer know what you want them to do, but avoid the term Click Here as Google does not like it.

8) Don’t use exclamation marks in your ad copy
When writing Ad copy, first time AdWords users tend to want to go a bit crazy with exclamations marks!!!!, avoid this as It looks spammy and Google does not like it.

9) Ensure the key word appears in the landing page domain
When naming your landing page, place the keyword in the domain ie mysite.com/keyword, this helps tell Google the Key word, Ad copy and Landing page are all relevant.

10) Create an engaging content filled landing page
Don’t just put up a simple landing squeeze page with a call to action and an opting box. Create long form sales pages with lots of great engaging content to encourage the visitor to spend time on page or to take a desired action.

11) Google compliant
Ensure your page has a logo and navigation above the fold, preferably with a point of contact (ie phone number or email) and ensure you have your terms of service and privacy policy in the navigation footer.

12) Optimize landing page with key word
Just like you would optimize a page for SEO, optimize your landing page with your target key word, ensure it is in your page copy, heading tags and image alt tags.

13) Use negative key words
This is very important as if you don’t tell google who not to show your ad to, your ad will likely be shown to a lot of people not really interested in your products or service.

14) Split test your ads
Always run two variations of your ad copy and change one thing at a time to test which Ad copy gets the better click through rates or conversions.

15) Use ad extensions
Where relevant Ad extensions are a great way to take up more valuable real-estate on the search page.

16) Use specific numbers in your ad

Using specific numbers like 3.21 instead of 3, for example ‘3.21 Times ROI’  this will give your ad credibility and your audience is more likely to trust its authenticity.

17) Use funky characters 

When possible try an place a few special characters in your ad copy such as $#@*% this helps to draw attention and can separate your ad from the competition. REMEMBER TIP #8 (don’t over use exclamation marks)

18) Include a benefit 

Including a benefit helps to call out your target audience as it should only appeal to certain viewers, for example “accelerate your career” it will appeal only to people wanting this benefit.

19) Remove risk

Add a guarantee in your ad copy to entice to viewer to click on your ad by removing risk, for example 100% Guarantee 

About The Author

Marcus Jovanovich

Marcus Jovanovich is an expert when it comes to online conversion and lead generation. Having run several successful traditional ‘bricks & mortar’ and e-Commerce businesses over the past decade, Marcus is now a sought after business and marketing coach and mentor for those wanting to optimise and grow their businesses online by focus targeting all aspects of digital marketing. Today he and his team of business, marketing & design professionals help business from all over Australia grow their profits via effective marketing strategies.