Google Ads optimisation

Google Ads advertising needs constant optimisation. Maximise your online advertising ROI with proven techniques and stay ahead in a competitive digital environment.

What is Google Ads optimisation?

Google Ads optimisation is the strategic process of maximising the effectiveness and return on investment of Google Ads campaigns. It involves fine-tuning various elements such as keywords, ad copy, targeting and bidding strategies to improve account performance and achieve desired results.

By analysing data, performing A/B testing and data-driven optimisation, advertisers can increase click-through rates, lower click prices and improve the overall success of campaigns.

Google Ads optimisation helps businesses reach their target audience more effectively, improve their return on investment and gain a competitive advantage in digital advertising.

How does optimisation work in Google Ads?

Optimisation in Google Ads involves improving the effectiveness of your ads through various strategies, such as keyword targeting, ad copy targeting and bidding. The process starts by setting campaign objectives and selecting relevant keywords. Advertisers can then optimise these by analysing data, audience returns and ad copy.

Changes are made to price quotes, ad placements and targeting settings to maximise the visibility of the ad and reach the desired audience. Ongoing monitoring, testing and refinement are crucial to optimise campaign effectiveness and achieve better results.

Why is Google Ads optimisation important?

With millions of businesses competing for users' attention, effective optimisation helps advertisers stand out and achieve their marketing goals.


Improving targeting, relevance, click-through rates and more Google Ads optimisation helps minimise unnecessary ad spendt. This allows companies to achieve more with their budgets.

Increasing the click-through rate

By optimising advertising elements such as headlines, descriptions and ad extensions, advertisers can increase the likelihood of getting clicks from their target audience.

Better quality scores

Optimising your ads and landing pages will improve the quality score that Google uses to assess the relevance and user experience of your ads. Higher quality scores lead to better ad placements and lower click-through rates.

Increasing the placement of an ad

Effective optimisation has a positive impact on the ranking of an ad, which is a key factor in determining its visibility and position on Google's search results page. For example, a higher ad ranking improves ad visibility and click-through rates.

Better alignment

Optimisation allows advertisers to refine their targeting options and ensure that ads are shown to the right audience at the right time. This improves the overall effectiveness of the campaign and the return on investment.

A/B testing possibilities

Optimisation allows advertisers to test different ad variants, landing pages and targeting strategies. A/B testing helps identify the most effective elements and optimise campaigns accordingly.

Use of advertising extensions

Optimisation includes the use of advertising extensions such as website links, comment texts and content selection. These help to increase the amount of additional information in the ad, improve the visibility of the ad and improve click-through rates.

The relevance of the advertising text

Optimising your ad text involves aligning your text with keywords and user intent. This makes ads more relevant and increases conversion opportunities.

Performance monitoring and analysis

Optimisation allows advertisers to monitor and analyse the effectiveness of campaigns. This allows them to make data-driven decisions, refine strategies and continuously improve results over time.

Types of Google Ads optimisation

Using different optimisation techniques will improve the effectiveness of your advertising, increase results and achieve a higher return on investment. Here are some of the main types of optimisation strategies used in Google Ads:

Optimising the price offer

Quotation optimisation involves tailoring the quotes to maximise the visibility of the ad and achieve the campaign's objectives. By analysing performance data and adjusting bids based on factors such as ad location, competition and response rate, you can ensure that your ad is shown to the right audience at the right time.

Optimisation of advertising texts

Ad copy optimisation focuses on improving the text and messages of ads to increase their relevance and click-through rate. You can boost engagement and attract higher quality traffic by performing A/B testing, refining headlines and descriptions, and tailoring ad copy to user intent.

Landing page optimisation

Landing page optimisation includes improving the user experience and the relevance of the landing page to which your ads lead. Optimising page load speed, improving design and layout, and aligning content with promotional messages can increase conversion rates and improve the overall quality of campaigns.

Keyword search type optimisation

Keyword search type optimisation ensures that the most relevant search phrases trigger your ad. Combining broad, express and exact search types can refine keyword targeting and prevent wasted spend on unnecessary searches.

Search term optimisation

Search term optimisation involves analysing the actual search terms that trigger your ad and adding negative keywords to exclude unnecessary searches. You can improve ad targeting and reduce unnecessary ad spend by constantly monitoring and refining your search term reports.

Optimising revenue

Revenue optimisation focuses on maximising advertising revenue by taking into account the profitability of each ad. By analysing acquisition costs, customer lifetime value and profit margins, you can target your budget to the campaigns and keywords that deliver the best overall return.

Optimisation of campaigns and ad groups

Optimising campaigns and ad groups involves structuring and organising campaigns and ad groups to be as effective as possible. You can improve ad relevance and effectiveness by grouping similar keywords, creating targeted ad groups and aligning ad messages with specific campaign objectives.

Optimising your budget

The purpose of budget optimisation is to efficiently allocate the advertising budget to campaigns and ad groups. By tracking performance metrics and adjusting budget allocation based on the profitability and effectiveness of each campaign, you can ensure that the budget is spent where it will have the greatest impact.

Conversion optimisation

Conversion optimisation focuses on improving the speed at which clicks on your ads lead to desired actions, such as purchases or sign-ups. You can improve conversion rates and overall campaign success by testing different landing page elements, optimising performance tracking and implementing effective action-building strategies.

Factors affecting Google Ads optimisation in more detail

To get the most out of Google Ads, you need to optimise different aspects of your campaigns. Let's look at the key factors that influence Google Ads optimisation.

Google Ads keyword design

Effective keyword planning is crucial for a successful Google Ads campaign. Thorough keyword research helps identify relevant search terms and ensure that ads reach the right audience. You can find popular keywords and select the best keywords for your campaign using tools such as Google Keyword Planner.

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Google Ads monthly optimisation plan

Optimizing keywords on a regular basis, especially on a monthly basis, is essential to maintain the effectiveness of your campaign. Review and analyse the effectiveness of keywords on a regular basis, removing underperforming ones and adding new, relevant keywords. Tailoring bids and ad copy based on keyword effectiveness can improve the visibility and click-through rate of your ads.

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Google Ads campaign structure

A well-organised campaign structure is crucial for effective optimisation. Grouping related keywords strictly into thematic ad groups allows for better targeting and relevance of ads. Create multiple ad groups based on specific themes or products and tailor your ad copy to match the keywords in each group. This structure helps to improve quality scores, ad relevance and overall campaign effectiveness.

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Google Ads conversion tracking

Monitoring results is vital to measure the success of campaigns. By setting up performance tracking, you can monitor specific user activities, such as purchases or form submissions. Analysing performance data helps you improve your ads, keywords and landing pages, and increase conversions and ROI.

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Audiences in Google Ads

Targeting the right audience is key to optimising Google Ads. Use Google's audience targeting tools to reach people who are likely to be interested in your products or services. Determine your target audience based on demographics, interests and behaviours. Ads that hit your audience's interests will increase engagement and conversion rates.

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Product feed optimisation

Product feed optimisation is crucial for ecommerce businesses running Google Shopping campaigns. Make sure the names, descriptions, photos and prices in your product feed are accurate and up-to-date. By optimising your product feed, you can maximise the visibility of your products and your ability to bring relevant visitors to your website.

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How to optimise your Google Ads strategy to improve its effectiveness?

Optimising your Google Ads strategy is crucial to achieving better performance and maximising the return on your advertising placement. Here are some important tips to help you optimise your Google Ads strategy effectively:

Conduct a thorough keyword research: You can improve ad targeting and attract higher quality leads by identifying keywords that are relevant to your business and target audience.

Create attractive advertising copy: Create concise and compelling ad copy that highlights your competitive advantages and attracts users to click on your ads. Include relevant keywords in your ad text to improve relevance and ad quality.

Take advantage of advertising extensions: Use a variety of ad extensions, such as site links, comments and content tags, to provide users with more information and improve the visibility and click-through rate of your ads.

Enable performance monitoring: Define performance tracking to measure and analyse the effectiveness of ads. This information will help identify successful campaigns and optimise budget allocation according to the quality of the campaigns.

Optimise landing pages: Make sure your landing pages are aligned with your advertising messages and provide a smooth user experience. Developing page load times, adding relevant keywords and clear calls to action will help increase conversion rates.

Test different advertising variants: A/B testing allows you to compare and identify what works best. Experiment with different headlines, ad copy and visuals to optimise your ad for maximum effectiveness.

Monitor and adjust price offers: Regularly check the price quotes for keywords and adjust them based on efficiency. Increase the bids for high performing keywords to increase visibility and decrease the bids for low performing keywords to increase cost-effectiveness.

Use audience targeting: Take advantage of Google Ads audience targeting options to reach specific groups of users. Narrow your audience based on demographics, interests or behaviour to improve ad targeting and get better results.

Continuous analysis and optimisation: Regularly check campaign performance data such as click-through rates, conversion rates and acquisition rates. Use this data to make informed decisions, fine-tune your Google Ads strategy and continuously improve results.

How can market segments improve Google Ads optimisation?

Segments considering a purchase can significantly improve Google Ads optimisation. Segments allow advertisers to target advertising to users who are actively researching or considering purchasing products or services in certain categories.

By exploiting market segments, advertisers can show highly targeted ads to users with a strong intention to buy. This increases the likelihood of conversion. This feature allows advertisers to focus their budget and efforts on those users who are already interested in their offers. This leads to more relevant ad impressions and better campaign effectiveness.

Buying segments provide insightful information on user behaviour and preferences, helping advertisers to maximise the effectiveness of their advertising content and price offers.

What are good Google Ads optimisation scores?

Good Google Ads optimisation scores typically range between 80-100%. Optimisation scores assess the effectiveness and revenue potential of your Google Ads campaigns based on a number of factors.

It takes into account elements such as ad relevance, browsing experience and click-through rate. If campaigns have higher optimisation scores, they are likely to be well optimised and in line with industry standards.

Remember that optimisation scores should not be the only success factor, but rather a guide. To achieve the best results, you need to constantly review and adjust your campaigns according to your individual goals and analytics.

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How to check your Google Ads optimisation score?

Checking your Google Ads optimisation score is essential for assessing the effectiveness of your campaigns and identifying areas for improvement. Follow these guidelines to check your Google Ads optimisation score:

Go to the Recommendations tab

After signing in to your Google Ads account, go to the Recommendations tab in the menu on the left. This tab offers recommendations and suggestions for optimising your campaigns.

Check the optimisation points

The optimisation scores are displayed at the top of the Recommendations tab. The score ranges from 0-100% and indicates how well your campaign is optimised.

Understand the scoring factors

Google Ads takes into account several factors to optimize your scorein the decline. These include keyword usage, ad relevance, landing page experience and campaign settings. Each factor affects the overall score.

Evaluate the recommended actions

Browse the list of Google Ads recommendations. Each recommendation can affect your optimisation score. Evaluate which actions are relevant to your goals.

Implement the recommended changes

Select the recommendations that match your campaign objectives and click the Apply button next to each suggestion. This will make the necessary changes to your campaigns, such as adding new keywords or editing price quotes.

Track the impact on your optimisation points

Once you have made the recommended changes, revisit the optimisation points to see the effect. If your score improves, your campaigns will be even better. Continue monitoring and adjust as necessary.

Best Google Ads optimisation software and tools

Using the right software and tools to optimise your Google Ads campaigns can make your work much more efficient and easier. Below are some Google Ads optimisation tools:

Google Ads Editor

This free desktop app from Google allows you to manage your Google Ads campaigns and make mass changes to them offline. It offers additional features such as advanced search, crowd-sourcing and the ability to copy and paste campaigns.

Google Analytics

Integrating Google Analytics with your Google Ads account provides valuable insights into user activity, conversion tracking and website performance. This information helps you make data-driven decisions and optimise your ads for better results.

Keywords designer

Google Keyword Planner is essential for keyword research and optimisation. This tool provides keyword ideas, search volume data and competition information to help you effectively find relevant keywords and price quotes.


This enterprise-level tool provides advanced features to manage and optimise the effectiveness of Google Ads campaigns. It offers features for reporting, bid optimisation and cross-channel campaign management.


Semrush is a comprehensive SEO and PPC tool with powerful features for keyword research, competitor analysis and campaign optimisation. It provides insights into keyword performance, ad text analysis and suggestions for optimising ad groups.


OrbitalAds is an AI-based tool that helps optimise Google Ads campaigns through automated bid management and ad text optimisation. It uses machine learning algorithms to analyse performance data and make real-time optimisations to improve ad effectiveness.

Frequently asked questions

Google Ads optimisation is an essential part of running successful advertising campaigns. Here are some frequently asked questions about Google Ads optimisation and the answers:

What are ad extensions and how can you use them in a Google Ads campaign?

Ad extensions provide additional information and functionality in your ads, such as website links, comment text and content highlights. They improve the visibility of your ads, increase click-through rates and improve the overall quality and relevance of your ads.

Should I use broad or narrow search keywords in my Google Ads campaigns?

It is recommended to use a combination of keyword search types. A broad search will reach a wider audience, while a specific search will ensure precise targeting. Experiment with different search types and analyse performance to find the right balance.

Can I target my Google Ads campaign locally?

Yes, you can target your campaigns locally by using region targeting settings, creating location-specific ad texts and using local keywords. This approach will help you reach potential customers in specific geographical areas.

Can I optimise my Google Ads campaign for voice search?

Yes, optimising speech search involves using natural language, long-tail keywords and conversational phrases. Tailor your ad copy and landing pages to match how users typically express their voice queries.

Can I optimise Google Ads campaigns for different devices?

Absolutely. You can create separate campaigns and tailor price quotes, ad copy and landing pages for specific devices such as desktops, mobile and tablets to optimise effectiveness on each platform.

How can I optimise my Google Ads budget effectively?

Optimise your budget by identifying high-performing keywords, allocating more budget to them, suspending low-performing keywords, and regularly reviewing and adjusting price quotes. These changes will help you maximise your return on investment.

Should I use automated bidding strategies in Google Ads?

Automated quoting strategies can be effective, but you need to monitor and analyse their effectiveness closely. Try strategies such as CPA target or ad revenue to find what works best for your campaign goals.

Can I optimise my Google Ads campaign for specific locations?

Absolutely. You can use area targeting settings to reach the local audience you want, for example in a specific region or city. You can even make a radius alignment of the size you want around a specific location.

Should I use ad rotation settings in my Google Ads campaigns?

Yes, the ad rotation settings allow you to control how often your ads are shown and which ad variants are shown. Test different ad versions to find the most effective ones, and optimise your ad rotation settings accordingly.

Should I optimise for keywords with high search volume or for keywords with low competition?

A balance should be found between the two. Keywords with a high search volume will have more searches, but may have more competition. Low competition keywords, on the other hand, may have fewer searches but less competition. Consider a combination of both.

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