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protect their advertisers. They don’t want new your advertisement matches the keyword that
players coming in and dominating a niche. was searched, it will be bolded. This is why you
For this reason, you have to run broad and need to create such a high number of ads and
phrase matched campaigns before you can target keywords on their own, within a defined
exact match your keyword targeting. This ad group. The key to ad copywriting is variety.
will uncover possible keywords for you to The more options you give the Adwords
be targeting and it will allow you to gather system, the more data you will collect. After
keyword insights. After you have let this run the campaign has been running for some
for some time, you can begin exact match time you can revisit your ad copy and pause
targeting your best keywords and expand advertisements that are getting fewer click-
your negative keyword list. throughs.

Make a negative keyword list for segment by device type
keywords that don’t convert
Often times, ads will convert better for
desktop users than they will for mobile devices.
If you have a product or service that takes time
Start segregating your ad groups based for the user to convert, chances are you won’t
on keyword categories and slowly eliminate have high conversions for mobile devices.
keywords that aren’t converting. Just as Instead, refine your campaigns to segment
conversion tracking will tell you your overall users by device type. You can start bidding
Adwords conversion rate, you can also trim higher for desktops and laptops and lower for
it down to specific keywords. Some of the mobile users. This is an easy way to optimize
phrases you’re targeting are bound to be your campaign using Adwords insights.
poorly converting keywords. Make a negative
keyword list and use this to eliminate phrases optimize search partners and
that are bad for your campaign. display ads

Clicks don’t always come from Google.
adjust bids to drive results for There are search partners and display ads
highly converting ad campaigns that you can take advantage of within Adwords

When your Adwords insights tell you as well. If you need to, you might have to turn
that certain ad campaigns are performing these off depending on how well they are
exceptionally well and your ROI is good, you converting. Many advertisers do not choose to
can increase your bid for those phrases. It’s target search partners or the Google Search
also important to bid appropriately to get the Network at all. You will have to decide if you
impression share you’re looking for. This has need to disable search partners. If you do
to be matched with your overall budget. If your decide to continue targeting them, it’s best
to segregate your targeting of these two
top performing campaigns are soaking up all
distinct platforms so you can optimize your
of the budget, your other camapaigns won’t
get enough impressions and clicks to even advertisements separately.
provide insightful data. Review your impression
share and adjust bids to spread the load, then Conclusion
optimize bidding as needed.
Adwords is an online marketing channel
that provides extensive data and opportunity
try different ad copy and optimize to optimize your campaign based on data
your ad campaig based on Ctr insights. If you use your tracking to its full
extent, you can catapult your ROI on Adwords.
Copywriting can be a challenging thing to
Your Adwords data is intertwined with Google
optimize. It’s confusing when you don’t know
why a certain ad is converting better than Analytics and between the two, you have a
another when they share the same landing powerful recipe for campaign optimization and
page. Most likely, it’s the words you chose for higher returns with your advertisements.
the advertisement. Try a large variety of ad copy
for each campaign so that you can optimize
effectively. Remember that your keyword
research is important here. When a keyword in

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