Adwords campaigns require constant optimization and development. You can’t just set up a campaign and then leave it running without optimization. Continuous account optimization will make your account more profitable and save you a click. Here are some things you can do to optimize your account.

Make distinctive ads

Write good and distinctive ads. For example, you can indicate the price of a product/service in your ads or mention a valid offer. Also, check which keywords have been the most popular and include them in your ads.

It’s also a good idea to use calls to action in your ads, such as “subscribe”, “buy”, “download”, etc. This will tell your customers what they can do after a click. Also, always direct your ad directly to the product/service page that is relevant to your ad. This will help you improve the Quality Scores and CTRs of your keywords.

Good account structure

Take the time and effort to plan your account from the start. By investing in this early on, you will surely save a lot of time optimizing your campaigns in the future.

With a good account structure, you can target your ads effectively and optimization is much easier and faster. With the right account structure, you’ll get better Quality Scores and therefore cheaper clicks throughout your campaign.

Editing a budget

Check your campaigns for a full day’s budget. If your budget isn’t low all day, you can consider increasing your budget or improving your keywords’ Quality Scores to get cheaper clicks and lower your keyword bids if they rank high on Google.

If your keywords have a high conversion price, lower your keyword bids. If your conversion cost is low and you don’t reach your budget, you can slightly increase your keyword bids. However, don’t increase your bids if your ads already have an average position of 1.0 to 2.0, as your ads are already between the top two ads on Google.

If your ads consistently show on Google for positions between 1.0 and 1.9, I recommend lowering your bid. By lowering your bid slightly, you can even save a huge amount on your cost per click while still showing your ads in the top positions. For example, lowering your ad position to 2.9 can save you a significant amount of money on your clicks and still show your ads in the top three.

Experiment with different CPCs and campaign budgets and analyze their impact on campaign performance.

Check your keywords and ads

See which keywords and ads are performing well in your account, and stop the ones that are underperforming. If your keywords have low Quality Scores, you can increase them by breaking your keywords into smaller ad groups. This will allow you to write more targeted ads that match your keywords.

Make your ads more relevant and add new, more relevant keywords to your campaigns. Use the search terms report to find new ideas for your keywords and add them to your campaigns. It’s a good idea to stop keywords with a click-through rate (CTR) of less than 1%, as they will lower the click-through rate (CTR) of your entire campaign, and therefore your overall Quality Score.

Always test your ad and always write a new one to replace the one that is failing. Make a few small changes to your new ad, but never delete or replace your ads, always create new ones. Removing or repairing old ads will lose your data.

Why is this a bad thing? As you continue to write new ads, you can review your old ads to see what you’ve already tried in your ads and how they’ve worked.

Use ad extensions

Ad extensions allow you to tell more about your business and get more space for your ad. Ad extensions also improve your click-through rate and Quality Score. Always wear them and use them as much as possible.


Be sure to optimize your campaigns several times a month, but don’t edit them daily to get enough data from your campaigns to justify making changes. Follow the instructions above to ensure you get it more profitable than your campaigns and more functional.