How to Optimise Google Ads in 5 Simple Steps

Posted by Philip Huthwaite on September 22, 2023
Philip Huthwaite
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In today's competitive digital landscape, running effective Google Ads campaigns is crucial for businesses looking to reach their target audience and drive conversions. Google Ads, formerly known as Google AdWords, can be a powerful tool when used strategically. However, to make the most of your advertising budget and achieve a higher return on investment (ROI), you need to optimize your campaigns. In this comprehensive article, we'll explore five simple steps to help you optimize your Google Ads, backed by relevant statistics.


1. Conduct Comprehensive Keyword Research

Keyword research is the foundation of any successful Google Ads campaign. It's not just about finding keywords; it's about finding the right keywords. Research indicates that businesses that conduct regular keyword research achieve a 10-15% increase in click-through rates (CTR) compared to those that don't.



According to WordStream, long-tail keywords, which are more specific and targeted, have an average CTR that is 3-5% higher than generic keywords.

To conduct effective keyword research:

  • Utilize Google's Keyword Planner tool to discover search volumes, competition levels, and suggested bid amounts.
  • Identify negative keywords to filter out irrelevant traffic and save ad spend.
  • Regularly update and refine your keyword list to stay ahead of shifting trends and customer behaviors.


2. Craft Compelling Ad Copy

Your ad copy is your virtual storefront, and it must be appealing. On average, ads with a compelling call-to-action (CTA) have a 42% higher CTR than those without.

Ad Copy


According to HubSpot, ad headlines with numbers or statistics tend to have a 28% higher CTR compared to those without.

To create compelling ad copy:

  • Write concise and engaging ad headlines and descriptions that speak directly to the needs and desires of your target audience.
  • Highlight unique selling points, promotions, or special offers to entice users to click on your ads.
  • Conduct A/B testing to determine which ad variations perform best and make ongoing improvements based on the data.


3. Optimize Landing Pages

Landing page optimization is often overlooked but plays a crucial role in campaign success. Data shows that a one-second delay in page load time can result in a 7% reduction in conversions.

Google found that 53% of mobile users will abandon a site if it takes longer than 3 seconds to load.

To optimize your landing pages:

  • Ensure that your landing pages load quickly and are mobile-friendly, as Google considers page speed and mobile usability when determining ad quality.
  • Tailor the content on your landing pages to match the ad's messaging and make it easy for visitors to take desired actions, whether it's making a purchase, filling out a form, or contacting your business.
  • Implement clear and persuasive CTAs on your landing pages to guide users toward conversion.


4. Monitor Competitor Price Position

Keeping an eye on your competitors' pricing can be a game-changer. Research reveals that 89% of consumers shop with a competitor after having a poor user experience.

Is pricing holding back my conversion


A study by Deloitte showed that 47% of consumers actively compare prices online while shopping.

To effectively monitor competitor price positions:

  • Use tools like BlackCurve to compare your product prices with those of your competitors.
  • If you offer competitive pricing or additional value, consider highlighting this in your ad copy.
  • Adjust your bidding strategy based on your competitor's pricing to maintain a competitive edge.


5. Implement Conversion Tracking and Analytics

To measure the success of your Google Ads campaigns, it's essential to set up conversion tracking and analytics. Conversion tracking enables you to make data-driven decisions, leading to an average 32% reduction in cost-per-acquisition (CPA).

According to Google, advertisers using conversion tracking see a 20-30% lower CPA on average.

To implement conversion tracking and analytics effectively:

  • Define clear conversion goals, such as sales, sign-ups, or lead generation, and track them using Google Analytics or other relevant tools.
  • Regularly analyze campaign performance metrics, such as CTR, conversion rate, and ROI, to identify areas for improvement.
  • Adjust your budget, targeting, and ad creatives based on the performance metrics to continuously optimize your campaigns.



In conclusion, optimizing your Google Ads campaigns is an ongoing process that requires attention to detail and a willingness to adapt to changing market dynamics. By conducting thorough keyword research, crafting compelling ad copy, optimizing landing pages, monitoring competitor price positions, and implementing conversion tracking, you can improve the performance of your Google Ads and achieve a higher ROI. Keep testing, refining, and staying informed about industry trends to maintain a competitive edge in the world of online advertising.

Topics: Google Shopping, Google Ads

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