How to increase AdWords Campaign Performance


A Google AdWords campaign assures instant traffic to your website against the investment you’ve made on running the campaign. One of the most trusted ways of bringing traffic is by running an AdWords campaign. But one needs to be an active participant and set the strategies right to improve the results of the campaign. It is essential to have a well-executed AdWords Search Campaign to take your business to next level.

Tips to Boost Your AdWords Campaigns

1: Pick Keywords That Signals Intent

The most basic improvement you can make to your search campaign is by picking up better keywords. Research keywords which signal intent attract more customers. A relevant high quality keyword yields better results. Suppose, if you are selling ‘shoes’, then your target keyword should be ‘buy shoes’. Such people are likely to buy your product because they are already in the mindset of buying.

You can also improve the performance by changing the ‘Match Type’ and organizing the keywords. You can select exact match, phrase match or broad match whichever suits you the most to generate more specific results.

2 : Increase Relevance with Tighten-up Ad groups

While running a search campaign, make sure that you built a tight ad group to attract more users towards it. Tighten-up ad groups highly increases the relevancy by triggering a matching headline in the ad copy.

Advertisers can also make such Ad groups by using Dynamic Keyword Insertion; a Google AdWords feature. This feature always inserts the words in the headline that are typed by the user in the search box and hence increases the search relevancy.

3 : Test In-market Audience

The in-market audience is an AdWords feature which allows the advertisers to search beyond the demographics and target users. It lets them know about the users who are searching for a particular product in the market by studying their web behavior.

Google collects the rich volume data and later on leverage it to help the advertisers reach the target audience on different sites across the web. For example, if you’re a car dealer then you can use the ‘In-market audiences’ feature to look for people who are there in the market to buy a car.

4: Draw Qualified Visitors by Displaying Text Ad

You can draw qualified visitors towards your AdWords campaign by running text ads on the display network. If you want to reach people with easy customize messaging then you must use text ad formats. Text ads are more effective to generate qualified leads.

5: Targeting Ads Locally

AdWords Location targeting allows you to target the ads on the basis of location. With the help of this feature you can specify certain ads for specific locations, and then those particular ads are displayed exclusively on particular locations. This enhances the effectiveness of your search campaign as you can reach browsers on the basis of their location (local, national or international).

6: A Powerful USP (Unique Selling Proposition)

Your USP speaks volume about your business and differentiates you from your competitors. If you have a powerful USP then your prospect is likely to convert because you provide them with a compelling reason. A strong USP generates more traffic from qualified leads and increase the conversion rates of sales.

7: Add Negative Keywords

Add negative keywords at the ad group level while running a campaign. You can add any phrase as a keyword which you don’t want to show up under your ad. You can add negative keywords either at ad group level or campaign level.

For example, if you are selling an expensive product then you can add ‘free’ or ‘cheap as a negative keyword so that your ad doesn’t appear in the search results of people who are looking for something cheap or free.

8: Conversion Tracking

Conversion tracking is a method to measure success of your AdWords campaign. Implementing conversion tracking is the most important step of setting an AdWords campaign, as if you don’t do this then you can’t get to know which keywords and ads are generating sales and which aren’t.

Without doing proper tracking you can’t trace and promote the successful keywords. It also gives you a direct insight, how you can increase your ROI (Return On Investment).

9: Test your Ads with A/B Testing

A/B tests teach you about your users’ behavior and let you know on which keywords they are likely to click more. With the help of A/B testing, you can research which group of keywords will perform better. Make sure you select the right assumptions for testing, as then only it can differentiate between the two and know with which keyword you’ll get more clicks.

10: Change AdWords Settings

Google has default settings for many fields and there is a possibility that the default settings may or mayn’t be in your best interests. But you can always change the default settings of your Google AdWords Campaign according to your business objective.

For example, ad rotation is set to ‘better performing ad more often’ and your geographical area is set to United Kingdom, then your ads will only be displayed in that particular region. Even if you intend to attract customers from all over the world, you will not be able to reach out to your target audience if you don’t change the default settings. So, you can perform better by adjusting the changes as per your business goals.

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