Google Campaign Manager: How to Optimise your Google AdWords Campaign?

Posted By on October 8th, 2020 in Pay Per Click

Google Ads is a very effective medium that helps you drive valuable traffic to your website and introduce interested customers to your business when they’re searching for services and products that are similar to what you offer. Using Google Ads will enable you to boost your website traffic, receive more phone calls, and increase your in-store visits.

The most effective way to spend your time when it comes to Google Ads manager is optimisation. When you spend time optimising campaigns, you will be able to enhance your campaign’s performance. Here are some of the ways to make sure your ads are performing as well as they can.


Optimise your Ads and landing pages

An important factor when it comes to optimisation is making sure the ad matches the searcher’s intent to get enough clicks to justify your ad spend. Your headline and ad copy need to fit with the keywords you’re bidding on, and the solution your ad is marketing needs to solve whatever pain point that searcher is experiencing. Here are simple ways to help get the searcher’s intent right.

  • You can create multiple ads with different ad copies within the same ad group to test and identify the ones that get the most attention and inspire action from consumers.
  • You can also try different ad offers to determine which offer is more effective.
  • Make your promotion clear and concise; your customers should get a general idea about what to expect when clicking on your ad. Include at least one of your targeted keywords in your ad headline with a clear call to action.
  • You can also try A/B testing the landing page to compare two different types of landing pages. You can’t be entirely sure what causes an improvement when testing with landing pages if you change more than one element. There are several things you can improve when conducting a landing page A/B test, and when you try, you will be able to find what works best for you and improve your conversion rate.

Ad extensions

Extensions will help expand your ad with additional information—giving people more reasons to choose your business when presented to them. Using ad extensions can improve your ad’s performance and rank, which reflects the impact of your ad extensions on a user’s experience, giving your ad better visibility and prominence on SERPs. Extension formats vary from call buttons, location information, links to specific parts of your website, additional text and more. For the best results, choose your ad extensions based on your objective.

ad extensions

Adding negative keywords

Negative keywords can be added to your ad campaign to avoid wasted appearances of your ads for specific searches that are not necessarily beneficial to you. This will effectively narrow down the audience that is exposed to your ads and who click on your ads, making sure you attract only prospective customers that are most likely to call your business, visit your location and/or make a purchase. Improved targeting can put your ad in front of genuinely interested users and increase your return on investment (ROI).

So ideally, we should dedicate some of our time to PPC keyword research (Adding new keywords from the search terms or experimenting with new match types every week). Over time, your account will become stronger and more relevant because of it.


This Google Ads feature is also referred to as RLSA, which enables you to target past visitors on the Search Network. You can target and customise search ads for these past visitors while they search on Google and Google’s Search Partner sites. Remarketing will keep you in the eye line of someone who has visited your site at a really low cost. It is a simple and effective way to increase your sales and conversions. On Google ads, you can find the full case study that explores how remarketing is beneficial for search ads’ advertisers.

Final tips on how to optimise Google Ad Manager Campaigns

In conclusion, when you spend time managing your campaigns, you can amplify these benefits. Updating your keyword targeting, for instance, can help you connect with more ready-to-buy users while tweaking your landing page experience can drive your conversions up.

As we all know, professional optimisation means increased sales potential. However, there are two vital side notes to consider when optimising your Google Ads campaigns. First, you can have the most possibly optimised campaigns, but, if you’re sending shoppers to non-user-friendly URLs with confusing or irrelevant content, you’re throwing money away. This will also affect your google quality score, which will increase your CPC and your ads will be shown very rarely.

Finally, with Google ads, we can always try cross channel marketing strategies like social ads and email marketing to ensure proper remarketing on all channels. To truly optimise your Google Ads campaigns like a professional, you need to test and tweak your ads, targeting and messaging to suit your unique brand and target customer.