Google ads optimization
August 12, 2021

With the advent of Google Ads, the market has become more and more competitive with each passing day. Cost-per-clicks have been on the rise and will still be so for the next few years.

Regardless of this, Google Ads remains one of the most successful advertising media. While some of you may agree with this based on the profitability of campaigns in the previous years, others may be in doubt because it has been a waste of time and money.

For you reading, I can bet that one of your resolutions this year is to stop wasting your budget on Google Ads and start gaining and improving your campaigns’ profitability.

So how do you that? In this blog, I will share 10 of the best practices and methods that you MUST tick off your checklist to see maximum results in Google Ads in 2021 and beyond. The first five will cover the Google Ads Campaign Setup, while the last five will cover the Google Ads Optimization.

Let’s go!

5 Google Ads Campaign Setup Checklist

Setting up your Google Ads campaigns is very fundamental to generating the results you desire. If you are looking to set up right or improve your existing campaign, here are five practices to tick off your checklist.

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1.     Set budgets and goals

As simple as this sounds, having an objective for your campaign is fundamental to see success. In setting a goal, you want to consider your budget and the planned timeline for that campaign.

The campaign goal is the maximum cost of pay per conversion for your sale, lead, landing page, or anywhere in your site you want to see maximum traffic.

Google ads optimization

One goal per Google Ads campaign helps your campaign easier to optimize. If you have more than one goal to achieve, add another campaign within that same account to focus on that new goal.

2.     Decide on the campaign structure.

When using Google Ads, think of it as a folder structure. Yes, your ads and keywords are indeed the core of your campaign. Still, structuring your campaign and ad groups can give you an edge and help you further in the process.

When adding campaigns and creating ad groups, there is no limit to how much you can do. You can always generate a lot of ad groups. When you do this, you can write more relevant ad copies for each of your ad groups. It gives you more control when Google triggers your keywords.

3.     Build your keyword list

Keywords are the bedrock of your campaigns. The structure of your account is to the degree of the performance of your keywords.

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In setting up an outstanding campaign, you must build a killer keyword list. How?

  • Create an extensive keyword list to get relevant keywords to every ad group. You can use the Keyword tool from Google Ads.
  • Group keywords into ad groups. You should divide ad groups based on the type of keyword and relevance to the product. Don’t add specific and general keywords to the same ad group.
  • Use different match types. If you use similar ones, the keywords will trigger many irrelevant search queries. Instead, expand your keyword list with a broader phrase match, match modifier, and exact match keywords.

4.     Use negative keywords

With negative keywords, you prevent your ad from being triggered in the search query.

When you add a negative keyword list to your campaigns, people that put this in their search query will not see your ad.

It gives you more focus on clicks that are profitable and certain of actual conversions in the long run.

5.     Write your first ad copies.

Your ad copies are what connect your potential customers to your campaigns. So as much as you want to ensure that it is appealing to your customers, you also want to make sure you follow the best practices for great ad copies. A few tips on writing great ad copies are:

  • Use keywords in each ad copy
  • Use specific landing pages for each ad group.
  • Set up an ad testing structure.
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5 Google Ads Optimization Practices

Now we have covered setting up Google Ads Campaign; after setting your campaign, optimizing it regularly to ensure the performance consistently yields results. Below are five practices on how to go about that:

1.     Add more keywords

Now, I am not saying to expand your keywords list blindly. As I shared in the previous section, building your keyword list must be a deliberate act.

Remember, keywords are the foundation of each search campaign. So if you want to have a more extensive reach, you must have more keywords.

2.     Pause keywords with high costs and no conversions

In optimizing your campaign, as much as there are things to improve upon, there are also things to reduce. For example, keywords that didn’t get you conversions. When you go to your keyword data, filter the keywords that brought you conversions and the ones that didn’t. Pause those that didn’t bring conversions from your account, especially if they cost you a lot of money. Cutting down irrelevant clicks helps you focus on the ones that are and build on them.

3.     Build and test high-converting landing pages

Now that you have successfully driven potential customers to your site, your landing page is what gets them to convert. It gets them to transcend from being prospects to active customers of your service/products.

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It is why your landing page is so essential because it has just one goal – to get your details across to them clearly and concisely.

4.     Monitor your search queries

This step is mainly for those working on a tight budget; you may want to monitor your search queries by filtering the irrelevant ones.

As much as you want to have a tight keyword list, your ad may pop up with irrelevant search queries. So what do you do? Filter them.

Google Ads enables you to pull up a search query report. When you go through this, you can quickly identify irrelevant search queries and add them as negative keywords in your campaigns.

5.     Track everything and optimize

I purposely made this the last because this is one of the best things concerning Google Advertising.

And what’s that? You can track everything literally.

This step alone puts you in a better position to decide the keyword regarding their impressions, clicks, leads, and how much you spend on each of them.

When you do this, you can analyze and use them to your advantage.


Now we have looked at the 10 Best Practices of maximizing Google Ads in 2021. The first five tips were dedicated to setting up a Google Ads Campaign, while the last five delved into the methods of optimizing that campaign to ensure it delivers consistent results all through.

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Indeed, Google Ads will keep getting more competitive with each passing year; still, many more will be successful regardless. How? By following these fundamental steps that have been discussed. You can also join the winning team today.

So stick with your resolutions to make it big on Google Ads this year. Keep these tips before you for the rest of the year, and I am sure your success on the platform will be evident before you.


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