Best Practice
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50+ Google Ads Optimizations

This list covers aspects like budget allocation, targeting specifics, ad creation, and conversion tracking.

This list takes a deep dive into the over 50 different Google Ads optimizations, categorized by the campaign and ad group levels. This list covers aspects like budget allocation, targeting specifics, ad creation, and conversion tracking. While these optimizations provide a strong foundation for campaign success, remember that the ideal approach depends on your unique goals. For instance, if you prioritize brand awareness, your strategy might differ from one focused on driving conversions. Additionally, Google Ads offers advanced techniques and features that can be explored based on your specific campaign requirements. This list serves as a springboard to launch and continually refine your Google Ads campaigns for optimal performance.

Campaign Level Optimizations

Budget & Bidding (8+ Optimizations):

    1. Setting appropriate daily/total campaign budgets (based on goals)

    2. Utilizing budget pacing options (standard vs. accelerated)

    3. Budget allocation across campaigns and ad groups based on performance

    4. Choosing the optimal bidding strategy (manual, automated, enhanced)

    5. Setting appropriate target bids (CPC, CPM, CPA) based on campaign goals

    6. Utilizing bid adjustments for location, device, time of day, audience segments

    7. Experimenting with automated bidding strategies and optimizing settings

    8. Utilizing portfolio bid strategies for managing budgets across multiple campaigns

Targeting & Delivery (13+ Optimizations):

    9. Targeting specific geographic locations (countries, regions, cities, postal codes)

    10. Excluding irrelevant locations to avoid wasted spend

    11. Adjusting bids based on location performance

    12. Utilizing location groups for granular targeting and bidding

    13. Targeting specific devices (desktop, mobile, tablet)

    14. Adjusting bids based on device performance

    15. Setting device modifiers to prioritize or exclude specific devices

    16. Utilizing responsive search ads (RSAs) for optimal device adaptation

    17. Setting ad delivery schedules based on audience behavior and conversion times

    18. Pausing ads during non-converting hours or days

    19. Adjusting bids based on time of day targeting

    20. Choosing between standard and accelerated delivery methods

    21. Selecting the method that aligns with campaign goals and budget constraints

    22. Utilizing connection type targeting (WiFi, cellular)

    23. Leveraging Google Audience Targeting options (affinity, in-market, demographic)

Campaign Extensions (8+ Optimizations):

    24. Utilizing sitelink extensions to provide additional website links within the ad

    25. Implementing call extensions for phone calls directly from the ad

    26. Adding location extensions to showcase business addresses

    27. Exploring other extensions like seller ratings, lead forms, structured snippets

    28. Using structured snippets to highlight specific products or services

    29. Implementing callout extensions to showcase unique selling propositions (USPs)

    30. Utilizing promotion extensions for special offers or discounts

Campaign Experiments (6+ Optimizations):

    31. Running A/B tests on different campaign settings (budgets, bids, targeting)

    32. Testing different campaign types (search, display, shopping) for reach

    33. Experimenting with ad delivery methods (standard vs. accelerated)

    34. Utilizing campaign drafts for testing and iterating before launch

    35. Implementing campaign budget optimization (CBO) for automated allocation

    36. Leveraging audience segmentation for tailored campaigns 

Ad Group Level Optimizations

Keywords & Targeting (10+ Optimizations):

    37. Selecting relevant keywords that match user search intent

    38. Utilizing a mix of broad, phrase, and exact match keywords

    39. Implementing negative keywords to exclude irrelevant searches

    40. Regularly reviewing search terms and adding negatives as needed

    41. Utilizing keyword groups for thematic organization within ad groups

    42. Targeting specific demographics (age, gender, income) based on buyer personas

    43. Utilizing audience segments based on interests and browsing behavior

    44. Targeting users who are in-market for products or services you offer

    45. Excluding irrelevant audiences to improve campaign efficiency

    46. Utilizing keyword themes for broad audience targeting within ad groups

    47. Implementing dynamic search ads (DSAs) based on your website content

Ad Copy & Creatives (10+ Optimizations):

    48. Crafting compelling ad copy that highlights USPs and calls to action (CTAs)

    49. A/B testing different headlines and descriptions to identify best performers

    50. Utilizing ad extensions to provide additional information within the ad

    51. Personalizing ad copy with dynamic keyword insertion (DKI)

    52. Ensuring ad copy complies with Google Ads guidelines

    53. Testing different ad formats (image, responsive display, app extensions)

    54. Utilizing responsive display ads (RDAs) to optimize ad size and format

Preston Derrick

co-founder