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Angela Soudi

Right Way Of Google Ads Optimization, Doubles Your Conversion Rate

June 9, 2020

Head of Hospitality

Angela Soudi

Head of Hospitality
Social Media Management

Article Overview

10min read

Google Ads, AKA Google AdWords, is Google’s advertising system, which is a powerful platform for driving awareness, traffic, and conversions. If an account is optimized very well then it can provide a remarkable Return on Investment (ROI) and deliver against digital marketing goals. However, if you are not seeing the ROI you are expecting from Google Ads, then you might be doing it in the wrong way or are overlooking. Google Ads optimization seems to be a herculean task even for the most experienced advertisers.

So, do you want to double your Google Ads conversion rate?

The right way of Google Ads optimization will help double your conversion rate. Google has reported that most businesses manage to generate $2 in revenue for every $1 they spend on AdWords. So, if you would like to double your Google Ads conversion rate, then here are some important things you have to look upon and make sure that you’re not overlooking or doing wrong in optimization:

1. Review and Refine your keyword list – If a keyword has a Clickthrough rate (CTR) of less than 1% then, you need to delete it.  It is an undeniable fact that keywords popularity changes over time and new keywords will emerge. By using Wordtracker’s Keywords tool with Google Insights, you can track these changes and find new keywords.  You also need to add new keywords to relevant existing Ad Groups. If there is no relevant group, then you need to start a new one.  You should always look for keywords that can be used to start new Ad Groups with their own adverts and landing pages. This lets the old and new Ad Groups to have adverts and landing pages more relevant to their keywords.

2. Always test your ad copy and landing pages –You must test one to three new ads against your current best-performing ad. Test new landing pages against your current page as well.  For that, you need to send 50% of clicks to landing page A (existing or ‘control’ page) and 50% to a new landing page B (‘test’ page). If B performs better than A, then it becomes your new control.  It is possible to test everything on your landing page, from the color of your response buttons to your choice of font.

3. Use AdWords location targeting to create an audience – If your product or service is location-specific, then it may be advisable to use AdWords location targeting features to target local customers. It allows you to select specific locations where you want your ad to be shown; hence your ads will appear for people in those locations.  It lets you focus your advertising on the areas where you will find the right customers, and this in turn will help increase your profits.  You can set up location targeting from the Audience section on your Campaign’s Settings page.

In location targeting settings, there are three different options:

1. Target only people in your locations

2. Target only people searching for your locations

3. Target people in, or who show interest in your target locations

By focussing on any of these three options, will help drive the most effective results with your campaign.

1. Conduct Regular Audits:  Even if you have performed an initial audit, it’s not enough when you take over an account. Perform regular audits at least annually. 

2. Incorporate Negative Keywords – Negative keywords are a smart and unique way to improve your Google Ads conversion rate.  Nowadays, many companies, marketers and digital marketers are enjoying the benefits – such as an increase in CTR, reduced CPC (Cost Per Click) and boost in ROI (Return on Investment) – of using negative keywords.


In fact, several case studies and testimonials prove that integrating negative keywords will help increase the conversion rate and revenue. For instance, Emergency Restoration Specialists (ERS) incorporated negative keywords into their Ads campaigns. Within 3 months, they had generated more leads than they could handle and they even had to pause the ads from running, because they had their hands full with new business from targeted customers.

Here are a few negative keywords that you can include in your campaign: cheap, Kijiji, free, torrents, Craigslist, eBay, Youtube and Torrent. However, these keywords don’t only apply to search network ads.

Note that Google Ads optimization is not a one-time event. You need to optimize your Google Ads campaigns like a pro, by testing and tweaking your ads, targeting and messaging to suit your unique brand and target shopper. Relying on an experienced Google AdWords agency will help you in providing a right way of optimization along with a real customer experience. 

Angela Soudi

Head of Hospitality

Angela Soudi is a visionary writer with 20+ years of experience in Sales and Marketing across Europe, Canada, and the Middle East. She is highly invested in actively contributing articles to pioneering hospitality platforms and websites.

Angela Soudi

Head of Hospitality
Social Media Management
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